asia research breakfast seminar: developing a winning communications strategy
TRANSCRIPT
Developing a winning communications strategy
Robin de Rooij
Asia Research Breakfast Seminar | October 2015
Messaging Expertise
Used our database of 10,000+ tested claims to create
a validated messaging development framework
Provide workshops to clients in the CPG and telecom industries
on how to strengthen their messages
Published numerous articles in magazines like Quirks and GCI
What is a claim?
A concise, product-specific
statement…
That promises something
meaningful to the customer
Which sets the product and
brand apart
Is supported by credible
evidence
That prompts action, often at
Point of Sale
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Campaign slogan
A product description
“2-in-1 Anti-dandruff
shampoo with menthol”
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2 Insight
Situation or dilemma the
target group faces
A claim represents your Value Proposition
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Developing a winning claim is like completing an obstacle course You need to pass all the hurdles to succeed
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This interactive quiz will expose you
to the most important principles that will help you
develop more effective communication messages
For these exercises please
have your blue and orange
cards to hand!
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Designed for perfection
For perfectly smooth skin
Relevance: is it a consumer relevant claim?
A claim is designed to drive consumer choice by calling
upon desires or aspirations through the value it promises
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Easy hair removal
for lasting smoothness
Smooth in seconds,
lasts for two weeks or longer
Be Specific: is it clear what you are promising?
Describe precisely what tangible benefits
your product will deliver
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Prevent split ends with our
new product formulation
Our new product formulation
helps prevent split ends
Put the key benefit first
You only have a split second
to capture consumers’ attention
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Removes stains that
other detergents leave behind
New formulation,
better than Ariel!
Merely comparing yourself to your
competitor is not an appealing way to
differentiate, the benefit you differentiate
on is more important
Benchmark against the category instead of a competitive brand or your own brand
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“Our freshest tasting shake - ever!”
Category: Removes stains that other detergents leave behind
“Our best cleaning detergent”
No benchmark: Up to 99% less breakage
There is no evidence that comparative claims are better than non-comparative claims
Simply comparing with competition or previous products is not enough
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Avoid Pitfalls
By ensuring the claim
meets a set of style
and tonality criteria
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Less painful hair removal
with our new shaving system
More gentle hair removal
with our new shaving system
Be Positive!
Offer something positive instead
of avoiding something negative
In some cases avoiding a negative is
more specific, leading to a stronger claim
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Contains essential minerals
for healthy growth and development
Contains potassium and sulfur
for healthy growth and development
Avoid Jargon
Use words that are meaningful to consumers
instead of technical lingo
Asian consumers seem to respond better to
technical RtBs
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Lose weight
without losing taste
So delicious, we got
thrown out of the diet aisle
Avoid Humor
Be direct and focus on efficiently getting
your value message across
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SKIM’s best practices framework
provides actionable guidelines on how to
develop winning claims, available on our
website:
http://www.skimgroup.com/
clearing-hurdles-of-claim-creation
How are your claims faring?
• How do you create / write claims?
• How do you test them?
• Do they pass all the hurdles?
• What is the hardest part for you?
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Ask us anything!
Robin de Rooij | Director Asia Pacific
[email protected] | +65 6597 2800
Christophe Le Yoanc | Director Client Solutions
[email protected] | +65 6597 2826