DNA is a matter of

CONNECTIONS 4/0

3/2

014

3

Agenda

A SMALL

PIECE OF

PHILOSOPHY

4

When we were young…

5

…then the consumer changed,

and things get complicated !

6

Consumer power

7

http://www.rue89.com/2010/10/12/le-web-a-gagne-gap-conserve-son-logo-couac-ou-buzz-170752

http://www.mm.be/fr/newsletter/web/10184/muqgsjipvfcexhttp://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9787581/McDonalds-rebrands-to-Maccas-in-Australia.htmlhttp://nikeplus.nike.com/plus/

8

We need an

innovative

toolbox

that follows

consumer

how do you set

in an era of

9

in a world where is

, and media could be

10

How do you brand & consumer

in this

11

12

Agenda

SOME

BUILDING

FIGURES

13

14

5200

16 140

40

Touchpoints, from mass media

as TV or

Newspapers, to

Word of Mouth or

relatives

recommendation

Online

interviews, broad

representativity

criteria :

Language, region,

gender, age, family

size, urbanisation

Social class,

responsible for

purchase, kids,…

Categories of

products &

brands, FMCG or services,

with high and

low implication

Brands,investigating

both users and

non-users

15

Average

interviews per

category

Awareness for

any brand in

« n »

respondents

Minutes

interview

duration

Mean

respondents

per

touchpoint

653 453

25620

16

Not based on memory,

but on the perceived role of each Touchpoint

17

Single source research,

from brand diagnosis to consumer perception

18

Strategic tool

built to take concrete actions !

19

What’s the

of the Brand perception in the Consumer space

and how can we Connect more effectively

20

Agenda

CONNECTING

BRAND AND

CONSUMERS

21

In a journey

Two major data are measured :

consumer evolution and brand strength

22

Linked

&

connected

23

In a journey

24

Discover ‘Ngage ActionD

BRAND’S CONNECTION

N A

25

D ‘N A

vitality

awareness

relevance

credibility

quality

empathy

seduction

innovation

status superiority

differentiation

inform

implication

opinion fan

Consideration

Pay more

Discover (15) ‘N gage (13) Act (12)

• Ads in social media• Ambient OOH• Banner ads• Cinema ad• FLP ads• Magazines ads• Mobile ad• Newspaper ad• Online video ads• OOH ad in public transport• Radio ads• Special offers in media• Street poster ad• TV ad• Product placement TV

• Brand content in mag• Brand content newsp• Brand page on FB• Brand website• Reco by experts• Reco by media editorial• Smartphone apps• Sponsored events• Sponsored radio progr• Sponsored TV program• Sponsored website

sections• Branded TV programme• Radio editorial

• Addressed (e)mail• Branded shops• Flyers or brochures• Free samples• In store ads• POS ad• Reco by friends or relatives• Search engines• Shared brand content• SMS ads/offers• Social media conversations• Special POS offer

Our touchpoints: the DNA view

27

Touchpoint mappings on the 18 different factors,

or a combination of it

SOME

RESULTS

EXEMPLES

28

BRAND POWER : Brand vs Category

29

CONSUMER LIFELINE

30

31

Touchpoints boosting « Brand status »

on total 15-54

32

33

Agenda

COOL(S’)

RESULTS

34

Media work hard for brands

demonstrates

Jan 2014

36

Remember that we know

much about brands…

37

D ‘N A

vitality

awareness

relevance

credibility

quality

empathy

seduction

innovation

status superiority

differentiation

inform

implication

opinion fan

Consideration

Pay more

38

16 product categories

140 brands

656 respondents /category

39

What link between

Pulsar KPIs & communication

of the surveyed brands ?

Crossing worlds

40

3 year (2010-2012)

media value @ brand

level:

- Which media mix

- Nb media used

- Share of investment

within category *

NB: the relative value (share in %)

discards the difference between

high- and low-investing categories

How do thosebrands use media ?

SOI vs awareness index

41

0

20

40

60

80

100

120

140

160

180

200

0 10 20 30 40 50 60 70 80 90

AW

AR

ENES

SIN

DEX

SHARE OF INVESTMENTS IN THE CATEGORY (MDB)

R = 0,50 p<0,0001

Media investments increase

relative brand awareness by 2.6

42

0

5

10

15

20

25

30

0

20

40

60

80

100

120

140

160

0-20 21-40 41-60 61-80 >80

Awareness index percentiles

Index awareness Share of invesment

*2.6

SOI vs resilience * index

43

0

50

100

150

200

250

0 10 20 30 40 50 60 70 80 90

RES

ILIE

NC

EIN

DEX

SHARE OF INVESTMENTS IN THE CATEGORY (MDB)

* Agreement with following statement : « whatever the negative comments on that brand, I

will go on using it/choosing it/be a client of this company [customised per category]”

R = 0,36 p<0,0001

Media investments increase

relative brand resilience by 2

44

0

5

10

15

20

25

0

20

40

60

80

100

120

140

0-20 21-40 41-60 61-80 >80

Resilience index percentiles

Index resilience Share of invesment

*2

SOI vs % involved * with the brand

45

0

10

20

30

40

50

60

70

0 10 20 30 40 50 60 70 80 90

RES

ILIE

NC

EIN

DEX

SHARE OF INVESTMENTS IN THE CATEGORY (MDB)

* Top boxes (≥7/10) agreement with following statement : « to which extent you are interested

in brand X » vs all who know the brand.

R = 0,36 p<0,0001

Paths to glory

46

AV media

Nb media Awareness

Share

invest

Resilience

In-

volvement

Recom-

mend

FAN

Top

opinion

Simplified correlations landscape… Relations @ significance level alpha=0,01

« Media investments

make brands stronger »

47

Obvious ??

Those facts are :

Belgian

recent

robust

Dec 2012-Jan 2013

@ the heart of the crisis

16 categories

140 brands

What’s next ?

48

10 REASONS TO INVEST MEDIA MONEY IN BELGIUM

Reinforcing these findings

49

Feelings about brands outlast memories of facts& figures about the brand

The most important driver of long-term growthremains the level of shareof voice

We may notice a brand on the shelf, and feel slightlymore positive about it, simply because we have seen it more (or itsadvertising more).

For established brands (iefor most advertising) the need to refresh [memories] is paramount.

Byron Sharp How brands grow. What marketers don’t knowOxford University Press 2010

Les Binet, Peter Field The Long and the short of it. Balancing Short and Long-Term Marketing StrategiesIPA 2013

50

Agenda

The other way around

51

MORE UPLIFT

Idx vs TOUCHPOINT

UNIVERSE Touchpoint’s

sweet

spot

CLASSICAL

MAGS

52

53

What are the biggest strengths of

magazines in the eyes of SC 1 to 4

innovation

TOM

omnipresence

curiosity

popularity

image

dynamisme

consumers' choice

relevance

encourage dreaming

ask questionsconversations

empathy

change purchase habits

direct contact

fidelity

do a servicestatus

0,80

0,85

0,90

0,95

1,00

1,05

1,10

3,0 3,5 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5

MAGAZINE ADS - SC 1-->4

If we zoom on innovation on SC 1 4, with what

touchpoints are we competing?

54

If it’s on « encourage dreaming » that we check,

does it changes a lot?

55

Would a combination of both be our « trigger

effect »

56

What if we only take « paid media » into

account ?

57

innovation

TOM

omnipresence

curiosity

popularityimage

dynamisme

consumers' choice

relevance

encourage dreaming

ask questionsconversations

empathy

change purchase habits

direct contact

fidelity

do a servicestatus

0,80

0,85

0,90

0,95

1,00

1,05

1,10

1,15

3,0 3,5 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5

MAGAZINE ADS - SC 1-->4 paid

Innovation vs all other « paid » touchpoints really

takes us out of the clutter…?

58

So, status as such doesn’t stand out, but

the vehicles of it are deffinitely there…

59

Encourage Dreaming

Present Novelties

BUT it’s not proper to only mags, so would our

other media capabilities take us out of the

« tenor clutter »?

A FOCUS

60

61

What are the biggest strengths of

magazines in the eyes of women NL

innovation

TOM

curiosity

popularity

imagedynamisme

consumers' choice

omnipresence

relevanceconversations

encourage dreaming

empathy

do a service

fidelity

direct contact

ask questions

change purchase habitsstatus

0,60

0,65

0,70

0,75

0,80

0,85

0,90

0,95

1,00

1,05

1,10

1,15

1,20

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

MAGAZINES WOMEN NL

In all the touchpoint galaxy, what are the most

uplifting innovation ones on women NL

62

What if we only take « paid media » into

account ?

63

innovation

TOM

curiosity

popularity

imagedynamisme

consumers' choice

omnipresence

relevance

conversations

encourage dreaming

empathy

do a service

fidelity

direct contact

ask questions

change purchase habits

status

0,80

0,85

0,90

0,95

1,00

1,05

1,10

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

MAGAZINES WOMEN NL Paid

When confronted to other touchpoints on

the « dreaming » factor

64

What if we cross with the overscoring

« innovation » factor?

65

Not much of them are « ads »

What are the strengths in the south?

66

innovation

TOMomnipresence

ask questions

image

popularity

curiositydynamisme

relevance

consumers' choice

encourage dreaming

conversations

change purchase habits

fidelity

empathy

direct contact

do a service

status

0,75

0,80

0,85

0,90

0,95

1,00

1,05

1,10

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

MAGAZINES WOMEN FR

We are almost the 2nd covering media on

the dreaming factor!

67

When focussing on paid, a trio appears :

dreaming, innovation, image

68

innovation

TOMomnipresenceask questions

image

popularity

curiosity

dynamisme

relevance

consumers' choice

encourage dreaming

conversations

change purchase habits

fidelity

empathy

direct contact

do a service

status

0,60

0,70

0,80

0,90

1,00

1,10

1,20

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

MAGAZINES WOMEN FR Paid

But on these items, we are not alone!

69

So…

70

Encourage Dreaming

Present Novelties

Image Builder

TODAY IT’S ALL

ABOUT CONTENT

71

Better results than ads, more uplifts vs average

touchpoints, but not 1 definite strength standing out !

72

innovationTOM

popularity

image

curiosity

dynamisme

consumers' choice

omnipresence

relevance

empathy

conversations

ask questions

direct contact

change purchase habits

encourage dreaming

fidelity

do a service

status

0,92

0,94

0,96

0,98

1,00

1,02

1,04

1,06

1,08

4,0 4,5 5,0 5,5 6,0 6,5 7,0

EDITORIAL CONTENT - SC 1--> 4

Are we more influencing peoples’ choice than others…

interesting when one of our core target are people with

buying power

73

When combining : choice, image and popularity,

are we standing out?

74

But yes, vs paid media, editorial is

definitely more and better doing the job,

all the jobs!

75

innovation

TOM

popularity

image

curiosity

dynamisme

consumers' choice

omnipresence

relevance

empathy

conversations

ask questions

direct contact

change purchase habits

encourage dreaming

fidelity

do a service

status

0,94

0,96

0,98

1,00

1,02

1,04

1,06

1,08

1,10

1,12

1,14

4,0 4,5 5,0 5,5 6,0 6,5 7,0

EDITORIAL CONTENT - SC 1--> 4 paid

Let’s only check on consumers’ choice!

76

Next to image building items, editorial power is

much more on the Act, than on the ‘Ngagement

77

Encourage Dreaming

Present Novelties

Influencing consumers’

choice

A FOCUS

78

innovation

popularity

curiosity

image

consumers' choice

omnipresence

TOM

conversations

dynamisme

relevance

empathy

direct contact

encourage dreaming

change purchase habits

fidelity

do a service

ask questions

status

0,90

0,92

0,94

0,96

0,98

1,00

1,02

1,04

1,06

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

EDITORIAL CONTENT WOMEN NL

Some very interesting elements are showing

up with this point of view

79

The content can compensate the lack of advertising

and helps on other points, but still, we have tough

competitor…on all sides!

80

When taking only the paid media into account,

one differentiating asset shows up

81

innovation

popularity

curiosity

image

consumers' choice

omnipresenceTOM

conversations

dynamisme

relevance

empathy

direct contact

encourage dreaming

change purchase habits

fidelity

do a service

ask questions

status

0,94

0,96

0,98

1,00

1,02

1,04

1,06

1,08

1,10

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

EDITORIAL CONTENT WOMEN NL Paid

And it’s deffinitely an asset, and it’s also

differentiating !

82

Not « real »

competitors

When taking only paid media into account, even on our

strong assets,TV remains difficult to beat!

83

On all of the 3 assets (popularity, conversations and

changing habits) we take the lead, except for TV

programs but there, costs will make a difference!

84

In the south we see the real uplifting power of content !

85

innovation

TOM

image

curiosity

popularity

dynamisme

omnipresence

change purchase habits

ask questions

consumers' choice

relevance

conversations

empathy

direct contact

fidelitydo a service

encourage dreaming

status

0,94

0,96

0,98

1,00

1,02

1,04

1,06

1,08

1,10

1,12

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

EDITORIAL CONTENT WOMEN FR

Higher avg uplift vs NL

And we are almost alone, again, TV on

our way…

86

When focusing only on paid media, it

becomes our strongest asset

87

innovation

TOM

image

curiosity

popularity

dynamisme

omnipresence

change purchase habits

ask questions

consumers' choice

relevance

conversations

empathy

direct contact

fidelity

do a service

encourage dreaming

status

0,96

0,98

1,00

1,02

1,04

1,06

1,08

1,10

1,12

1,14

1,16

0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0

EDITORIAL CONTENT WOMEN FR paid

The difference in uplift does not reflect

the difference in « budget »

88

When we know how sensitive advertisers

are with sales…

89

Changing purchase habits

Knowing that « special offers in media »

remains on top of most of results

CONCLUSION

103

When combining all aspects of the media offer, you’re,

on target, present in all steps of the journey towards

buying act !

104

Encourage Dreaming

Influencing consumers’

choice