Brand & Communications Tracking by RI
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Transcript of Brand & Communications Tracking by RI
Brand and Communications Tracking
February 26th 2004
Customer & Marketing Insights &C
MI
2
Who we are
Business Manager in RIUK Retail
Is the main Project Manager for the Brand Tracking and other related projects
Peter Pereira
Director in RIUK Retail
Has overall responsibility for all research conducted for Boots retail
Iona Carter
Communications Director in RIUK Consumer
Has overall responsibility for marketing communication evaluation on the Brand Tracking
Jonathan Harper
Board Director in RIUK
Has overall responsibility the client relationship with Boots plc
Susan Blackall
Associate Director in RIUK Consumer
Is the Project Manager for the Ireland research and other communications projects
Tim Francis
Senior Research Executive in RIUK Retail
Is the day to day manager of the Brand Tracking and other related projects (including Ireland research)
Debbie Goodwin
3
Agenda
Facts and Figures of Brand Tracking
What’s in the Brand Tracking and how we report it
Keeping the questionnaire fresh
How we measure TV advertising
How we approach other media
What’s on the Horizon
Facts and Figures
Customer & Marketing Insights &C
MI
5
Facts & Figures
The Brand Tracking started in January 1999
1000 in-home interviews a quarter
80% Women plus quotas on age, social class and
working status
All respondents ‘involved’ in health & beauty
30 minute CAPI interview
Geographically representative coverage
6
Facts & Figures
20,295 people interviewed so far
16,748 Boots users
6,582 had seen Boots TV advertising
6,316 Advantage Card holders
1,652 who are divorced or separated
7,595 aged 16-34
Content and Reporting
Customer & Marketing Insights &C
MI
8
Behavioural Information Key contextual information
Brand Personality Endorsement rather than rating
Retailer Imagery Endorsement rather than rating
Loyalty Cards Advantage card vs competitors
Advertising Impact and diagnostic of Boots TV
advertising
Boots.com Awareness and use of Boots website
Store Perceptions Satisfaction with store on last visit,
store descriptors
Boots Magazine Awareness, use and appeal of Boots
magazine
What’s in the Brand Tracking
9
Brand Personality
Imagine that Boots came to
life as a person. Which of the
following words might be
used to describe them?
Inspiring
Knowledgeable
Trustworthy
Approachable
Full of new ideas
Forward
Thinking
Fun
Helpful
Caring
10
Retailer Imagery
31 imagery statements in
total asked in the context of
the retailer, for health, for
beauty & for everyday
toiletries covering….
Convenience
Store
Environment
Products Staff
Value
11
The Interview
Enjoyment of the interview:
7.1 7.2 7.37.1
7.4 7.37.1
7
7.3 7.27.4 7.3
“I like Boots so it’s a nice study to work on”
1 –
10 s
cale
“It’s quite a big interview but the respondents enjoy it”
“The videos work really well with the respondents”
Jan 01 Dec 03
12
How we report the data
Overall Brand Review Annual face to face presentation
KPI Sheet Quarterly excel data update
Brand Update Charts Quarterly powerpoint report
The Boots Brand
Christmas
KPI Sheet Annual excel data update feeding
into a wider business review
13
How we report the data
Boots.com
Boots.com Report Biannual powerpoint report
Advantage Card and
Magazine
KPI Report Quarterly excel report. (Magazine is
biannual)
Changing the Questionnaire
Customer & Marketing Insights &C
MI
15
Changing the questionnaire
Why change it at all?
•To keep it relevant to current strategy
•To answer specific questions from within the business
•To get rid of dead wood – keep it fresh!
•To measure new ads
How often do we change it?
•Major changes – once every 2 years or so
•Minor changes – once a month or so
16
Changing the questionnaire – the process
Boots flag up the need for a change
RI decides when best to change the questionnaire
Boots and RI write the new questions needed
RI converts the paper into a new CAPI questionnaire
Ad Agency provides debranded telepics and full Mpegs
CAPI questionnaire modemmed to interviewers
Questionnaire goes live in field Always on a Monday
Thursday before field starts
1 week before field starts
1 week before field starts
2-3 weeks before field starts
3-4 weeks before field starts
3-4 weeks before field starts
Our Approach to TV Advertising
Customer & Marketing Insights &C
MI
18
Our approach to TV advertising
Each execution is measured against its own aims and objectives
Feed back answers to key questions and hypotheses
Norms data used where applicable to enhance the story
19
How we measure TV advertising
Prompted TV Ad Awareness
Spontaneous Ad Content & Message Recall
Prompted Products/Services Seen Advertised for Boots
If “Boots” mentioned
Prompted Telepic Recognition
If “Boots” not mentioned
Prompted Full Ad Recognition
If “No”
Spontaneous Brand Attribution
Prompted Communication
If “Yes”
END
If “No”
Prompted Ad Descriptors
Prompted Level of Enjoyment
Prompted Likelihood to Visit Boots
If “Yes”
Brand Perceptions & Store Consideration
20
How we measure TV advertising
Branding
Communication
Appeal
Impact
Brand Response
21
0
10
20
30
40
50
60
70
0
500
1000
1500
2000
2500
Total TVRs Boots Ad Awareness
We have long term ad awareness data
% Advertising
Awareness TVRs
1995 2003
22
The competitive context
Prompted TV Ad Awareness
(& Brand Perceptions)
23
We have a database of Telepic recognition
0
10
20
30
40
50
60
70
80
90
100
0 200 400 600 800 1000 1200 1400 1600
TVR Spend (30” Equivalent)
0
10
20
30
40
50
60
70
80
90
100
0 200 400 600 800 1000 1200 1400 1600
TVR Spend (30” Equivalent)
%
tele
pic
reco
gn
itio
n
We have tracked 35+ Boots ads
24
Teasing out the advertising contribution
85
75
65
60
Frequent Visitor
Seen Boots advertising
%
25
Teasing out the advertising contribution
85
75
65
60
%
Frequent Visitor
Seen Boots advertising
26
Teasing out the advertising contribution
85
75
65
60
Frequent Visitor
Seen Boots advertising
%
27
Learnings from the past – the Claire campaign
Claire was launched in September 2001
It was the first time Boots had used a consistent character in their
advertising.
Her aim was to show Boots as a ‘provider or wellbeing’ and
somewhere you could go for all your wellbeing needs, large or
small.
1st Ad – “Positive Ageing” – September 2001
•A performance that far exceeded that of previous
Boots ads!
•Pre-Test results placed it in the top 10% of all ads
tested so far!
•Impact was good and branding was excellent!
•Character was well received.
28
Learnings from the past – the Claire campaign
Relevant Scenarios &
Insights
Informative and at times
Inspiring Messages
Engaging Central
Character ‘Claire’
29
Learnings from the past – Tactical advertising
We tracked two tactical ads in March & April 2003
The first of these was a ‘bundle’ of two 10” offers. The second had
three 10” offers
•Did people find ‘three offers in one ad’ too much?
•Did their impact extend beyond just bargain hunters?
•Were the creative elements right?
•A consistent thematic helped give strong recall
amongst a wide range of relevant parties
•But it’s only the really attractive and exciting offers
that can tempt infrequent visitors into store
•Our overall VFM perceptions were boosted
•‘Three offers’ may have been a bit of overkill – some
signs of audience confusion
30
Learnings from the past – Tactical advertising
0
10
20
30
40
50
60
70
Any mention of Tactical Any mention of Claire Any other
2002 2003 2001
Other Media
Customer & Marketing Insights &C
MI
32
Tracking around different objectives, audiences & channels
Agree what are the overall objectives for the brand
Agree what the objectives are for each channel by target
Prioritise which channels and audiences to track
Comms.
objectives
Media
Channels
Target
audience
33
How we tracked sponsorship
We needed to answer different questions…..
What are the values that GMTV holds?
Was the fit between Boots and GMTV right?
Were we associated with GMTV?
What did the sponsorship communicate?
Did it help establish Boots as a summer destination store?
Was the sponsorship likely to pull people into store?
34
How we tracked sponsorship
Recognised
any of the
GMTV idents
Aware of
Boots TV
advertising
17% 22% 30%
Communications Penetration: GMTV viewers, female, 25-45
35
How we tracked other media
Radio 16%
6%
7%
23% 3%
3% 3% 3%
TV
32%
Poster
15%
36
TV recognisers
Poster recognisers
% measure X
Different strands of the campaign working together
32
40
30
What’s Next?
Customer & Marketing Insights &C
MI
38
Advertising Presentations – Typical preparation
Charts delivered to Boots in advance of presentation 1 week before presentation
2-3 weeks before presentation
c.4 weeks before presentation
Get data
Presentation delivered face to face in Nottingham
Analysis and presentation design
Ad goes off air
Structure and key hypotheses agreed with Boots
1 week after cut-off
39
Advertising Presentations – PCS preparation
26th March
11th – 26th March
28th Feb
11th March
2nd April
Charts delivered to Boots in advance of presentation
Get data
Presentation delivered face to face in Nottingham
Analysis and presentation design
Ad goes off air
Structure and key hypotheses agreed with Boots
40
PCS Presentation – What we’ll cover
Impact/Recall
Branding
Creative Appeal
Enjoyment
Communication of the right messages
Affect on motivation to visit Boots
Affect on relevant Brand perceptions
Key Insights