Webinar TNS La rivoluzione dei Touchpoint. La …...La rivoluzione dei Touchpoint Power of...

Webinar TNS La rivoluzione dei Touchpoint © TNS 12/07/2016 Walter Caccia

Webinar TNS

La rivoluzione dei Touchpoint

Conoscerli, gestirli e misurarne l'impatto su Brand equity e sales

Walter Caccia Head of Brand & Communication

© TNS 12/07/2016 Walter Caccia

Webinar TNS La rivoluzione dei Touchpoint

The connected world puts touchpoints at the centre of the planning universe

The old world

The new world

Brand Brand

community

PR

Retail

Advertising Direct mail

Interactive experience

Staff

PR

Retail

Advertising Direct mail

Interactive experience

Staff

TV POS

Sponsorship Online retail

Product sampling

Social media

and more…

Webinar TNS La rivoluzione dei Touchpoint © TNS 12/07/2016 Walter Caccia

Every experience has the potential to influence

Billboard

News from Apple’s Worldwide Developers Conference (WWDC)

Product experience

TV advert

Outside advertising

Website

Store experience and staff behaviour

Social commentary/ word of mouth



Touchpoints now serve multiple purposes

SOURCE : Connected Life 2016

Converting Using social in P2P

Servicing Seek service

solutions via social

Brand building Connecting with

brands on Facebook 34% 47%

23%



What are the challenges?

Optimising touchpoint

management

Using emotion consistently across

touchpoints

Engaging with the connected

consumer

Converting omni-channel shoppers to

buyers

Optimizing customer experiences

in a multi-channel world



A “push” model of consumer communications and contact will not work for much longer. Soon “pull” or

desired and requested interaction will be the only way*

Fall of the Attention Economy

Rise of the Engagement Economy

(*) Kevin Allen Founder and CEO at Rekap Inc.



Power of Perception: why asking for recall of touchpoint experiences

“We actually don´t choose between experiences, we

choose between memories of experiences…”

“We always see things around

us in relation to each other. We can’t help it!”

Daniel Kahneman The riddle of experiences versus memory. TEDtalk February 2010.

Dan Ariely

Predictably irrational. The hidden forces that shape our decisions. 2008:7.

Why we are asking instead of measuring Target metrics are mostly non-measurable,

e.g. brand strength Not all touchpoints can be tracked directly, e.g.

recommendation, usage experience Measurement cannot account for the entire

“consumer-universe” experiences (Dan Ariely) Asking provides more explanation compared to

measuring

Why we are not measuring “in the moment” Most decisions are made based on memories of

experiences (Daniel Kahneman) “In the moment” approaches tend to

overestimate the impact of recent experiences because other relevant touchpoint experiences are neglected

Distinguishing between relevant and irrelevant experiences is best done after some time when a „natural relevance filtering“ has already occurred



Market research closer to reality by integration of three unique innovations

Questionnaire immersion

Modelling on respondent level

Behavioural Economics



-10%

0%

10%

20%

30%

40%

TV advertising

Product experience

Customer magazine

Car seen on road

Tests/ reports

Positive contribution to

brand equity

Negative contribution to

brand equity

Touchpoint impact: high discrimination between categories and brands

Cars Coffee Supermarkets



Touchpoint contribution to brand strength per category and country

Auto

Aviation

Consumer

Finance

Retail

28,9%

17,6% 18,2% 18,7%

10,4%

17,2%

9,5% 14,5%

11,5% 9,5% 8,5%

18,5% 15,9%

0%

10%

20%

30%

China China Germany Germany Germany Germany Germany Italy Japan UK UK USA USA

5,5% 5,2%

12,1%

5,9%

14,6%

0%

10%

20%

30%

France Germany Germany Germany Malaysia

28,2%

17,6%

11,7%

18,6% 13,8%

16,3% 19,0% 17,5%

8,9%

14,9% 17,5%

0%

10%

20%

30%

China France Germany India Italy Japan Poland Russia Spain Sweden UK USA

7,3% 10,2% 8,4%

4,0% 8,6%

17,8% 16,4%

0%

10%

20%

30%

Germany Germany Germany Germany Indonesia Italy Korea

24,6% 26,3%

19,8% 20,2% 24,0% 24,4%

0%

10%

20%

30%

Bulgarian Croatia Czech Germany Poland Romania Slovakia

31,8%

31,5%



Impact on sales

Which of my touchpoints help to convert brand equity into sales?

Efficiency

Which part of my touchpoint spend

is wasted?

Main questions to answer

Quality of reach

Are we reaching the right people with my paid, owned and earned touchpoints?

Engagement

What is the impact on brand equity of

my touchpoints relative to

competitors?



1. Take a long-term view – ensure marketing contributes to future sales, not just present sales

11.9

1.5

9.3

0.8

Brand equity stock Recent brand experience Power in the mind

(11%) (8%)

(89%) (92%)



2. Do fewer things excellently – focus on the most impactful touchpoints

1. Shelf presence in supermarkets

2. Own product usage

3. TV ads

4 POS displays

5. WOM of family/ friends

Owned Earned Paid

11.9

1.5 1.0



2. Do fewer things excellently – focus on the most impactful touchpoints

Which part is wasted?

Sales promotions

Presence in online shops / ecommerce

Trade fairs

Email newsletter

Social networks

Free samples

Radio ads

Online TV

Cinema ads

Promo stands

Sponsorship (event, TV, venue)

Sporting events

Banner ads

Public transport advertising

…

Which touchpoints had impact on brand equity?

17% Shelf presence in supermarkets

15% Own product usage

14% TV ads

10% POS displays

9% WoM family & friends

5% Coffee used in gastronomy

4% Print ads

2% Promotion stands in supermarkets

2% Supermarket flyers

2% Billboard ads

78% 22%

Top 10 impactful touchpoints for brand equity (reach & quality)

Other 33 touchpoints



3. Use the right tool for your job

Building brand equity

Driving sales

Driver for brand equity Driver for stated share Driver for both

1. Promotion stands in supermarkets

2. Coffee used in gastronomy

3. Social Media

1. WoM family & friends

2. Recommendation by sales staff

3. TV ads

1. Radio ads

2. Print ads

3. Online ads



4. Don’t just chase eye-balls - quality of engagement is critical

Tchibo vs. best in class competitor (BIC)

Reach vs. BIC

Engagement

vs. BIC

Shelf in supermarket

Own product usage

TV advertising

WoM family & friends

Coffee used in gastronomy

Print ads

Better than competitors Equal to competitors Worse than competitors



Q&A time



More granularity and deeper insights than other marketing mix tools

360° integrated

All touchpoints, all brands and all categories

Enables integrated management across consumer journey

Full competitor visibility

Closer to reality

Can capture negative impact of touchpoints

Modelling of touchpoint interactions

Qualitative insights bring data to life

High flexibility

Modelled at individual level (not aggregate) so easy to filter target audiences

Modular approach

No existing data necessary as inputs*

Behaviour related

High predictability of consumer behaviour

Short- and long-term effects

Integrates behavioural economics

*client spend data necessary for optimisation analysis



Thank you!

Walter Caccia Head of Brand & Communication [email protected]

TNS Italia srl | Viale Milanofiori – Str. 3 – Building B1 | 20090 Assago (MI)| tel.+39.02.27.07.21 | www.tns-global.it

Stay connected

@tns_Italia

http://goo.gl/5qMgXp https://goo.gl/Rz5X30

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Webinar TNS La rivoluzione dei Touchpoint. La …...La rivoluzione dei Touchpoint Power of...

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