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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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%
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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.
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
Market research closer to reality by integration of three unique innovations
Questionnaire immersion
Modelling on respondent level
Behavioural Economics
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
-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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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%
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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?
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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%)
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
Q&A time
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
© TNS 12/07/2016 Walter Caccia
Webinar TNS La rivoluzione dei Touchpoint
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
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