canadian newspaper association: webinar
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Canadian Newspaper Association: Webinar. Designing Reader Surveys. Agenda. Reader Feedback Methodologies Panel Recruitment Panel Management Panel Size Participation Rates Panelist Compensation Questionnaire Development/Question Formats Editorial Opportunities Advertising Opportunities - PowerPoint PPT PresentationTRANSCRIPT
Canadian Newspaper Association:Webinar
Designing Reader Surveys
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Agenda
Reader Feedback Methodologies Panel Recruitment Panel Management Panel Size Participation Rates Panelist Compensation Questionnaire Development/Question Formats Editorial Opportunities Advertising Opportunities Profit Centre Opportunities Success Stories
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Reader Feedback Methodologies
Direct Feedback Letters, Calls, Emails
Surveys Reader Communities Reader Panels
Set clear objectives for the research
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Panel Recruitment
Random is Difficult to Achieve Self-Select Environment Promotions
Advertisements In-paper/Online Articles In-paper/Online
Recruit By Phone Email Blast
Subscriber List Contest Entrants
Attractive Incentive Clarity of Respondent Activity
Indicate role of panelist Editorial vs Advertising
Branding Example
Recruitment Page Example
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Panel Management
Know Your Panelists Panel Profile vs Readership Profile
• Demographics• Readership levels
Who’s participating, who’s not Survey preferences by participation rates Keep panelists engaged
Communicate With Panelists Newsletter
• Draw/Contest winners• Survey Feedback• General greetings and updates
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Panel Size
Be Sure Adequate Sample Can Be Obtained How many surveys Types of surveys Suppliers can offer guidance
Segment Large Panels Create smaller sub-sets to increase usage
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Participation Rates
Not Response Rates Standard error is not directly applicable
Target Rate 40%-50%
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Panelist Compensation
Is None still possible? Yes – but expect a smaller panel of only hardcore readers Some level of compensation is required
Draws vs Point Accumulation
$$ vs Prizes
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Questionnaire Development
Standard Flow Developing Day Specific Readership Qualifier Sections Read Pages Read Advertisement Readership Editorial Readership
Questionnaire Wording Developing consistency across papers/suppliers
In-the-market Questions
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Editorial Opportunities
Reader Feedback Redesigns Product Check-ups Product Development
Recruit Volunteers Article participants and story support data
• Provincial Election – TV Debate• Home Energy Audit• Provincial Budget• Effect of Recession• “Town Halls”• “State of the Union Address” blog (Virginia Pilot)
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Advertising Opportunities
Ad Testing Provide ad recall/awareness
• What is a good recall score? Ad diagnostics Test ads before they run
New Business Development Targeted advertiser tests
• Individual advertisers• Category tests
Increase current advertiser activity Product Development
Save At-Risk Advertisers
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Profit Centre Opportunities
Cost Savings Reduce overall research costs Reduce time/costs for Editorial article volunteers
Revenue Winning new business Maintain at-risk advertisers Charge for advertisers to add questions
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Success Stories: USA Today
Cost SavingsIt is estimated that the net savings from performing the work internally, versus outsourcing, is more than$650,000 over the past 12 months alone.
FlexibilityMaintaining direct control over the process allows for much more flexibility in meeting clients’ needs, bothin terms of timing as well as study design. Not having to coordinate with an external vendor simplifies theprocess, even if it does mean more work to be performed internally.
EfficacyThe custom work over the last 12 months has had a demonstrable impact in either winning additional
business or holding onto at-risk dollars.Examples include:• A 12-month, three-wave brand awareness and attitudinal tracking study for a large manufacturing
company. The study, which demonstrated the power of the client’s advertising in USAT to a C-level B@B target, secured retention of a $3 million account.
• A product awareness study for a major consumer electronics manufacturer. Results from the study resulted in an upsell on the $1.3 million account.
• Three advertising effectiveness studies which we ran for a large travel industry advertiser. The studies illustrated the attention-getting power of USA TODAY’s key “franchise” page positions, helping secure $2.5 million in at-risk business.
• Three ad effectiveness and brand image studies resulted in renewal of $21.3 million in business from two core automotive accounts. All three studies went from discussion to delivery of results in less than four weeks.
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Movie Review Plus Movie Ad
Success Stories: Virginia Pilot
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Value/Impact of Movie Review
Success Stories: Virginia Pilot
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The Macy’s Believe CampaignStudy of Newspaper Print Ads
November 9 & 16, 2008
Success Stories: Macy’s
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Macy’s (Nov 9, 2008)
Ads in 23 newspapers measured
Spread in 12 newspapers Full page in 3 Dominant in 8
Success Stories: Macy’s
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Do you or does anyone in your family plan on depositing a letter to Santa at Macy's after seeing this ad?
Does the Macy's advertisement make you think of Macy's as a holiday shopping place?
Does the fact that Macy's is contributing to "Make a Wish" with this program make you think positively about Macy's?
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68
20
10
72
18
13
65
22
0
20
40
60
80
100
Total Men Women
Yes No Not Sure
77
167
75
18
7
81
136
0
20
40
60
80
100
Total Men Women
Yes No Not Sure
87
13
84
16
90
10
0%
20%
40%
60%
80%
100%
Total Men Women
Yes No
16,607,000 reach times 12% that will send a letter to Santa equals close to 2 million letters
Success Stories: Macy’s
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Press Coverage
Teen Vogue results from a poll on the presidential election displayed on Times Square
Toronto Star panel results featured in coverage of a provincial election (referenced by a radio station)
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Contact Info
Jim FaheyManager, Marketing Research & Data Analytics
Toronto StarOne Yonge Street, 4th Floor,
Toronto, Ontario.M5E 1E6
T: 416-869-4057E: [email protected]