creating great automotive communications - ipsos...shared, and earned communications in the journey...

Creating Great Automotive Communications

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The Story

2

The Evolving Automotive Communications Environment

From Funnel to Journey

Where are We Going?

What Role Must Communications Play?

Making Sure We Arrive

How do you get there?

And how does Ipsos ASI help?

The Exclusive Ipsos ASI Offer

What makes us different?


How People Buy Cars: The Change Has Been Huge

3

Internet is Dominant Research Tool

31 28

24 23 19

16 13 12

9 9 8 8 7

1

43 42

2

33 31 28

31

24 26

18 23

16 12

0

Mature Markets

Developing Markets

Dealer, Social Media

Sites

Third-party Automotive

Forum

None of These

Third-party Automotive

Weblog

User-generated Content on

Info Site

Personal Social

Networking Sites

Online Video Sharing Service

Prof. Social Networking

Sites

Photo Sharing

Sites

Mobile Phone

Apps/Ads

Messaging Services

Social Bookmarking

Sites

RSS Feeds Other

Use of Social Media and Other Online Tools (in percentages)

Source: CapGemini Cars Online Report 2012 Base: 8,000 online consumers in eight countries (Brazil, China, France, Germany, India, Russia, UK and US). http://www.capgemini.com/services-and-solutions/by-industry/automotive/carsonline/

61%

2005

80%

2006

80%

2007

88%

2008

87%

2009

87%

2010

43%

2004

26%

2003

19%

2002

94%

2011

http://www.capgemini.com/services-and-solutions/by-industry/automotive/carsonline/









The Consumer is in the Driver’s Seat

4

Consumer Autonomy and Self-Reliance

New Technologies

Intensified Automotive Competitive Landscape

THE EMPOWERED CONSUMER


The Consumer is in the Driver’s Seat

5

Reflected in a more complex communications environment... Brands must work hard to shape the conversation, leveraging a BIG IDEA.

Consumer (or 3rd party) Initiated

Brand Initiated

Co

nsu

mp

tio

n

Par

tici

pat

ion

Shared Blogs, twitter, forums, owner comments pages, content re-transmission

Paid “Traditional” media (TV, print, etc.)

and digital display ads

Owned OEM website and interactive tools, social media page, apps

Earned PR, automotive press, news articles,

independent reviews, etc.



7

Consumers are constantly surrounded by all-pervasive communications that affect both social influences as well as personal experiences.

Purchase Brand

Associations

Performance

Status Quality

Safety


“I want to buy a new

car”


8

Communications

Purchase

Trigger Event

Brand Associations

Performance

Status Quality

Safety

Short List

Dealer Experience

“needs wants and

desires”

Initial Consideration Set

Brand Fit

$


Paid Communications

9

Paid communications must excite, inspire and intrigue, propelling the Marque into Initial Consideration sets, and encouraging positive actions.

Paid Communications

Promoting Deep Engagement and Participation

Creating Branded Content with Social Value

Catalyzing Momentum for the Marque

Building Brand Resonance

Communications


But we cannot forget the importance of owned, Shared, and Earned Communications in the Journey

10

Ensure great experience, not just content

Target press as stakeholders

Engage motor-heads and advocates, seeding content to create support

and advocacy

Branded websites should be easy to find, navigate, holding

the right cues and content

Initiate honest, open dialogue with respect and credibility

Paid Media should encourage discovery through Owned, Shared,

and Earned Media

Communications

Making Sure You Arrive


Focusing on What Matters at Every Stage

12

In market evaluation

Monitor and

Maximize

Qualify

A few near finished creative

Plan

Big Ideas (media agnostic)

Media Receptivity

Many early stage ideas or creative

Create

Are Fundamentals Sound? Are Outcomes There?

Consideration Action

Brand Equity

Brand Role Distinctiveness, credibility and fit

Resonance with Consumer Journey Comprehension, engagement, Relevance of idea/execution

Social Value Advocacy, story-telling capability


Propelling the Consumer to Purchase

13

With the right outcome measures to determine communications’ ability to propel the consumer to purchase.

Brand Associations Brand Fit

Motivations

Personal Closeness and Meets Needs

Attitudinal Equity

Brand

Social Value

Advocacy

Re-Transmission

Purchase

Market Effects (Dealer network, affordability,

re-sale value etc.)

Consideration and Shortlist

Actions (Find out more

online, ‘experts’, go to dealer,

test drive)

Consideration


Requires:

Make Sure You Arrive: Optimizing the Journey

14

Big Ideas and Early Stage Ads + Insight into Media Receptivity

Plan Create

Empowering:

Fresh, engaging, and inspiring communications built on a powerful Big Idea that propels the brand forward. Big Ideas and early creative must be rooted in the journey trigger(s) and deliver:

• Desired emotional motivations and payoffs

• Relevance that leads to personal closeness

• Social Advocacy • Campaignability by supporting

brand image

Holistic media plan to address the paid, owned, earned and shared media

Ipsos ASI Can:

• Help you Test before You Invest in creative production with smart, industry leading research tools

• Our early stage Hot House research environments efficiently uncover the right Big Idea for your brand and optimize early stage creative while actively engaging all key stakeholders (consumers, brand, agency, research) in real time

• Holistic Channel planning that reviews all activity in the market to deduce channel impact at category level so that clients can use new channels

Ipsos ASI won the 2012 ARF Great Mind Award for Quality in

Research for Big Idea, one of our early

stage tools.


Requires:


15

Great (Near) Finished Creative that will propel the brand forward

Create Qualify

Empowering:

Communications that build brand resonance, social advocacy, and emotive or cognitive intensity delivered in a well-executed media plan:

• Marque/model and message recall from the ad

• Branded recognition

• Ad likeability

• Initial Purchase consideration

• Likelihood to take action, e.g. visit a dealer, take a test drive, etc.

• Cognitive and Emotive Power (The CEP®Test)

• Re-Transmission potential

Ipsos ASI Offers:

• Methods designed to reflect the fragmented media environment that deliver brand focused outcomes including:

• A transparent measure of Reception that provides the specific detail about what consumers recall and recognize from the ad

• Response metrics to address all stages of the consumer journey from initial consideration through to likelihood to visit a dealer, grounded in brand-specific benchmarks

• Holistic perspectives on how your communications function to excite consumers about the brand, in both emotive and cognitive senses, and how each medium helps achieve brand objectives, resonance and even love

IPSOS ASI won the 2011 ARF Great

Mind Award for Next* Connect’s engaging

and innovative environment.


Requires:


16

In Market Brand and Campaign Evaluation to Inspire New Opportunities

Monitor and

Maximize

Empowering:

Holistic insight into brand and campaign success to understand how drive continued brand resonance, including an informed perspective on the efficiency and effectiveness of ALL touchpoints:

• Paid and owned, earned experience

• Impact on relevant CDJ outcomes

• Image

• Consideration

• Advocacy

• Attitudinal equity

• Relevant diagnostics

• Market effects (dealer network, affordability, re-sale value, etc.)

Ipsos ASI Offers:

• Methods to understand how each touchpoint is consistent with the potent Big Idea, contributing to building brand resonance wherever someone is in the consumer journey

• Class-leading KPIs, highly validated at respondent level to market shares in automotive

• Identification of what drives attitudes to your Marque and how it is positioned competitively

• Thorough campaign evaluation to guide learning for creative and media optimization

The Exclusive Ipsos ASI Offer


Why Ipsos ASI for Automotive?

18

Ipsos ASI brings together industry expertise and communications specialization leading to improved research solutions and better business outcomes.

Better Business

Outcomes

Improved Research Solutions

Industry Expertise

Brand & Communications

Specialization



19

Observe Consumer Responses and Derive Insights We know that perception is not a reality and not always rationalized

Total Media Understanding and Evaluation Not just a TV method applied to digital and other mediums

Empowered Communication Investments for Your Brand We focus on getting the fundamentals right to ensure the right outcomes for automotive

Creative Expediters so you can Test Before You Invest We know the creative development process and how to make it faster

Better Business Outcomes



20

Emotions Matter

How the brand “makes you feel” is the name of the game.

Offering auto clients a robust emotional tool-kit across the complete spectrum of emotional response to understand emotional motivation and engagement

VW: “Dog Strikes Back”

Chrysler: Halftime

In America


The Most Comprehensive Suite of Emotional Diagnostics

21

Tools that help consumers better express their emotions about your brand and communications.

Early Stage for Automotive


Only at the Earliest Stages Can You Truly Connect the Marque to the Consumer Journey

23

Client

Consumer

Agency Ipsos

Why a Hot House?

Rapid Fire ideation and iteration

Unmatched depth of insight

Married with stakeholder consensus and co-creation to move forward quickly

That truly resonate and connect to the consumer journey

We create a Hot House research environment to inspire the rapid growth of:

Big, Fat, Juicy (and Messy)

Ideas, & Early Stage Creative


“How Does It Work?”

24

Explore, learn, iterate, and refine early stage communications before investing, take risks consumers will reward you for

Uncover the best content opportunities to create consumer connections

Power the quality and efficiency of your creative content

Before your eyes, in real time and in one day

Stage 1 QUANT

How do consumers react spontaneously?

Stage 2 QUAL

Why? What is the potential?


“How Does It Work?”

25

Especially good for when you are planning on a big change in approach or you lack clarity as to what to do next.

Communications Concepts

Storyboards / Videoboards

Issues identified via Quant…

Confusion

Difficult to Follow

Truffle Saffron

…explored and explained by Qual


With a Clear Focus on Emotional Motivation and Personal Closeness to the Marque

26

Leveraging clear insight into the trigger moment to truly connect to the consumer journey for your Marque.

To help you be who you want to be…

Personal Relevance How well the marquee meets personal needs

Personal Closeness How close people feel to the marquee

Next*Connect for Automotive


Test

Recruit Sample & Start Interview

Consumer Watches Ads In Multimedia Environment

Retained Branded Recognition

Is the ad internalized? Is it associated with the brand?

Forced Exposure

Intent Ratings

CEP® Ratings

Communication & Diagnostics

Brand & Equity Ratings

Control

Recruit Sample & Start Interview

Matched Control Group

Intent Ratings

Brand & Equity Ratings

No Ad Exposure Image of Vehicle(s) only

Test vs. Control Experimental Design

Next*Connect

This is an online methodology using a classic test-control approach. Test groups see an ad or campaign in a competitive media environment. Control groups see a jpeg of the car(s) featured. The control group can be asked all questions about the Marque and/or Model except those pertaining to the advertising. Comparisons between responses of test and control on intent and Marque/Model ratings then provide a transparent measure of how each ad moves attitudes and predicted actions. Does the ad persuade? Motivate? Change opinions?

28


What Do Consumers Really Remember About Your Brand from Your Ad?

29

Reception Do consumers recall the Marque? The model? If not, what do they recall?

Question 1 Do you remember seeing this ad among the ads you just saw?

Definitely saw it

Not sure – might or might not have seen it

Definitely did not see it

Question 2 On a scale of 1 to 10, how specific or vague are your memories of this ad?

Question 3 What brand was this ad for?

Please be as specific as possible and include the full brand name but also any specific model featured in the ad

What brand was this ad for?

Subaru

VW

Volkswagen

Cars.com

VW Golf

Saab?

Audi Passat

VW Passat

Consumers are shown

DEBRANDED stills from

the ad


Brand Resonance

Fit their Needs

Encourage

Brand Consideration

Inspire Intent To

Take Action

We ask the different sets of consumers brand measures, consideration, and how likely they would be to take action, in order to determine how the ad moves the needle.

Exposed to Ad

Test Group

Unexposed to Ad

Control Group

Build Brand Resonance and Intent to Take Action

30


Traditional Diagnostics

31

Main Takeaways

Differentiation Relevance

Believability

Performance

Status Quality

Safety

Likeability Diagnostic Ratings / Opens

Model Ratings and Brand Equity

Patterns Provide Initial Direction for Optimization

These are the traditional elements you can get in most copy testing approaches. Our measures have been refined continuously for over 30 years and are quite

valuable on their own. But this is automotive, so we need to go deeper.


Non-Traditional Diagnostics

32

Word-By-Word Involvement

Cognitive & Emotive Power

Moment-By-Moment Engagement

Scene-By-Scene Attention

Emotional and visceral feelings are critically important in automotive advertising, and Ipsos ASI has developed a deep and thorough approach to measuring the more

immediate, emotional and visceral reactions to advertising, including these tools.

Patterns Provide Greater Direction for Optimization

Tracking for Automotive


Brand Equity and Drivers Deep-Dive

Get More for Less with Our Fresh, Fluid Approach: Deconstruction

34

Measure what you need, when you need it.

We can always find the right solution to fit your campaigns / activity – globally standardized and integrated but flexible enough for each situation.

Media

Communications

Brand

Media Deep-Dive

Communication and

KPI Tracking

Year 1

De

pth

Year 2 Year 3


Our Equity Model is Brand Value Creator – the Only Model that Properly Reflects How Consumers Make Decisions

35

Effective Equity

Estimated Market Share for all models within price and body

style owners or considerers

Attitudinal Equity

Attitudinal disposition to buy marques /

models

Market Effects

How well market effects are managed to translate brand

desire into purchase

It is the strongest, most validated score to real market share – for automotive as well as for other categories

For automotive, r=0.96

Brand


Power

17% Belonging

36%

Recognition

32% Control

53% Security

59%

Enjoyment

22% Vitality

26% Conviviality

27%

Supported by Censydiam which Helps Brands Be Who They Want to Be, by Identifying the Emotional Needs and Drivers Your Brand Delivers

36

Currently, Brand Y has a functional personality. Focus is to make the brand feel more Enjoyable and Exciting.

Brand

Brand

Brand’s Current Image

Brand’s Desired Image


Rec

epti

on

of

Tou

chp

oin

t

Response to Brand KPI (modeled)

Print ad 1

PR

Dealer visit

Posters

Model web page

TV Ad 2

Slogan

App

Word of Mouth

TV Ad 1

OEM website

Social media pages

‘Deal campaign

What car review

Digital sign up page

Radio ad

Print ad 2

Ski Team sponsorship

Blogs Magazine reviews

Magazine inserts

Digital banner

Reception Only

Reception Only

Less/revision of these

Better stimulation/ execution of these

STRONG; bolster “price” with quality message to

reinforce value and equity?

Modeling any behavioral or

attitudinal brand objective

Summary Audit to Consideration

Our Touchpoint Analyses Go Beyond Paid, to Include Owned and Earned, to Better Inform Decision Making

Because different touchpoints drive different targets to produce different outcomes – by deriving the impact of touchpoints on brand KPIs, we can see how the whole mix works. Respondent-level data give certainty about impact of communications on brand.

Reception & Response = Effective

Comms

38


Beyond Brand Outcomes, We Focus on the Touchpoints – Going Deep to Diagnose and Inform Decision Making

39

Comms

Aided Ad Recognition taps into visual memory, which captures both proven and less engaged recall.

From this we can diagnose the strengths and weaknesses of recall

24 33

39 19

Advert Norms

Breakthrough & Brand Link

55

19

34

11

43

14

21 18

Enjoyable LearnedNews

Hard toBelieve

Motivating

Advert Norms

Opinions

37

20

7 9 9

17

53

63 64

73 68 68

Not Seen Ad Seen, IncorrectLink

Seen, Linked,Liked seen 1-3x

Seen, Linked,Liked, seen 4-

6x

Seen, Linked,Liked, seen 7-

10x

Seen, Linked,Liked, seen

11+x

Co

nsi

der

atio

n

Incidence of Recognition & Linkage

Reach vs. Frequency

These elements evaluate the creative for quality issues

We also review media effectiveness, such as differences

between Reach and Frequency


We Provide a Complete View of What Media Choices Work for Brands in Your Category to Guide Media Plans

40

We plot touchpoints by recall and impact, including channels you have not used, to highlight what works and what needs revision or action for different brand objectives, which overcomes effect of poor creative on media conclusions.

Importance/Impact on Consideration for Segment

Media P

rese

nce

of

each

to

uch

po

int

for

you

r M

arq

ue

Efficient Only

Effective Only

Derived modeling from respondent-level data

Cinema

Events sponsored by brand

Live events Online pop-ups

Radio Digital ads

Transit posters

Magazines PR

Radio

TV

Consider greater use of these

Consider less use/revision of these

Model experience

Posters roadside

Word of Mouth

Requires better execution of these

Newspapers

Continue with TV

OEM website Cover mount

Effective & Efficient

Thank You!

Early Stage for Automotive

Next*Connect for Automotive

Tracking for Automotive

creating great automotive communications - ipsos...shared, and earned communications in the journey...

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