Death by Complacency: How Fear Kills Brands

Presented By:

Brent Chudoba, Vice President and General Manager, SurveyMonkey Audience

Do the (Un)expected

What Will I Learn Today?

How far is too far when it comes to competitive comparison ads

How effective are emotions when it comes to altering a brand’s perceptions (research revealed)

How brands can react real time to life events

Should you trust your gut? What should you hold your ideas against

How to know what worked and what didn’t

Risk: Competitive Comparisons

When Competition Stops Being Friendly

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Apple’s famous “I’m a Mac” advertisement painted a conversational and non-abrasive picture of Apple next to competitors in the PC market. Why?

When Competition Stops Being Friendly Continued .

“Attack ads,” similar to those found during political ad campaigns, are seen as risky and distasteful. Why?

Risk: Emotional Exploitation(Research Revealed)

Crying Dogs, Dead Bodies and Sex – Effective?

Risk: Real Time Reactions

The Good…

…The Bad

Gut Check: Data

While data insights (surveys, focus groups, customer feedback, etc.) are beneficial to support a position, how can they be used behind the scenes during the beginning stages of the campaign? Explore the power of gut checking prior to committing to an idea. It can be the difference between success and failure.

Know Before You Act

ROI: Was It Worth It?

What worked, and what didn’t? You’ve tested, run your campaign, now what? A good brand doesn’t stop once the campaign ends until it determines the impact. Did you get 1,000 retweets but no new sales? Or did your new member services triple in 3 days?

Learn what emotions work for the right situation – then set out to create the next big idea.

Was There an Impact?

Key Takeaways

Know when you’ve crossed the line on competition

Know what and when emotions work best for your brand

Know when and how is the right time for reaction

Know when to rely on your safety net

Know how to measure ROI

Q&A