: How to connect with consumers in a transforming

consumer space?

Timothy Desmet

Bernard Cools

Transformation is about changing……but also about keeping.

Transforming…

Likewise, Pulsar is a storyabout transformation,

about daring to change, while keeping to some standards !

Introducing …

ONLINE INTERVIEWSBroad representativity criteria : language, region, gender, age, family size, urbanization, social class, shoppers, kids,…5226

16PRODUCT CATEGORIES

FMCG & Services, high and low commitment

140BRANDS

Users and non-users

40TOUCH POINTS

From mass media to Word of Mouth or Social Media

December 2012- January 2013

5 Areas of Transformation

KEEPING CHANGING1

METHODOLOGY

MORE DATA wanted

No compromise on QUALITY

SHORT SURVEYcapped to 20 minutes

ROTATING SURVEY2 categories & 2 touch points per respondent

Average interviews per category 65320

Minutes interview duration

256Mean respondents per touchpoint

453Awareness for any brand in « n » respondents

KEEPING CHANGING2

CONCEPTUAL

CLARITY ON BRAND diagnostic

OWN CONCEPTUAL FRAMEWORK

“invented here”with external

inspiration

Discover ENgage Act

vitality

relevancecredibility

quality

empathyseductioninnovation

status superioritydifferentiation

awareness inform

implication

opinion fan

ConsiderationPay more

The brand framework :

Vitality

Relevance

Quality

Credibility

Empathy

Seduction

Innovation

Status

Differentiation

Superiority

0

50

100

Brand Power Recap

Brand A Category benchmark

0

10

20

30

40

50

60

70

80

90

100

89.9

63.1

76.7

63.0

48.6

27.1

17.5

6.1

50.9

80.4

46.3

70.5

45.7

39.7

22.919.1

4.2

40.1

CONSUMER LIFELINEBrand B Category benchmark

KEEPING CHANGING3

TOUCH POINTSWHICH

DEEP KNOWLEDGE on how to use touch points in a smart way.

ONLY MEANINGFUL channels

STRATEGIC THINKINGtouch points analyzed

per task, not per category

Discover (15) eNgage (13) Act (12)

• Ads in social media• Ambient OOH• Banner ads• Cinema ad• FLP ads• Magazines ads• Mobile ad• Newspaper ad• Online video ads• OOH ad in public transport• Radio ads• Special offers in media• Street poster ad• TV ad• Product placement TV

• Brand content in mag• Brand content newsp• Brand page on FB• Brand website• Reco by experts• Reco by media editorial• Smartphone apps • Sponsored events• Sponsored radio progr• Sponsored TV program• Sponsored website sections• Branded TV programme• Radio editorial

• Addressed (e)mail• Branded shops• Flyers or brochures• Free samples• In store ads• POS ad• Reco by friends or relatives• Search engines• Shared brand content• SMS ads/offers• Social media conversations• Special POS offer

Paid media (24) Owned touchpoints (9) Earned communication (7)

• Addressed (e)mail• Ads in social media• Ambient OOH• Banner ads• Brand content in mag• Brand content newsp• Cinema ad• FLP ads• Magazines ads• Mobile ad• Newspaper ad• Online video ads• OOH ad in public transport• POS ad

• Radio ads• SMS ads/offers• Special offers in media• Sponsored radio progr• Sponsored TV program• Sponsored website

sections• Street poster ad• TV ad• Product placement TV• Branded TV programme

• Brand page on FB• Brand website• Branded shops• Flyers or brochures• Free samples• In store ads• Smartphone apps • Special POS offer• Sponsored events

• Reco by experts• Reco by friends or

relatives• Reco by media editorial• Search engines• Shared brand content• Social media conversations• Radio editorial

Direct contact with consumerswhich touchpoints are best ?

Brand’s exclusive shop (e.g. Nike Town)

Smartphone apps developed by the brand

Brand’s website

Special offers at points of sale

Distributing free samples

5 6 7 8

<35 years

Consumers’ conversations about the brand (forums, Facebook, etc.)

Special offers at points of sale

Brand’s website

Brand’s exclusive shop (e.g. Nike Town)

Distributing free samples

5 6 7 8

35+ years

Correspondence analysisAxis 1 = 52%; axis 2 = 12%

KEEPING CHANGING4

TOUCH POINTSHOW

FAIR PICTURE of touch points,traditional media versus other channels

STANDARDIZED survey with a

frequency question

TRADITIONAL MEDIA NOT SO BAD after all as balance between

reach and communication tasks

Typical mass media positioning

Mapping

Reach

Communication task(s)

Sweet spot: Reach +, differenciation +

Second best:Reach +, differenciation -

Second bestReach -, differenciation +

Reach -, differenciation -

KEEPING CHANGING5

GOING BEYOND

“SIMPLE” TOUCH POINTS SURVEY for our clients

MARKET LEVEL LEARNINGS

that legitimize media investments in

Belgium

0-20 21-40 41-60 61-80 >800

20

40

60

80

100

120

140

0

5

10

15

20

25Index resilience Share of investment %Resilience index percentiles

Collateral effect: proving that media investments make brands stronger

CHALLENGE TO TRANSFORM& THINK ZERO-BASED

(including on keeping the invariants )

How to connect ?

“You want more and you want it fast”

David BowieRebel, rebel