Planning effective communications in times of rapid change sheila byfield mindshare worldwide
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Planning effective communications in times of rapid change Sheila Byfield MindShare Worldwide. Our agenda for today. Factors that are shaping the future of communications: Economy Demography Social change Media and technology The implications for planning

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Planning effective communications in times of rapid change sheila byfield mindshare worldwide

Planning effective communications in times of rapid change Sheila ByfieldMindShare Worldwide


Our agenda for today

Our agenda for today

  • Factors that are shaping the future of communications:

  • Economy

  • Demography

  • Social change

  • Media and technology

  • The implications for planning

  • A new communications model?

  • Measuring it all

  • A few final thoughts


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

In other words:

what is happening in people’s lives and what are the effects on planning?


Factors that are shaping communications

Factors that are shaping communications

ECONOMIC

Shaping

Factors

SOCIAL

DEMOGRAPHIC

MEDIA & TECHNOLOGY


Increase in affluence over the coming century

Increase in affluence over the coming century

Euros 539K

Source: nVision


Which resource is most valuable in your life

Which resource is most valuable in your life?

37

Time

32

Energy

Money

14

Space

12

Information

6

Source: Planning for Consumer Change

The Henley Centre


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

‘…consumers are no longer satisfied with the ‘manufactured’ status enhancements that branding had produced. Instead, they seek experiences…where status is not so easily created’

Peter Martin, Chief Business Columnist, Financial Times


More spent on experiences in europe

More spent on experiences in Europe

Source: nVision Europe


Status items are more important in developing countries

70

60

Germany

50

Russia

40

Hong Kong

China

30

Global average

20

10

0

You can judge a person by

their clothes

Status items are more important in developing countries

70

60

China

50

Hong Kong

40

Vietnam

Malaysia

30

Global

average

20

10

0

Designer clothes

project a better Image

Source : 3D


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

Developing countries are more open to global brands

95%

Japan

Philippines

Thailand

China

France

Taiwan

Likely to happen

Germany

Russia

UK

Singapore

Spain

Malaysia

US

Hong Kong

65%

More global brands is a good thing

35%

95%


But are less likely to be brand loyal

But are less likely to be brand loyal

‘I tend to stick to the same brands’

%

Source : 3D


Main drivers of brand loyalty

Main drivers of brand loyalty

  • From analysis of over 5,000 brands worldwide

  • FAME : know about the brand + some experience

  • AFFINITY : the strength of brand relationship

  • CHALLENGE : the brand is making waves, setting trends or challenges thinking

  • PRICE : by far the least important if the other factors are strong

Source: MindShare


Factors that are shaping communications1

Factors that are shaping communications

ECONOMIC

Shaping

Factors

SOCIAL

DEMOGRAPHY

MEDIA & TECHNOLOGY


Demographics are less reliable

Children are getting older - younger

Older generations are younger for longer

Demographics are less reliable


Demographics are only the tip of the iceberg

Demographics are only the tip ofthe iceberg

Work

Family

Society

Experiences

Politics

Life events

Economic status

Technology

Communications

Brands

Life stage


Factors that are shaping communications2

Factors that are shaping communications

ECONOMIC

Shaping

Factors

SOCIAL

MEDIA & TECHNOLOGY


Life used to be straightforward

Family size

10

8

6

4

Own

family

Live with

parents

2

Children leave

Partner dies

0

10

20

30

40

50

60

70

80

Life used to be straightforward

Source: HenleyWorld 2003


Now it is more complicated for some

Family size

Second marriage

10

extended family

Have

children

Student

8

Start

Live with

Get

parents

work

partner

married

6

Buy own

Separate

Divorce

home

with third

partner

leave home

4

Own

Partner

family

dies

Live with

parents

2

Partner dies

home

0

Age

0

10

20

30

40

50

60

70

80

Now it is more complicated (for some)

Source: HenleyWorld 2003


One person many lives

One person – many lives

Source: HenleyWorld 2003


Complex lives

Complex lives

  • Time pressure: so much to do, not enough time time, more time spent out of the home, more to do in the home

  • Explosion of choice: appreciated by most but people welcome ways to navigate through the jungle

  • Instant gratification: what you want, wherever and whenever you want it

  • Individualism (anyone can be famous / small indulgences / pampering / desire for nostalgia)


Factors that are shaping communications3

Factors that are shaping communications

ECONOMIC

Shaping

Factors


What does the future hold

What does the future hold?

  • Use of television will decline dramatically by the year 2000

  • The television will disappear in less than ten years

  • The Internet will be the leading mass medium

  • Gilder 1994; Negroponte 1995


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

Soon you will be able to watch any movie and substitute your own face for one of the actors

Bill Gates

1996


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

The future will be about screens

Bill Gates


More people have technology than don t

More people have technology than don’t

Source: Roper Reports


Moving to an always on mode

Moving to an ‘always on’ mode

More time

on-line

Always on

Time blocks

Time spots

0

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

Less time

on-line

Source: Iris/the future foundation


More control over the media

More control over the media…


Time and attention are scarce resources

Time and attention are scarce resources…

2006

1950s


Activities while the television in on uk adults aged 15 to 34

Activities while the television in on (UK adults aged 15 to 34)

TV Primary Activity


Some people see a lot of advertising

Some people see a lot of advertising

TV Commercials seen each week

< 200

Above 900

750 - 899

400 - 749

200 - 399

Source: MindShare 2003


Clutter has an impact on awareness

Clutter has an impact on awareness

  • Direct correlation between number of ads. seen and the loss in ad. impact

150

Impact

100

50

100

500

1000

Number of TV ads viewed per week

Source : MillwardBrown


Advertising has less appeal these days

Advertising has less appeal these days

Turned off by the ads % agreeing

Source: TGI (Oct-Sep)


Media technologies opportunities to avoid advertising

Media technologies = opportunities to avoid advertising

Predicted growth in PVRs over the coming years

source: Jupiter Research


How do we define media today

How do we define media today?


What are the implications of all of this for planning

What are the implicationsof all of this for planning?


So what

So what?

  • As behaviour continues to fragment further with more and more ways to spend and save time, attention becomes an increasingly scarce and valuable resource for advertisers

  • Increasing demand for personalised content – what you want, whenever and wherever you want it

  • More and more ways to easily avoid advertising

  • Scepticism about advertising and marketing techniques


Implications of all of this

Implications of all of this

  • Increasing time pressure is making people far more selective over what they use – especially regarding media choices

  • Greater choice is creating a demand for products and services that can help navigate

  • People are increasingly looking for experiences to enrich their lives : brands and the media can provide these

  • Demand for personally designed content and the increasing ease at which people can avoid advertising are probably the greatest communications challenges


A new communications model

A new communications model?


Could lead to a potential though gradual change in the communications model

Could lead to a potential (though gradual) change in the communications model

High Risk

Channel Ownership

Advertiser funded programming

Sponsorship

Potential ROI

Product

Placement

Content-rich Ads

Advertising


And a need to talk differently

And a need to talk differently


How does engagement work

How does Engagement work?

Action?

Open, Beneficial, Enhance

INVOLVEMENT

Like, Accept, Believe

AFFINITY

Interest, Consider

RELEVANCE

NOTICEABILITY

Note, Pay attention


But engagement is complex

But engagement is complex …

Substance

Comfortable

Impressiveness

Worthiness

Novelty

Inherent value

Attributes

Modernity

Invited

Presentation

Status

Trust

Entertainment

Stimulation

Associated value

My World

Quality

Friendly

Reputation

Enjoyable

Variables

Fit to Location

Time Given

Appropriateness

Context

Relate to

Contact & Manipulation

Factors

Affinity

Involvement

Proximity

Relevance

Enter Dialogue

Mode & Mission

Interaction

ENGAGEMENT

Need state

Talkability

Purchase cycle

Mood & Mindset

Noticability

Interest

Receptivity

Openness

Brand Affinity

Stand Out Impact

Accessibility

Disruptiveness +/-

Relaxed

Environment

Dominance

Ease of viewing

Size/Scale

Originality

Low Clutter

Unexpected

Time spent

Break routines

Line of sight

Draws senses

Boldness


Variables have different levels of importance for different channels

Variables have different levels of importance for different channels

Print –national, some regional/local, magazines

Outdoor, especially larger sizes, spectaculars and transport

Radio

PR

Attributes

Major sponsorships

On-line websites

Word of mouth

Cinema

Ambient e.g. gyms, phone boxes

Magazines, Weekend newspapers and supplements

Quality

Friendly

Reputation

Enjoyability

Variables

Promotions, coupons, offers

Appropriateness

Relate to

Factors

Affinity

Involvement

Interactive channels, on-line, TV, Radio, Print

Relevance

In or near a point of sale

Mode & Mission

Interaction

ENGAGEMENT

Word of Mouth

Commuter contacts, outdoor transport, print

Noticability

Receptivity

Interest

Newspapers and Magazines

Stand Out Impact

Word of Mouth

Accessibility

Disruptiveness +/-

Outdoor, incl. 6 sheets, directionals

Regional/ local newspaper

Spectaculars/48 sheet

Cinema

TV

Word Of Mouth

Sponsored Events

One-offs /specials/unusual sites

Sampling

Out-of Home

Packaging


So how can we measure it all

So how can we measure it all?


Why this is a tricky issue

Why this is a tricky issue

  • Think about your own buying decisions:

  • Sometimes you spend a lot of time deciding what to buy (e.g. a car, or high-price technology), sometimes you spend very little (e.g. a washing powder, or a coffee)

  • Your levels of consideration, involvement and risk will all play a part in how you respond to brand messages


Why this is a tricky issue1

Why this is a tricky issue

  • Now think about the communications you see or hear …

  • Can you explain WHICH channels influence your brand choices?

  • Can you even remember what you have seen or heard? This morning? Yesterday? Last week?


Why this is a tricky issue2

Why this is a tricky issue

  • You will quickly recognise that different channels play different roles at different times depending on where you are, how you feel and the brand decision you are making

  • Both the media and your mind can be active or passive at different times and in different situations

  • We need to understand HOW people use channels as well as HOW MANY use them


Connections a new approach

Connections – a new approach

  • A proprietary study for each brand because each buying decision is different

  • Developed in a partnership with Millward Brown

  • Based on the hypothesis that purchase decisions are different for each category and that affects the role and the impact of each channel


Purchase journeys are different by category

Purchase journeys are different by category

FunctionalTrigger

EmotionalTrigger

Channels will play

different roles and

be either actively

or passively

consumed

depending on the

stage in the purchase

journey

Intention

Explore

Locate

Evaluate

Convert

If not satisfied with own rationale – go back to explore phase


Connections a new approach1

Connections - a new approach

  • Covers all communications : established and new media, advertising and non-advertising channels e.g. WOM, retail, experience etc

  • Qualitative research (depth discussions, accompanied shopping trips, spy glasses, cameras)

  • Plus quantitative research to validate results

  • Identifies how channels work at building brand consideration / brand equity (DEMAND) and at closing the sale (ACTIVATION)


Understanding the roles of channels at each stage of the purchase journey

Understanding the roles of channels at each stage of the purchase journey

  • Consumer

    • Memories

    • Associations

    • Feelings

Making the sale before the sale…

  • Brand

    • Experience

    • Marcom

    • Publicity

    • WOM

Pre-existing

demand

Competitive context

  • Consumer

    • Shopping habits

    • Price sensitivity

Closing the sale…

  • Brand

    • Availability

    • Visibility

    • Communication

    • Promotion

    • Price

Activation

$

Competitive context

Purchase


Mindset used to measure real time exposures

MindSet used to measure real-time exposures

  • A PDA that people keep for between 2 and 7 days. They complete a questionnaire each hour which asks:

  • - Where are you?

  • How do you feel?

  • What can you see / hear?

  • How often do you do this?

  • Normally to what extent would you have noticed?

  • Personal interview for additional brand / channel insights

  • Can cover around 70 different channels


Around 10 000 channel events are generated from a sample of 200 over 2 days

Around 10,000 channel events are generated from a sample of 200 over 2 days

5,395 are for established media

Source: MindSet


2 635 watching tv 1 520 listening to radio

2,635 watching TV, 1,520 listening to radio +

Over 10,000 events in total

Source: MindSet


Time and mood

Time and mood

Source: 3D / MindSet Ireland


Location and mood

Location and mood


More relaxed more likely to notice advertising

More relaxed / more likely to notice advertising


The advantages of mindset

The advantages of MindSet

  • Provides REAL-TIME exposures to around 70 different channels including retail, outdoor, direct marketing etc

  • Does not rely on memory

  • Covers channels that are not measured and / or are not well understood

  • All channels are measured from the same platform


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

The Connections framework acknowledges that there are two main stages on the journey to purchase – their importance differs by brand, and also the potential channels of influence

$

Existing

Demand

Sales

Activation

Long-term

“Making the sale before the sale”

Short-term

“Closing the sale”


Identifies what has influenced demand brand consideration before making a purchase

Identifies what has influenced Demand (brand consideration before making a purchase)

Diff from ROC


And what is influencing final purchase retail example

And what is influencing final purchase (retail example)

Remembered

%

Impact on feelings

%

Prominently displayed

Noticeable packaging

Multi-buy offer

Seeing a free gift

Price reduction

Special in-store display

Word of mouth


Measures both channel content and context

Open-minded, looking for energy/motivation, focused multitasking. Use channels to set mood (emotional).

Dip in - dip out, ‘browsing’ mindset. Seeking a ‘constructive’ way of passing time.

Tired, but relaxed, last dose of me-time, easy company

Often simultaneous channel usage, entertainment focus, high engagement.

Personal but still functional focus. Brief diversion, condensed info Keeping up to date with things.

Planning evening, tired physically/ mentally but impatient. Open to stimulation, if low effort

Channels that provoke some interaction, shared, background.

Process of detaching, refuelling for evening, catching up on the day with others.

WHY and HOW they are interacting with them...

Measures both channel Content and Context

WHERE & WHATthey are interacting with…

Radio (music or news), TV (MTV, Channel 4, Big Brother, GMTV)

Lifestyle mags, revisit paper, bedtime TV (drama, chat), fall asleep to radio

Car radio (news, traffic), own music, tabloid or egional press, posters, billboards)

waking

morning

bedtime

Internet (news, chores, travel, shopping), weekly mags, flyers, posters

TV (sitcom, film, drama), Internet (email, hobby sites, shopping), DVDs

lunch

late eve

dinner

afternoon

Internet (surfing, listings), email, messenger, commuter press, own music, posters

early eve

TV as company - soap, sport, comedy. Own music

Easy TV (comedy, soap, headline news), radio in background, read mail

SOURCE: Kellogg’s Pilot July 2005


The benefits of the connections approach

The benefits of the Connections approach

  • A process based on individual brand and communications objectives

  • Recognises that channels can work in different ways : creating brand consideration and activating sales

  • Covers all the potential places where people can meet brands

  • Provides depth insights into brand and category dynamics as well as a channel planning currency

  • Delivered through sophisticated software and ROI analyses


A few final thoughts

A few final thoughts


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

1. Don’t forget that the media are brands too


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

2. Brands (including media brands) can create experiences to fit into people’s lives and engage with them

Vodafone and Bridget Jones movie

Volvo Ocean Race

Ford Champions League

Nike and FreeStyle championships


Planning effective communications in times of rapid change sheila byfield mindshare worldwide

3. Understand ALL aspects of people’s lives to identify ways that the brand can fit – demographics only tell part of the story


4 keep it simple

4. Keep it simple ……

  • Success still depends on delivering relevant, compelling content to interested and involved people, conveniently and at the right time

  • If we continue to do this we can benefit from change rather than suffer from it


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