1 / 24

MAKING THE SALE BEFORE THE SALE

MAKING THE SALE BEFORE THE SALE. IN NOVEMEBER 2011. TVNZ worked with our Agency Partners, Retailers and Colmar Brunton to design a piece of research that would allow us to understand: – When purchase decisions occur – The role of brand and – How each media influences behaviour.

lona
Download Presentation

MAKING THE SALE BEFORE THE SALE

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MAKING THE SALE BEFORE THE SALE

  2. IN NOVEMEBER 2011 TVNZ worked with our Agency Partners, Retailers and Colmar Brunton to design a piece of research that would allow us to understand: – When purchase decisions occur – The role of brand and – How each media influences behaviour

  3. THE RESEARCH APPROACH ONLINE SURVEY OF RECENT PURCHASERS : LAST 3 MONTHS : n=912 1 : high involvement 2 3 :mid involvement :low involvement Purchase behaviours and timelines. Influences on purchase and retailer decisions (incl. media). *Sample sourced from CBClique Panel Fieldwork conducted 24 Nov – 5 Dec 2011. 20 minute interview. C. 300 sample in each category. Total n=912

  4. THE RESEARCH APPROACH CHOICE-BASED CONJOINT APPROACH Consumers were shown a number of different competitive pricing scenarios and are asked to make a preference or choice between the competing options / retailers. THE 3 PRODUCTS TESTED WERE; BBQ Kettle TV A Masport 6 Burner BBQ Priced between $539–$599 A Breville 1.7L Cordless Electric Kettle Priced between $120–$139 A Sony 40” TV with Freeview Priced between $850–$999

  5. EXAMPLE OF CHOICE-BASED CONJOINT APPROACH

  6. Insight One

  7. REASON FOR STORE CHOICE CAN BE BROKEN INTO DISTINCT TYPES OF INFLUENCE Price perceptions Previous experience/ recommendations Staff/service Range Location Loyalty programmes PRE-DEMAND INFLUENCES Perceptions prior to and distinct from specific price messaging. ACTIVATION INFLUENCES Direct influence as a result of exposure to a price/advertising offer. Price/promo Specific price advertising

  8. MORE THAN HALF OF STORE DECISIONS ARE DRIVEN BY PRE DEMAND INFLUENCES Main reasons for store choice KETTLE/TOASTER TELEVISION OUTDOOR ITEM PRE-DEMAND INFLUENCES ACTIVATION INFLUENCES

  9. THE LEVEL OF PRE-DEMAND DIFFERS SIGNIFFICANTLY FROM RETAILER TO RETAILER TV Purchase – main reason for store choice BRAND A BRAND B BRAND C PRE-DEMAND INFLUENCES ACTIVATION INFLUENCES Base: Bought TV from Retailer. Brand A (n=60); Brand B (n=61); Brand C (n=30)

  10. Insight Two

  11. FOR THE TV CATEGORY PRE-DEMAND CLOSELY MIRROR STORE VISITATION PRE-DEMAND FOR STORES CONVERSION STORES VISITED & PURCHASED FROM Base: Product Purchasers; TV (n=308) – Strong pre-demand is my first choice of store or one of several stores I would strongly consider shopping at.

  12. Insight Three

  13. BUYER AWARENESS IS HIGH – THEY KNOW WHO THEY ARE GOING TO BUY FROM WHEN THEY LEAVE THE HOUSE KNEW WHICH STORE TO BUY FROM BEFORE LEAVING HOME Base: product bought; TV (n=308), Outdoor (n=296), Kettle/toaster (n=308);

  14. PRE DEMAND DRIVES DECISIONS. RETAILER DECISIONS ARE MADE UP TO A MONTH OUT FROM PURCHASE – MORE SO FOR HGH INVOLVEMENT PRODUCT DECIDED WHICH STORES TO VISIT Base: product bought; TV (n=308), Outdoor (n=296), Kettle/toaster (n=308);

  15. Insight Four

  16. BRANDS WITH HIGHER PRE DEMAND ACHIEVES HIGHER PRICE POINTS PRICE ELASTICITY – 40” TV Base: product bought; TV (n=308), CBC Modelling

  17. IN THINGS REMAINING EQUAL – THERE WAS 6% DIFFERENCE IN THE ‘ACCEPTABLE’ PRICE POINT BETWEEN BRAND A AND BRAND C PRICE ELASTICITY – 40” TV Base: product bought; TV (n=308), CBC Modelling

  18. Insight 5

  19. HYGIENE FACTOR – ALL MEDIUMS COMMUNICATION EFFECTIVELY ON PRICE Information noticed Price/sale information by medium Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)

  20. EMOTIVE COMMUNICATION - TV IS THE MOST EFFECTIVE MEDIUM AT BUILDING PRE DEMAND Press Ads noticed for: - Which store has the best price- General store info (hours, location) TV Ads noticed for: - Store benefits - Which store to visit - Which stores deliver an enjoyable experience- Which stores are for people like me- General Sales EMOTIONAL FUNCTIONAL Both noticed for: - Sale of specific product- Stores offering lowest prices in general- Product info- Best range- Best staff / service- Stores I can trust- Stores that are experts / leaders Base: purchase TV (n=308); noticed TV advertising in lead up to purchase (n=45); noticed newspaper advertising in lead up to purchase (n=78)

  21. EMOTIVE COMMUNICATION – TV IS THE BEST MEDIUM IN WHICH TO COMMUNICATE EMOTIONAL BENEFIT Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)

  22. EMOTIVE COMMUNICATION – TV IS THE BEST MEDIUM IN WHICH TO COMMUNICATE EMOTIONAL BENEFIT Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)

  23. Insight Six

  24. PROGRAMME INTEGRATION HAS BEEN PROVEN TO SHOW STRONG LIFTS IN PRE- DEMAND MEASURES Colmar Brunton Post Analysis around Noel Leeming integration into Wheel of Fortune – September 2008

More Related