I attended one marketing research seminar this morning, one thing that I am really interested is when the speaker told the research findings. He said that using celebrities in the advertising is not the key success. The important thing is how to use the celebrity successfully in endorsing a brand and a brand is not diluted because of consumers focus to the celebrity.
Many studies shows that a good advertising can be built of several factors such as uniqueness of the ad, relevant to consumer's life, the message contains new information, evoke consumer's emotional feeling (e.g. proud, sympathy, cute etc.), humorous, and use celebrity. So celebrity is just one factor (out of the others) that make the advertising success.
Senin, 24 Oktober 2011
Kamis, 26 Mei 2011
Can a pre test ad indicate a success of the ad
TVC advertising needs a huge amount of money. In a very clutter advertising on TV nowadays and the increase of CPRP (Cost Per Rating Point), definitely company have to spend such huge amount of money for placement the TVC, not to mention the cost for making the TVC material or the production cost itself. Therefore it is important to make sure the TVC material that is aired, grab the attention of the audience or reach the objective that is set for the campaign. In theory, to save the huge budget placement, you have to do a pre-test for the concept of the material. So if the pre-test failed then there is still a chance to revise the concept or make a certain adjustment so we place the material that is proved to be good for the brand or reach the campaign objective.
How far an advertising pre-test predict the post evaluation of the TVC or in other word how far the pre-test predict the success of a TVC. Here I tried to compare the result of pre-test and post-ad test , I eliminate the weight of placement in this analysis. All TVCs have been aired for about 3 months.
The pre-test was conducted using a qualitative method, combining the in depth interview and focus group discussion. Consumers was exposed to the stylomatic ad and measured their response individually, then consumers again were exposed to the stylomatic ad in a group and discussed the ad together in order to confirm the individual responses.
While the post ad was conducted quantitatively using a random survey 3 months after the ad has been aired. A structure questionnaire was developed to measure the Empathy, Persuasion, Impact and Communication of the ad.
The result as you can see at the table.
We can see from both tables that the pre-ad test is good enough in predicting the advertising post evaluation. So once again it is wort to conduct a pre test ad to save the big amount of advertising placement budget.
Kamis, 21 April 2011
Consumers did change!
There is always a new learning when I attend result presentation. Yesterday, I attended a presentation for our product test result.... And one thing that I learn that consumers did change.
We have product let's say A. A is the pioneer in the category. Before we launched product A 5 years ago, I got a result that product A failed in the test because consumers did not like the smell .... The active ingredient for product A smell different with existing product that consumers used at that time. Actually That smell was the reason for product A to be categorized in a new product category .... Because it has 'that active ingredient'. Though from the research we know that kind of product was needed by consumers. They just did not use to the smell of that 'active ingredient'.
Therefore, at that time the R&D person tried to reduce the 'active ingredient' in order to adjust with the consumers' expectation and with the understanding that actually consumers needed this kind of product we launched product A.
After we launched for some years, many brand follow and enter the category ...... They also use the same 'active ingredient'. So after 5 years in the market there are some brands already in that category and consumers seems to accept that kind of product and it should smell like that.
Last month, we did another product test in that category, and the result was presented yesterday. We all amazed that it seems the consumers are happy with the smell. If it does not smell like that, it was not that kind of product...... The smell become a proved of product benefit ..... Which 5 years ago, they didn't like the smell at all.
Well consumers did change their behaviour.
We have product let's say A. A is the pioneer in the category. Before we launched product A 5 years ago, I got a result that product A failed in the test because consumers did not like the smell .... The active ingredient for product A smell different with existing product that consumers used at that time. Actually That smell was the reason for product A to be categorized in a new product category .... Because it has 'that active ingredient'. Though from the research we know that kind of product was needed by consumers. They just did not use to the smell of that 'active ingredient'.
Therefore, at that time the R&D person tried to reduce the 'active ingredient' in order to adjust with the consumers' expectation and with the understanding that actually consumers needed this kind of product we launched product A.
After we launched for some years, many brand follow and enter the category ...... They also use the same 'active ingredient'. So after 5 years in the market there are some brands already in that category and consumers seems to accept that kind of product and it should smell like that.
Last month, we did another product test in that category, and the result was presented yesterday. We all amazed that it seems the consumers are happy with the smell. If it does not smell like that, it was not that kind of product...... The smell become a proved of product benefit ..... Which 5 years ago, they didn't like the smell at all.
Well consumers did change their behaviour.
Senin, 18 April 2011
Measuring digital media
As we had known that digital media grows very fast. By the end of the day, after we decided to use digital media, management will ask questions how effective digital media is? Whether the money which was spent in digital media bring advantage to the brand? And so many questions about that.
Some research agency, nowadays, developed some tools to do some measurement on digital media. The measurement covers the quantitative part as well as the qualitative part.
Some measurement are:
- measure the statistics such as ad clicks, page view, ad view, link from which site etc.
- survey among those expose to the net and control (who don't expose to the net). Compare their awareness, ad recall, message recognition, brand purchase etc.
- evaluate what consumers say: analyze all discussion, brand mentioned in blogs, social media, forum etc.
Some research agency, nowadays, developed some tools to do some measurement on digital media. The measurement covers the quantitative part as well as the qualitative part.
Some measurement are:
- measure the statistics such as ad clicks, page view, ad view, link from which site etc.
- survey among those expose to the net and control (who don't expose to the net). Compare their awareness, ad recall, message recognition, brand purchase etc.
- evaluate what consumers say: analyze all discussion, brand mentioned in blogs, social media, forum etc.
Jumat, 15 April 2011
Digital marketing, action now
Last week, April 7-8 I had a chance to join a seminar about digital marketing. From all speakers, I can take some important points that I would like to share here.
- First, nowadays internet and mobile device grow quite significant. Computers become faster and cheaper. On the other hand, cellphone is now transfroming into smart phone furthermore tablet become more and more popular.
- People/ consumers are evolved. They behaviour drastically changed in the past decade. Technology become part of their life. Almost all people carry at least one cellphone nowadays. They have internet access at home, office, school or through their smartphone. And they belongs to Social Networking Community
- Marketers should catch this phenomena. It's time to take action to utilize all that tecnologies provide for the benefit of the brand.
In the past marketers focus on how to grab consumer's awareness, then convert it into trial and BUMO. The communication is one way, from brand to consumers. With all those technologies that changed consumer's behaviour, now marketers should listen to consumers. Listen to what discuss through blogs, social networking site ... positively or negatively. Consumers are the power. Consumer's involvement is really important, it is beyond consumer's loyalty.
Marketer's should really know who are their consumers and try to understand, where to reach them, what they like to do.... etc.
Of course digital marketing could not apply to every brand or product. In our company for example, there are some brands which have core consumers as those who live in remote area, modest people who are not touched by technology yet. For these consumers, the use of digital marketing is not priority but we should anticipate the change of their behaviour. Who knows in the near future, as the cost for buying smart phone decreasing, these consumers become the users.
- First, nowadays internet and mobile device grow quite significant. Computers become faster and cheaper. On the other hand, cellphone is now transfroming into smart phone furthermore tablet become more and more popular.
- People/ consumers are evolved. They behaviour drastically changed in the past decade. Technology become part of their life. Almost all people carry at least one cellphone nowadays. They have internet access at home, office, school or through their smartphone. And they belongs to Social Networking Community
- Marketers should catch this phenomena. It's time to take action to utilize all that tecnologies provide for the benefit of the brand.
In the past marketers focus on how to grab consumer's awareness, then convert it into trial and BUMO. The communication is one way, from brand to consumers. With all those technologies that changed consumer's behaviour, now marketers should listen to consumers. Listen to what discuss through blogs, social networking site ... positively or negatively. Consumers are the power. Consumer's involvement is really important, it is beyond consumer's loyalty.
Marketer's should really know who are their consumers and try to understand, where to reach them, what they like to do.... etc.
Of course digital marketing could not apply to every brand or product. In our company for example, there are some brands which have core consumers as those who live in remote area, modest people who are not touched by technology yet. For these consumers, the use of digital marketing is not priority but we should anticipate the change of their behaviour. Who knows in the near future, as the cost for buying smart phone decreasing, these consumers become the users.
Senin, 04 April 2011
Brand extension, nice to have vs needed
Today I learn a very good lesson. We discussed about a brand during the media meeting. Say that our brand is A. Brand A is targetted to mid low SES level and very modest people who are strongly sensitive with price. Our brand growth nicely among it target market and has a very strong image about "the grassroot"/ modesty. So this is a brand for people in the grassroot. It is good but with a very reasonable price.
Until early last year the management think that Brand A needs to be extended. So we launch brand A1 in a new category. The problem is the category where brand A1 enter is for a spesific needs. For those people who are well educated and it seems to have higher purchasing power. Therefore after 1 year launched, brand A1 did not move as expected. It seems that brand A is not strong enough in the different target market, among those people who really have that specific needs, while on the other hand, brand A consumers do not have need yet for product like brand A1 offer. Brand A1 needs to first educate the market and it needs time and money. So we learn that in order to make a brand extension we have to learn whether the mother brand is strong enough among the new target market ( where the extension is) , especially when it is targetted to different kind of people. Not just because the manufacture is able to make that kind of product.
Until early last year the management think that Brand A needs to be extended. So we launch brand A1 in a new category. The problem is the category where brand A1 enter is for a spesific needs. For those people who are well educated and it seems to have higher purchasing power. Therefore after 1 year launched, brand A1 did not move as expected. It seems that brand A is not strong enough in the different target market, among those people who really have that specific needs, while on the other hand, brand A consumers do not have need yet for product like brand A1 offer. Brand A1 needs to first educate the market and it needs time and money. So we learn that in order to make a brand extension we have to learn whether the mother brand is strong enough among the new target market ( where the extension is) , especially when it is targetted to different kind of people. Not just because the manufacture is able to make that kind of product.
Senin, 07 Februari 2011
Create a strong brand through brand audit
Today we had a special guest speaker. She is a brand consultant and ethnographer. So for more than 2 hours, Ibu Amalia E. Maulana talked briefly about brand audit.
First, she mentioned about the different between brand strategy and marketing strategy. A brand strategy is a plan, blue print strategy for a brand. It is broader than marketing strategy. It is what brand owner want the brand to be to fulfill the consumer's needs that create value of the brand. Marketing strategy tends to be an execution, a shorter program to increase the sales of the brand. Marketing strategy should not pass through the brand strategy boundary. Brand that have a good brand strategy will come out as a strong brand that is unique (distinctive), well-known by many people, can be understood (clear what the brand is), honest (deliver what it promised), used continously by consumers and it is a recommended brand. Most frequently we jump directly to the marketing strategy without really understand the brand strategy.
We had a role play about one of our brand, let say brand 'A'. We wrote down, what cross our mind if someone mentioned about brand 'A'. Using the exercise, found out that weak brand come out with so many perception towards the brand. Furthermore, the brand perception is really far from what brand owner want to deliver.
Brand audit is a process to evaluate that brand strategy or re-evaluate the brand strategy. It is a continuous process, therefore it could be done in the beginning of product launching or when the product is in the market for some times or even years. It starts with the identify the consumer's value towards the brand, then create (re-create) value proposition, deliver it and communication.
During the process of brand audit, all departments that are touched to the brand are included to participate. So in this sense it counts the multi-facet opinion towards the brand. By the end of the day it comes out with a solid strategy that is agreed by all parties.
Before formulating value proposition, it is also important to get consumer's insight about the brand. So in the process, brand is audited from internal company as well as from consumer's views.
It is an interesting Monday morning talk ..... Highly appreciated Ibu Amalja for her time to share about brand audit. A very valuable knowledge for all of us.
First, she mentioned about the different between brand strategy and marketing strategy. A brand strategy is a plan, blue print strategy for a brand. It is broader than marketing strategy. It is what brand owner want the brand to be to fulfill the consumer's needs that create value of the brand. Marketing strategy tends to be an execution, a shorter program to increase the sales of the brand. Marketing strategy should not pass through the brand strategy boundary. Brand that have a good brand strategy will come out as a strong brand that is unique (distinctive), well-known by many people, can be understood (clear what the brand is), honest (deliver what it promised), used continously by consumers and it is a recommended brand. Most frequently we jump directly to the marketing strategy without really understand the brand strategy.
We had a role play about one of our brand, let say brand 'A'. We wrote down, what cross our mind if someone mentioned about brand 'A'. Using the exercise, found out that weak brand come out with so many perception towards the brand. Furthermore, the brand perception is really far from what brand owner want to deliver.
Brand audit is a process to evaluate that brand strategy or re-evaluate the brand strategy. It is a continuous process, therefore it could be done in the beginning of product launching or when the product is in the market for some times or even years. It starts with the identify the consumer's value towards the brand, then create (re-create) value proposition, deliver it and communication.
During the process of brand audit, all departments that are touched to the brand are included to participate. So in this sense it counts the multi-facet opinion towards the brand. By the end of the day it comes out with a solid strategy that is agreed by all parties.
Before formulating value proposition, it is also important to get consumer's insight about the brand. So in the process, brand is audited from internal company as well as from consumer's views.
It is an interesting Monday morning talk ..... Highly appreciated Ibu Amalja for her time to share about brand audit. A very valuable knowledge for all of us.
Senin, 24 Januari 2011
KISS - Keep It Simple and Short
Last December we conduct a study, a UAI study for a baby brand with so many baby products. After several meetings to prepare the study, we managed to construct the questionnaire and to my surprise it came out with hundred of pages. Well it was difficult to ask the marketing to reduce the questions because they thought all those questions were important.
We tried to find a solution, we would pre-test the questionnaire and limit the time. The rersult was every respondents would only be asked 2 categories.
Then the fieldowork started. I tried to supervise some respondents..... And i had a very interesting experience. The respondent that we interviewed was a mom with 2 babies, one was 3 months old and the other nearly 2 years. At first the interview run smothly because all babies were taking a nap. In the middle, the youngest was up and was crying ....hungry. So the mom gave milk and we were waiting. Then before the milking time over, the eldest was up and also cried. So the situation became uncontrollable. The interviewer tried hard to finish all questions and the mom was very busy and panic calming the babies. Finally her answers were not consistent, in the previous question she answered 'A' while in the other she answered 'B' so the interviewer kept go and forth to clarify the answer. Interview that should finish in one and half hour, finally finish in 4 hrs with a question mark on its reliability of answer.
I learn something from this, it is important to keep the questionnairer simple and short, no need for the nice to have questions. It will be useless if the respondent can answer all questions but the reliability is in a big question mark because respondent could not concentrate in answering the questions.
We tried to find a solution, we would pre-test the questionnaire and limit the time. The rersult was every respondents would only be asked 2 categories.
Then the fieldowork started. I tried to supervise some respondents..... And i had a very interesting experience. The respondent that we interviewed was a mom with 2 babies, one was 3 months old and the other nearly 2 years. At first the interview run smothly because all babies were taking a nap. In the middle, the youngest was up and was crying ....hungry. So the mom gave milk and we were waiting. Then before the milking time over, the eldest was up and also cried. So the situation became uncontrollable. The interviewer tried hard to finish all questions and the mom was very busy and panic calming the babies. Finally her answers were not consistent, in the previous question she answered 'A' while in the other she answered 'B' so the interviewer kept go and forth to clarify the answer. Interview that should finish in one and half hour, finally finish in 4 hrs with a question mark on its reliability of answer.
I learn something from this, it is important to keep the questionnairer simple and short, no need for the nice to have questions. It will be useless if the respondent can answer all questions but the reliability is in a big question mark because respondent could not concentrate in answering the questions.
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