Phoenix s Brand & Ad Tracking Capabilities. P&C Insurance. Copyright Phoenix Marketing International All rights reserved
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1 Phoenix s Brand & Ad Tracking Capabilities P&C Insurance
2 Phoenix s Core Approach Tracking: Audit Large category brand & advertising audit with response-based ad performance models Pre-Launch: Express Planning: Concept Test Competitive Intelligence Customized analysis and reporting Turn key process Development: Copy Test Proven recall and response to individual ads Ad Tracking models link directly to copy testing Ad Evaluation System Proprietary Category Advertising Response Models Creative - A composite score which represents an ad s creative characteristics and potential to create response, which can be a direct action (called for information, visited website, asked for a quote, etc.) or a lift to impression and/or consideration of the brand. In-Market - A composite score which represents an ad s performance in the market. Since recall is a key driver for this score, media spending can significantly effect an In-Market score. Ads that achieve average or poor Creative scores can still perform normatively on this measure if the ad has enough media spending to drive high recall scores. 2
3 Our Holistic Approach Answers How is your brand perceived? How does it compare to the competitive set? What does the market landscape look like and how is it changing over time? Has your brand awareness increased? Is consideration of your brand up or are you trailing the competitive set? Are you meeting your goals for brand image attributes? How is your advertising impacting your brand imagery? How loyal are your customers? How receptive are your prospects? How well does your in-market advertising perform vs. category leaders? For given media spend, which of your ads (or campaigns) deliver cost effective recall and lift to brand impression and consideration (persuasion)? Which ads should be prioritized for additional media spend and placement? Which ads in the category are most likely to drive action? Which are your strongest/weakest executions and what tweaks are necessary to realign with your intended communication strategy? Why are certain ads performing better than others? Which ads are communicating their intended messaging how is that messaging resonating with consumers? How are the ads connecting with consumers (i.e. via a cognitive connection, entertainment value etc.) How does your campaign compare to competitors? Is it more effective in shifting perceptions and driving action? Is your campaign more likely to breakthrough? Does your campaign do a better job than the competition in differentiating the brand? How motivating is your campaign? 3
4 P&C Insurance Audit Survey Flow Online Methodology Survey Components Example Output Interviews: 1,400 Respondents Per Month Respondents evaluate brands based on awareness Respondents view a random rotation of 4 ads Brand Metrics Shopping Behavior Current Relationships Top Spend TV and Print Ad Evaluations Creative Assessments Actions Taken & Actions Intended Brand Health Assessment Competitive Intelligence Quote Volume BrandPi Creative In-Market Recall Competitive Intelligence
5 P&C Insurance Category Audit Overview P&C Insurance Category Audit Philosophy Methodology Audience Characteristics Advertising Coverage Number of Ads Sample Size Media Information Reports Deliver largest sample & broadest competitive view for lowest cost Built in flexibility to deliver on specific client needs and segments Online surveys; National coverage Ad exposures: TV (full motion video) & Print (PDFs) Study fields on a monthly basis Adults 18+; $25K+ HHI; Own a car; Insurance decision-maker Robust sample can provide a number of target segment views quarterly Segment-specific classification questions can be added and client-defined targets are accommodated National advertising in the market past 30 days Based on Top Spend DMA, Regional over-samples; Custom geographic regions can be over sampled as necessary TV, Print are core; Radio, Online, OOH, and other communications can be added Ads/quarter: Top Spend Ads In The Category: 50+ ads (combination of TV, Print) 2 complimentary ads per quarter in addition to top spend ads Surveys per quarter: 4,200+ Consumers 100+ completed interviews per ad 4 ads exposed per respondent Additional sample as required by custom add-ons Media spending data in all reports Detailed life-to-date spend (LTD) per ad Monthly brand scorecard with Brand Leading Indicators (BLIs) Custom quarterly reporting including brand and ad results 5
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