Sfide e opportunità nel touchpoint management

Transcription

1 Sfide e opportunità nel touchpoint management Walter Caccia Head of Brand & Comm TNS Italia TNS

2 Engaging with brands online is even more important in Italy since Italian internet users are considerably more active than the rest of the world Reach of brand activities - Global vs. Italy Global Italy % % Broadcast Upload or share content and comments Like or engage brand via SNS Forward brand content Write about brands online Discuss Converse with own network via social or IM Receive online customer service Ask a question to a brand online Join a branded community Consume Consume content and information Read user reviews Read s from brands Access a brands online service N.B. Reach of activities refers to weekly usage for top activity for each type TNS Connected Life Base: Global (54,775) Italy (990) Those open to brands - T3B (385) C5. Brand engagement activities C8b. Brand attitude I like to engage with brands on social TNS

3 TNS 3

4 8 apps to build and fine-tune an irresistible brand Hygiene factors give brands credibility to play in the category Magnetism gives irresistible brands their magic There s cohesion in every aspect of irresistible brands Know-how Engineering and design credentials Differentiation Representing something unique and defendable Alignment Touchpoint consistency across the marketing mix Momentum Innovations and R & D Emotion Has meaning and purpose beyond the tangible Unity Support the portfolio to maintain a cohesive family Symbolism Languages used to communicate with the intuitive brain Nexus Functional and social messages consistent with the emotive core 4

5 Brand character drives consistent brand behaviour, occupying a clear emotive territory STRATEGY POSITIONING EXPRESSION EXECUTION CONSUMER TOUCHPOINTS

6 Emotion: The Brand Character Expressive Emotion: How does the brand make me look? Gratification Emotion: How does the brand make me feel?

7 Alignment: Brand touchpoints all communicating with the same message and language JOB NUMBER Red Bull aligns well across all brand elements, especially through sponsorships and experiential activities promoting extreme sports. Branded experiences include motor-cross, aviation races, snow sports, base jumping and trolley grand prix These are consistent with the brand's heart of extreme daring and headstrong adventure Other brand elements reflect this, from their bold and explosive logo, tongue-in-cheek TVC s, website (redbull.tv) and on the go shot-sized format Sponsorship initiatives are consistent with brand positioning promoting sports and adventurous individuals who go against the grain e.g. Formula One team, Freeride Mountain Bike World Tour TNS

8 Brand experience succeed in creating meaningful moments of brand engagement when working through emotions

9 There is a confusion between experienceand memory We actually don t choose between experiences, we choose between memories of experiences Daniel Kahnemann: The riddle of experiences versus memory. TEDtalk February 2010

10 The plasticity of the brain and hard-wiring new memories TNS 10

11 Emotional perception turns experiences into memorable experiences Memories drivedecisions

12 Delivering the optimal brand experience Design the optimal experience Implement the optimal experience Deliver and monitor the optimal experience Experience lead to emotional perceptions Emotional perceptions form memories Memories drive business impact

13 Developments in technology have changed the way consumers experience brands. Not all touchpoints are equal The marketing challenge Redefining touchpoint management Companies need view of brand s performance across all types of touchpoint: Paid: advertising, sponsorship, product placement Owned: stores, product experiences Earned: social chatter, word of mouth, unprompted coverage 13

14 The impact of a touchpoint is the combination of reach and quality of experience Brand experience = Reach Quality of experience Overall impact of one touchpoint Number of people that have experienced the touchpoint Shift in the brand equity score when this touchpoint is experienced

15 How much of my brand equity score has been generated through recent touchpoint experiences? Brand % 1.5 Of the client brand s 13.5% equity score, they achieved 1.5% through touchpoint experiences Performance: how do your brand and competitors perform across all touchpoints? Brand % Brand % Brand 4 9.1% Brand 5 8.9% If brand 2 had no touchpoints experiences, its equity score would be only 10.3% instead of 11.9%. Brand equity score Brand stock Brand experience client brand Brand experience competitor brands

16 To what extent each touchpoint is generating Brand Experience? Your business Competitors Top 3 owned touchpoints Ʃ Client brand 1.5 Brand Brand 5 Supermarket shelves 0,26 0,37 0,28 Brand presence in social networks 0,02 0, newsletter 0,02 0,01 0,00 Top 3 paid touchpoints Ʃ 0.7 Television advertising 0,21 0,20 0,11 Point of purchase display 0,15 0,15 0,14 Print advertisements 0,06 0,04 0,05 Top 3 earned touchpoints Ʃ 0.5 Product usage 0,22 0,20 0,18 Recommendations by friends/family 0,14 0,10 0,06 Coffee used in gastronomy 0,08 0,05 0,01 Brand experience (per touchpoint) client brand Brand experience (per touchpoint) competitor brands

17 To sum up Ensure touchpoint alignment Act emotionally Measure effect on brand

18 Thank you! Walter Caccia Brand & Communication Head TNS Italia