Reno-Sparks Convention & Visitors Authority Meeting Planner Study: Ad Review 2006 Conducted By 475 Hill Street, Suite 2 Reno, Nevada 89501 (775) 323-7677 www.infosearchintl.com
KEY FINDINGS Of the three advertisements in the survey, the one that was the most appealing, the most motivating for booking a convention/meeting, and the favorite of nearly two-thirds (62%) of the respondents was the female in the meeting and skiing ad. o Strengths of this ad included a clean layout, a good balance between business and leisure, and the positive imagery associated with Reno-Tahoe. o Concerns about this ad were a lack of diversity in race, gender, and age; the limited appeal of skiing/winter sports; and the emphasis on recreation. The mountain biker-in-a-suit advertisement was seen as appealing and informative; it was the favorite of about one-quarter (26%) of the respondents. o Strengths of this ad were that it is unconventional, clever, and has a sense of movement. o Concerns included the backwards tagline, the emphasis on play, and that it targets a small demographic. Although the business/ski split image was seen as the most distinctive advertisement of the three, it was preferred by only 13% of the respondents. o Strengths of this ad were that it is different, eye-catching, and appeals to both sides of the brain. o Concerns included that it is unattractive/creepy, confusing, and uses hip slang. The majority of respondents reported that all three ads: (1) would jump out in a magazine, (2) were distinctive, and (3) provided valuable/relevant information. All three advertisements were seen as primarily reinforcing an already existing, positive perception of Reno-Tahoe. The ad most likely to improve their perception was the female in the meeting and skiing ad. After seeing the three advertisements, these same respondents were, on average, no more or less likely to hold a future convention/meeting in Reno-Tahoe than they were in the baseline study. After seeing the three advertisements, a higher percentage (40%) felt that the slogan America s Adventure Place fit the Reno-Tahoe area extremely well than did in the baseline study (20%). RSCVA - Meeting Planner Review 1
OBJECTIVES To obtain additional feedback from meeting planners who had previously participated in an online survey about the Reno-Tahoe area and had also agreed to participate in an online review of ad concepts To determine how appealing, distinctive, informative, relevant, and motivating meeting planners considered each of the three ads. To obtain meeting planner's feedback about whether each of the three ads improved, reinforced, or diminished their perception of Reno-Tahoe as a meetings/conventions destination. To obtain feedback about what meeting planners liked and disliked about each of the advertisements. To identify which of the three ads conveyed the best image, was the most motivating, and was the favorite among meeting planners. To identify if the ads had any impact on meeting planners' perceptions of the slogan, America s Adventure Place and/or their likelihood of holding a future meeting/convention in Reno-Tahoe. RSCVA - Meeting Planner Review 2
METHODOLOGY In October 2006, a total of 2,010 meeting planners responded to an online survey about the Reno-Tahoe area as a place to hold meetings/conventions; 1,709 of these completed the main survey and another 301 did not complete the main survey but were willing to provide information at a future date. Of the 2,010 respondents, 394 meeting planners agreed to participate in an online review of advertising execution that targets meeting and convention planners. Of the 394 survey respondents who indicated a willingness to participate in an online advertising review, email addresses were available for 336 of them; the 58 respondents who had completed the initial survey via the Successful Meetings link were not included in this follow-up study. The survey asked respondents to provide their perceptions and feedback about three distinct advertisements. Six versions of the survey were created, each version showing the advertisements in one of six different orders (ABC, ACB, BAC, BCA, CAB, or CBA) to control for a potential ordering effect. Specifically, the survey was designed to control for a potential cognitive bias based either on a primacy (i.e., preferring the first advertisement seen) or recency (i.e., preferring the last advertisement seen) effect. Each version of the survey was randomly sent to 56 (one-sixth) of the 336 respondents. This process helped to ensure that the results reflected true perceptions of the advertisements and not the order in which the ads were presented. The survey was in the field from December 19 to 28, 2006. The survey took about 8 minutes to complete. A total of 105 of the 336 meetings planners (31.3%) responded to the ad review online survey. Overall, the meeting planner profile in this follow-up study was similar to the meeting planner profile of the larger sample in the baseline study. RSCVA - Meeting Planner Review 3
DETAILED FINDINGS ADVERTISEMENT REVIEW Percent Yes Do you find this ad appealing? of Female in Meeting and Skiing of Male Mountain Biking in Suit of Male Business/Ski Split-Image 91% 66% 32% If you were looking through a magazine, would this ad jump 81% 71% 68% out at you? Is this ad distinctive, compared to similar ads for meeting 67% 68% 75% planners? Does this ad capture the feeling you would want for a 82% 54% 32% meeting/convention? Does this text provide information that is new to you? 46% 46% 33% Is the information in the ad valuable and relevant to you as 83% 81% 72% a meeting planner? Does this ad inspire you to find out more about Reno-Tahoe? 75% 52% 38% Does this ad make you to want to visit Reno-Tahoe? 77% 53% 38% Does this ad motivate you to consider booking a meeting in Reno-Tahoe? 68% 46% 27% RSCVA - Meeting Planner Review 4
Overall, the advertisement with the female in the meeting and skiing had the most meeting planners confirm the ad was appealing (91%), would jump out at someone in a magazine (81%), captured the feeling they would want for a meeting/convention (82%), and provided valuable and relevant information (83%). Likewise, more meeting planners indicated the advertisement with the female inspired them to find out more about the Reno-Tahoe area (75%), made them want to visit the area (77%), and motivated them to consider booking a meeting in Reno-Tahoe (68%). All three ads were considered distinctive by at least two-thirds of the respondents; the advertisement with the male business/ski split-image was deemed distinctive by the most respondents (75%). RSCVA - Meeting Planner Review 5
Which of the following best describes the impact this ad has on your perception of Reno-Tahoe as a place for meetings/conventions? The ad improves my perception, so that Reno-Tahoe is more appealing. The ad reinforces an already existing perception of Reno- Tahoe, which is positive. The ad reinforces an already existing perception of Reno- Tahoe, which is less-thanpositive. The ad diminishes my perception, so that Reno-Tahoe is less appealing. of Female in Meeting and skiing of Male Mountain Biker-in-Suit of Male Business/Ski Split-Image 32% 18% 9% 58% 72% 52% 7% 6% 6% 3% 22% 33% Total 100% 100% 100% For the advertisement with the female in the meeting and skiing, almost one third (32%) of meeting planners indicated the ad improved their perception of the Reno-Tahoe area and over half (58%) reported it reinforced an already positive perception of the area. For the advertisement with the male mountain biking in a suit, the majority (72%) of meeting planners indicated the ad reinforced an already positive perception of the Reno- Tahoe area. For the advertisement with the male business/ski split-image, about half (52%) reported the ad reinforced an already existing positive perception of the Reno-Tahoe area and one third (33%) indicated it diminished their perception of Reno-Tahoe so that it is less appealing. RSCVA - Meeting Planner Review 6
What do you like about [ of Female in Meeting and Skiing]? (Open-ended) Frequency (n=82) Layout/color/visually appealing 19 23.2% Balance of business/leisure 12 14.6% Reno-Tahoe activities 12 14.6% Fun 11 13.4% Catchy title 8 9.8% Text copy 4 4.9% Female presence 3 3.7% Nothing 2 2.4% Other 11 13.4% Nearly one out of four (23%) meeting planners indicated the advertisement with the female in the meeting and skiing had an appealing layout, reporting for example I like the layout - it's clean and It is clean and to the point. A balance of business and leisure (15%) and a true sense of the activities available in Reno-Tahoe (15%) were additional positive aspects meeting planners attributed to the ad. The complete list of responses to this question is provided in the Comments Report. What do you dislike about [ of Female in Meeting and Skiing]? (Open-ended) Frequency (n=70) Lack of diversity 15 21.4% Pictures / layout 11 15.7% Text copy 9 12.9% Winter doesn't appeal to all 7 10.0% Not distinctive 4 5.7% Too much emphasis on "play" 2 2.9% Nothing 14 20.0% Other 8 11.4% One out of five (21%) meeting planners indicated the advertisement with the female in lacked diversity (21%), articulating that it lacks diversity and multicultural appeal including races, age and gender. In addition, meeting planners reported that the layout and pictures (16%) could be improved, as could the text copy (13%). One out of five (20%) meeting planners indicated there was nothing about the advertisement they disliked. The complete list of responses to this question is provided in the Comments Report RSCVA - Meeting Planner Review 7
What do you like about [ of Male Mountain Biker-in-Suit]? (Open-ended) Frequency (n=80) The image 12 15.0% Catchy 11 13.8% Clever Tagline 9 11.3% Text copy 7 8.8% Picture / layout 7 8.8% Fun 7 8.8% Balance of business/leisure 4 5.0% Another side of Reno-Tahoe 4 5.0% Movement / action 4 5.0% Nothing 12 15.0% Other 3 3.8% In general, several meeting planners (15%) liked the concept of the image, the man riding a bike in a suit, commenting for example I like the incongruity of the biker in riding gear and business attire. Meeting planners also thought the advertisement with the male mountain biking was catchy (14%), for example it is unconventional, so it grabbed my attention. More than one out of seven (15%) did not like any aspect of the ad. The complete list of responses to this question is provided in the Comments Report. What do you dislike about [ of Male Mountain Biker-in-Suit]? (Open-ended) Frequency (n=69) Backwards tagline 13 18.8% Too much emphasis on play 11 15.9% Not catchy 7 10.1% Text copy 6 8.7% Unbelievable 5 7.2% Doesn't differentiate Reno 5 7.2% Targets small demographic 4 5.8% Unattractive 2 2.9% Nothing 10 14.5% Other 6 8.7% In general, for the advertisement with the male mountain biking, nearly one out of five (19%) meeting planners indicated the backwards tagline was unappealing, articulating it tries too hard to be unconventional. Also, some meeting planners (16%) reported the ad emphasized too much play and not enough business. The complete list of responses to this question is provided in the Comments Report. RSCVA - Meeting Planner Review 8
What do you like about [ of Male Business/Ski Split-Image]? (Open-ended) Frequency (n=74) Different / eye-catching 12 16.2% Both sides of the brain 11 14.9% Text copy 7 9.5% Concept behind the ad 6 8.1% Main picture 6 8.1% Scenic pictures at bottom of ad 5 6.8% Nothing 20 27.0% Other 7 9.5% One appealing aspect of the advertisement with the male business/ski split-image was it was different and eye-catching (16%), meeting planners reported comments such as the graphic jumps out at you. Another positive aspect was both sides of the brain (15%), for example meeting planners liked one side business, the other pleasure; reinforcing you can do both. Overall, more than one out of four (27%) meeting planners reported they didn t like anything about the ad. The complete list of responses to this question is provided in the Comments Report. What do you dislike about [ of Male Business/Ski Split-Image]? (Openended) Frequency (n=79) Unattractive / creepy 26 32.9% Confusing 14 17.7% Text copy 10 12.7% Split doesn t match up 9 11.4% Everything 4 5.1% Diversity 2 2.5% Nothing 2 2.5% Other 12 15.2% One out of three (33%) meeting planners indicated the advertisement with the male business/ski split-image was unattractive or creepy, articulating that it was too dark; the man looks scary and creepy looking. Also, nearly one out of five (18%) meeting planners reported the ad was confusing. The complete list of responses to this question is provided in the Comments Report. RSCVA - Meeting Planner Review 9
Which advertisement conveys the best image of Reno-Tahoe as a place to hold a convention/meeting? Which advertisement is the most likely to compel you to seek more information about Reno-Tahoe? Which advertisement best captures the feeling of "America's Adventure Place"? Which advertisement is the most likely to motivate you to consider booking a convention/meeting in Reno- Tahoe? of Female in Meeting-and- Skiing of Male Mountain Biker-in-Suit of Male Business/Ski Split-Image 62% 29% 10% 60% 28% 11% 53% 36% 11% 62% 27% 11% When meeting planners were asked to compare the three advertisements, a majority of respondents indicated that the advertisement with the female in the meeting and skiing conveyed the best image of Reno-Tahoe as a meeting/convention destination (62%), was most likely to compel them to seek more information about the area (60%), was best at capturing America s Adventure Place (53%), and was most likely to motivate them to consider booking a convention/meeting in Reno-Tahoe (62%). RSCVA - Meeting Planner Review 10
Overall, which advertisement is your favorite? Which advertisement is your second favorite? Which advertisement is your least favorite? (implied, not asked) of Female in Meeting-and- Skiing of Male Mountain Biker-in-Suit of Male Business/Ski Split-Image 62% 26% 13% 30% 49% 22% 10% 25% 65% Overall, nearly two thirds (62%) indicated the advertisement with the female was their favorite advertisement and three out of ten (30%) indicated it was their second favorite. In general, the advertisement with the male mountain biking in a suit was the overall second favorite with one out of four (26%) reporting it was their favorite and as well as 49% saying it was their second favorite. After seeing these ads, how well do you feel the slogan America s Adventure Place fits the Reno-Tahoe area? Frequency (n=105) Fits extremely well 42 40.0% Fits moderately well 55 52.4% Does not fit at all 7 6.7% Do not know enough about the Reno-Tahoe area to say 1 1.0% After seeing all of the advertisements, two out of five (40%) meeting planners felt the slogan America s Adventure Place fit the Reno-Tahoe area extremely well and over half (52%) indicated it fit moderately well. Baseline Survey After Seeing Ads Fits extremely well 20.0% 40.0% Fits moderately well 54.3% 52.4% Does not fit at all 9.5% 6.7% Do not know enough about the Reno-Tahoe area to say 16.2% 1.0% A higher percentage (40%) of these same respondents reported that the slogan fit the Reno- Tahoe area extremely well than did in the baseline survey (20%). RSCVA - Meeting Planner Review 11
Please rate your overall likelihood of holding a future convention/meeting in Reno Tahoe on a 7-point scale, where 7 means "Extremely Likely" and 1 means "Not at all likely." Mean Overall likelihood 5.90 In general, meeting planners rated their likelihood for holding a future convention/meeting in the Reno-Tahoe area a 5.90 score on the 7-point scale where 7 means extremely likely. Overall likelihood mean Overall likelihood percent extremely likely Baseline Survey After Seeing Ads 5.98 5.90 38.1% 42.9% The advertisements did not, on average, have an impact on the likelihood of holding a future convention/meeting in Reno-Tahoe; the differences between the baseline survey and the current survey for this sample were not statistically significant. RSCVA - Meeting Planner Review 12
Do you have any other feedback about these advertisements? (Open-ended) Frequency (n=36) Suggestions about specific ads 9 25.0% Encouragement/Appreciation 9 25.9% Diversify activities/seasons 7 19.4% Slogan 3 8.3% Other 8 22.2% About one third of the respondents (34%) provided additional comments. Topics included suggestions about one or more of the specific advertisements and recommendations to diversify the activities/seasons illustrated in the advertisements. Several respondents provided words of encouragement and appreciation. The complete list of responses to this question is provided in the Comments Report. RSCVA - Meeting Planner Review 13
MEETING PLANNER PROFILE BASED ON BASELINE STUDY On average, how many conventions/meetings do you or does your department/ company plan per year? Frequency 1 Convention/meeting 8 7.6% 2 6 5.7% 3 11 10.5% 4 7 6.7% 5 or more 73 69.5% The majority (70%) of these meeting planners indicated planning five or more conventions/meetings per year. For which type of conventions/meetings are you responsible? (Check all that apply) (Multiple responses allowed) Frequency Association 70 66.7% Corporate 43 41.0% Educational 34 32.4% Government 18 17.1% Special market social, military, ethnic, religious, fraternal groups 17 16.2% Special market other (hobby clubs, dance competitions, etc.) 5 4.8% Special market sports-related 3 2.9% Most (67%) planners were in charge of planning association conventions/meetings. Two out of five (41%) indicated being responsible for planning corporate conventions/meetings. RSCVA - Meeting Planner Review 14
In what state is your company s headquarters? (Listed Alphabetically) Frequency Arizona 3 2.9% California 20 19.0% Colorado 5 4.8% Washington, D.C. 6 5.7% Florida 3 2.9% Georgia 4 3.8% Illinois 11 10.5% Maryland 6 5.7% Montana 3 2.9% Nevada 7 6.7% Pennsylvania 3 2.9% Texas 4 3.8% Virginia 6 5.7% All Other 24 22.9% The state with the most company headquarters was California (19%), followed by Illinois (11%). Have you ever held or considered holding a convention/meeting in the Reno-Tahoe area? Yes, I have held a convention/meeting in the Reno-Tahoe area and would hold one there again Yes, I have held a convention/meeting in the Reno-Tahoe area, but would not hold one there again Yes, I have considered the Reno/Tahoe area for a convention/meeting that I have already booked, but I decided to not hold it there No, I have never considered holding a convention/meeting in the Reno-Tahoe area Frequency 48 45.7% 1 1.0% 27 25.7% 29 27.6% Nearly half (46%) reported having held a convention/meeting and would again. One out of four (26%) indicated considering the Reno-Tahoe area, but deciding on another location; and 28% reported in the baseline study that they had never considered the area for a convention/meeting destination. RSCVA - Meeting Planner Review 15