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  • 2015WyomingAdvertisingAwareness

    October2015

  • Background & ObjectivesBackground & Objectives

    TheWyomingOfficeofTourism(WOT)allocatessignificantresourcestoleisuremarketing,withmediaplacementsthroughoutthespringandsummer.Throughtherefinementofthemarketingprogram,WOThasdeterminedthatdifferentaudiencesneeddifferentmessagesatdifferenttimes.Thereforemediaplacementsaremadeinmoredistantmarketsearlierintheyearandcloserinmarketsreceivemessaginglaterintheseason.

    Toaccountforthesedifferences,StrategicMarketing&ResearchInsights(SMARInsights)conductsresearchtocorrespondwiththeseplacements.Twowavesofawarenessresearchhavebeenconductedtogatherdataforthisreport.Afinalwavewillevaluatetheimpactoftheadvertisingontravel,generatinganeconomicimpactofthecampaignandreturnoninvestment.`

    Thiswavefocusesonthereachofthecampaign,itseffectivenessincommunicatingintendedmessages,andtheadvertisingsimpactonperceptionsandplanning.TheROIwavewillquantifythelevelofincrementaltravelgeneratedinresponsetothestatesmarketingefforts.

    Thefollowingreportdetailsthefindingsfromthisawarenesswave: Measuringtheabilityoftheadvertisingtoreachthetargetaudienceandgeneraterecall; Quantifyingthecosttoreachanawarehousehold; Forwardingperformancemeasurestoassesstheeffectivenessofthecampaigninmeetingitsvariouscommunication

    goals; Determiningthestrengthofthecampaignintermsofspurringconsumeractions,havingapositiveimpactonperceptions,

    andincreasinglikelihoodtovisit;and Assessingtherelativeeffectivenessofvariouselementsofthecampaigntohelprefinefutureefforts.

    November15 2

  • MethodologyMethodology

    SMARInsightshasdevelopedaresearchmethodologybasedonthecycleofhowconsumersmaketraveldecisions.Thegraphicattherightoutlineseachstepoftheprocessandthemeasureusedtoevaluatetheeffectivenessofadestinationsmarketingefforts.

    This awareness wave of research looks atthe steps, clockwise, from PrevailingImage through Build Interest. The secondwave will measure Travel through Sharing& Advocacy.

    By looking at each part of the process, theWyoming Office of Tourism can assess thecampaign for future refinement.

    3November15

  • Methodology Methodology

    SMARInsights developed and programmed an online survey. National sample vendorsprovided a link to the survey to potential respondents in WOTs target markets. Thismethodology allows respondents to view the actual advertising to gauge awareness.

    WOT delivers different creative to different markets at different times. Therefore,interviewing was conducted in two stages. Chicago, Core, and National markets wereinterviewed in June after the media in those markets were completed. The Adjacent marketshad media running through September, so interviews in those areas were completed later.

    Markets included in each are:

    Upon completion of data collection, the data were cleaned, coded, and weighted to berepresentative of the population.

    The following summarizes the results of the survey. A copy of the questionnaire used for datacollection appears in the Appendix to this report.

    4

    Market CompletedInterviewsCore 266Chicago 209Seattle 201Adjacent 204National 356Total 1,236

    November15

    Core: Kansas City, MO; Omaha, NE; Madison, WI; Minneapolis, MN;Milwaukee, WI; St. Louis, MO; Oklahoma City, OK; and Portland, OR

    Chicago Seattle Adjacent: Salt Lake City, UT; Denver, CO; Billings, MT; Idaho Falls, ID;

    Butte/Bozeman, MT; Boise, ID; Colorado City, CO; and Rapid City, SD National: All other U.S. markets not included in those listed above

  • Campaign OverviewCampaign Overview

    Wyominghasbeenplacingcreativespecifictotargetmarketsformanyyears.TheCoremarkets,includingChicagoandSeattle,receivedthethreeRoamFreeTVspotsthathavebeeninplaceforanumberofyears.

    SeattlewasanewtargetforWOT,withdedicatedspendinghereforallmedia.TV,digital,andoutdoorplacedherehadmessagingspecifictothemarket.

    Afterconcernsaboutwearoutofoutdoor,newcreativewasdevelopedfortheCoremarkets.

    In2013,WOTintroducedtheillustratedRoadTripcampaignintheadjacentmarketswithoutdooranddigital.ThiswasexpandedwithsimilarlythemedTVin2014.Allthreeillustratedmediawereplacedinthesenearbymarketsin2015.

    AYouTubevideoandprintweretargetedtobothCoreandAdjacentmarkets.

    5

    Market 2013 2014 2015Core $2,038,853 $2,005,950 $1,419,304Chicago $1,209,786 $1,284,905 $1,305,708Seattle $654,911Adjacent $1,390,385 $1,207,410 $1,218,162National $741,171 $718,196 $1,156,090Total $5,380,195 $5,216,461 $5,754,175

    CoreMarkets AdjacentMarketsAllMarkets

    November15

  • InsightsInsights

    OverallawarenessoftheWOTcampaignisdown,althoughmorewasspentinpaidmedia.Despitelowerawareness,themediabuyisstillmoreefficientthanotherDMOcampaigns,withacostperawarehouseholdofonly$0.17.

    Contributingtolowerawarenesswastheintroductionofbothanewmarketandsomenewcreative.

    Consumersrespondedwelltothenewoutdoorcreative.Afterconcernsin2014ofwearout,thenewoutdoorgeneratedgoodincreasesinawarenessandcreativeratings.

    6

    Measure WyomingPerformanceSMARInsightsBenchmark

    TVmarketawareness 63% Predictedawareness:50.2%

    TVmarketcostperawarehousehold $0.52 $0.67

    Overallawareness 33% Predictedawareness:37%

    Overallcostperawarehousehold $0.17 $0.29

    CoreCommunicationattributes 7of8;4.0orhigher Top10%:4.0

    AdjacentCommunicationattributes 6of8;4.0orhigher

    CoreImpactattributes 1of3;3.75orhigher Top10%:3.75

    AdjacentImpactattributes 0of3;3.75orhigher

    November15

    TheAdjacentcreativecontinuestobeaconcern.Consumerswanttoseeproductindestinationadvertising,andtheydonotgetthisthroughanimatedTVandillustrationsforprint,outdoor,anddigital.

    Thepotentialimpactontravelisstrong,butwithlessawareness,WOTmayseefewerinfluencedtripsfor2015. MarketReview:

    Witha29%dropinspendingintheCoremarkets,thenumberofawarehouseholdsfellslightly.Buthavingbeeninthesemarketsforanumberofyears,theslidewasfarlessthananticipatedgiventhecuts.

    Afteryearsoftargetedinvestment,WOThasmadesignificantstridesinChicago.Awarenessisat70%,whichisconsideredsaturationlevelforDMOcampaigns.AndinterestinthestatehasmovedbeyondthatofotherCorehouseholds,whereitwaswhenWOTbegantargetingthemarketin2008

    ThecostperawarehouseholdinSeattleisabovetheSMARInsightsbenchmark,andthepredictedawarenesslevelforthemarketisnotmet.Asanewmarket,itcantaketimetobuildawareness.Butwithtelevisionawarenessespeciallylow,theplacementsinthismarketshouldbeevaluated.

  • InsightsInsights

    SMARInsightscontinuallyfindsitisTVthatdrivesDMOcampaignawareness.Asseentotheright,itisthoseDMOcampaignsthataremoreheavilyinvestedinTVthatgeneratethehighestawareness.ThehigherpercentageofthebudgetinvestedinTV,thehigheroverallawareness.WOTmadeasignificantinvestmentinnationaldigitalthatdidnotgeneratemuchawareness.

    WhileTVhastraditionallybeenanexpensivemediatobuy,withcableandRFIitisbecomingamorefeasibleoptionforanationalcampaign.WereresourcesallocatedtoatargetednationalTVeffort,WOTwouldlikelypushawarenesshigher.Evensmallincreasesamonganationalaudiencecouldmeanmillionsofmoreawarehouseholds.

    7

    76% 84% 76%55%

    42%

    15%

    47%

    16%13%

    25%40%

    9%

    53%

    0%11% 20% 18%

    0%10%20%30%40%50%60%70%80%90%100%

    TVMarkets

    National A B C D

    Print

    Digital

    TV

    63% 28% 72% 60% 54% 48%Campaign Awareness

    CompetitorsWyoming2015

    AwarenessbyMediaSpendingDistribution

    November15

    TheAdjacentmarketssawawarenessbouncebackafternewcreativewasintroducedin2014.Withthis,awarenessisagainheadingtoward70%,whichSMARInsightsconsiderstobesaturationlevelforDMOcampaigns.

    Thenationalmarkethadthemostdramaticdropinawarenessthoughtherewasasignificantincreaseinspending.Theinvestmentherewasnearlydoubled,butthenewresourceswerededicatedtodigitaladvertising.

  • AdvertisingAwareness

    November15 8

  • Likelihood to Visit by MarketLikelihood to Visit by Market

    Akeychangeforthe2015WOTcampaignwastheadditionoftheSeattlemarket.Thisisthefirstnewlytargetedmarketfortheorganizationinsixyears,sincethetimeChicagobeganreceivingsubstantialinvestment.Atthattimein2009,ChicagohouseholdsweresimilartotheircounterpartsintheCoremarketsintheirintenttovisitWyoming.Withsustainedinvestment,thestatehasnowelevateditselfinconsumersconsiderationsetandtheintenttovisitismuchhigherthanintheCoremarkets.

    IfdedicatedspendingcontinuedinSeattle,WOTwouldlikelyseesimilarresultsandintenttovisitwouldsurpassthatofotherCoreandnationalmarkets.

    9November15

    7.8% 7.3%

    21.1%

    14.0%

    18.4%

    12.9%

    26.5%

    13.7%

    Core Chicago Seattle Adjacent National

    LikelihoodtoVisitbyMarket

    2009 2015

  • SMARInsightsnational

    benchmark:$0.29

    perawarehousehold

    Overall Advertising ReachOverall Advertising Reach

    Overall,therewerefewerawarehouseholdsthanintheprevioustwoyears.Combinedwithanincreaseinspending,thisresultedinaslightlyhighercostperawarehousehold.However,SMARInsightshasbeenevaluatingdestinationmarketingcampaignsformanyyears.Withawealthofdata,benchmarksforDMOeffortshavebeenestablished.Forcampaignswithanationalreach,theaveragecostperawarehouseholdis$0.29.Intotal,theWyoming2015campaignhadacostof$0.17toreachanawarehousehold,farbelowtheaverage.

    ItsencouragingthatawarenessamongthenationalaudiencewaslowerandthemarketsWOTtargetswithTV Core,Chicago,SeattleandAdjacentcombined hadanincreaseinawareness.

    Thefollowingwillexplorewhathappenedinspecificmarkets.

    10

    Allpercentagesarerounded

    CostperAwareHH 2013 2014 2015

    QualifiedHHs 94,445,520 95,656,360 100,234,179

    Awareness 38% 41% 33%

    AwareHHs 35,826,709 39,102,720 33,072,300

    MediaSpending $5,380,195 $5,216,461 $5,754,175

    CostperAwareHH $0.15 $

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