brand & communications tracking by ri

Brand and Communications Tracking

February 26th 2004

Customer & Marketing Insights &C

MI

2

Who we are

Business Manager in RIUK Retail

Is the main Project Manager for the Brand Tracking and other related projects

Peter Pereira

Director in RIUK Retail

Has overall responsibility for all research conducted for Boots retail

Iona Carter

Communications Director in RIUK Consumer

Has overall responsibility for marketing communication evaluation on the Brand Tracking

Jonathan Harper

Board Director in RIUK

Has overall responsibility the client relationship with Boots plc

Susan Blackall

Associate Director in RIUK Consumer

Is the Project Manager for the Ireland research and other communications projects

Tim Francis

Senior Research Executive in RIUK Retail

Is the day to day manager of the Brand Tracking and other related projects (including Ireland research)

Debbie Goodwin

3

Agenda

Facts and Figures of Brand Tracking

What’s in the Brand Tracking and how we report it

Keeping the questionnaire fresh

How we measure TV advertising

How we approach other media

What’s on the Horizon

Facts and Figures


MI

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Facts & Figures

The Brand Tracking started in January 1999

1000 in-home interviews a quarter

80% Women plus quotas on age, social class and

working status

All respondents ‘involved’ in health & beauty

30 minute CAPI interview

Geographically representative coverage

6

Facts & Figures

20,295 people interviewed so far

16,748 Boots users

6,582 had seen Boots TV advertising

6,316 Advantage Card holders

1,652 who are divorced or separated

7,595 aged 16-34

Content and Reporting


MI

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Behavioural Information Key contextual information

Brand Personality Endorsement rather than rating

Retailer Imagery Endorsement rather than rating

Loyalty Cards Advantage card vs competitors

Advertising Impact and diagnostic of Boots TV

advertising

Boots.com Awareness and use of Boots website

Store Perceptions Satisfaction with store on last visit,

store descriptors

Boots Magazine Awareness, use and appeal of Boots

magazine

What’s in the Brand Tracking

9

Brand Personality

Imagine that Boots came to

life as a person. Which of the

following words might be

used to describe them?

Inspiring

Knowledgeable

Trustworthy

Approachable

Full of new ideas

Forward

Thinking

Fun

Helpful

Caring

10

Retailer Imagery

31 imagery statements in

total asked in the context of

the retailer, for health, for

beauty & for everyday

toiletries covering….

Convenience

Store

Environment

Products Staff

Value

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The Interview

Enjoyment of the interview:

7.1 7.2 7.37.1

7.4 7.37.1

7

7.3 7.27.4 7.3

“I like Boots so it’s a nice study to work on”

1 –

10 s

cale

“It’s quite a big interview but the respondents enjoy it”

“The videos work really well with the respondents”

Jan 01 Dec 03

12

How we report the data

Overall Brand Review Annual face to face presentation

KPI Sheet Quarterly excel data update

Brand Update Charts Quarterly powerpoint report

The Boots Brand

Christmas

KPI Sheet Annual excel data update feeding

into a wider business review

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How we report the data

Boots.com

Boots.com Report Biannual powerpoint report

Advantage Card and

Magazine

KPI Report Quarterly excel report. (Magazine is

biannual)

Changing the Questionnaire


MI

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Changing the questionnaire

Why change it at all?

•To keep it relevant to current strategy

•To answer specific questions from within the business

•To get rid of dead wood – keep it fresh!

•To measure new ads

How often do we change it?

•Major changes – once every 2 years or so

•Minor changes – once a month or so

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Changing the questionnaire – the process

Boots flag up the need for a change

RI decides when best to change the questionnaire

Boots and RI write the new questions needed

RI converts the paper into a new CAPI questionnaire

Ad Agency provides debranded telepics and full Mpegs

CAPI questionnaire modemmed to interviewers

Questionnaire goes live in field Always on a Monday

Thursday before field starts

1 week before field starts

1 week before field starts

2-3 weeks before field starts



Our Approach to TV Advertising


MI

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Our approach to TV advertising

Each execution is measured against its own aims and objectives

Feed back answers to key questions and hypotheses

Norms data used where applicable to enhance the story

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Prompted TV Ad Awareness

Spontaneous Ad Content & Message Recall

Prompted Products/Services Seen Advertised for Boots

If “Boots” mentioned

Prompted Telepic Recognition

If “Boots” not mentioned

Prompted Full Ad Recognition

If “No”

Spontaneous Brand Attribution

Prompted Communication

If “Yes”

END

If “No”

Prompted Ad Descriptors

Prompted Level of Enjoyment

Prompted Likelihood to Visit Boots

If “Yes”

Brand Perceptions & Store Consideration

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Branding

Communication

Appeal

Impact

Brand Response

http://www.evula.org/chestnut/tuneless/pictures/target.jpg

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0

10

20

30

40

50

60

70

0

500

1000

1500

2000

2500

Total TVRs Boots Ad Awareness

We have long term ad awareness data

% Advertising

Awareness TVRs

1995 2003

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The competitive context

Prompted TV Ad Awareness

(& Brand Perceptions)

http://www.marksandspencer.com/

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We have a database of Telepic recognition

0

10

20

30

40

50

60

70

80

90

100

0 200 400 600 800 1000 1200 1400 1600

TVR Spend (30” Equivalent)

0

10

20

30

40

50

60

70

80

90

100

0 200 400 600 800 1000 1200 1400 1600

TVR Spend (30” Equivalent)

%

tele

pic

reco

gn

itio

n

We have tracked 35+ Boots ads

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Teasing out the advertising contribution

85

75

65

60

Frequent Visitor

Seen Boots advertising

%

25


85

75

65

60

%

Frequent Visitor


26


85

75

65

60

Frequent Visitor


%

27

Learnings from the past – the Claire campaign

Claire was launched in September 2001

It was the first time Boots had used a consistent character in their

advertising.

Her aim was to show Boots as a ‘provider or wellbeing’ and

somewhere you could go for all your wellbeing needs, large or

small.

1st Ad – “Positive Ageing” – September 2001

•A performance that far exceeded that of previous

Boots ads!

•Pre-Test results placed it in the top 10% of all ads

tested so far!

•Impact was good and branding was excellent!

•Character was well received.

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Learnings from the past – the Claire campaign

Relevant Scenarios &

Insights

Informative and at times

Inspiring Messages

Engaging Central

Character ‘Claire’

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Learnings from the past – Tactical advertising

We tracked two tactical ads in March & April 2003

The first of these was a ‘bundle’ of two 10” offers. The second had

three 10” offers

•Did people find ‘three offers in one ad’ too much?

•Did their impact extend beyond just bargain hunters?

•Were the creative elements right?

•A consistent thematic helped give strong recall

amongst a wide range of relevant parties

•But it’s only the really attractive and exciting offers

that can tempt infrequent visitors into store

•Our overall VFM perceptions were boosted

•‘Three offers’ may have been a bit of overkill – some

signs of audience confusion

30

Learnings from the past – Tactical advertising

0

10

20

30

40

50

60

70

Any mention of Tactical Any mention of Claire Any other

2002 2003 2001

Other Media


MI

32

Tracking around different objectives, audiences & channels

Agree what are the overall objectives for the brand

Agree what the objectives are for each channel by target

Prioritise which channels and audiences to track

Comms.

objectives

Media

Channels

Target

audience

33

How we tracked sponsorship

We needed to answer different questions…..

What are the values that GMTV holds?

Was the fit between Boots and GMTV right?

Were we associated with GMTV?

What did the sponsorship communicate?

Did it help establish Boots as a summer destination store?

Was the sponsorship likely to pull people into store?

34

How we tracked sponsorship

Recognised

any of the

GMTV idents

Aware of

Boots TV

advertising

17% 22% 30%

Communications Penetration: GMTV viewers, female, 25-45

35

How we tracked other media

Radio 16%

6%

7%

23% 3%

3% 3% 3%

TV

32%

Poster

15%

36

TV recognisers

Poster recognisers

% measure X

Different strands of the campaign working together

32

40

30

What’s Next?


MI

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Advertising Presentations – Typical preparation

Charts delivered to Boots in advance of presentation 1 week before presentation

2-3 weeks before presentation

c.4 weeks before presentation

Get data

Presentation delivered face to face in Nottingham

Analysis and presentation design

Ad goes off air

Structure and key hypotheses agreed with Boots

1 week after cut-off

39

Advertising Presentations – PCS preparation

26th March

11th – 26th March

28th Feb

11th March

2nd April

Charts delivered to Boots in advance of presentation

Get data

Presentation delivered face to face in Nottingham

Analysis and presentation design

Ad goes off air

Structure and key hypotheses agreed with Boots

40

PCS Presentation – What we’ll cover

Impact/Recall

Branding

Creative Appeal

Enjoyment

Communication of the right messages

Affect on motivation to visit Boots

Affect on relevant Brand perceptions

Key Insights