measuring the roi of integrated brand campaigns
TRANSCRIPT
ADVERTISING EFFECTIVENESS WEBINAR – AUGUST 2013MONTANA: “THERE’S NOTHING HERE.”
TODAY’S PRESENTERSBETHANY COONERMARKET RESEARCH MANAGER
Email: [email protected]: @BethanyCoonerPhone: 303-786-7900 xt.129
MACLAREN LATTAVP OF CONSUMER INSIGHTS
Email: [email protected]: @MaclarenLattaPhone: 406-922-2308
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BETHANY COONER
MARKET RESEARCH MANAGER
Email: [email protected]: @BethanyCoonerPhone: 303-786-7900 xt.129
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RETAIL SALES (POS) TRACKING• Outdoor $6B• Cycling $3.1B• Snow Sports $3B • Run Specialty $800M• Paddle Sports $400M• 2012! Shoe Specialty (NSRA)
$9B• 2012! Fitness & Run Sporting
Goods $7.9B
CONSUMER RESEARCH
• LeisureTRAK- Free Time of All Americans
• The “ALPHA” Consumer (Most
Active Americans Panel™)
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
• Engage Customers• Maximize Loyalty• Drive Sales• Drive Repeat Sales
WHAT WE DO – 22 YEARS OF FREE TIME
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MACLAREN LATTA
VP OF CONSUMER INSIGHTS
Email: [email protected]: @MaclarenLattaPhone: 406-922-2308
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Our Expertise• Connect brands to people who
valuetravel, outdoors and community
Integrated Communications Agency• Research and insights• Brand strategy• Strategic planning• Converged media• Content strategy• Advertising• Social media and public
relations• Digital and mobile
• Film and video
WHAT WE DO – STRATEGY + MARKETING
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OVERVIEWRESEARCH AND MARKETING MUST WORK TOGETHER
• Qualitative research leads to insights
• Insights lead to breakthrough creative
• Quantitative research demonstrates success
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MONTANAMONTANA
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MONTANA
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MONTANA
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MONTANA
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2010 FORECAST: WEAK TRAVEL INDUSTRY
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2010 FORECAST: WEAK TRAVEL INDUSTRY
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THE GEOTRAVELERPeople who visit destinations that have retained their historical, cultural and natural authenticity of place
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THE GEOTRAVELER• Desire for personalization
• Mindful and attracted to simplicity
• Selective consumption of meaningful goods
• Want a high degree of utility
• Appreciate nature at its best
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TRAVEL REPRESENTS APEX OF THEIR NEEDS Authenticity
PersonalAwakening
SharedHumanity
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FULL-SCREEN PHOTO
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THERE'S NOTHING HERE
Print Ads
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Chicago
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Minneapolis
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Seattle
PR
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ONLINE
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2010 MARKETING OBJECTIVES
1. Increase awareness
2. Increase the intent to travel to Montana
3. Support Montana tourism entities’ goal of increasing their revenues
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MEASURING SUCCESS
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ENTER LTG + MAAP™
• Customized brand awareness research
• Address all of MTOT’s needs and opportunities
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ACTIVE
EDUCATED
AFFLUENT
ENGAGED
INFLUENTIAL
TARGET THE RIGHT PEOPLEWHAT IS MAAP™?
•LTG’s proprietary research panel
•Provides easy, efficient access to Active Americans
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THE GEOTRAVELER
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Pre Campaign Research Ad Campaign Post Campaign Research
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COVER THE RIGHT MARKETS
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COVER THE RIGHT MARKETS
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COVER THE RIGHT MARKETS
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COVER THE RIGHT MARKETS
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USING BRAND AND ADVERTISING AWARENESS STUDIES
• Significant shifts from pre to post measurement
• Difference in media markets versus control
• Increase in familiarity, key associations and intent to travel
MAKE SURE IT'S WORKING
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SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT
• Unaided ad awareness
9% to19%
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SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT
• Unaided ad awareness
Seattle
9% to19%
2X
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SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT
• Unaided ad awareness
Seattle
9% to19%
Minneapolis
6% to21%
2X 3X
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SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT
• Unaided ad awareness
Seattle
9% to19%
Minneapolis
6% to21%
Chicago
1% to 17%
2X 3X17X
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DIFFERENCE IN MEDIA MARKETS VERSUS CONTROL
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DIFFERENCE IN MEDIA MARKETSVERSUS CONTROL
3% 4%
2009 2010
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AWARENESS: TRACKING OVER TIME
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8%
AWARENESS: TRACKING OVER TIME
Wave 1
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8%
14%
AWARENESS: TRACKING OVER TIME
Wave 1 Wave 2
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8%
14% 15%
AWARENESS: TRACKING OVER TIME
Wave 1 Wave 2 Wave 3
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8%
14% 15%
29%AWARENESS: TRACKING OVER TIME
Wave 1 Wave 2 Wave 3 Wave 4
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FAMILIARITY AND KEY ASSOCIATIONS
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
GlacierNational Park
+0.4
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
GlacierNational Park
Offers a sense of discovery
+0.4 +0.3
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
GlacierNational Park
Offers a sense of discovery
Breathtaking experiences
+0.4 +0.3 +0.2
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
GlacierNational Park
Offers a sense of discovery
Breathtaking experiences
Spectacular, unspoiled nature
+0.4 +0.3 +0.2 +0.2
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more likely
2.5X
INTENT TO TRAVEL
Unaware Advertising
Aware Advertising
0% 5% 10% 15% 20% 25% 30% 35% 40%
11%
27%
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EXCEEDING OBJECTIVES
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UNAIDED AWARENESS AS A TRAVEL DESTINATION
4%11%
15%
20092010
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INTENT TO TRAVEL
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INTENT TO TRAVEL
2009
13%
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INTENT TO TRAVEL
2009 2010
10%13%
23%
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VISITATION TO MONTANA’S NATIONAL PARKS
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VISITATION TO MONTANA’S NATIONAL PARKS
10%
GLACIERNATIONAL PARK
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VISITATION TO MONTANA’S NATIONAL PARKS
10%
GLACIERNATIONAL PARK
8%
YELLOWSTONE NATIONAL PARK
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HOTEL OCCUPANCY RATES
1. Nation's highest occupancy rates in July
2. Nation's second highest in August
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IMPROVED ROI OF ADVERTISING SPEND BY
300%
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SUMMARY Nothing is Something
• Brand and target audience insights
• Creative and strategic execution
• Measurement of success• Calculate ROI
BETHANY COONERMARKET RESEARCH MANAGER
Email: [email protected]: @BethanyCoonerPhone: 303-786-7900 xt.129
MACLAREN LATTAVP OF CONSUMER INSIGHTS
Email: [email protected]: @MaclarenLattaPhone: 406-922-2308