an insight that is blindingly obvious once it’s stated

a-ha (the revelation) .. ..

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PROGRAM FOR A MESSAGE

FROM OUR SPONSOR

WE INTERUPT THIS

PROGRAM FOR A MESSAGE

FROM OUR SPONSOR

This  presenta,on  is  designed  to  be,  well,  presented  –  in  person.        When  needed,  we’ll  give  you  some  of  the  verbal  commentary    through  a  s,cky  note  –      like  this  one  here    Let’s  get  back  to  business  …    

Hi!

RESEARCH TOOLS

aha

Today, we’ll share some of our favorite aha moments and the research tools that flipped the switch

(so to speak).

The aha moment that …

- ENGERGIZED an industry - CATAPULTED a brand

Up first …

considera,on  

preference  

brand  awareness  

category  awareness  

usage  Before we dive in, a little Branding 101:

There are two ways to

drive share … THE  BRAND  FUNNEL  

   marke,ng,  media,  PR,  $$$  

considera,on  

preference  

brand  awareness  

category  awareness  

usage  

1st

Drive Awareness (a.k.a. fill the funnel).

considera,on  

preference  

brand  awareness  

category  awareness  

usage  

2nd

Drive Conversion

convert more people in

the funnel to users.

Intent  to  Purchase  (usage)   2.5  YRS  POST  DUCK  

PRE  DUCK  

This first story begins over a decade ago when a client in the

insurance industry – for whom we conducted annual brand tracking studies – launched a campaign that gave birth to what would

become one of America’s favorite advertising icons.

2.5  YRS  POST  DUCK  

Intent  to  Purchase  (usage)  PRE  DUCK  

Awareness skyrocketed

yet Intent to Purchase remained low

The tracking study indicated that as a result of the

campaign …

We clearly needed to talk

to people …

well, listen.

One-on-one interviews among •  Consumers •  Corporate decision makers

QUALITATIVE RESEARCH

B2B  audience  

CONSUMERS  

Supplement  Insurance  means  …        

DENTAL  /  VISION    

They  either  currently  have  it  OR  invesBgated  and  it’s  too  expensive.  

Supplemental  Insurance  means  …      

HMOs  &  80/20s    

They  felt  their  exisBng  coverage  sufficed  and  assumed  supplemental  insurance  wouldn’t  kick  in  unBl  a"er  their  exisBng  

coverage  was  exhausted.  

Here’s what they told us …

Supplemental  Insurance   Unnecessary  

The aha … the way

the company was

describing their product

rendered it unnecessary in

minds of consumers and

corporate decision makers.

QUANTITATIVE RESEARCH

Qualitative research

revealed an a-ha; but we

need quantitative research

to validate it.

considera,on  

preference  

brand  awareness  

category  awareness  

usage  

In this scenario, the brand

funnel breakdown was

with conversion – our

COMMUNICATIONS

were not working.

As a result, the primary objective of our quantitative survey was to identify the message that best solves our communication (and therefore conversion) issue.

“supplemental  insurance”  

“AFLAC  insurance”

 

Intent  to  Purchase  (usage)  1  

We tested 3 messages to

see which generated the

highest purchase intent.

2  

SUPPLEMENTAL INSURANCE

PAYS YOU CASH

The RESULT:

“Supplemental insurance”

has been removed from all

communications.

Lesson Learned: Sometimes the one that brought you to the dance is not the one that takes you home.

The aha moment that …

- REDEFINED a brand - REDIRECTED its prod dev

Up next …

SHOW Piece

This story takes place in the

furniture industry with a

brand that was historically

positioned as “show pieces.”

Awareness  

Usage  

YEARS  &  YEARS  AGO  

TODAY  

The brand stats indicated the business challenge was the result of a conversion issue (yet again).

Cue Bantam’s SOCIAL CIRCLES –

(intimate gatherings among good

friends) – in this case, women aged

25+, on an evening at home with their

closest friends.

What surfaced were ten key attributes

women look for when shopping for

furniture.

DECISION MOTIVATORS

Coveted Brand Comfort

Timeless Style Durability

American Made

Good Value

for Price

Brand That’s Been

Around

Family Friendly

Variety of Finishes/ Upholstery Elegance

60  

70  

80  

90  

100  

110  

120  

130  

140  

MARKET  INDEX  

Brand    That’s  Been  Around  

 

FuncBonality   Timeless  Style  

Durability   Family  Friendly  

Coveted  Brand  

American  Made  

Variety  of    Finishes/  Upholstery  

Good  Value  

for  Price  

Elegance  

The next step is to quantify the importance

of each purchase motivator.

114  110   110  

105   104  101   101  

86   85   84  

60  

70  

80  

90  

100  

110  

120  

130  

140  

MARKET  INDEX  

Brand    That’s  Been  Around  

 

FuncBonality   Timeless  Style  

Durability   Family  Friendly  

Coveted  Brand  

American  Made  

Variety  of    Finishes/  Upholstery  

Good  Value  

for  Price  

Elegance  

And now we have our Market Index.

Let’s pause for a quick lesson …

125  

120  

115  

110  

105  

100  

95  

90  

85  

80  

102   102   101   101   100   100   99   99   98   98  

Brand    That’s  Been  Around  

MOST  MOTIVATING  

114  110   110  

Func,onality   Timeless  Style  

LEAST  MOTIVATING  

Variety  of  Finishes/  Upholstery  

Coveted  Brand  

American  Made  

84  85  86  

114  110   110  

105  

104  101   101  

86  

85  

84  

116  

105  

120  

108  

80  

100  

118  

103  

90  

72  

60  

70  

80  

90  

100  

110  

120  

130  

140  

MARKET  INDEX  

OUR  BRAND  

Brand    That’s  Been  Around  

 

FuncBonality   Timeless  Style  

Durability   Family  Friendly  

Coveted  Brand  

American  Made  

Variety  of    Finishes/  Upholstery  

Good  Value  

for  Price  

Elegance  

Here’s where our brand performs compared to the

Market Index.

114  110   110  

105  

104  101   101  

86  

85  

84  

116  

105  

120  

108  

80  

100  

118  

103  

90  

72  

60  

70  

80  

90  

100  

110  

120  

130  

140  

MARKET  INDEX  

OUR  BRAND  

Brand    That’s  Been  Around  

 

FuncBonality  

Timeless  Style  

Durability  

Family  Friendly  

Coveted  Brand  

American  Made  

Variety  of    Finishes/  Upholstery  

Good  Value  

for  Price  

Elegance  

STRENGTH  

WEAKNESS  

CATEGORY PROBLEMS

V  V  

So, we know the

motivators and their rank

of importance … which are

most difficult to find?

9%  

38%  

14%  

40%  35%   37%  

11%   9%  

18%  

28%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Brand    That’s  Been  Around  

 

Func,onality   Timeless  Style  

Durability   Family  Friendly  

Coveted  Brand  

American  Made  

Variety  of    Finishes/  Upholstery  

Good  Value  for  Price  

Elegance  

Your 4 biggest category problems …

MOTIVATORS

+ PROBLEMS

OPPORTUNITY

CONSUMER

CATEGORY BR

AND

1  

9  

2  

3  

4  

6  

7  

8  

1  9   2  3  4  6  7  8  

Here comes the

quadrant analysis ….

1  9   2  3  4  6  7  8  

1  

9  

2  

3  

4  

6  

7  

8  

MOTIVATORS  

PROBLEMS  

Key  Influencers  Attributes in the Key Influencer

quadrant are the

MOST motivating and

MOST problematic.

They represent the greatest

opportunity for growth.

The goal is for our brand to have as many “strengths” in this quadrant as possible and to use one or more of these attributes as the basis for positioning the brand.

1  

9  

2  

3  

4  

6  

7  

8  

1  9   2  3  4  6  7  8  

MOTIVATORS  

PROBLEMS  

Table  Stakes   Attributes in this quadrant are the

MOST motivating but the LEAST problematic – meaning, the market has no

difficulty getting its expectations met on these attributes.

The goal is for our brand to be at parity with the attributes in this quadrant. Having a weakness here could be detrimental; however, having a strength here is not important.

1  

9  

2  

3  

4  

6  

7  

8  

1  9   2  3  4  6  7  8  

MOTIVATORS  

PROBLEMS  

Future  Opportuni,es  Attributes in this quadrant are the

LESS motivating currently but VERY problematic.

If your brand solves a market problem (aka: has a strength in this

quadrant), then it is possible to force a migration to the Key Influencers

quadrant with enough attention.

1  

9  

2  

3  

4  

6  

7  

8  

1  9   2  3  4  6  7  8  

MOTIVATORS  

PROBLEMS  

Low  Return  Attributes in this quadrant are the LEAST motivating and the LEAST problematic – suggesting that any investment here is likely to yield a low return in the market right now

1  

9  

2  

3  

4  

6  

7  

8  

1  9   2  3  4  6  7  8  

MOTIVATORS  

PROBLEMS  

Durability  

FuncBonality  

Family  Friendly  

Good  Value  for  Price  

   Variety  of  

Finishes/Upholstery  

 American  Made  

 Elegance  

Timeless  Style  

Brand  That’s  Been  Around  

Key  Influencers  Table  Stakes  

Future  Opportuni,es  Low  Return  

 Coveted  Brand  

OPP

ORT

UNITY  CH

ART  

OPP

ORT

UNITY  CH

ART  

1  

9  

2  

3  

4  

6  

7  

8  

1  9   2  3  4  6  7  8  

MOTIVATORS  

PROBLEMS  

Durability  

FuncBonality  

Family  Friendly  

Good  Value  for  Price  

   Variety  of  

Finishes/Upholstery  

 American  Made  

 Elegance  

Timeless  Style  

Brand  That’s  Been  Around  

Key  Influencers  Table  Stakes  

Future  Opportuni,es  Low  Return  

 Coveted  Brand  

When we lay our brand strengths

and weaknesses over the category

opportunities, we learn that the

foundation of our brand image –

show piece = timeless style,

elegance, coveted brand – is not

hard to to find and for some, not

motivating.

And, we have our

aha …

Our brand was fishing

in the wrong pond.

SHOW PIECE

LIVE PIECE

And they extended the

brand to include

LIVE PIECEs

along with the

SHOW PIECEs

Thank you!

If you’re looking to

discover your brand’s

“aha moment,”

give us a call.

We’d love to help!

Troy Nottingham President

tnottingham@thebantamgroup.com 404.815.9331 x225