Presentation on theme: "About Us 1 Dryel October 2008 About Us There are plenty of capable TV production companies out there—why choose SMW? SMW is in the business of MAXIMIZING."— Presentation transcript:
About Us 1 Dryel October 2008 About Us There are plenty of capable TV production companies out there—why choose SMW? SMW is in the business of MAXIMIZING product propositions –What does that mean? –How do we do it? About Us
2 Dryel October 2008 Maximizing Propositions Hit products are hard to come by—so when you HAVE one, it makes sense to get the MOST out of it for AS LONG AS POSSIBLE –Why settle for a 2.5 ratio if you could have a 3.5 ratio? –Why settle for 50% of a market you created when you could have 90%? –THIS is what we mean by maximizing the product proposition Maximizing Product Propositions
About Us 3 Dryel October 2008 Maximizing Propositions 50% of maximum market potential comes from being there first and outspending the competition The OTHER 50% comes from optimization of the “product positioning” and “brand linkage” Maximizing Product Propositions
About Us 4 Dryel October 2008 Product Positioning Optimizing the positioning means relentless focus on four things 1) main point 2) relevance 3) credibility and 4) value Optimizing Brand linkage means executing the positioning in a way that only accrues to your brand The two steps together can result in an “Maximized Proposition” Maximizing Product Propositions
About Us 5 Dryel October 2008 Main Point Main Point— –Tied directly to the “problem” or opening of the spot –Compelling and urgent; not just “loud” and/or “attention-getting” –NEVER an under or over promise Main Point
About Us 6 Dryel October 2008 Relevance Everything in the spot must resonate with the target audience in order for them to act… they MUST feel the ad is talking directly to them Assuming the main point makes sense… does it make sense to ME… NOW?? Relevance
About Us 7 Dryel October 2008 Credibility A function of how the Main Point is articulated and the explanation of “how it works or “how its used” Ideally, the commercial should address credibility issues BEFORE they arise in the consumer’s mind Credibility
About Us 8 Dryel October 2008 Value The value proposition must immediately make prospects feels like they are getting a great deal and/or saving money A function of specific target audience or their specific situation Value
About Us 9 Dryel October 2008 Dryel Case Study Dryel is a P&G home dry cleaning product which competes with actual dry cleaning stores/services on one hand and other products (mainly price brands) used at home P&G asked eight agencies to maximize the product proposition The result was SMW significantly outperformed all other agencies—and scored the #4 highest performing commercial in P&G laundry history ASI/Ipsos was able to tell them “WHY”… Dryel Case Study
About Us 10 Dryel October 2008 ASI/Ipsos Methodology Next Day Recruit Sample Matched Control Group Intent Ratings Attribute Ratings Test versus Control No Ad Exposure 1 2 Mail Packets 34 Recall Interview 5 Forced Exposure Intent Ratings Communication & Diagnostics Consumer watches program with ads ASI/Ipsos Methodology
About Us 11 Dryel October 2008 Show commercial Show Video Click for video
About Us 12 Dryel October 2008 Dryel Strategy Summary Main Point —Dryel is like having a dry cleaner in your home (convenience; time and cost savings) Relevance —Removes soils, stains, odors and wrinkles without shrinking stretching or fading Credibility —Turns your dryer into a steam clean machine (steam cleaning credibility) Value —Cleans 10 garments for the cost of ONE dry cleaning Brand Linkage —Dry cleaning rack in box Dryel Strategy
About Us 13 Dryel October 2008 Copy Effect Index Modeled Relationship to Sales Effect of Spending Ipsos-ASI Copy Effect Index Recall Index: Recall Score vs Norm Recall Index: Recall Score vs Norm Persuasion Index: Persuasion Score vs PAR value Persuasion Index: Persuasion Score vs PAR value Ipsos-ASI’s Copy Effect Index ® is a validated measure of expected overall advertising effectiveness. CEI Measure
About Us 14 Dryel October 2008 Success Criteria Copy Type Sustaining and Product Replacement CEI Below 70CEI between 70 – 129CEI 130 or above Introductory and New Line Extension CEI Below 100CEI between CEI 130 or above Below Average Good Above Average Historical Range
About Us 15 Dryel October 2008 Copy Effect Index – Dryel Recall Index Persuasion Index21489 Total Sample “Results Guaranteed” exceeds success criteria for established product advertising, with a CEI that falls well into the ‘above average’ range. This CEI is comprised of very strong Recall and even stronger persuasion that challenges 60 year highs for the Procter & Gamble Company. This ad ranks #4 when compared to all P&G laundry ads ever tested Good Range CEI
About Us 16 Dryel October 2008 Dryel Strategy Summary Pain points of the problem (solved by the main point) are specifically and emotionally depicted The main point is clear and 100% accurate—you don’t have to leave home to use it—so it’s easier and saves time—there’s nothing in the main point about cleaning per se for the viewer to challenge Cleaning performance is well defined and accurate (steam cleans odors, wrinkles, soil) and used in the execution to fuel the commercial’s relevance The concept of the “steam clean machine” answers the question “how does it do that” seconds before the consumer can even think of the question The value proposition (10 garments for the cost of ONE dry cleaning) is expressed in a way to maximize the impact on all user groups The benefits of Dryel are communicated in a way that only accrues to the brand by showing the clean finished garment going onto an oval dry cleaning rack and the rack into the oval box… Reasons for Purchase Interest
About Us 17 Dryel October 2008 Dryel Strategy Summary Because it’s main point is clear and accurate, it resonates with and makes sense to prospects, significant value is there, and there are no credibility issues! –It’s ALWAYS about those 4 things— NEVER about anything else Why is the Spot so Motivating?
About Us 18 Dryel October 2008 Dryel Strategy Summary A close look at the spot shows the magic resides in the way the proposition is built… 1.If you hate the hassle and cost of the dry cleaner, now you can do it at home 2.Dryel turns your dryer into a steam clean machine 3.Steam cleaning removes odors, soils and wrinkles 4.So you can clean 10 garments for the price of 1 dry cleaning 5.So you get dry clean results right in your own home Why No Credibility Issues???
About Us 19 Dryel October 2008 Dryel Strategy Summary Nowhere in the spot does it say that Dryel is going to leave your clothes ironed and hanging in plastic like the dry cleaner does Nowhere in the spot does it say that you get the same kind of cleaning with Dryel as you get at the dry cleaner In fact the cleaning statement is actually treated as a reason why, to support steam cleaning rather than articulated as a promise to be refuted or challenged It’s the ORDER of the exposition that optimizes main point, relevance, credibility and value… order is everything! Why No Credibility Issues?
About Us 20 Dryel October 2008 Total Sample [A] [n=120][B] [n=125][T] “Results Guaranteed” displays very strong persuasion, generating Purchase Probability that is nearly double the “expected” level for Dryel. S/s- Significantly different from PAR at 95%/90% CL A/B- Significantly higher at the 95%/90% CL [S] Pers. Index = 214 Pers. Index = 89 There are two PAR scores, one from each control leg fielded, July and then October Maximizing the Proposition
About Us 21 Dryel October S 21S 24 7S 25S S 23S 6S 18S 27S Definitely would not buy Dryel Probably would not buy Might or might not buy [H] [n=25*] [G] [n=25*] [F] [n=70] [E] [n=68] [K] [n=24*] [J] [n=22*] [M] [n=101] [L] [n=98] Occasional Professional Dry Cleaning Users Light Professional Dry Cleaning Users Do Not Use Dry Cleaning Outside Of Home Dry Cleaner Users This increase in purchase interest is present across all sub-groups. “Dry Clean Results Guaranteed” is particularly motivating to ‘light’ professional dry cleaning users. S/s- Significantly different from Control at 95%/90% CL E/F, G/H, J/K, L/M,E/G/J, F/H/K… - Significantly higher than (E/F, G/H, J/K, L/M,E/G/J, F/H/K…) at 95%/90% CL *Base sizes less than 30, too low to stat test [S] [n=90] [S] [n=24*] [S] [n=25*] [S] [n=123] Maximizing the Proposition
About Us 22 Dryel October 2008 Likelihood Of Calling A Toll-Free Number Total Sample Might or might not call a toll- free number Probably would not call a toll-free number Definitely would not call a toll-free number to learn more about Dryel [S] [n=26*] [G] [n=25*] [S] [n=90] [E] [n=68] [S] [n=25*] [J] [n=22*] [S] [n=125] [L] [n=98] [C] [n=8*] [S] [n=8*] [S] [n=150] [A] [n=120] P12M At Home Dry Cleaning Purchasers Occasional Professional Dry Cleaning Users Light Professional Dry Cleaning Users Do Not Use Dry Cleaning Outside Of Home Dry Cleaner Users “Dry Clean Results Guaranteed” generates high interest in calling the toll-free number. The shift in interest is most pronounced among ‘light’ professional dry cleaning users. S/s- Significantly different from Control at 95%/90% CL E/G/J… - Significantly higher than (E/G/J…) at 95%/90% CL *Base sizes less than 30, too low to stat test. Likelihood of Calling
About Us 23 Dryel October 2008 Related Recall indicates the ad’s ability to get noticed and leave an impression associated with the brand. Measured Attention –Viewers who can recognize the ad from an unbranded description –Indicates the extent to which viewers noticed and remembered the ad itself Brand Linkage –Branded, Related Recall as a proportion of Measured Attention –Indicates how well viewers who remember the ad can associate it with the brand Related Recall (Branded Impressions) Measured Attention (Executional Impressions) = Brand Linkage Brand Linkage
About Us 24 Dryel October 2008 Total Sample P12M At Home Dry Cleaning Purchasers Occasional Professional Dry Cleaning Users Light Professional Dry Cleaning Users Do Not Use Dry Cleaning Outside Of Home Dry Cleaner Users SMW ads leave their audience with a strongly branded impression. S/s - Significantly different from :60 All Commercial Norm at 95%/90% CL A/B, C/D, E/F, G/H, J/K, L/M,E/G/J, F/H/K… - Significantly higher than (A/B, C/D, E/F, G/H, J/K, L/M,E/G/J, F/H/K…) at 95%/90% CL *Base size less than 30, too low to stat test [A] [n=165] [B] [n=154] [S][C] [n=17*] [D] [n=18*] [E] [n=86] [F] [n=88] [G] [n=40] [H] [n=32] [J] [n=32] [K] [n=28*] [L] [n=133] [M] [n=127] Dryel Test Ads Score Better than 99% of all ads tested for P&G on Brand Linkage
About Us 25 Dryel October 2008 In final sequence, “Results Guaranteed” depicts the end benefit visually in a single garment, then links it to the Dryel Brand via the package: Brand Linkage CLEAN Garment Beautiful Garment Garment on dry cleaner rack Dry cleaner rack in Dryel Box
26 Effective Ads: Integration The ads that work best often connect the key elements of situation/story, message, and brand so that they are inseparable. –It means that the brand and message are so intrinsic to the ad that you can’t tell the “story” without them. This is easier to recognize when you see it than it is to define. –Well-integrated ads often have a “seamless” quality that can make them look simple even if they’re technically complex. –Integration is reflected qualitatively in open-end response measures, where we look for associations among product, message, and narrative in viewers’ description of the execution. The SMW ads share these qualities in that while they appear very simple, they are exceptionally well-thought out, and accrue exceptionally well to the brand
27 Maximizing the Proposition 1.All About Optimizing Main Point, Relevance, Credibility and Value Main point must be clear and never under or over promised Relevance to all potential audiences Credibility issues addressed BEFORE they arise Value, not price 2.Order of exposition can bear heavily on the credibility of spot 3.Strong brand linkage lets you retain maximum share of the market you created for a LONGER period of time!
28 Maximizing the Proposition Takes more time than typical production: –Typical production averages 3 weeks start to finish –SMW production averages 4 weeks start to finish We take 7-10 days on script versus average of 1 or 2 days –More homework on category/competitive frame, writing and prepping (Pre-Production) –Approximately the same time as others for production and post