Transcript June 2011 Creative Benchmarking - Dick Smith

Newspaper Creative
Benchmark Report
Dick Smith
June 2011
It’s a component of the Newspaper Effectiveness Metric which is run by the
newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
•To measure and identify the effectiveness of newspaper creative
•To help improve understanding of how to use newspapers effectively
•To improve the understanding of the roles newspaper advertising can play
•To improve the standard of newspaper creative
•To provide a consistent metric that is accepted as the industry standard
Dick Smith was included in the June 2011 study
Comparison of creative
against category averages
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
Recognised industry measures
+
Newspaper measures
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
Proprietary newspaper
measures
The Newspaper Works’ effectiveness partner:
• DickSmith was one of six ads tested in Sydney
• Sample: Australians 16+
• Sample size: 110
• Fieldwork: 9 – 15 June 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: All Retail Average (see appendix for details)
Branded Newspaper
Benchmarks
Ad benchmarked
‘Laptops’
Market: Sydney
Size: BS
Position: EGN
Tested: June 2011
+19
Retail Average
*
Significantly different to Retail
Average at 90% c.l.
Ad tested particularly high on Ad Recognition which speaks well of
Dick Smith’s strong presence in newspapers.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+29
+14
56
42
28
27
24
31
Retail Average
Ad improved familiarity/
understanding of %
Significantly different to Retail
Average at 90% c.l.
Ad made Brand
appropriate %
Ad made brand seem
different to other retailers
%
Clear and concise creative contributes positively to Dick Smith equity.
Use of strong logo and product shots allowed readers able to clearly
associate with the brand.
Retail Average
While not a huge deviation from usual category
advertisers, the ad was able to clearly communicate
an eye-catching message that was easy to understand.
Example of verbatim opinions of the ad
include:
‘Great colour clear price’.
‘It's quite eye-catching, but the idea is not
new, however, it serves the purpose of
drawing people's attention for the "on
sale" items!’
‘It is very modern and appealing. The
colour scheme and the font of the text is
very eye catching’.
Message comprehension is very high
reflecting a good execution with
clear communication.
Example verbatims of
comprehension:
‘Appealing, as they are able to offer
laptops at cheaper prices’.
‘It isn't any different to other ads for
similar products but 20% off does
grab my attention especially as it
may entice me to investigate the
store online or go there to see
exactly what is on offer.’
‘It offers very competitive prices on
most range of IT goods’.
100%
75%
7%
Don't know
34%
Laptop/computer mentions |
Sale deal mentions | Other
42%
20% off (general) |
Laptops/computers cheap/on
sale/discounted
17%
20% off laptops
50%
25%
0%
Message
Comprehension
Retail Average
Higher than norm Affinity scores could be attributed to strong
brand heritage. A clear and concise retail message helps deliver a
strong result against Call to Action.
24
20
12
Retail Average
23
22
% scores
Creative translates into strong retail action: from store
visitation to research, and interestingly advocacy.
Demonstrates that smaller space ads can be highly effective.
Comparison with
other Retail
advertisers
Comparison with other retail advertisers
Optus
Market: Sydney
Size: FPC
Position: EGN
Tested: Nov 2008
Next Steps
Computers
Market: Melb
Size: Strip
Position: News
Tested: Mar 2010
Comparison vs another retailer of Tech items
Retail Average
Understandably Optus has a strong link to TV and creative delivers on
information. However Dick Smith creative was able to leverage it’s brand
heritage and a strong retail message provides a compelling Call to Action.
Comparison vs a competitive product retailer
Retail Average
Next Step Computers (Vic.) on par with Retail Average on most measures but under performing
in Affinity. Dick Smith’s high score on Affinity most likely due to strong brand heritage
nationally.
6.2x
5x
2.1x
2.9x
7.8x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. June 2011 (Updated monthly)
Top 5 scores on Call to Action
2.2 x
1.7 x
Retail ave
2x
2x
Retail ave
2x
2x
Retail ave
Retail ave
Retail ave
Coles
Vita-Wheat
1st Choice
Harvey
Norman
Retail ave
Retail average Dick Smith
Coles
Dick Smith fares well against our Top 5 Ads of all time (Call to Action). As expected, all creative
has a strong retail message (with the exception of Vita-Wheat).
• Our interest in testing this ad, was to see if a smaller ad (i.e. less than a
page) would achieve good scores in driving interest and action
• What we’ve found is that this ad helps drive both Affinity and a strong
Call to Action
• This ad enjoys high levels of message comprehension
• The clarity of message and the compelling offer has succeeded in
driving both high levels of interest and strong intentions to visit a
store, or go to the website
• This ad is a good example of how a single minded message can deliver
strong results regardless of the ad space
• Established in 2006 by the major Australian newspaper publishers:
– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:
– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a
transforming media landscape
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Testing of randomly selected and hand picked newspaper display ads
Over 7,000 ad observations in total
36 test ads (27 randomly selected, 9 hand picked)
100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August and October – November
2008
• Sample size 2,475
Newspapers are a powerful medium
to utilise across a broad range of
strategic roles.
Six strategic advertising roles have
been validated both qualitatively
and quantitatively, resulting in the
creation of Role Map, one of two
proprietary newspaper metrics.
Role Map demonstrates how
consumers connect with newspaper
advertising across the six roles,
comparing the performance of
creative against a footprint of all ads
tested.
Statements are tailored to be appropriate to the
advertising category.
Retail average
Newspapers are recognised as
an effective medium for
delivering a Call to Action.
Action Map, the third
proprietary newspaper metric,
expands on this strategic role to
provide an understanding of the
types of action a newspaper ad
inspires.
Measured via forced exposure,
people are asked about the
actions they would consider
taking (or have taken) as a result
of seeing the ad.
New measure introduced in March 2010, norm
not yet available.
Another proprietary newspaper
metric provides a set of creative
diagnostics unique to the
attributes of newspaper
advertising. They’ve been
developed to help identify
areas for improvement where
results across other brand and
advertising measures may
require further analysis and
interrogation.
Statements are tailored to be appropriate to the advertising category.
Retail average