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Graham Page, EVP Head of Global Solutions
MULTIPLE AND CONFLICTING
PERSPECTIVES ON WHAT THE
MARKETING IMPERATIVE TO
MAXIMISE GROWTH SHOULD BE
SALIENCE:top of mind awareness, the quality
of standing out and grabbing
attention
SALIENCE IS
UNDENIABLY
IMPORTANT
0 100 200
Salience index of different
brand types
Source: Brandz
Iconic
Star
Mainstream
Generic
Aspirational
Limited
Fight...
AUDIO VISUAL CHANNELS PLAY AN
IMPORTANT PART IN DELIVERING
SALIENCE
TV
OnlineVideo
+2.41%
+1.22%
0
%Upliftinmetricpostexpo...
THE POTENTIAL AND UNINTENDED
CONSEQUENCE OF PURSUING
SALIENCE ALONE
VALUABLE BRANDS HAVE FIVE KEY PROPERTIES
Consumers
feel an
affinity for
them
Consumers
feel they will
performwell
and meet...
BEING MEANINGFULLY
DIFFERENT MATTERS
216
163 160165
123
153
Meaningful Difference Salience
Brand perceptions among repeat &
non repeat buyers
Repeat buyer Non-...
2. SALIENCE FAILS TO PREDICT PRICE
PREMIUM
Source: PowerPurchase studies, 42 different brands
BUT MEANINGFUL DIFFERENCE DOES…
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Low
Meaningful
Difference
Medium
Meaning...
3. A ‘MEANINGLESS’ BRAND THAT
INCREASES SALIENCY WILL GROW
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in ...
BUT DRIVING SALIENCY FOR A
MEANINGFULLY DIFFERENT BRAND WOULD
DRIVE SALES EVEN MORE
They have the foundation
and competiti...
DifferentMeaningful Salient
Foundation Competitive
edge
Growth
lever
BRANDS NEED MEANINGFUL DIFFERENCE AS WELL AS
SALIENCE
HOW DO WE HELP GUIDE BRANDS
THROUGH THEIR MEDIA CHOICES?
MEANINGFUL:having a real importance or value to
consumers that delivers against their
functional and emotional needs
PERONI ACHIEVES AFFINITY BY
DIALING UP HERITAGE
80
85
90
95
100
105
110
2008 2010 2012 2014 2015
Peroni - Affinity
BIG VISUAL IMPACT MEDIA
ACHIEVE BRAND AFFINITY
Cinema
Magazines
+3.62%
+1.53%
%Upliftinmetricpostexposure
+1.89%
OOH
Sourc...
MANY HEALTHCARE & FINANCE
BRANDS HAVE DRIVEN SUCCESS
THROUGH FUNCTIONAL NEEDS
0 50 100 150 200
BUPA
Nurofen
Colgate
Pamper...
INFORMATIVE MEDIA CONVEY
THAT A PRODUCT OR SERVICE
MEETS NEEDS
Newspapers
Magazines
+1.32%
+0.83%
%Upliftinmetricpostexpos...
DIFFERENTIATION:
to achieve a level of separation from other
brands in the category due to sense of
uniqueness or dynamism
JAGERMEISTER STANDS OUT
0 50 100 150 200
Meaningful…
Different…
Salient…
Jagermeister
TARGETED, PREMIUM CHANNELS
CONTRIBUTE TO UNIQUENESS
Cinema
Radio
+3.50%
+0.71%
%Upliftinmetricpostexposure
+2.49%
Magazine...
AUDI STAND APART THROUGH
LEADERSHIP CREDENTIALS
0
20
40
60
80
100
120
140
160
180
2014 2015 2016
Audi - Difference index
SPECIALIST CHANNELS
ACHIEVE DYNAMISM
Cinema
Radio
+2.86%
+0.83%
%Upliftinmetricpostexposure
+1.45%
Magazines
Specialist kn...
Salient
MAGAZINES UNIQUELY IMPACT CONSUMERS STRONGLY ACROSS
ALL FIVE OF THE KEY MDF METRICS
NewspapersMagazines TV
Online
...
A MEANINGFULLY DIFFERENT IMPACT
affinity
meet their
needs
unique
dynamic
top of
mind
WE CREATED A SINGLE METRIC
WHICH AGGR...
MEANINGFULLY DIFFERENT
IMPACT
Magazines and Cinema
excel at helping
brands deliver a
meaningfully
different impact for
con...
COST PER 1% MDI CONTRIBUTION
Magazines have the
lowest overall cost to
deliver 1% of MDI
NewspapersMagazines TV Online
Dis...
CONCLUSION
> SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER
> MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN
DELIVERING...
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Why being different still makes a difference - Magnetic Media

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Magnetic released Why being different still makes a difference in May 2016, a new study which explores how advertisers can use brand equity to ensure sales success and future growth.

The work confirms that salience, or top-of-mind awareness, acts as a critical growth lever, but it also shows that there are risks involved for brands which only focus on salience. Ultimately it if all brands focus solely on salience, the marketing environment becomes akin to a busy bazaar where traders simply compete for attention by seeing who can shout the loudest. They may be able to get more attention in this way, but it ignores the opportunity to seduce the potential’s customer senses by having a meaningful conversation that helps the customer understand why a certain product meets their needs, what makes it more desirable than others and, of course, engage in a good old haggle over price.

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Why being different still makes a difference - Magnetic Media

  1. 1. Graham Page, EVP Head of Global Solutions
  2. 2. MULTIPLE AND CONFLICTING PERSPECTIVES ON WHAT THE MARKETING IMPERATIVE TO MAXIMISE GROWTH SHOULD BE
  3. 3. SALIENCE:top of mind awareness, the quality of standing out and grabbing attention
  4. 4. SALIENCE IS UNDENIABLY IMPORTANT
  5. 5. 0 100 200 Salience index of different brand types Source: Brandz Iconic Star Mainstream Generic Aspirational Limited Fighter Outsider Specialist
  6. 6. AUDIO VISUAL CHANNELS PLAY AN IMPORTANT PART IN DELIVERING SALIENCE TV OnlineVideo +2.41% +1.22% 0 %Upliftinmetricpostexposure +1.15% Magazines Source: Magnetic/Millward Brown 2015 Setting trends measure: Online video n=8, TV n=60, Mags n=16, Radio n=17, News n=17, Online Display n=54, OOH n=37, Cinema n=15. 88 UK studies.Impactper person reached.
  7. 7. THE POTENTIAL AND UNINTENDED CONSEQUENCE OF PURSUING SALIENCE ALONE
  8. 8. VALUABLE BRANDS HAVE FIVE KEY PROPERTIES Consumers feel an affinity for them Consumers feel they will performwell and meet theirneeds They are seen as different or unique in the category They are dynamicand set category trends They are top of mind to consumers Meaningful Difference Millward Brown Meaningfully Different Framework 2013 Salience
  9. 9. BEING MEANINGFULLY DIFFERENT MATTERS
  10. 10. 216 163 160165 123 153 Meaningful Difference Salience Brand perceptions among repeat & non repeat buyers Repeat buyer Non-repeater Brand buyers who go on to repeat purchase are more likely to perceive brands as meaningful and different, but salience makes little difference 1. CLOSER LINK BETWEEN MEANINGFUL DIFFERENCE AND REPEAT PURCHASE Source: Combined MB & Worldpanel study, actual purchase behaviour and attitudinal data
  11. 11. 2. SALIENCE FAILS TO PREDICT PRICE PREMIUM Source: PowerPurchase studies, 42 different brands
  12. 12. BUT MEANINGFUL DIFFERENCE DOES… 0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 Low Meaningful Difference Medium Meaningful Difference High Meaningful Difference Brand-Driven Price-Driven AveragePricePaid Source: PowerPurchase studies, 42 different brands
  13. 13. 3. A ‘MEANINGLESS’ BRAND THAT INCREASES SALIENCY WILL GROW Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ
  14. 14. BUT DRIVING SALIENCY FOR A MEANINGFULLY DIFFERENT BRAND WOULD DRIVE SALES EVEN MORE They have the foundation and competitive edge to maximise growth Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ
  15. 15. DifferentMeaningful Salient Foundation Competitive edge Growth lever BRANDS NEED MEANINGFUL DIFFERENCE AS WELL AS SALIENCE
  16. 16. HOW DO WE HELP GUIDE BRANDS THROUGH THEIR MEDIA CHOICES?
  17. 17. MEANINGFUL:having a real importance or value to consumers that delivers against their functional and emotional needs
  18. 18. PERONI ACHIEVES AFFINITY BY DIALING UP HERITAGE 80 85 90 95 100 105 110 2008 2010 2012 2014 2015 Peroni - Affinity
  19. 19. BIG VISUAL IMPACT MEDIA ACHIEVE BRAND AFFINITY Cinema Magazines +3.62% +1.53% %Upliftinmetricpostexposure +1.89% OOH Source: Magnetic/Millward Brown 2015 Affinity Measure: OOH n=12, TV n=15, Newspapern=8, Online display=10, Radio n=8, Magazine n=3, Cinema n=9, Online video n=3
  20. 20. MANY HEALTHCARE & FINANCE BRANDS HAVE DRIVEN SUCCESS THROUGH FUNCTIONAL NEEDS 0 50 100 150 200 BUPA Nurofen Colgate Pampers Visa Meets Needs Index
  21. 21. INFORMATIVE MEDIA CONVEY THAT A PRODUCT OR SERVICE MEETS NEEDS Newspapers Magazines +1.32% +0.83% %Upliftinmetricpostexposure +1.08% TV Source: Magnetic/Millward Brown 2015 Setting trends measure: OOH n=13, TV n=19, Newspaper n=3, Online disp. n=19, Radio n=6, Magazine n=7, Cinema n=7, Online video n=4
  22. 22. DIFFERENTIATION: to achieve a level of separation from other brands in the category due to sense of uniqueness or dynamism
  23. 23. JAGERMEISTER STANDS OUT 0 50 100 150 200 Meaningful… Different… Salient… Jagermeister
  24. 24. TARGETED, PREMIUM CHANNELS CONTRIBUTE TO UNIQUENESS Cinema Radio +3.50% +0.71% %Upliftinmetricpostexposure +2.49% Magazines Magazine media has a diverse creative canvas that allows successful delivery of differentiation
  25. 25. AUDI STAND APART THROUGH LEADERSHIP CREDENTIALS 0 20 40 60 80 100 120 140 160 180 2014 2015 2016 Audi - Difference index
  26. 26. SPECIALIST CHANNELS ACHIEVE DYNAMISM Cinema Radio +2.86% +0.83% %Upliftinmetricpostexposure +1.45% Magazines Specialist knowledge of magazine editors and their trusted voice on new trends means they successfully deliver differentiation
  27. 27. Salient MAGAZINES UNIQUELY IMPACT CONSUMERS STRONGLY ACROSS ALL FIVE OF THE KEY MDF METRICS NewspapersMagazines TV Online Display Radio OOH Cinema Online Video Media ranking by metric (top 3 shown) Source: Magnetic/Millward Brown 2015 See additional slides for samples of individual metrics Meaningful Difference Salience Meets Needs Brand affinity Unique Sets Trends 123 3 2 1 3 2 1 2 3 1 1 2 3
  28. 28. A MEANINGFULLY DIFFERENT IMPACT affinity meet their needs unique dynamic top of mind WE CREATED A SINGLE METRIC WHICH AGGREGATES CHANNEL PERFORMANCE ACROSS ALL FIVE METRICS. WE REFER TO THIS AS MEANINGFULLY DIFFERENT IMPACT
  29. 29. MEANINGFULLY DIFFERENT IMPACT Magazines and Cinema excel at helping brands deliver a meaningfully different impact for consumers TV Cinema +1.77% +0.89% %Upliftinmetricpostexposure +1.59% Magazines Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapersn=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9
  30. 30. COST PER 1% MDI CONTRIBUTION Magazines have the lowest overall cost to deliver 1% of MDI NewspapersMagazines TV Online Display Radio OOH Cinema £0.55m £1.62m £3.32m £2.64m £1.45m £3.98m £3.99m Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size
  31. 31. CONCLUSION > SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER > MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN DELIVERING BRAND EQUITY > MEANINGFUL DIFFERENCE IS A POWERFUL LONG-TERM BRAND DRIVER > MAGAZINES ARE THE MOST COST-EFFICIENT CHANNEL IN THE MIX, AND PARTICULARLY STRONG AT DRIVING DIFFERENTIATION FOR A BRAND

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