death by complacency: how fear kills brands
Post on 05-Dec-2014
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Death by Complacency: How Fear Kills Brands
Presented By:
Brent Chudoba, Vice President and General Manager, SurveyMonkey Audience
Do the (Un)expected
What Will I Learn Today?
How far is too far when it comes to competitive comparison ads
How effective are emotions when it comes to altering a brand’s perceptions (research revealed)
How brands can react real time to life events
Should you trust your gut? What should you hold your ideas against
How to know what worked and what didn’t
Risk: Competitive Comparisons
When Competition Stops Being Friendly
.
Apple’s famous “I’m a Mac” advertisement painted a conversational and non-abrasive picture of Apple next to competitors in the PC market. Why?
When Competition Stops Being Friendly Continued .
“Attack ads,” similar to those found during political ad campaigns, are seen as risky and distasteful. Why?
Risk: Emotional Exploitation(Research Revealed)
Crying Dogs, Dead Bodies and Sex – Effective?
Risk: Real Time Reactions
The Good…
…The Bad
Gut Check: Data
While data insights (surveys, focus groups, customer feedback, etc.) are beneficial to support a position, how can they be used behind the scenes during the beginning stages of the campaign? Explore the power of gut checking prior to committing to an idea. It can be the difference between success and failure.
Know Before You Act
ROI: Was It Worth It?
What worked, and what didn’t? You’ve tested, run your campaign, now what? A good brand doesn’t stop once the campaign ends until it determines the impact. Did you get 1,000 retweets but no new sales? Or did your new member services triple in 3 days?
Learn what emotions work for the right situation – then set out to create the next big idea.
Was There an Impact?
Key Takeaways
Know when you’ve crossed the line on competition
Know what and when emotions work best for your brand
Know when and how is the right time for reaction
Know when to rely on your safety net
Know how to measure ROI
Q&A
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