omni channel and real-time experience tracking · now tell us more in an online diary… 11...

Omni Channel and Real-time

Experience Tracking

© MESH Planning 2013 | The Experience Agency | www.meshexperience.com

Presented by Fiona Blades June 19th 2013

|

1838 “Half the money I

spend on advertising is

wasted; the trouble is I

don't know which half.” John Wanamaker

|

Challenge 10

www.meshexperience.com 3

2013 “How can I activate

consumer relationships if I

can’t see all of the

touchpoints of brand

exposure in a single place?”

MR Client

|

We believe that

Experiences CREATE

brands

“People build brands

like birds build nests,

from scraps and straws

they chance upon.” Jeremy Bullmore


| www.meshexperience.com 5

These experiences

DRIVE brand metrics

Traditional Tracking

looks at how image

drives consideration

Real-time Experience

Tracking allows us to

identify which

experiences are

specifically driving

brand health metrics

|

2006


TXT


Purchase Journey

Banner ads

Brand’s own Website

Review sites

Purchasing

Visiting

Communications

Lifestyle / Experiential

Advertising

Sponsorship

Product Placement

Advertising

Reviews

Seeing in newspapers/ magazines

Public Transport

Billboard campaigns

Local Press

TV

Social Media

National Press

Seeing others

consuming

Me Consuming

Colleagues

Friends

Family

Twitter

Friends comments

Facebook page

Retailer’s website


WE INVITE PARTICIPANTS TO BE

OUR EYES AND EARS IN YOUR

CATEGORY

ONLINE REAL-TIME ONLINE


Text us

whenever you

see, hear or

experience

anything to do

with the

following

brands…

BRAND: A)Nescafé B)Kenco

C)Douwe Egbert’s D)Maxwell House

E)Carte Noire F)Rappor G)Other

OCCASION: A)TV B)In store C)In a

café/restaurant D)Me drinking

E)Someone else drinking

F)Sponsorship G)Poster/Billboard

H)Newspaper I)Magazine J)Online

K)Radio L)Conversation M)Cinema

N)Other

FEELING: 5)Very positive 4)Fairly

positive 3)Neutral 2)Fairly negative

1)Very Negative

CHOICE: 5)Much more likely to

choose 4)Slightly more likely to

choose 3)No difference 2)Slightly less

likely to choose 1) Much less likely to

choose

|

Imagine you saw

Nescafe In store…


…YOU WOULD TEXT:

a 5 i 5

CHOICE:

5) Much more likely to choose

4) Slightly more likely to choose

3) No change

2) Slightly less likely to choose

1) Much less likely to choose

ENGAGEMENT:

5) Very positive

4) Fairly positive

3) Neutral

2) Fairly negative

1) Very negative BRAND:

a) Nescafé

b) Kenco

c) Douwe Egbert’s

d) Maxwell House

e) Carte Noire

f) Rappor

g) Other

OCCASION:

a) TV

b) Magazine

c) In a café/restaurant

d) Me drinking

e) Someone else drinking

f) Sponsorship

g) Poster/Billboard

h) Newspaper

i) In Store

j) Online

k) Radio

l) Conversation

m) Cinema

n) Other

Which brand was it?

Where did you experience it?

How likely did it make you

to choose the brand next

time?

How did it make you feel?

|

Now tell us more in an online

diary…

11

Wednesday 7th February 2012, 11:54


Tuesday 6th February 2012, 18:46



Nescafé, In store, Very Positive,

Much More Likely to Choose

Maxwell House, Conversation, Very Negative,

Much Less Likely to Choose

Kenco, TV, Fairly Positive,

Slightly More Likely to Choose

Nescafé, In store, Fairly Positive,

Slightly more likely to Choose

Other, Mailing/Leaflet, Slightly Negative,

No change


Nescafé

In store

Very positive

Much more likely to choose

Saw a display for new product packaging.

There was also some information about

wellness, which made me want to find out

more from the website.

End of aisle display

19/12/2012, 11:54

www.meshexperience.com

|

Nescafé

In store

Very positive

Much more likely to choose

Saw a display for new product packaging.

There was also some information about

wellness, which made me want to find out



07/02/2012, 11:54

…where we can tailor the

detailed questions



Product on shelf

In store poster

Product sampling

Leaflet

Other

Saw a display for new

product packaging. There

was also some information

about wellness, which

made me want to find out


TV

Poster/Billboard

In store

Newspaper

Magazine

Online/Mobile

|

Emotional responses to these

experiences need to be captured in

real-time


“Because emotions are transient and rapidly

changing, the acquisition of accurate data about

them is almost completely beyond the scope

of retrospective methods. ”

- Dr Andy Wells, psychologist, LSE

|

RET answers difficult business

questions


“How can I optimize a

major launch of Schick

Hydro in Germany

“How can I understand where

to invest in path to purchase

for LG in the USA

“How can I see the impact of

new experiential touchpoints for

Gatorade relaunch in Mexico?

|

Multi-Media Campaign for Energizer

launch

Sep Oct Nov Dec Jan Feb

Targeted Boost Targeted Boost

TV

Press

Online

OOH

Fieldwork Fieldwork

|

Business Impact


“As a result, the campaign achieved greater

impact with lower spending. Energizer

executives calculated that the new measures

led to a threefold improvement in

advertising cost-effectiveness and increased

Energizer’s revenue in the razor category by

10% in less than four months.”

- Harvard Business Review, September 2012

Better Customer Insight – in Real-Time

|

Proven success


“New tool radically

improves marketing

research” - Harvard Business Review, September 2012

Better Customer Insight – in Real-Time

omni channel and real-time experience tracking · now tell us more in an online diary… 11...

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