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Change is constant, rapid and increasingly unpredictable » Technology is changing the way people behave, the way they shop, the way they make decisions about products, the way they engage with brands and what they currently buy and will buy in the future. Businesses are responding. They are being re-engineered with new services created and value recalculated. The challenge is how to make decisions and predict future outcomes in an increasingly unpredictable world.
New technology, new behaviour, new opportunities. 1
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Certainty in an uncertain world » Today’s marketing environment is less certain. Yet at Hall & Partners we believe nothing is unpredictable. We focus on creating greater certainty in investment decisions. We explain how to optimise your brand and marketing activity and predict future market performance for optimum financial return. Our frameworks and advanced analytical tools are designed to drive more comprehensive and actionable insights from all types of data. We apply scientific and mathematical approaches guided by our engagement philosophy and our understanding of our clients’ business goals, to enable a more accurate prediction of future market success.
Driving towards a more profitable future.
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Technology is changing the dynamic between people and brands » Today’s brands seek a more intimate relationship. It is no longer about a monologue. Today people expect an engaging dialogue with brands. The challenge for marketers is to build an on-going relationship, one that delivers in the short term and builds stronger returns and value over time. We are not only interested in why people buy the brands, products and services today, but also whether and why they will buy them tomorrow. Our tools identify drivers of both immediate and long-term brand performance.
Delivering superior returns over time.
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New engaging conversations » Creating a more holistic, integrated marketing engagement. Brands no longer rely on traditional media and advertising alone to tell their story. Instead they are using a variety of different channels, disciplines and messages to engage. Marketing activity is more integrated and interactive. It combines both big, bold entertainment ideas and small, more close up and personal ideas. The approach is more experiential and inventive. There is inevitably less reliance on the past to help us decide on what will work in the future. We help you optimise your media investment by identifying which channels and content work collectively to deliver future sales.
Identifying the power of creativity to drive future sales. 6
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An unstoppable tide of data » New technology is generating vast amounts of data. Data helps us know more about people; what they are doing, when, where and how often they are doing it. And all in real time. It enables us to be more precise in our targeting, in the creation and personalisation of products and services and how, when and where we communicate. We need to know what data is important and how it can help us make informed and effective decisions. The decisions that drive the optimum financial return.
The right data, informing the right decisions.
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Our analytics work is guided by some core principles » Our driving principles come from a deep understanding of what drives behaviour and how brands and communications work to influence future behaviour. They are informed by the latest thinking on brands, from behavioural economics, social science and brain scientists. These principles help us deliver more powerful and accurate modelling to help our clients optimise their brand engagement strategies, product, shelf messaging and media.
New understanding, new modelling.
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Our guiding principles »
Social context and the influence of others closest to you primarily drives future behaviour VR¬DOO¬PRGHOOLQJ IDFWRUV¬ LQ VRFLDO¬LPSDFWV
The most powerful influence on behaviour is social and emotional ZH QHHG WR¬ORRN DW¬WKH¬LQWHUFRQQHFWLRQ EHWZHHQ VRFLDO DQG HPRWLRQDO DV¬ZHOO DV UDWLRQDO IDFWRUV
Engaging brands are more important than engaging communications VR HYHU\WKLQJ¬ZH GR LV¬LQ¬UHODWLRQ WR KRZ¬ LW RSWLPLVHV EUDQG¬SHUIRUPDQFH DQG SURILW
Different conversations engage in different ways VR¬DOO content and media should be evaluated in context against KRZ LW LV LQWHQGHG¬WR ZRUN
Accounting for all these behavioural and motivational aspects ensures we deliver a more accurate prediction of future sales and profitibility.
Generating a more accurate, predictive model.
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We start with current brand behaviour » We start with a clear understanding of the current behaviour and context that surrounds your brand. Today’s brands have access to a great deal of ‘Big Data’ and information about their existing and potential customers. We mine data to identify behaviour patterns, brand trends and and product buying behaviour within different audiences. We use your existing data to pinpoint what is important and helpful and what more your data can reveal. We create ‘Brand Maps’ of current strengths and associations of your brand, within a competitive context, to give you a clear picture of current brand strength and value.
Determining where you are now.
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Brand performance ‘Maps’ and predictive ‘Pathway’ modelling » Engager™ is our unique framework that describes how brands engage and how people build relationships with brands. Ultimately it tells us how they make choices about products and services. Engager™ helps our clients plan, evaluate and predict stronger, more engaging marketing and brands. In this context it provides an analytical lens for our engagement ‘Maps’ and predictive ‘Pathways’. It ensures we account for all aspects of brand engagement, in evaluating the potential for future sales and profitability. Our engagement ‘Maps’ and predictive ‘Pathway’ modelling falls into five key areas: people, brand, product, message and channel.
Picturing the now and the future.
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Brand Product
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PEOPLE Message
Channel Â
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People ‘Maps’ and ‘Pathways’ » Identifying the most profitable people to engage. Advances in behavioural economics and neuroscience tell us that people take decisions for social and emotional as well as practical reasons. Our segmentation approach is informed by all these factors, to maximise accuracy and actionability of target segments. We ensure the final segmentation is the most powerful for your business, by experimenting with many alternatives to measure the effectiveness of each in discriminating and driving current and potential future behaviour. We use data fusion techniques to map the segments into databases and media buying, to enhance and maximise media effectiveness. We evaluate the potential of marketing actions against different segments, by measuring how changes in brand engagement convert to competitive choice and sales.
Engaging the right people to deliver profitable sales.
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Brand ‘Maps’ and ‘Pathways’ » Optimising brand engagement. We ‘Map’ the drivers of the category and your brand’s competitive performance, identifying which has the most potential impact on your brand performance. We then ‘Map’ the brand’s future potential to stretch into adjacent areas of people’s needs, identifying the areas of “white space”, where no brand is strong. We use predictive ‘Pathway’ modelling to measure the conversion of brand engagement into choice and market share, enabling you to assess the business impacts of different investment scenarios.
Predicting future in-market brand performance.
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Predictive Pathway »
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Product ‘Maps’ and ‘Pathways’ » We help optimise the features, line-up and price to maximise business success. Decisions about the specification of your product line can make or break your business. Shoppers face an increasing variety of competitive alternatives. There is growing pressure from retailers to reduce the range and prices. We map the interaction between the brand and the products in order to understand how well they are working together to build engagement and sales. This enables you to plan future product scenarios where you make changes to product line up, pricing or features. People’s choices are often unconscious and emotional. We therefore avoid asking people direct questions, preferring instead to present them with true-to-life choice tasks. We use ‘Pathway’ modelling to identify the business potential from each product combination and to explore the trickiest issues, such as cannibalisation, effectively. This enables us to predict revenue changes from different product decisions.
Optimising competitive product offers for optimal returns.
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Message Map »
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THE WORDS
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Message ‘Maps’ and ‘Pathways’ » Finding the words and most engaging messages. The way you tell your brand story can be as important as the story itself. It is therefore important to test how your brand engagement may be affected by alternative message emphasis or co-branding. As well as absorbing the information in the message, people react to it subconsciously and emotionally. Message ‘Pathways’ use sophisticated choice modelling approaches to explore the full range of responses to messages and forecast the business consequences of alternative messaging. We assess the potential impact of sharing and advocacy in our ‘Pathway’ work, to help adopt a more “sharable” message. We go beyond the assessment of the immediate impact of the message on the first recipient, to measure its likelihood to be shared with others. This identifies the potential of your campaign to go viral.
Messages that optimise engagement.
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Channel ‘Maps’ and ‘Pathways’ » Optimising channel and media engagement. Marketing today uses multiple disciplines, media and creative executions, amplifying the impact of big ideas and communications. With so much going on simultaneously, it is often difficult to see the effects of your marketing effects by just looking at topline results. We create channel ‘Maps’ to isolate the effects on brand engagement of different marketing activities, touchpoints and experiences. We then use channel ‘Pathways’ modelling to measure the ROI of different campaigns, in terms of their impact on building brand engagement through to sales and loyalty. We then identify the optimum channel ‘Pathway’ to drive media efficiency and effectiveness.
Identifying the best communication investment.
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ONLINE
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Helping you predict future brand engagement » We have a full Analytics team at Hall & Partners, ready to talk to you about how we can help optimise your marketing investment and brand performance... To create more certainty in an increasingly unpredictable world. Please contact: Head of Analytics – Kevin Ford
k.ford@hallandpartners.com
New York – Eliza Fedewicz
e.fedewicz@hallandpartners.com
Chicago – Michelle Castle
m.castle@hallandpartners.com
LA – Jenna Lauer
j.lauer@hallandpartners.com
Seattle – Anne Groom
a.groom@hallandpartners.com
London – Paul Edwards
p.edwards@hallandpartners.com
Sydney – Alex Vishney
alex@hpopenmind.com.au
Melbourne – Nicola Hepenstall
nicola@hpopenmind.com.au
Singapore - Vanella Jackson
v.jackson@hallandpartners.com
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www.hallandpartners.com