Download February 2011 Creative Benchmarking - Coles

Newspaper Creative
Benchmark Report
Coles
February 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;
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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
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To improve the standard of newspaper creative
•
To provide a consistent metric that is accepted as the industry standard
Coles was included in the February 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:
First the back story Coles vs Woolies ads
over time
November 2008 – A direct comparison of
Coles template vs Woolworths
Market: Perth
Size: FP
Position: EGN
Tested: November 2008
Market: Adelaide
Size: FP
Position: EGN
Tested: November 2008
Retail Average
Coles was at or below retail averages,
while Woolworths was at or above.
May 2009 – Coles launch highly effective new
strategy
Market: Sydney
Size: DPS
Position: EGN
Tested: May 2009
Retail Average
The new Coles approach of feeding the family
for under $10 worked strongly on every level. A
ground breaking strategy.
March 2010 – Both Coles and Woolworths
responded to concerns over shelf prices
Market: Sydney
Size: FP4C
Position: EGN
Tested: Mar 10
Market: Sydney
Size: FP4C
Position: EGN
Tested: Mar 10
Retail Average
Both ads worked beyond traditional retail
roles, while Woolworths also linked well
with TV activity and drove call to action
Current retail activity
benchmarked
• Coles was one of three ads tested in Melbourne
• Sample: Australians 16+
• Sample size: 111
• Fieldwork: 15–21 February 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Retail Average (see appendix for details)
Market: Melb
Size: DPS
Position: EGN
Tested: Feb 2011
Market: Melb
Size: DPS
Position: EGN
Tested: Feb 2011
+11
+25
Woolworths/
Safeway
+17
*
* Caution – small sample size | Brand linkage sample size: n=29 (Coles), n=30 (Woolworths)
Retail Average
Significantly different to
Retail Average at 90% c.l.
The two ads are scoring well on topline measures, in
particular generating strong interest, with Coles the
second highest scoring retailer ad tested on this
measure.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
**New measure introduced in March 2010, norms are not available
The half price message is coming through clearly from both ads. People are
also picking up on the secondary double vouchers messaging from the Coles
ad, which may help to explain the strength of its ‘interest’ score.
**New measure introduced in March 2010, norms are not available
Retail Average
The ads have a classic retail footprint, with the
half price message appearing to generate a
particularly strong call to action.
% scores
**New measure introduced in March
2010, norms are not yet available
The ads are suggesting strong store
visitation and interest in the products
featured. Coles is the highest retailer ad
tested to date (of 19 ads) on intention to
buy/try.
Retail Average
Both ads feature a wide range of product and
price information in a clear and visually
appealing manner.
+11
Retail Average
Significantly different to Retail
Average at 90% c.l.
+18
+19
The ads are similarly strong in building brand equity,
primarily via relevance, but also creating familiarity.
How the ads compare to
previous Coles ads
Comparison with previous price/range activity
Market: Sydney
Size: Full page
Position: EGN
Tested: March 2010
Market: Sydney
Size: Full page
Position: EGN
Tested: May 2009
Retail Average
Both ads are strong performers, Super Specials
providing a stronger call to action, Same Low
Prices” meeting the retail average but also
generating Reappraisal.
Retail Average
Both ads have a classical retail footprint,
delivering strongly on call to action.
How the ad
compares to other
strong retail ads
The Interest comparison
Interest
Coles have the top 3 ads tested to date among retailers for generating
interest.
As at February 2011 (updated monthly) . 65 retailer ads tested to date.
3.1x
5.7x
1.7x
2.2x
4.4x
3.8x
Higher than
retail average
Higher than
retail average
Higher than
retail average
Higher than
retail average
Higher than
retail average
Higher than
retail average
February 2011 (Updated monthly)
The Call to Action comparison
Coles now have two of the three strongest Call to Action ads among
retailers.
As at February 2011 (updated monthly) . 65 retailer ads tested to date.
The Information comparison
Effective information delivery can help an ad perform well in other roles.
These top scoring retailer ads all perform well on Call to Action, Coles
scoring highly across the board on all roles.
As at February 2011 (updated monthly) . 65 retailer ads tested to date.
The Public Agenda comparison
Top scoring ad
on Public
Agenda
overall
Leveraging an issue of concern to the public can help an ad perform well in
other roles, which these retail ads all achieve. Ads in other categories
have achieved higher scores on Public Agenda.
As at February 2011 (updated monthly) . 65 retailer ads tested to date.
• Coles and Woolies are both strong retail ads, performing to a similar
level.
• Both communicate a compelling “half price” message in a clear and
visually appealing way
• The Coles ad is the second best ad we have tested from any retailer on
call to action – Coles also hold top spot with ‘Four Meals for Under
$10’
• Coles secondary messaging relating to double vouchers may be a
contributing factor to its strong scores on Interest and Call to Action
• Both ads are contributing to brand equity, particularly through driving
relevance
• The current Coles ad compares favourably to previous price/range
focused Coles ads, which have also performed well
• Coles advertising has improved and the ads we have tested in the last
couple of years have been on a par with Woolworths
• 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.
All newspaper norm
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.
All newspaper norm