Number 1
"I believe that TAG is a brilliant new idea. It gives customers knowledge about the best products to buy. We have the right to know about quality in the products we are purchasing."
Mrs K. Hickman , Hants
Number Two
"Although I usually buy supermarket brands, after reading TAG I can now see why its worth paying the extra for Birds Eye quality."
James Altman, I.O.W.
Number Three
"What a great idea to give us shoppers the opportunity to express some opinions - thank you!!"
Mrs K.M. Cross.
Number Four
"I think TAG is an excellent idea and look forward to seeing more companies inform us of their products in this way. Keep up the good work!"
Mrs N. Holdsworth, Hants.
Showing posts with label choices. Show all posts
Showing posts with label choices. Show all posts
Monday, 18 May 2009
Monday, 13 August 2007
Unilever & Shoppers’ Voice.
A new era for advertising!
A new age of personalised customer relations!
The guiding ethos of The 1-2-1 Solution, is the personalisation of the relationship between the brand and the customer through customer participation. Shoppers’ Voice, whatever the format or medium, is where your customers willingly become workers for you; devoting some of their time, effort and imagination to your brands.
Not only do your customers want more choice they want to be involved with the products they choose to buy and to be sure that they have made the right choice for the right reasons. The Shoppers’ Voice initiative opens up an ongoing dialogue between you and your customers, building their trust in the brand and delivering loyalty, through ongoing purchase, despite the blandishments of competitors.
The Shoppers’ Voice technique has been used within Unilever in different countries over time with spectacular results as outlined:
United Kingdom
Birds Eye Fish Fingers
Research: Nielsen & City Insights.
Actual uplift in sales + 3.2%.
Definitely/Probably will buy +9%.
Advertising awareness +11%.
Persil.
Research: Nielsen & City Insights.
Actual uplift in sales + 4.4%..
Last week purchase +2%
Definitely/Probably will buy +4%.
Advertising awareness +4%.
P G Tips.
Research: Nielsen & City Insights.
Actual uplift in sales + 3.1%.
Last week purchase +5%
Definitely/Probably will buy +7%
Advertising awareness +8%.
Birds Eye Frozen Peas.
Research: Nielsen & City Insights.
Actual increase in purchase + 2.6%.
Last week purchase +2%
uplift in Definitely/Probably will buy +5%.
Advertising awareness + 5%.
Sunsilk Shampoo.
Research: BLM division NOP.
Purchase + 35%.
Definitely/Probably will buy + 100%.
Recognition of the main product claim + 50%.
Advertising awareness +45%.
Spontaneous Awareness + 53%.
Cif.
Research: AGB.
Definitely/Probably will buy +14%.
Brand awareness + 6.7%.
Advertising awareness +150%.
Australia
Vaseline Intensive Care.
Research: AGB.
Prompted Brand/Product awareness +31.5%.
Past Four Week Purchase +90%.
Definitely will buy +81.8%.
Streets Ice Cream Deserts.
Research: Martyn Research.
Unprompted Brand Awareness increased +8%.
Actual purchase +80%.
Advertising awareness +100%.
USA
Wisk
Research: Market Research Corporation of America.
Year long purchase study.
Across the whole year + 25.5% uplift in actual sales.
The research, as usual, was carried out among those who received the program (Test) against those who did not see the program (Control).
This study, underlines the long term effect of the technique.
Finally, what have others said of the technique in respect of
Cost Effectiveness and ROI.
Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing reviewed the £5 million of independent research conducted on behalf of Shoppers’ Voice and provided this summary:
“The Shoppers’ Voice participating advertisements generated recall scores that are more than 50% more productive than normal advertising. The effect on purchase intention is just as impressive if not much more.
All these productivity increments are attainable at a reasonably inexpensive budget. One Shoppers’ Voice client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Shoppers’ Voice budget of $0.5 million.
This 1:10 ratio has been mirrored in Shoppers’ Voice events in other countries.”
Source: AGB: Gallup: Martyn Research: Bourke: NOP: Nielsen & more
Build web links using www.crosslink-builder.com
A new age of personalised customer relations!
The guiding ethos of The 1-2-1 Solution, is the personalisation of the relationship between the brand and the customer through customer participation. Shoppers’ Voice, whatever the format or medium, is where your customers willingly become workers for you; devoting some of their time, effort and imagination to your brands.
Not only do your customers want more choice they want to be involved with the products they choose to buy and to be sure that they have made the right choice for the right reasons. The Shoppers’ Voice initiative opens up an ongoing dialogue between you and your customers, building their trust in the brand and delivering loyalty, through ongoing purchase, despite the blandishments of competitors.
The Shoppers’ Voice technique has been used within Unilever in different countries over time with spectacular results as outlined:
United Kingdom
Birds Eye Fish Fingers
Research: Nielsen & City Insights.
Actual uplift in sales + 3.2%.
Definitely/Probably will buy +9%.
Advertising awareness +11%.
Persil.
Research: Nielsen & City Insights.
Actual uplift in sales + 4.4%..
Last week purchase +2%
Definitely/Probably will buy +4%.
Advertising awareness +4%.
P G Tips.
Research: Nielsen & City Insights.
Actual uplift in sales + 3.1%.
Last week purchase +5%
Definitely/Probably will buy +7%
Advertising awareness +8%.
Birds Eye Frozen Peas.
Research: Nielsen & City Insights.
Actual increase in purchase + 2.6%.
Last week purchase +2%
uplift in Definitely/Probably will buy +5%.
Advertising awareness + 5%.
Sunsilk Shampoo.
Research: BLM division NOP.
Purchase + 35%.
Definitely/Probably will buy + 100%.
Recognition of the main product claim + 50%.
Advertising awareness +45%.
Spontaneous Awareness + 53%.
Cif.
Research: AGB.
Definitely/Probably will buy +14%.
Brand awareness + 6.7%.
Advertising awareness +150%.
Australia
Vaseline Intensive Care.
Research: AGB.
Prompted Brand/Product awareness +31.5%.
Past Four Week Purchase +90%.
Definitely will buy +81.8%.
Streets Ice Cream Deserts.
Research: Martyn Research.
Unprompted Brand Awareness increased +8%.
Actual purchase +80%.
Advertising awareness +100%.
USA
Wisk
Research: Market Research Corporation of America.
Year long purchase study.
Across the whole year + 25.5% uplift in actual sales.
The research, as usual, was carried out among those who received the program (Test) against those who did not see the program (Control).
This study, underlines the long term effect of the technique.
Finally, what have others said of the technique in respect of
Cost Effectiveness and ROI.
Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing reviewed the £5 million of independent research conducted on behalf of Shoppers’ Voice and provided this summary:
“The Shoppers’ Voice participating advertisements generated recall scores that are more than 50% more productive than normal advertising. The effect on purchase intention is just as impressive if not much more.
All these productivity increments are attainable at a reasonably inexpensive budget. One Shoppers’ Voice client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Shoppers’ Voice budget of $0.5 million.
This 1:10 ratio has been mirrored in Shoppers’ Voice events in other countries.”
Source: AGB: Gallup: Martyn Research: Bourke: NOP: Nielsen & more
Build web links using www.crosslink-builder.com
Monday, 15 January 2007
So just who is running your organisation?
Your customers, that’s who!
Or should be!
So don’t you think that you ought to start a regular dialogue with him or
her, as the case may be?
The word empowerment is a very overused word. However in the near future the primary strategic marketing communications battle will be to see who goes furthest in empowering their customers.
To empower your customers you will have to:
1. Provide them with far more information than you currently do.
2. Allow them to make decisions about you and your company together with your resources.
3. Give them plenty of choice.
4. Give them the perception of control!
5. Allow them to feel that they are running your organisation!
Because anything that tightens your relationships with an existing customer increases the revenue you get from your customer.
And the only form of communication that can do all the above so that you do tighten your grip on your customer is….interactive communication!
Or should be!
So don’t you think that you ought to start a regular dialogue with him or
her, as the case may be?
The word empowerment is a very overused word. However in the near future the primary strategic marketing communications battle will be to see who goes furthest in empowering their customers.
To empower your customers you will have to:
1. Provide them with far more information than you currently do.
2. Allow them to make decisions about you and your company together with your resources.
3. Give them plenty of choice.
4. Give them the perception of control!
5. Allow them to feel that they are running your organisation!
Because anything that tightens your relationships with an existing customer increases the revenue you get from your customer.
And the only form of communication that can do all the above so that you do tighten your grip on your customer is….interactive communication!
Saturday, 13 January 2007
A thousand choices
Everybody has a thousand choices
For any product they might want to buy and there are a million different products competing for our wallets.
So marketers increasingly need to speak to customers individually, or in smaller and smaller groups.
But are they really doing so or simply deluding themselves as usual and paying lip service to the idea?
As questions about the effectiveness of mass marketing have grown, advertising has been assailed by other doubts too.
Where once it was thought that commercials sold goods and increased brand awareness, it is now acknowledged that many of them do no such thing.
Most people never actually buy the majority of products they see advertised on television!
But if mass-market advertising does not sell products, what will?
Interactive communication…that’s what!
Seek more information on how to save your money? Please visit:
http://effectiveaccountablecommunication.blogspot.com
For any product they might want to buy and there are a million different products competing for our wallets.
So marketers increasingly need to speak to customers individually, or in smaller and smaller groups.
But are they really doing so or simply deluding themselves as usual and paying lip service to the idea?
As questions about the effectiveness of mass marketing have grown, advertising has been assailed by other doubts too.
Where once it was thought that commercials sold goods and increased brand awareness, it is now acknowledged that many of them do no such thing.
Most people never actually buy the majority of products they see advertised on television!
But if mass-market advertising does not sell products, what will?
Interactive communication…that’s what!
Seek more information on how to save your money? Please visit:
http://effectiveaccountablecommunication.blogspot.com
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