Ludovic Depoortere at the Marketing Shower
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Transcript of Ludovic Depoortere at the Marketing Shower
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GETTING INTO THE REALWORLD OF THE SHOPPER
Ludovic Depoortere- ROGILMANAGING DIRECTOR
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Image of first 7 seconds in category detergents
Source: Rogil eyetracking study in detergent category -Gaze opacity for one scenario at 7 sec
Focus on Contrast Points
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REFLECTION
CONSCIOUS
PROVIDE REASONING
BASIC FEELINGS
FIGHT OR FLIGHT
UNCONSCIOUS
BEHAVIOURAL
TAKE/ADAPT ACTION
UNCONSCIOUS
OLDEST BRAINVISUAL SENSORIAL
NEO CORTEXRATIONALLIMBIC SYSTEM
EMOTIONAL
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Usage & Satisfaction
Affective Processing
Confrontation stimuli
Cognitive processing
Visibility & identification
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MEN
Is this hot spot from female or male viewers?
WOMEN
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NEW PACK
HEAVY COST SAVING
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ALPRO CASEDrastically modernizing the Alpro Flagship Plain soy Milk
CURRENT
DESIGN
UK
TEST
DESIGN
UK
confidential
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Eye Tracking measures showed improved impact
UK
BETTER OR AT PARITY
NL BE DE ES
LESS ATTENTION TO RANGE
MORE TIME NEEDED
BETTER
BETTER OR AT PARITY
BETTER BETTER
MORE INCORRECT RETRIEVALSBETTER BETTER
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Verbal measures indicated issues on trial and decreasedkey brand values health, nutrition and quality
UK
WORSE FOR SOME COUNTRIES AT PARITY
NL BE DE ES
BETTER OR AT PARITY
WORSE FOR SOME COUNTRIES AT PARITY
BETTER OR AT PARITY
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ALPRO CASE‘In between’ design to improve brand key values and trial
CURRENT
DESIGN UK
Test design
LAUNCHED
DESIGN UK
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SARA LEE
Modernizing Douwe Egberts Aroma Red
CURRENT
LEG
WHITE
LEG
GOLD
LEG
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It is not a beauty contest! Norm = Competition
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BELORIGINE
Impact of a brand signature in innovation.
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Brand signature ‘Danone’ logoleverages on attraction
% Participants with focus on Belorigine 71% 57%
36% 34%
Logo (a) Signature (b)
Number of fixations on Belorigine
Total fixations
But overall between both designs, the number of fixations is similar
B
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Differentiation in the shop is key for A-Brands- In POS materials
- In package design (implicit priming, appealing products)- Colour blocking - shape differentiation
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Maximize Shelf Space
% attention
% shelf space
19%
18%
Share of fixations / Share of shelf space in the 7 sec. free gaze
32 facings
= 1.03
Have a contrasting pack
15%
8%
= 2.04
9 facings
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Enhance ‘shopability’ to help shoppers in over choice and reduce shopper stress by- Structure in assortment (catman)
- Consumer decision support systems – POS materials- Clear indication of key benefits and variants- Simple products and services
Verbal evaluation not always in line with intuitive behaviour (Impact strong brands often overrated in research)
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Face reality & get out of your meeting room to meet your consumer & shopper
Embrace Key Brand Property and be consistent over time
Small changes can heavily impact intuitive behavior
…. and keep your brand promise (the fastest way to kill a product = not meeting expectations)
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