Understanding why? without asking WE SEE WHAT YOU DON T

Transcription

1 Understanding why? without asking WE SEE WHAT YOU DON T PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

2 PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending. 2

3 The new business challenges: E-Commerce Media Fragmentation Declining In-Store Sales Increasing competitive Pressures 3

4 THE BIGGEST MARKETING CHALLENGE: Seeing the new world through your customer s eyes PASSIVELY 4

5 ALLOWING YOU TO Understand: What is specifically impacting their behavior? Where? When?... without asking or changing their normal behavior

6 Fact: TODAY S MARKETERS NEED TO: Not only passively (and automatically) record that consumers don t notice your product if its below the third shelf... Placing a medium sized product below 3½ feet reduces approach by over 80%

7 Fact:... but know that their level of saccadic engagement with a perfume display will double if there is no gift pack beside it. Isolating a new display increases approach by over 20%

8 Fact: MARKETERS MUST ALSO: Passively record if consumers change the channel when their commercial appears... Channel changing has significantly reduced as viewers now look at their smartphones during commercials

9 Fact:... while understanding that the level of saccadic engagement with the beer product is often twice the engagement with the actors... Beauty shots of beer in glasses and bottles also increase impulse purchase by over 15%

10 Fact:... and know if their commercial is wearing out or continuing to build in engagement and message communication. Persuasion wear out takes place one month before that of awareness and likeability

11 Fact: AND THE SUCCESSFUL MARKETER NEEDS TO: Passively record the best placement location for an Aveeno ad... Inside cover and back of book are some of the weakest placement locations

12 Fact:... and knowing that the engagement level of a cosmetic casing can be greater than a model... Showing cosmetic casing in an ad can, in some cases, be more than 3X as engaging as showing a model

13 Fact:... all while finding the right package design which will significantly increase impulse purchase on E-Commerce. The right package illustration could increase cart purchase by as much as 35%

14 saccadic technology all engagement begins in the eyes of the consumer PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

15 Beyond Eye Movement and Noting Passively Understanding Consumer Engagement Standard Eye Tracking Measures Movement: Where the eye goes, what it notes Saccadic Technology Movement + Attention: What the brain is engaged by SACCADIC = TRUE ENGAGEMENT BASED ON PROVEN SCIENCE PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

16 Noting simply means the shopper spent at least 0.5 seconds looking at a package, display or ISM. It doesn t mean seeing. It is the opportunity to get involved with what the eye notes. Engagement means the shopper wants more information from what the eye is noting. The average engagement level for most supermarket shelving is 30% (of audience). Not engaged Engaged Eye is scanning and noting, but brain is not interested in more information, as eye is not actively vibrating over products The brain is engaged and having eye actively examine the shelf & ISM PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending. 16

17 PTG s saccadic engagement measure has been validated by top Universities (MIT, Harvard) & publications 17 PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

18 Real world case studies PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

19 Will consumers wait for an ad s key message before tuning out? Unfortunately, no. Over 68% of engagement with this Colgate Sensitive Pro-Relief ad was lost by the time the brand was introduced at second 11. PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

20 What was holding back this Kelly Ripa endorsement? Kelly Ripa became a visual vampire, taking consumers focus away from the ad s copy and Colgate Total. PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

21 Can your digital ad hold engagement? If your ad is likable and shows a relatable scenario (like in this Speed Stick Power execution), a digital ad can maintain engagement with viewers... However, when likability is an issue as in this digital spot where the man s actions are viewed as irresponsible it can become difficult to hold engagement. PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

22 Which endcap will engage male shoppers and make them more likely to buy the featured product? Although both endcaps had high engagement, only one had a strong level of copy readership, providing a reason to purchase the product and increasing the number of units moved. 71 Units Moved 93 Units Moved PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

23 THANK YOU FOR THE OPPORTUNITY TO PROVIDE THESE INSIGHTS INCONSPICUOUS TECHNOLOGY CONSUMER ENGAGEMENT 40+ YEARS EXPERIENCE INSIGHTS AND SERVICE REAL WORLD PTG is a trademark of the PreTesting Company Inc. Copyright 2015 The PreTesting Company Inc. Patented. All Rights Reserved. Other Patents Pending.

24 For more information, please contact: (201)