6. APPENDICES 6.1 GLOSSARY 6.2 BRAUN TARGETING OPTIONS

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1 6. APPENDICES 6.1 GLOSSARY CPC: The cost or cost-equivalent paid per click-through. CPM: cost per mille CR: Conversion Rate - percentage of website visitors who buy something on the site CTR: percentage of people who click on an ad after seeing E-Retailer: Electronic retailer whose sales of goods and services is done through the internet (electronic retailing). Electronic retailing: or e-tailing, can include business-to-business (B2B) and business-toconsumer (B2C) sales of products and services, through subscriptions to website content, or through advertising. Frequency: # weeks of an ad on air multiplied by the # times the ad is showed per profile imedia: Intelligent Mediation Environment for Digital Interactive Advertising Impressions: is a single display of a particular ad on a web page. Clicking or not is not taken into account. Each time an ad is fetched it is counted as one impression. HDL: Heavy Duty Laundry POC: Point of Conversion POME: Point of Market Entrance P&L: Profit & Loss Financial Statement Reach: total number of different people or households exposed, at least once, to a medium during a given period. 6.2 BRAUN TARGETING OPTIONS

2 6.3 BRAUN TARGETING TOOLS 6.4 BRAUN MEN: THE WHO ON SOCIAL MEDIA

3 6.5 KEY MEDIA CONCEPTS Reach (Quantity) Effectiveness (NOS/100 GRPs) Media Enabled Business Growth Efficiency (ROI) 6.6 THE QUESTIONAIRE MARKET RESEARCH CONSUMER BEHAVIOR AND SOCIAL MEDIA Thank you for being here today and contribute to our study. The session will take 50min in total: 5min Introduction, 15min to answer the questions below, and last 30min to an open and informal discussion about the topic and to understand broadly how you interact in social media You will have now 15min to answer the four questions below. Please read them and in case of any question, don t hesitate to ask for clarification. I. Time spent How many hours per week you normally spend online, specifically on Social Media? 1. Less than 1h per week 2. From 2h to 4h per week 3. More than 4h per week

4 II. Facebook behavior In order to rate your Facebook activities and online review behavior; Can you mentioned below how often you: Like a post/page? Post on Facebook? Play games? Use the Facebook mobile app? Review products online?

5 III. Attitude Inside the box next to your chair, you can find two P&G products: 1. The most recent Braun electric shaver Serie 9, 2. Our best seller laundry detergent Ariel Mountain Spring 2L bottle. Please tell us how you feel about both products: What is your attitude and perception regarding the Braun electric shaver? 1. Strongly negative 2. Somewhat negative 3. Neutral 4. Somewhat positive 5. Strongly positive What is your attitude and perception regarding the Ariel Bottle? 6. Strongly negative 7. Somewhat negative 8. Neutral 9. Somewhat positive 10. Strongly positive Purchase Intention Please rate from scale from 1 (definitely you would not buy it) to 5 (definitely you would buy it) how likely you would purchase both of the products. Braun electric shaver? 1. Definitely wouldn t buy 2. Probably wouldn't buy 3. Might buy product 4. Probably would buy 5. Definitely would buy Ariel 2L Mountain Spring? 6. Definitely wouldn t buy 7. Probably wouldn't buy 8. Might buy product 9. Probably would buy 10. Definitely would buy

6 6.7 FACEBOOK TOOL Braun Target Guidance (template example) Stage Source Braun Male (15+ men) Styling Female Gifters for MPG (Male) Braun Female 1.MARKET SIZE POME : Men POC : Men Men : Women Women FEHR POME: Women FEHR POHC: Women BROAD Target (MM) - Demographics CMK team 4.3 MM 10.0 MM 14.3 MM 5.1 MM 4.8 MM 4.1 MM 9.8 MM 2.POTENTIAL GROUP - GUIDANCE 2a. CMK DESCRIPTION CMK team Part-time/Full-time students. Late teenager, young adult : New job / New parent. Employed fulltime or part-time Late teenager/young adult to Settling down, established single or starting a family men. Full/part-time student or full/part-time job In a relationship / married Parent (Mum) Late teenager/young adult. Part/Fulltime student. Single Busy, working full time or staying-home, mum, w/partner INTERESTS Gaming, Sports Sports, Home&Family, lifestyle, career Fashion,Gym, Gaming ivideos Fashion, Beauty Fashion, Beauty 2a. FACEBOOK Travel, Health & Beauty, Film, Social media Fashion, Health&Beauty, Lifestyle, DIY/Home, Parenting DESCRIPTION Facebook Student Interested in sports & gaming Men interest in sports, career, home, family Men interest in sports, career, home, family Women in a relationship/married/engaged, interested in gifts and beauty Women in a relationship/married/engaged interested in beauty and gifts, parenting Single women, full-time student, seasonal jobs, interested in films, health and bauty, music, travel, social media Parent, married, interested in beauty, home improvements, lifestyle, shopping and fashion, parenting POTENTIAL TARGET (MM) in Facebook 3.6 MM 4.5 MM 4.5 MM 4.3 MM 1.9 MM 3.4 MM 5.6 MM Facebook Penetration 3. FREQUENCY 84% 45% 31% 85% 40% 83% 57% 3a. Frequency (# weeks) Facebook b. Frequency (#/week) Facebook REACH # MM REACHED (vs. Broad Target) Facebook 3.0 MM 3.8 MM 3.8 MM 6.3 MM 1.8 MM 2.9 MM 4.7 MM % Reached # Impressions 4. COST 70% 38% #DIV/0! 70% 69% 78% 70% 24.0 MM 30.4 MM 30.4 MM 50.4 MM 14.4 MM 23.2 MM 37.6 MM CPM ($) Facebook 7.06 $ 6.94 $ 6.94 $ 8.44 $ 8.94 $ 5.51 $ 5.75 $ Total cost ($M) $M $M $M $M $M $M 31

7 6.8 FACEBOOK TOOL Campaign planning tool (template example) Campaign planning tool Approach 1: Start with your reach objective (Awareness campaign) or sales/traffic objective (performance campaign) to determine budget needed AWARENESS (Catch) PERFORMANCE (Consideration/Close) Audience 4,500,000 Input Audience size (see tab 1) Unit sales needed 4,000 Either start with Unit sales target or traffic target Reach target (% of Audience) 70% 70% of audience recommended Est. CR on eretailer 5% Use av. conversion rate of the eretailer you are linking to Reach 3,150,000 Traffic to eretailer 80,000 Weeks 4 Input length of campaign Est. CPC 0.75 Input CPC estimate. See tab x, verify with local media agency Frequeny per week 2 Input frequency per week Est. CTR 0.90% Input CTR estimate. See tab x, verify with local media agency Impressions 25,200,000 Est. Impression 8,888,889 MS to check how we can estimated impressions. I think average CTR could be used CPM 3.61 Input CPM estimate (see tab 1). Note that CMPs are higher in peak Est. CPM 6.75 seasons (ca. +25% during OND). Cost & budgets to be verified in FB R&F Budget 90,972 tool by local agency Budget required 60,000 Booking Book on Reach & Frequency as sequenced buy. Booking Auction Campaign Objective Page Post Engagement Campaign Objective Website traffic Format Video, Canvas, Photo ads Format Carousel, link, offer ads Length 4 weeks Length 4 weeks as follow-up from phase 1. 8 weeks as standalone. Placement Facebook & Instagram Placement Facebook & Instagram Approach 2: Start with available budget to determine reach (Awareness campaign) or sales/traffic (performance campaign) AWARENESS (Catch) PERFORMANCE (Consideration/Close) Budget 90,972 Input budget Budget 90,972 Input budget CPM 3.61 Input CPM, see tab x, verify with local agency Est. CPM 6.75 Impressions 25,200,000 Est. Impressions 13,477,333 MS Is there any way to estimate unique reach on a campaign booked on auction? Weeks 4 Input length of campaign CPC 0.75 Frequeny per week 2 Input frequency per week CTR 0.90% Reach 3,150,000 Traffic 121,296 Clicks to eretailer website Audience 4,500,000 Input Audience size (see tab 1) CR on eretailer 5% Input conversion rate on eretailer Reach (% of Audience) 70% Target is 70% Est. Unit Sales 6,065 Booking Book on Reach & Frequency as sequenced buy. Booking Auction Campaign Objective Page Post Engagement Campaign Objective Website traffic Format Video, Canvas, Photo ads Format Carousel, link, offer ads Length 4 weeks Length 4 weeks as follow-up from phase 1. 8 weeks as standalone. Placement Facebook & Instagram Placement Facebook & Instagram 32