2017 WINNERS ACTIVATION PLAYBOOK

Transcription

1 2017 WINNERS ACTIVATION PLAYBOOK 1

2 HOW TO USE CONGRATULATIONS ON YOUR 2017 PRODUCT OF THE YEAR AWARD! You now have the exclusive rights to one of the most powerful consumer based credentialing programs to help you boost sales, distribution, awareness and team morale. NOW BEGINS THE IMPORTANT TASK OF PUTTING YOUR AWARD TO WORK. This document is a compilation of Best Practices for applying the Product of the Year logo across all communication touch points. We ve selected activation examples from US winners over the last 8 years. These examples are designed to inspire your activation planning and facilitate discussions on what an integrated activation plan can look like for leveraging your Product of the Year win. 2

3 CONTENTS 1. HOW TO USE THIS DOCUMENT? 2. ACTIVATION PRINCIPLES 3. ACTIVATION EXAMPLES BY MEDIA Press Release Print Television FSI Packaging In-Store / Display Digital Social Mobile Outdoor Trade Experiential Hispanic 3

4 ACTIVATION PRINCIPLES 1. ACTIVATE AT FIRST MOMENT OF TRUTH The at-a-glance and intuitive nature of the Product of the Year award makes it an effective credentialing device at point of purchase. 2. REFERENCE THE 40,000 Consumers respond to knowing that winning products have been voted on by shoppers like them. 44% of shoppers are likely to buy a product recommended by 40,000 consumers (TNS Research) 3. INTEGRATE INTO MESSAGE Most effective communication of the Product of the Year award is integrated within the brand message, not merely stand alone. 4. NOT MEANT FOR THE CORNER The Product of the Year logo was purposely designed and tested to pop and attract attention across all marketing environments. 5. EXTEND THE NEW Product of the Year is not only designed to strengthen the communication of new, but once the 6 month window of claiming new closes, the Product of the Year logo extends the perception of news for products in the market 4

5 PRESS RELEASE Prepare and release an announcement of the Product of the Year win for distribution on February 10th 2017 Emphasize the specifics of your product innovation and reference that Product of the Year is a consumer based award for innovation Use Brand Team quote to integrate other consumer related data/insights 5

6 PRINT Consider a dedicated execution highlighting the Product of the Year award Develop within the character of the brand 2016 Edgewell. Playtex and all other trademarks are owned or licensed by Edgewell. A PAD THAT STAYS COMFORTABLE. NO MATTER HOW HARD YOU PLAY. If a dedicated execution is not possible, note that several winners repurpose existing creative and simply tag" the Product of Year logo within body copy Winner in Feminine Care category. Survey of 40,000 people by TNS. Ultra Thin Pads from Playtex Sport have a Qwik-Dry Absorbent Core to keep you feeling fresh, and a FlexFit design to twist and turn with your body. Sport Level Protection, so you can Play On. GET A FREE SAMPLE AT PLAYTEXSPORT.COM/FREE, WHILE SUPPLIES LAST. 6

7 PRINT Adding copy like Voted #1 or Award-Winning while also referencing the number of consumers and the category is a driver in lifting consumer purchase interest 7

8 PRINT Develop an execution that allows the Product of the Year logo to pop and be noticed 8

9 TELEVISION A growing number of winners are developing dedicated TV spots to announce the Product of the Year win A dedicated message allows the spot to be executed as a :15 and within the character of the brand Most winners repurpose existing product launch spots, tagging the Product of the Year win as a :05 tag End frame should be both see / say of the award, referencing both name of category and # of consumers voting 9

10 FSI A dedicated FSI featuring the Product of the Year logo has proven to increase coupon redemption consideration by 24% Consider featuring Product of the Year in the headline, announcing the award Include category name and # of consumers 10

11 FSI Execute copy to announce the award in the context of the product innovation and within the character of the brand Highlight logo and Voted #1 copy with the number of consumers and category 11

12 PACKAGING Registering the Product of the Year logo on package has proven breakthrough on shelf and positively impacts purchase consideration Ensure greatest impact by placing logo in context of important product attribute information, product claims or dominant package features (i.e. lids / tops) The required # of consumers voting and category name can be referenced on back if packaging space is limited Logo treatment is highly dependent on available label real estate 12

13 PACKAGING Most effective activation on package includes a front and back execution of the Product of the Year logo. Back of package logo execution may contain more information of the Product of the Year award. Side of pack execution should also be a consideration depending on how product is shelved. 13

14 PACKAGING IRC NECK TAG The Product of the Year logo featured on IRC s and Neck tags is an effective device for further driving coupon redemption and overall purchase interest 14

15 PACKAGING Neck tags are a flexible and cost effective device for featuring the Product of the Year logo. It has proven helpful in driving coupon redemption, and overall purchase interest Neck tags can be expanded to provide more information of the Product of the Year award NECK TAG 15

16 IN-STORE DISPLAY Winners frequently feature Product of the Year logo on special displays Size of pack and available label realestate may require Product of the Year logo to be featured on display or product case rather than each individual package This is also common within some Club channels 16

17 2015 P&G vs. Tide Original *vs. leading competitor *vs. Tide Original *vs. Tide Original IN-STORE DISPLAY SHIPPER / DISPLAY HEADER VOTED #1 Product of the Year logo can be effectively incorporated on header cards for shippers / case displays Winner sensitivity pain relief category. Survey of 40,000 people by TNS SHELF DANGLER / VIOLATOR In-Store shelf violators and floor talkers also make effective devices to feature the Product of the Year FLOOR TALKER TIDE FEBREZE FRESHNESS Freshness lasts 3x longer! * TIDE ULTRA STAIN RELEASE Helps remove 99% of everyday stains! TIDE BLEACH ALTERNATIVE Whiter & brighter after one wash! * Winner Laundry Detergent Category. Survey of 40,000 people by TNS TIDE DOWNY 3-in-1 cleans, freshens, & softens! TIDE COLOR GAURD Keeps colors like new! * TIDE FEBREZE SPORT Deeper clean fights lingering * * odors! 17

18 IN-STORE /DISPLAY IN STORE / DIRECT MAIL CIRCULAR MAIN DISHES & SNACKS PIZZA NIGHT EACH Mama Cozzi s Pizza Kitchen Build-A-Pizza Kit Comes with sausage, pepperoni, vegetables and seasonings to create your own 12" pizza. 29 oz. Mama Cozzi s Pizza Kitchen 2-Pack Pizza Crusts With Sauce Thin or Original oz. 99 Stonemill Essentials Italian Seasoning 1.35 oz Happy Farms Shredded Mozzarella Cheese 16 oz Mama Cozzi s Pizza Kitchen Cheese Pizza 20 oz Mama Cozzi s Pizza Kitchen Sliced Pepperoni 6 oz EACH Happy Farms Shredded Italian or Taco Cheese 12 oz. AWARD WINNER 4.99 EACH Gluten Free Pepperoni or Cheese Pizza 10 oz Bremer Garlic Chicken or Alfredo Chicken Skillets 21 oz EACH Clancy s Traditional or Cheddar Party Mix 15 oz. Reggano Skillet Dinners Assorted varieties oz Mama Cozzi s Pizza Mama Cozzi s Kitchen Combo or Pizza Kitchen Kirkwood Chicken Nuggets 29 oz. Pepperoni Pizza Snacks 20 oz. Combination Bagel Pizzas 31.1 oz Clancy s Microwave Butter Popcorn 17.4 oz. TM 1.79 L oven Fresh Parmesan Romano or Garlic Herb Garlic Bread 10 oz EACH Appetitos Frozen Appetizers Assorted varieties oz. Savoritz Pita Crackers Garlic & Chive or Sea Salt. 5 oz. WAS Brookdale Chunk Chicken Breast 12.5 oz. 39 Cheese Club Macaroni and Cheese 7.25 oz EACH Little Salad Bar Hummus Assorted varieties. 10 oz Gluten Free Soft Baked Cookies Assorted varieties. 6 oz. Gluten Free Whole Grain or White Bread 12 oz. Gluten Free Chicken Breast Nuggets 16 oz. Use Product of the Year logo on promotional collateral Ensure that the logo is featured in the proper context of the winning product The Product of the Year logo breaks through clutter and crowded environments Survey of 40,000 people by TNS in the Convenience Meals Category. WAS Gluten Free Pretzel Sticks or Mini Twists 8 oz Gluten Free Rice Pasta & Cheddar 6 oz. Over 15 Gluten Free products in stores every day EACH Gluten Free Ravioli or Cheese Lasagna 9 oz EACH Gluten Free Mix Brownie, Baking Mix,Chocolate Chip Cookie or Yellow Cake oz EACH Gluten Free Multiseed Crackers Assorted varieties oz. Special Buys begin Wednesday, February i_ALD_ OUT OF STOCK CARD Out of Stock cards are an effective way to maintain credentialing 18

19 DIGITAL Headline copy in brand sites can creatively announce the win while also emphasizing benefit language FRESH TASTE WINS WE WON THE ALL-NATURAL WAY Provide dominant use of Product of the Year logo 19

20 DIGITAL Copy on site can link to additional pages dedicated to providing more information on the Product of the Year win Banners can also link to product pages and more info on the Product of the Year Program Prominent display of the logo is important 20

21 DIGITAL TNS DIGITAL SEGMENT TARGETING (DST) As part of your winner s research analysis and report, TNS identifies shoppers with high purchase interest TNS s Look-alike technology converts the high purchase interest research audience to an online advertising target 1. IDENTIFY AUDIENCE ENABLE TARGETING LAUNCH CAMPAIGN Growth segment iden:fied via survey Internet Behavior AD AD AD Look-alike model AD AD AD AD AD Purchase Behavior 1,000 survey respondents 10 million similar shoppers Custom targets available on media platforms through i-behavior 21

22 SOCIAL TWITTER Build up to the announcement of your Product of the Year win Integrate with Product of the Year social media activity, giving followers access to giveaways, etc PINTEREST BLOG 22

23 SOCIAL INSTAGRAM Integrate with Product of the Year social media activity, giving followers access to giveaways, etc FACEBOOK Engage followers on Awards Night using images captured at the Awards Show 23

24 SOCIAL Use the Product of the Year logo as a device to solicit Likes on Facebook The Product of the Year award can also generate consumer engagement by asking for their own review of the product 24

25 MOBILE Optimize Social & Digital Campaigns for Mobile 25

26 OUTDOOR Outdoor makes an effective media for announcing the Product of the Year award. The headline can be simple ( Winner ) and the Product of the Year logo communicates easily at-a-glance. 26

27 TRADE Product of the Year can be featured on Trade giveaways (i.e. collateral cube) within the context of other product innovation information Several winners announce their win in concert with their press release using a trade ad 27

28 TRADE Ad placement in the trade pubs typically generates added value editorial for the winning products Leverage your win at trade shows by incorporating the logo in your booth design. 28

29 EXPERIENTIAL For appropriate products, the Product of the Year logo can be effectively used in the context of product demos / experiential tactics. The award has demonstrated to lift engagement with these types of initiatives 29

30 HISPANIC Winners are encouraged to activate the Product of the Year logo to support their Hispanic efforts in the US Winners typically repurpose main market assets for Hispanic adaptations Product of the Year will provide an Hispanic version of the logo. All guidelines apply. HISPANIC TV 30