Branding Focus Group Research

Transcription

1 Branding Focus Group Research July 2012 Missouri Division of Tourism Prepared by Denise Miller

2 Background & Objectives The Missouri Division of Tourism has embarked on the process of developing a new brand for the state. This is critical as research has shown that familiarity and awareness correlate with interest in visiting, and Missouri needs to increase the level of familiarity and awareness among consumers. The Division has utilized a number of brand positions and taglines over the past 20 years, but due to the plethora of images, activities and popular destinations in the state it remains that one strong hook is difficult to determine. The goal of the branding process is to identify a position and then create the branding to communicate that position in a way that will increase awareness, familiarity and interest in visiting the state. The ideal brand will also create a point of differentiation for Missouri compared to its competitive set. Initial research was conducted to provide input into the brand development. The focus group phase of the research is designed to provide consumer feedback on several brand platforms, taglines and logos that were developed for consideration. This research will feed the creation of actual branding and advertising concepts. 2

3 Methodology This focus group research was qualitative and involved a series of group discussions. This type of research is a good opportunity to explore concepts in their initial form, so that consumers can provide unstructured feedback and information. This effort consisted of eight focus group discussions in four cities, with a total of 81 participants: City Date Number of Participants St. Louis, MO June 14, Oklahoma City, OK June 25, Little Rock, AR June 26, Chicago, IL June 27, The focus group sessions were recorded and these recordings will be forwarded separately. The following is a summary of the key findings from the group discussions. 3

4 Overview The groups involved testing three overall positioning statements, eight different potential taglines that were related to the three positions, and 22 different logos. The report is organized as follows: Overview of the Market Review of the three brand platforms Timeless, Discovery & Variety Review of Taglines and Logos under the Timeless Platform Exit Here Classic Missouri Review of the Taglines and Logos under the Discovery Platform Find Your MO Explorers Welcome Review of the Taglines and Logos under the Variety Platform Enjoy the Show More to Show So Much to Show You The Vacation State Conclusions 4

5 Market Overview This research was focused on exploring the elements of the new brand, but as part of those discussions a key element was the existing image of the state. Most of the focus group participants simply reinforced the image information that has been learned from quantitative research. But, it provides a useful context for consideration of the taglines and logos and consumers reactions to them. One of the reasons for developing the branding initiative was the need to cultivate a brand with a succinct message that does an even better job of educating Missouri s target audiences about all Missouri has to offer. The whole idea is to increase the interest in visiting. The focus groups participants clearly expressed their need for broader, statewide information about Missouri. Even those who indicated that they had visited regularly tended to mostly have information about one or two places in the state, but could have used more information on the breadth and depth of what the state has to offer overall. Another challenge is that many consumers have images of specific destinations in Missouri and this sometimes overshadows a broader image of the whole state : The depth of awareness of assorted, in-state destinations often varies by geography and proximity. For example, respondents in Little Rock were very familiar with Branson, while those in Chicago were more familiar with St. Louis. 5

6 Market Overview Participants seemed to have a large amount of information about St. Louis, Branson and Kansas City, but needed to be better informed about the other areas of the state in order to peak their travel interest. There is a perception that outside of Missouri s major metropolitan areas, Missouri is totally rural. Consumers need to be made more aware of what would appeal to prospective visitors throughout Missouri. One issue seems to be that they have access to natural beauty either in their own state or areas closer by than Missouri. The result is that they do not look to Missouri to provide that access. It is notable that we found the groups focusing on the major areas which can color their overall judgment of Missouri. For example: Branson had a lot of familiarity among our groups. Those that loved Branson, clearly enjoy visiting there but some are not big fans. Positive or negative, those opinions transfer to the whole of Missouri. This is again an opportunity to better inform travelers of the wide range of travel options in and around the entire state. St. Louis is generally viewed in a positive manner that appeals as a good place to take kids with lots of attractions and many of them are free. Better promotion is needed, however, to establish St. Louis as an exciting metropolitan city. Kansas City had a pretty low profile in our chosen focus group markets as it was mentioned much less than Branson and St. Louis. There is a need to develop more reasons for a visit. Particularly in Little Rock and OK City, we found that respondents thought Kansas City was in Kansas. However, as the conversation would continue, many would REMEMBER a trip they had taken to Missouri but not until the conversation reminded them. 6

7 Market Overview Advertising Recall in the focus group markets: From our prior research we know the overall recall of our advertising campaigns in these particular markets, based on showing consumers the actual ads that ran, right after the campaign airs: Little Rock 69% recall an ad Oklahoma City 58% recall an ad Chicago 52% recall an ad St. Louis 29% recall an ad (campaign includes limited in-state advertising) While our group participants (without aided recall) indicated they did not recall state advertising as well as indicated above, they did recall some destination ads. It is worth noting their Missouri destinations ad recall. Branson has generated fairly strong awareness in both Oklahoma City and Little Rock where they have concentrated a good many gross rating points for their campaigns. St. Louis also has generated good recall in Chicago where, again, they concentrate a good deal of their ad dollars. 7

8 Market Overview A perceptual mapping exercise was used to explore consumers image of Missouri, as well as reactions to the idea of positioning the state as more exciting and full of character. The group participants tended to agree with our quantitative study, placing Missouri firmly in the quadrant of Down on the Farm/Middle America/Boring rather than near the desired position of more toward the Urban/Sophisticated side of the map. Since we knew this perception going in, it was much more important in these groups to determine if it was even possible to move toward the more positive perception. Good news! As they learned more about the state, they were willing to be convinced. In other words, we can get there from here! 8

9 Brand Platforms As noted, three distinct brand platforms were reviewed: Timeless Discovery Variety For each platform, consumers reviewed a short description of the idea. They were asked to react to the overall platform, as well as to specific ideas/words/themes. The following has the statement shown with highlighted words and phrases that consumers found to be negative, positive or simply inconsequential followed by an overview of the reactions to each of the statements. Finally, a sampling of verbatim comments both positive and negative are provided for each statement. 9

10 Timeless Consumers reacted to the position statement and indicated words that were appealing (bold orange), words that were negative (small type and blue) words that did not make much of an impression (gray). We don t call things classic because they re old. We call them classic because they re timeless. That s Missouri. A time-honored tradition that will never go out of style as long as there are travelers looking to escape the daily routine. Conveniently located within a day s drive from half the country, Missouri is just different enough to feel new, and just familiar enough to put you at ease. That makes the perfect place to reconnect with your fellow travelers and yourself. 10

11 Timeless This statement was the least appealing among the three, and generally less appealing across all the groups. While the statement indicates that something isn t a classic because it s old, people generally have a strong belief that classic means old. In addition the connotations relate to things that are not exciting and not that appealing. Words like time-honored and tradition were not appealing and did not position the state as exciting, lively or full of character. The strongest positive reactions related to the statement that Missouri is conveniently located within a day s drive. People want a convenient and close destination, so this part of the statement was appealing. Also, those who did react positively to this statement were usually older and more interested in history. 11

12 Timeless Positive Comments The following comments are a sampling of positive statements consumers made about this position: I can get away from the routine, from everyday work, with or without family I like conveniently located; it s close enough for a weekend Weekend I could drive there to make it the perfect place to reconnect restaurants, BBQ Relax, go to some peaceful place, find yourself or whoever you go with Escape, take me away Appealing to family that could just pack the car, convenience Love being able to see countryside when travel Far enough to feel new and close enough to be familiar 12

13 Timeless Negative Comments The following comments are a sampling of negative statements consumers made about this position: Trying to convince me they re not old Church retreat History makes me think of East Coast, classic American history Tradition = Model T, not what I want on a vacation Retirement community (like in Dirty Dancing ) Do we want to go to a timeless, classic place for vacation? No Makes it sound like a second-rate vacation, like you can t afford a real vacation so you have to go somewhere you can drive to. Cracker Barrel. Boring I can get this right here at home; I don t have to go to Missouri to get this Didn t make me want to go get in the car Classic is a strange word for a travel destination; it implies quality of some sort that has stood the test of time; but these aren t words you use to describe a travel destination If you want to get away for a little shot of history, but if I m on vacation or want to relax I want to be pampered, and this sounds old fashioned 13

14 Discovery Consumers reacted to the position statement and indicated words that were appealing (bold orange), and words that did not make much of an impression (gray). Just below Missouri s familiar surrounding lies an uncharted frontier not unlike the one Lewis & Clark explored more than 200 years ago. That s because everywhere you go in Missouri holds the promise of a greater adventure an adventure you can make as exciting or relaxing as you want. Big cities. Small towns. Museums. Campgrounds. Live music. What you see and do while you re here is your call. Just enjoy yourself. The Show-Me State won t disappoint. 14

15 Discovery This position was the most appealing overall, in large part because it highlights the most diverse set of options including cities, towns, culture and outdoors. People reacted very positively to the idea that they can personalize their experience and make it as exciting or relaxing as they want. People also liked the idea of being able to discover what Missouri has to offer. With the low level of awareness by some consumers of Missouri s attractions, the idea of discovery piques their curiosity. The references to Lewis & Clark received mixed reactions. For some, this reminded them that Missouri had some historical sites and attractions and that was appealing. For others, this made Missouri seem less exciting, and more of a place to go for history. 15

16 Discovery Positive Comments The following comments are a sampling of positive statements consumers made about this position: More realistic than variety More to offer, more anticipation Feels more personal you choose what you want to do Moves closer to the exciting factor Fits with Show Me State A relaxing and exciting place Sounds like a good time big city and relaxed A lot of options; makes me more interested; gave me some ideas This shows variety and variety is good; it s your choice of activities I like this one the best; a place I want to go Piques your curiosity Makes you wonder what is there Feels like you can personalize your experience 16

17 Discovery Negative Comments The following comments are a sampling of negative statements consumers made about this position: More to do than originally thought but you could say that for any state I m not really interested in Lewis & Clark I don t like campgrounds, but the rest seems interesting The beginning made it sound rustic, but then the other things listed are really interesting 17

18 Variety Consumers reacted to the position statement and indicated words that were appealing (bold orange), words that were negative (small type and blue) words that did not make much of an impression (gray). Unlike some vacation destinations that you only visit once, like Mt. Rushmore or Niagara Falls, Missouri is built for repeat business. That s because there s so many different Missouri experiences. Some come for the history, others the outdoors. Families seek us out because it s kid-friendly. It s all about variety. You can keep coming back here year after year and never have the same vacation twice. 18

19 Variety This statement generally resonated with consumers, and promoting the idea of so many different Missouri experiences was appealing This statement, coupled with featuring the idea that you could come back year after year and never have the same vacation, helped create curiosity and make people want to know more. As noted, people do not generally have any depth of information about what to do in Missouri, so this statement gets them to question their level of knowledge and they want to know what they are missing. One element of variety that people noted was missing was the more urban elements, but they like the mentions of history, outdoors and being kidfriendly. Consumers reacted negatively to the comparison to other attractions and the phrase repeat business as it made them think of traveling to the state for business. Many also felt this position didn t differentiate Missouri from other states. 19

20 Variety Positive Comments The following comments are a sampling of positive statements consumers made about this position: It makes me think that if we were to go there with the whole family, we could all find something to do I like the last sentence, not in a rush I think it makes it feel exciting, kid-friendly I think it makes it so it s someplace I could go with the kids or without the kids Fits with what we think about Missouri I like the idea of variety; I m think of doing multiple things in one trip Raises my expectations of Missouri; I want to see what is there Great advertisement for someone traveling alone, hard to believe I like that they mention history I forgot that there were historical things to see in Missouri 20

21 Variety Negative Comments The following comments are a sampling of negative statements consumers made about this position: Trying too hard, used car salesman feeling Why mention other places; makes me want to go there Feels arrogant; puts me off as though they are bashing other states I can t think of a state that doesn t fit this; doesn t distinguish wouldn t make me get in the car and fill up the tank Can t please everyone It is not a vacation oasis I go back to Mt. Rushmore all the time I don t know why they d call it a place to go only once I don t like the word business does that mean they want me to go there for business? 21

22 Brand Platforms Summary More than the reactions to the specific brand platforms, it is important to identify the key messages that resonated across audiences. These messages should be considered in developing the new brand executions: Variety: People reacted positively to wording that highlighted a variety of options and lots of different things to do. A list of options provided a sense of variety and generally people then assumed there was more to do. Personalization: This was the most popular theme. People want to be able to pick and choose and put together the trip that appeals to their specific range of interests and those of their travel companions Convenience: There were many comments about having a destination that is convenient and isn t too far away. This is especially appealing to those with children, but this was generally appealing. 22

23 Taglines Within the three brand positions, a total of eight taglines were tested. Seven taglines initially were used, but an eighth was added for the two Chicago groups. After each position was discussed, consumers were then asked to react to the associated taglines. Participants rated each tagline when they first saw it and before there was any discussion. They rated each in terms of its appeal, its fit with Missouri, and its ability to differentiate Missouri from other leisure travel destinations. The respondents then looked at logo options for the taglines, and finally were asked to again evaluate each line based on their favored logo/tagline combination. The following summarizes the findings for each of the taglines and logos. 23

24 Timeless Taglines Two taglines were tested as part of the Timeless theme: Exit Here Classic Missouri Reactions to the Exit Here line were quite interesting. The initial reaction was the least positive of any of the lines tested. But this line was tested with a variation of the existing Missouri logo, and the logo had a very positive impact. In fact, this logo improved the ratings for Exit Here more than any other tagline/logo combination. The initial reactions to Classic Missouri were slightly negative, but again the addition of the logo had a positive impact. 24

25 Exit Here This line generated universal negative reactions when first introduced. Most people either thought the line was telling them to leave the state, or it generated negative images of highway rest stops or tourist traps trying to get people to stop along the way. As a result, the initial ratings were well below average in every category. The logo tested with this tagline was a variation At first glance Exit Here Index of the existing logo which has been in use for Appeal Fit several years. Several people seemed to Differentiate recognize the logo, or feel it looked familiar. With logo Exit Here Index Appeal Fit Differentiate The sense of familiarity, along with the message of the logo, made this tagline more appealing. The logo made it clearer that the idea was that there were a lot of places in the state to exit for interesting experiences. Even with the positive support from the logo, this combo only receives average ratings. 25

26 Exit Here Logo As noted, the logo tested with this tagline was a variation of the existing logo which has been in use for several years. People felt that this logo conveyed a different message for Exit Here rather than telling you to leave the state, this logo showed that traveling to Missouri would be like traveling toward sunshine, or traveling toward happiness. There was a sense of familiarity with this logo, and people liked the idea of using the double S to portray a road. This also fit with the tagline and the idea of discovering what the state has to offer. As noted, with this logo reaction to the tagline was much more positive. At the same time, this logo was tested with the So Much to Show You tagline in the Chicago market and it was not viewed in a positive manner. While this logo supports the discovery theme and a tagline linked to it, when it is attached to the variety theme it does not work. 26

27 Classic Missouri The initial reactions to this tagline were somewhat mixed. Many people indicated that classic denoted old-fashioned or out-of-date. This tended to appeal to people who liked history or antiques, but did not appeal generally. For many this line fit with their view of Missouri, but not necessarily in a positive way. It tended to say that Missouri was middle-america and boring. At first glance Classic Missouri Index Appeal Fit Differentiate With logo Classic Missouri Index Appeal Fit Differentiate There were three logo treatments tested with this line, but only one that gained significant traction. (Shown on next page.) With the addition of the logo, this line performs above average across the board and is appealing, fits with consumers image of the state, and provides a sense of differentiation. 27

28 Classic Missouri Logos Three logos were tested for Classic Missouri. Preferred Logo The logo helped generate a more positive response to this tagline and created a stronger appeal, fit and sense of differentiation. Category Change in Score Appeal 0.76 Fit 0.55 Differentiate

29 Classic Missouri Logos Initial reactions to the Classic Missouri tagline indicated that it sounded old, focused on history and was not very exciting. But when consumers viewed the logo they were much more positive about the tagline and how it could be used to promote the state. For many this logo had an old-fashioned feel, but it spoke to fun they could see it on a riverboat, or at Branson, or even at a spa. The feeling from the logo was more whimsical and fun versus the line on its own. This logo seemed to capitalize on the feeling of vintage and celebrating the state s heritage rather than simply its history. This logo has movement, which shows excitement. The font was viewed as more classy. 29

30 Classic Missouri Logos This logo confused people, and didn t fit their concept of a logo. Most imagined it as a tag on clothing an old pair of jeans or a shirt. But that didn t say classic to them; it just communicated old. In addition, the connection with clothing was not exciting and didn t seem related to travel. There also was a disconnect between the tag, which looked old and worn, and the font, which was very ornate. The immediate reaction to this logo was that it was a car emblem or perhaps a beer label. For consumers this was another disconnect, and it didn t fit with promoting a state as a travel destination. The word classic also seemed somewhat lost, and therefore some of the impact and meaning of this logo was not clearly communicated. 30

31 Discovery Taglines Two taglines were tested as part of the discovery theme: Find Your MO Explorers Welcome Explorers Welcome was the favored tagline for this grouping, although in Chicago there was strong support for Find Your MO. In fact, Explorers Welcome was the line that received the strongest support across all of the groups, and it received the highest consumer ratings. The following summarizes the reactions to the two lines and the logos tested with each one. 31

32 Find Your MO The ratings for Find Your MO indicate that it was about average in appeal, but a significant number of respondents didn t feel it fit with Missouri. It was above average in its ability to differentiate the state. In part the lack of fit was due to its inability to differentiate and portray the state in a slightly unexpected way. The key strengths of this tagline were that it was viewed as more sophisticated and catchy than the others. The Chicago audience was much more positive about this line. Those who were negative didn t see the connection to Missouri and focused on MO as modus operandi. Also, some felt that having to find your experiences was too much work. Some also felt this tagline was corny or cheesy, although that was not always a negative. At first glance Find Your MO Index Appeal Fit Differentiate With logo Find Your MO Index Appeal Fit Differentiate For this tagline, the logo treatments did not have a strong positive impact, and the line indexes lower compared to the other lines with logos. If this line is considered for future use, a new logo treatment would be necessary. 32

33 Find Your MO Logos Two logos were tested with Find Your MO: Preferred Logo The logo had a positive impact on the ratings for the appeal of this tagline, but little impact on fit or differentiation. The impact was less than for other tagline/logo combinations. Category Change in Score Appeal 0.27 Fit 0.05 Differentiate

34 Find Your MO Logos Reaction to this logo generally was not as positive as reaction to the tagline itself. Many people indicated that they wouldn t recognize this as MO it looked like an M or MJ. As a result, they couldn t easily associate it with Find Your MO. Respondents did feel that including the word Missouri helped them better understand that Find Your MO related to the state. This logo treatment was viewed as more sophisticated than many of the others, and that didn t fit with their expectations from Find Your MO. The tagline was viewed as clever, hip and younger in feel, but the logo did not fit with those attributes. Of the two logos that were tested for Find Your MO, this was the one preferred by most of the respondents. 34

35 Find Your MO Logos Again, this logo treatment did not improve reactions to the tagline, and many people felt this logo treatment didn t fit with the line. The compass and the font make this logo feel more old fashioned, while the line was viewed as more hip and modern. The clash of these two aspects detracted from the appeal of this logo. Several people suggested that this logo would actually fit better with the Explorers Welcome tagline. 35

36 Explorers Welcome This line tested the best among the eight under consideration, and its scores suggest that it is an appealing line that fits with consumers image of the state. It does not do as strong a job in differentiating Missouri from other states, but even in this category it beats all other lines. The strengths of this line are both the word explore and welcome. People like the idea of exploring, and it reinforces the idea of finding new and unexpected options. This highlights that there is probably more to Missouri than they knew. Some thought exploring sounded like work but for most it was an appealing image. And everyone likes to be welcomed. This tagline suggested a positive travel experience. At first glance Explorers Welcome Index Appeal Fit Differentiate With logo Explorers Welcome Index Appeal Fit Differentiate There were several logo options used with this execution, and with the right logo this tagline performs very strongly. In fact, this tagline showed one of the strongest improvements in terms of the comparison of the two ratings. With this rating scale, the goal would be a score of 3.5 or higher, and this line exceeds that goal in every category. Additionally, as the indices show, this line out-performs any of the other lines tested. 36

37 Explorers Welcome Logos Four logos were tested with Explorers Welcome, although not all of them were tested in all markets. Preferred Logo This logo had a strong positive impact on response to the tagline, especially in terms of appeal. Category Change in Score Appeal 0.86 Fit 0.50 Differentiate

38 Explorers Welcome Logos Among the logos tested for Explorers Welcome, this was the overwhelming favorite. The appeal of this logo was the fact that it gave consumers the feel of the Missouri landscape some saw hills, others rivers, but most everyone was able to picture an appealing landscape. Consumers also liked the idea that the o in Missouri represented the sun, which further emphasized the idea of a landscape. A few people indicated that the font and script treatment caused them to see the words Miss Our rather than Missouri. There were also a few people who felt that the font for explorers welcome was too modern to go with the Missouri font treatment. 38

39 Explorers Welcome Logos This logo definitely had a more old-fashioned feel than the others associated with Explorers Welcome. People said they could see it on the side of a riverboat or wagon, or maybe at a tavern or saloon. Several indicated that the feel of this logo was more 1800s and that fit with the explorer theme. But the feel of this logo did not generate excitement or persuade people that Missouri was more lively and full of character. Some liked the starburst, but generally it was not appealing. Some felt it was trying to give a feeling of excitement that was less than believable. Several mentioned that it felt like this logo was trying too hard. The flow of the type was positive and augmented the feel of excitement. This type face also generated comments that it looked like Mis Sour rather than Missouri. 39

40 Explorers Welcome Logos The reactions to this logo were not very positive. People tended to be very literal and felt that the logo was telling them to visit a specific place in Missouri where X marks the spot. Having the outline of the state was not seen as a positive most people didn t find it interesting. This font and treatment did not generate excitement and did not support the Explorers Welcome theme. This logo was tested only in Chicago to explore the brand equity in the logo and whether that was driving the positive impact of the logo with the Exit Here tagline. It was not viewed as positively with this line. Consumers didn t see the fit as strongly with this line, and therefore the logo did not have the same positive impact. Of the three groups in the out-of-state markets, the recall of Missouri s ads in Chicago is somewhat lower generally, (as measured in the ad effectiveness research) and therefore there was less brand equity/recognition of this logo. 40

41 Variety Taglines Four taglines were tested as part of the variety theme: Enjoy the Show More to Show The Vacation State So Much to Show You (only in Chicago) There was a great deal of discussion and mixed reaction around the three lines that included the word show and some difference when it was being used as a noun or a verb. While generally some people in each group knew that Missouri was the Show-Me state, this did not seem to be common knowledge among these groups. When people knew the connection, they made a stronger identification with the slogans using that word especially as a verb. Reactions to Enjoy the Show tended to be much more literal with people thinking about theater performances or shows they could see. In some markets this led immediately to Branson, while in Chicago there was much less immediate connection to Branson. 41

42 Variety Taglines Respondents did not have a negative reaction generally to More to Show, but there was a general feeling that it wasn t very distinctive or exciting. Most felt that any state could claim to have more to show. In response to the discussion about Enjoy the Show and More to Show, a third option was added in Chicago. So Much to Show You was a tagline that Hoffman Lewis had tested earlier in considering potential taglines and it received positive consumer response, in the earlier testing. The response to The Vacation State tended to be negative as this was not a believable statement for most people. People are fairly limited in the states that they consider a potential vacation state and these tend to be traditional favorites such as Florida or California. 42

43 Enjoy the Show This line conveys a clear message and is appealing to consumers. For many it fits with their image of Missouri, as it is strongly linked to Branson. In addition, because it links to Branson it provides a point of differentiation for the state. People did tend to take the line literally and think about entertainment, nightlife and actual shows. They tried to relate this to other parts of the state, but were less successful. This line tends to limit consideration to Branson and the two major metropolitan areas. At first glance Enjoy the Show Index Appeal Fit Differentiate With logo Enjoy the Show Index Appeal Fit Differentiate Using this statement with a logo increased its appeal, although there was not agreement on which logo worked best. The options that were appealing all reinforced the idea that this was promoting entertainment rather than other aspects of the state such as outdoors, family-friendly, etc. As a result, the appeal of the line was somewhat dependent upon the type of experience people wanted when traveling. 43

44 Enjoy the Show Logos Four logos were tested with Enjoy the Show. For this tagline there was not a favored logo each of these logos was favored in at least one group. Reactions varied, in large part due to how the reactions to this tagline varied. Consumers rated the tagline based on the logo they liked best. While that varied by group, linking the line with a strong logo had a positive impact in all dimensions. Category Change in Score Appeal 0.83 Fit 0.51 Differentiate

45 Enjoy the Show Logos This logo paired with Enjoy the Show did the best job of expanding the idea of show to be more than live entertainment. The logo suggests the river, or an old time scroll and those are appealing images. It incorporates the image of the state in a subtle way that many found appealing. The flow of the logo was also interesting and generated a sense of fun. In most groups this logo did not get a positive reaction. The font caused many people to see Miss Sour and there was confusion over the use of the I and the placement of the state. But one group did choose this as their favored logo and did get a sense of excitement and enjoyment from this combination. 45

46 Enjoy the Show Logos These two logos were strong among people who associated Enjoy the Show with Branson and actual shows. In both cases, these logos evoke the excitement of the theater either through the bright lights of the marquee or through the ticket. While this can be an appealing image for some people, it is limiting. People don t associate these logo/tagline combinations with the variety that the state has to offer. Rather these combinations reinforce one aspect of the state performances. 46

47 More to Show This tagline was viewed in a less specific light than Enjoy the Show, but it also evoked a less positive reaction. This statement is less linked to Branson, and allows people to consider the state in a broader context. The word more is somewhat positive, but not specific. More is better but not necessarily good enough. This line has the same level of appeal as Enjoy the Show, fits a bit less with Missouri, but creates a bit more of a sense of differentiation. At first glance More to Show Index Appeal Fit Differentiate With logo More to Show Index Appeal Fit Differentiate With this statement, the logos tested had a positive impact, but not as much as some of the other tagline/logo combinations. As a result, with the logo the line is comparatively about the same (the index compared to other lines doesn t change). 47

48 More to Show Logos Three logos were tested with More to Show: Preferred logo This logo had some positive impact on response to the tagline, across all three dimensions. Category Change in Score Appeal 0.44 Fit 0.26 Differentiate

49 More to Show Logos Of the three logos tested with More to Show, this was the favored option. There were a wide variety of reactions to this logo. Some felt it popped or added a sense of sparkle and entertainment and that added a sense of excitement about Missouri. Some felt it portrayed fireworks or even sunshine and these were positive associations with travel. For others, the feel was more old-fashioned, such as something they would see on the side of a riverboat or casino. There was significant discussion about the font for the m and the last i. Some people liked the look of these letters and felt they brought some distinction of appeal to the logo. But others were very negative about these letters. This logo seemed to generate some strong reactions mostly positive, but some much more negative. The message/feeling associated with this combinations seemed to differ quite a bit and not be as consistent as other combinations that were tested. 49

50 More to Show Logos There were few positive reactions to this logo. Several people said it hurt their eyes. Common reactions were that it reminded them of the BP logo, or a spirograph drawing. It did not elevate the tagline in any way. This logo was one of the options that used the letter I as an exclamation point for the state. In each case, consumers were confused by this execution and did not find a sense of excitement or fun with this treatment of the state name. 50

51 So Much to Show You This line was added for the last two groups (Chicago) and therefore the evaluation is limited. Initial reactions show high scores especially in terms of the appeal. In fact, this was the highest initial score for appeal, although other statements had higher scores for fit and differentiation. The appeal of this line was that it was personalized and it felt welcoming and easy. It conveyed the feeling that people would find what they were looking for and that the state would make it easy. At first glance So Much to Show You Index Appeal Fit Differentiate With logo So Much to Show You Index Appeal Fit Differentiate Unfortunately, the logo that was used for the testing was not appealing and the results with the logo were quite low. If the right logo were combined with this tagline, it would seem to offer the promise of the strongest performance. But as this was only tested in one market and without the right logo, it is difficult to judge its ultimate appeal. 51

52 So Much to Show You Logo The tagline So Much to Show You was only tested in Chicago, and therefore only a single logo was tested. This logo negatively impacted consumers reactions to the tagline. The logo doesn t incorporate any of the elements that created interest and suggested the fun and excitement of travel. A similar logo was used with the Enjoy the Show tagline, and while it got a positive response in one market, it was not strong in other markets. These results make it challenging to evaluate the performance of this tagline compared to the others tested. Category Change in Score Appeal Fit Differentiate

53 The Vacation State Reactions to this line varied from outright laughter to limited interest. The challenge with this line is that those more familiar with the state tended to be less positive about it. If they were unfamiliar they were more open to consideration but this line sets a very high expectation. For some a vacation is a longer trip and it is to a more unique or exotic location. Others think of all leisure trips as some type of vacation. But few easily associate Missouri with THE state that offers a vacation. At first glance The Vacation State Index Appeal Fit Differentiate With logo The Vacation State Index Appeal Fit Differentiate In addition to the line being somewhat difficult for people to accept, the logo treatment did not enhance its impact. Some of the negative reactions were pretty specific, and an effort was made to change the logo slightly for the Chicago groups, but the ratings did not improve. 53

54 The Vacation State Logos Four logos were tested with The Vacation State, although not all of them were tested in all markets. Preferred logo None of the logos resonated strongly with consumers, and the result was a slight decline in the ratings for the tagline/logo combo. Category Change in Score Appeal Fit Differentiate

55 The Vacation State Logos The logo that received the strongest positive comments incorporated the sun as the o in Missouri and suggested the sun rising/setting and the horizon. Overall the response to this logo was fair, although some of the problems seemed related to the tagline versus the logo. Some people had problems with this logo because the use of the graphic split the state name and made it hard for them to see Missouri. One issue that was raised was that the sun in the initial version looked more like a saw blade. To address this, another version was used in the Chicago groups. But there was a sense that this logo resembled something they were familiar with and that created a sense that it was not new or interesting. As noted, this logo did not enhance response to the tagline. 55

56 The Vacation State Logos Consumers had a problem with this logo because it looked as if Missouri was being misspelled. A few people in each group would understand the concept of the letter I as an exclamation point, but most people were just confused. As a result, rather than generating excitement, this logo further diminished reactions to the tagline. Reactions to this logo centered on the match between the logo/font and the tagline. When this treatment was coupled with the tagline Enjoy the Show, it worked but consumers didn t feel it fit with The Vacation State. Most felt this had an old-fashioned flair and would be seen on the side of a theater or a riverboat. 56

57 Conclusions The focus groups confirmed the basic hypotheses from the quantitative research Missouri is currently viewed as Down on the Farm/Middle America-Boring. The ideal is near the top of the map Character/Excitement and near the center (between Down on the Farm and Urban/Sophisticated). Thus, if Missouri can achieve this position it will be significantly more appealing to consumers. While the participants did not have a lot of information about what the state has to offer overall, that is a better place to start than if there was a bad image or if there were past, bad experiences to overcome. Their image was based on what they ve heard rather than any, personal negative experiences. However, despite being initially skeptical of the Character/Excitement and the Urban/Sophisticated positions, they showed a willingness to be convinced. In terms of a brand platform, the best option should highlight the variety of the state and include the idea of personalization. This had the greatest appeal across groups and is a good option for showcasing the variety of options and experiences the state has to offer. Consumers also reacted positively to the idea of discovering what the state has to offer and being pleasantly surprised. Convenience was a secondary theme that was also appealing to consumers. 57

58 Conclusions The following table is a summary of the ratings for the eight taglines, using indices. This compares the ratings for each one to the overall average. A score of 100 is average, so a score of 110 is 10% higher than the average. This quickly shows the stronger and weaker taglines. Explorers Welcome was the strongest overall, although So Much to Show You got the highest rating for appeal although this was only in the Chicago market. The other two lines to use some variation of show Enjoy the Show and More to Show both were significantly above average. Four of the taglines were not rated well Find Your MO, Exit Here, Classic Missouri and The Vacation State. Of course, as will be shown when the tagline/logo combo ratings are reviewed, the execution makes a big difference. These four should not be considered unless the execution can significantly elevate the statement. The Vacation State So Much to Show You* Find Your Explorers Classic Enjoy the More to Taglines Only Mo Welcome Exit Here Missouri Show Show Appeal Fit Differentiate * Caution should be used when looking at the ratings for this tagline since this line was only tested in the Chicago focus groups 58

59 Conclusions The impact of the executions is reinforced when the ratings of the tagline/logo combinations is reviewed. Explorers Welcome excels, highlighting the strengths of a good fit between logo and tagline. Enjoy the Show pulls ahead, while More to Show and So Much to Show You fared less well in execution. In fact, So Much to Show You went from having some of the highest scores to having the lowest. The Classic Missouri line is elevated by the logo and scores above average. The Vacation State So Much to Show You Find Your Explorers Classic Enjoy the More to Tagline/Logo Mo Welcome Exit Here Missouri Show Show Appeal Fit Differentiate

60 Conclusions The logos that consumers found appealing were able to suggest the product, as well as create a feeling about the state. Consumers liked the Explorers Welcome logo because it suggested the hills and rivers of the state and helped create an image of more scenic beauty. The More to Show logo created a sense of excitement and brought to mind entertainment generally shows, but other types as well. Both the More to Show and Classic Missouri logos suggested riverboats, casinos and other entertainment. The reactions to the Exit Here logo would indicate that this logo has two advantages. First, by showing the roads and the sun, it focuses on travel and a positive experience. Again, this logo is able to suggest product, which is appealing. But it also seems clear that part of the appeal is due to brand equity that exists with this logo. A number of consumers felt this logo was familiar and had positive associations. 60

61 Conclusions The goal of this research was to provide input into the creative process of brand development. The goal was not to select a tagline and logo, but to provide insight into the messages, ideas and graphics that generate appeal. However, we can t ignore the tagline and logo findings. The clear winner in this research was Explorers Welcome. But in part it was the fact that this tagline was paired with a strong logo that created the advantage. The message is also appealing, but it is not clear the Missouri can own this position. Of course, the execution will drive how much this can be developed to create a unique brand. The use of show in some way has the potential to be unique to Missouri, as the Show Me State. At the same time, awareness of the state motto is not necessarily widespread. For many the use of show especially as a noun, is more likely to bring to mind Branson than the tie to the Show Me state. If Missouri wants to use show to create a unique position, it is not clear that the right version of a tagline was tested. Enjoy the Show tested the best, but this doesn t convey the variety and personalization that seem to be the most appealing and impactful messages. More to Show could address these issues, but it was deemed as fairly weak for a tagline. And the appeal of So Much to Show You is unclear, especially as it did not work with the logo that was tested. Again, execution will be the key to elevating either More to Show or So Much to Show You to unique and meaningful brand positions and campaigns. Either offers strong potential, given the right logo and advertising to back it up. 61

62 Screening Instrument Moderator s Discussion Outline APPENDIX 62

63 Screening Instrument 63

64 Moderator s Discussion Outline 64

65 Moderator s Discussion Outline 65