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Searching for the holy grail of Media INTRODUCING THE MEDIA PATH TO PERSUASION Brad Searching for the holy grail of Media INTRODUCING THE MEDIA PATH TO PERSUASION Brad Aigner, Managing Director, Freshly Ground Insights

About Brad Aigner • • Founder Freshly Ground Insights (Pty) Ltd Managing Director at About Brad Aigner • • Founder Freshly Ground Insights (Pty) Ltd Managing Director at Universal Mc. Cann South Africa Media Director at Starcom South Africa Sales & Marketing Director at BDFM Publishers Media Director – Net#work Advertising Started out at Natal Newspapers, as a Media Analyst Has worked with brands across various categories, including: Coca-Cola SA; Nissan SA; Nestle’ (Africa); Investec; L’Oreal SA; Telkom; Virgin Atlantic; Microsoft; National Brands

I know that half of my advertising worked…I just do not know which half I know that half of my advertising worked…I just do not know which half

G IN D EA H Media Path 2 Persuasion Research Method • A qualitative, G IN D EA H Media Path 2 Persuasion Research Method • A qualitative, electronic (MAPI) data collection method • A national study – – Wave 1 = 1, 000 interviews (June 2011) Wave 2 = 1, 300 interviews (November 2011) Wave 3 = 1, 200 interviews (December 2012) Wave 4 = 1, 000 interviews (April 2013) • Samples representative of category consumer profiles • 21 product categories

Methodology • FGI utilised a random stratified sample design to draw the “Path to Methodology • FGI utilised a random stratified sample design to draw the “Path to Persuasion” data. For each of the product categories selected, a sample of +- 200 respondents was drawn in order to yield reliable results within a 7% margin of error (at the 95% confidence interval level). ill spondents w 0 re base of 4, 50 used AMPSrto refine ta • For each nt P 2 P dacategory, we argin of er or of curre product am The ults to within our sample le res (through quota lcontrols) to be in profile el. ield reliab y e interva lev line at the 95 consumer nc with the % confide profile in the category. 2% • The current P 2 P database of 4, 500 respondents will yield reliable results to within a margin of error of 2% at the 95% confidence interval level. • The scope of the sample design was urban/periurban focused and quota controlled on LSM 4 -10 consumers.

Wave 1: 1. Banks 2. Cellular networks 3. Automotive 4. Retail - Grocery 5. Wave 1: 1. Banks 2. Cellular networks 3. Automotive 4. Retail - Grocery 5. Pharmaceutical Wave 2: 6. Fast Food 7. Gambling 8. Learning instits. 9. Skin care 10. Washing powder 11. Furniture

Wave 3: 12. e. Commerce 13. Beer 14. S/T Insurance 15. Retail – Clothing Wave 3: 12. e. Commerce 13. Beer 14. S/T Insurance 15. Retail – Clothing 16. Cellular (update) 17. Banking (update) Wave 4: 18. Parts & Access. 19. Passenger Cars 20. Petroleum 21. Tyres

“When you want to buy something, what information do you need to make a “When you want to buy something, what information do you need to make a decision? ”

1. 2. 3. 4. 5. 6. 7. INTRODUCE ENTERTAIN EDUCATE (EXPLAIN) INFORM COMPARE PERSUADE 1. 2. 3. 4. 5. 6. 7. INTRODUCE ENTERTAIN EDUCATE (EXPLAIN) INFORM COMPARE PERSUADE AFFIRM (RETAIN)

The P 2 P and the 5 languages of love The P 2 P and the 5 languages of love

Why do men not like to ask for directions? Why do men never read Why do men not like to ask for directions? Why do men never read the instructions?

Because they never want to listen! 1000% 900% 800% All Media 700% 600% 500% Because they never want to listen! 1000% 900% 800% All Media 700% 600% 500% 400% 300% 200% 100% 0% Introduce Entertain Educate Inform Compare Source: The information type most often looked for by men when buying something. P 2 P Wave 1 -4 2011 -2013 N = 4, 500 Persuade Retain

Wanna know Why… “Honey, I saved us so much money today…I saw shoes on Wanna know Why… “Honey, I saved us so much money today…I saw shoes on sale for less 50%, so I bought myself two pairs…”

Because women like to be “persuaded” 1000% 900% 800% 700% 600% All Media 500% Because women like to be “persuaded” 1000% 900% 800% 700% 600% All Media 500% 400% 300% 200% 100% 0% Introduce Entertain Educate Inform Compare Source: The information type most often looked for by women when buying something. P 2 P Wave 1 -4 2011 -2013 N = 4, 500 Persuade Retain

1000% Men don’t like to listen & women like to be “persuaded” 900% Men 1000% Men don’t like to listen & women like to be “persuaded” 900% Men 800% 700% 600% Women 500% 400% 300% 200% 100% 0% Introduce Entertain Educate Inform Compare Source: The information type most often looked for by women when buying something. P 2 P Wave 1 -4 2011 -2013 N = 4, 500 Persuade Retain

Media Path 2 Communication Persuasion Consumer Path Behaviour to Purchase Drives Introduction Awareness Entertainment Media Path 2 Communication Persuasion Consumer Path Behaviour to Purchase Drives Introduction Awareness Entertainment Education Interest Information Comparison Persuasion Retain Consideration Reject Try Switch Refer Retain

“Knowing what information you need, where do you find it? “Knowing what information you need, where do you find it?

“Consumers have become conditioned to know where to find the information they need” “Consumers have become conditioned to know where to find the information they need”

Wave 1: 1. Television 2. Radio 3. Outdoor billboards 4. Newspapers 5. Magazines 6. Wave 1: 1. Television 2. Radio 3. Outdoor billboards 4. Newspapers 5. Magazines 6. Cinema 7. Internet Wave 2: 1. Radio 2. Newspapers 3. Magazines 4. Television 5. Loose inserts (in newspapers) 6. Cinema 7. Internet 8. Local newspapers (delivered) 9. Word of mouth 10. Mobile phone 11. Advertising in shopping centres 12. Outdoor billboards 13. Advertising on store shelves 14. Taxi or Bus advertising

Wave 3 & 4: 1. 2. 3. 4. 5. 6. 7. 8. Radio Newspapers Wave 3 & 4: 1. 2. 3. 4. 5. 6. 7. 8. Radio Newspapers Magazines Television Loose inserts (in newspapers) Cinema The Internet (PC or laptop) Electronic billboards (in shopping centres/airports) 9. Washroom advertising 10. Local newspapers (delivered) 11. Word of mouth 12. Product demonstrations 13. Loose inserts (in post box) 14. The Internet (mobile phone) 15. Advertising in shopping centres 16. Articles that you read (publicity) 17. Social media 18. Outdoor billboards 19. SMS or email (mobile phone) 20. Advertising on store shelves 21. Taxi or Bus advertising

Every media channel plays all seven information delivery roles to some extent… Every media channel plays all seven information delivery roles to some extent…

Affirm Persuasion Comparison Information Education Entertainment Introduction Affirm Persuasion Comparison Information Education Entertainment Introduction

IMPORTANCE OF CHANNEL ROLE OF CHANNEL Television Newspapers Internet s Magazine Cinema FGI P IMPORTANCE OF CHANNEL ROLE OF CHANNEL Television Newspapers Internet s Magazine Cinema FGI P 2 P study 2010 Wave 1 All categories, total sample n = 1, 110 Radio Billboards

80% 70% How do MEN use information to buy motor vehicles? 60% 50% 40% 80% 70% How do MEN use information to buy motor vehicles? 60% 50% 40% 30% 20% 10% 0% Introduce Entertain Educate Inform -10% Source: Passenger vehicles (new) – P 2 P Wave 4 April 2013 N = 203 Compare Persuade Retain

Optimise Introduce & Entertain information 100% Radio 90% MEN & CARS 80% 70% 60% Optimise Introduce & Entertain information 100% Radio 90% MEN & CARS 80% 70% 60% Television 50% 40% 30% 20% 10% 0% Introduce Entertain Educate Inform Source: Passenger vehicles (new) – P 2 P Wave 4 April 2013 N = 203 Compare Persuade Retain

Optimise Educate & Inform information 100% Radio 90% MEN & CARS 80% 70% Newspapers Optimise Educate & Inform information 100% Radio 90% MEN & CARS 80% 70% Newspapers 60% Television Magazines 50% 40% 30% 20% 10% 0% Introduce Entertain Educate Inform Source: Passenger vehicles (new) – P 2 P Wave 4 April 2013 N = 203 Compare Persuade Retain

Optimise Compare & Persuade information 100% Radio 90% MEN & CARS 80% 70% Newspapers Optimise Compare & Persuade information 100% Radio 90% MEN & CARS 80% 70% Newspapers 60% Demo’s Television Magazines 50% 40% 30% 20% 10% 0% Introduce Entertain Educate Inform Source: Passenger vehicles (new) – P 2 P Wave 4 April 2013 N = 203 Compare Persuade Retain

Optimise Retain/Affirm information 100% Radio 90% MEN & CARS 80% 70% Newspapers 60% Demo’s Optimise Retain/Affirm information 100% Radio 90% MEN & CARS 80% 70% Newspapers 60% Demo’s Television Magazines 50% 40% 30% Word Of Mouth 20% 10% Internet Social Media 0% Introduce Entertain Educate Inform Source: Passenger vehicles (new) – P 2 P Wave 4 April 2013 N = 203 Compare Persuade Retain

Optimising Media Mixes Generally, the goal of advertisers should be to utilise media mixes Optimising Media Mixes Generally, the goal of advertisers should be to utilise media mixes where each channel in the mix plays a clear and positively differentiated information delivery role.

140% How do WOMEN use information to buy Tyres? 120% Television 100% 80% 60% 140% How do WOMEN use information to buy Tyres? 120% Television 100% 80% 60% 40% 20% 0% Introduce Entertain Educate Source: Tyres – P 2 P Wave 4 April 2013 N = 200 Inform Compare Persuade Retain

Media Synergy WOMEN and Tyres? 160% 140% 120% 100% 80% 60% 40% 20% 0% Media Synergy WOMEN and Tyres? 160% 140% 120% 100% 80% 60% 40% 20% 0% Introduce Entertain Educate Inform Compare Persuade Retain

Media Synergy FGI, Media Path to Persuasion, 2011 -2013 N = 4, 536 de Media Synergy FGI, Media Path to Persuasion, 2011 -2013 N = 4, 536 de ua rs Pe C om fo pa rm re Non Broadcast Media In e Ed uc at in rta te En In t ro du ce Broadcast Media

140% How do WOMEN use information to buy Tyres? 120% Television 100% 80% Newspapers 140% How do WOMEN use information to buy Tyres? 120% Television 100% 80% Newspapers Magazines Radio 60% 40% 20% 0% Introduce Entertain Educate Source: Tyres – P 2 P Wave 4 April 2013 N = 200 Inform Compare Persuade Retain

140% How do WOMEN use information to buy Tyres? 120% Television 100% 80% Newspapers 140% How do WOMEN use information to buy Tyres? 120% Television 100% 80% Newspapers Magazines Radio 60% 40% 20% 0% Introduce Entertain Educate Source: Tyres – P 2 P Wave 4 April 2013 N = 200 Inform Compare Persuade Retain

140% How do WOMEN use information to buy Tyres? 120% 100% In-store 80% 60% 140% How do WOMEN use information to buy Tyres? 120% 100% In-store 80% 60% Word of Mouth Inserts Publicity 40% Demo’s 20% 0% Introduce Entertain Educate Source: Tyres – P 2 P Wave 4 April 2013 N = 200 Inform Compare Persuade Retain

Aah, that makes sense… 140% 120% 100% 80% 60% 40% 20% 0% Introduce Entertain Aah, that makes sense… 140% 120% 100% 80% 60% 40% 20% 0% Introduce Entertain Educate Source: Tyres – P 2 P Wave 4 April 2013 N = 200 Inform Compare Persuade Retain

Thank You ! Brad Aigner brada@fgi. co. za Thank You ! Brad Aigner [email protected] co. za