#1

8 LEARNINGS FROM SCIENTISTS IN THE FIELD OF COMMUNICATIONS

#2

On September 9th, Energize visited the SWOCC Symposium 2014 at 'de Rode Hoed' in Amsterdam. During this day leading scientists in the fields of marketing and communication presented their latest insights. This slideshow contains a brief summary of the most interesting finds.

Please note that most research studies are not [yet] available for public use. If you are interested in reading the studies please contact SWOCC.

http://www.swocc.nl/

SWOCC, a foundation for Scientific Research in Commercial Communication, was founded in 1995 by Giep Franzen (founder of advertising agency FHV/BBDO). The goal of SWOCC is to increase the applicability of scientific knowledge to the field of communication, by making it accessible to communication professionals.

#3

AIRING A TV COMMERCIAL DURING A MAJOR SPORTING EVENT IS NOT EFFECTIVE. YOUR AD WILL NOT BE DISTINCTIVE.However, your ad can be effective if you air it two weeks after the sporting event.

1. WHEN TO ADVERTISE DURING SPORTING EVENTS

#4

WHEN PURCHASING HEDONIC PRODUCTS, THE ETHNICITY OF A SALESPERSON MATTERS TO FIRST GENERATION ETHNIC MINORITIES .

This applies less to ethnic minority groups of the second generation.

!

!

2. HOW TO SUCCESSFULLY USE SALESPERSONS WITH AN ETHNIC BACKGROUND

#5

BEING TRANSPARANT ABOUT YOUR PRODUCTS LEADS TO A POSITIVE EVALUATION OF YOUR BRAND.

If telling the truth means that you have to convey negative information, that’s okay. But don’t tell truths that people don’t like. Transparent communication from the brand itself provides higher impact than any other consumer review.

3. THE BENEFITS OF BEING TRANSPARANT ABOUT YOUR PRODUCT:

#6

BRANDS THAT HELP CONSUMERS ACHIEVE POSITIVE GOALS SHOULD PARTNER WITH CHARITIES THAT AIM TO ACHIEVE POSITIVE GOALS.

For example, brands with a focus on prevention should work with charities that also aim to prevent something. Illogical combinations between brands and charity organizations causes distrust.

4. HOW TO MATCH YOUR BRAND TO THE RIGHT KIND OF CHARITABLE ORGANISATION:

#7

USE AN ATYPICAL PACKAGING TO EMPHASIZE A UNIQUE FEATURE OR CLAIM ABOUT YOUR PRODUCT YOU WANT PEOPLE TO REMEMBER.

If you do not have a specific productclaim, use a familiar packaging. Atypical packaging stand out, but make consumers more critical.

5. HOW TO USE PACKAGING TO STAND OUT

#8

REAL-TIME VISIBILITY OF EXPENSES WHILE SHOPPING AT THE SUPERMARKET INCREASES THE PURCHASING BEHAVIOR OF CUSTOMERS ON A TIGHT BUDGET.

This does not apply to customers that do not have a tight budget: they actually become more economic.

6. FOR BRANDS THAT ARE LOOKING INTO CONSUMER INSIGHTS ABOUT SHOPPING:

#9

SUBTLY PLACING A BRAND INSIDE A SLIGHTLY NEGATIVE SCENE ON TELEVISION HAS NO HARMFUL EFFECTS ON THE BRAND.Further research should determine whether this also applies to very negative scenes.

7. HOW TO SUCCESSFULLY PLACE PRODUCTS IN SITCOMS:

#10

LETTING READERS OF A BLOG KNOW WHEN A POST OR CONTENT IS SPONSORED, RESULTS IN BETTER BRAND RECALL AND BRAND RECOGNITION. Also the attitude against the blog and the brand remains the same when using these kinds of notifications.

8. FOR BRANDS THAT WANT TO ADVERTISE ON BLOGS

#11

Presenters/Authors:

#1 Maarten Gijsenberg #2 Anne-Sophie Lenoir#3 Joris Demmers#4 Guido Berens#5 Koert van Ittersum#6 Iris van Ooijen#7 Annemarie Wennekers #8 Sanne Reusch

!

Please note that most research studies are not [yet] available for public use. If you are interested in reading the studies please contact SWOCC.

http://www.swocc.nl/

This presentation is a very short summery of outcomes. Please contact SWOCC for more info about the research papers www.swocc.nl