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Introducing South Africa’s most
engaging brands. Engager™ Benchmark Study - August 2011
It’s time to think differently
about the way in which we plan
and evaluate engaging
brand relationships
…is a research tool
to help evaluate the depth and
drivers of engagement with
your brands
• Engager™ provides a strategic and
measurement framework for evaluating
and developing effective engagement.
• It reflects all the new understanding about
how brands and communications work in
today’s world.
• It helps you understand how to deepen the
engagement people have with your brand
and gives you clear insight, direction and
strategies to enhance your brand
relationships and sales.
How it works
4
What it looks like
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There are 9 pillars that contribute
to the Brand Engagement
framework
Incorporating rational, emotional and
social building blocks, all critical to
contemporary brand engagement.
The EngagerTM
pillars
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Perceptions of the behaviour of
others and whether they are people
we feel close to
Familiarity and experience with
the brand; knowledge of products
/ services offered
Understanding of what
values the brand stands for
Belief about the truth of what the
brand says; promise delivery;
perceptions of the brand’s
selfishness vs. altruism
Emotional relevance with the
brand
An attitudinal predisposition to
choose the brand among
competitors
Strength of that predisposition
i.e. propensity to switch to
another brand for some reason,
or stick with pre-disposition
ACTIVE interaction with the
brand (beyond just buying it)
Degree to which the brand is
positively or negatively
recommended
EngagerTM
has been benchmarked
extensively:
• Over 300 brands
• From across the UK, US, China, Australia &
South Africa
• Covering more than 20 categories
• Amongst more than 10,000 people
EngagerTM
has been rigorously tested and evaluated
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So far...
Engager™ has been validated using sophisticated analytics, which have
proven a strong link between engagement, sales and profitability.
Engager™ is also significantly related to stock market expectations
(linking data from the 2009 Forbes Top 2000 company database ) and
clearly connects strong brand engagement with above average business
performance.
The top ten most
engaging brands in each of the
benchmark countries have been
identified so far.
SA EngagerTM
Benchmark Study 2011
1,400 in-home interviews were conducted across 7 major metropolitan
cities in South Africa, during the month of June 2011. The sample was
demographically representative of the metropolitan population.
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The survey included 100 brands that yielded more than 7000 brand
responses across the 9 EngagerTM
pillars.
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Top 10 South African Brands
EngagerTM
Score
12
Global average = 103
How does this compare to the global results?
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US UK
Google 122
Cadbury 118
Amazon 118
BBC 116
Facebook 116
M&S 114
SONY 113
Microsoft 110
Olympics 110
Dove 109
Ebay 124
Google 122
Amazon 122
Kraft Foods 120
Microsoft 118
Facebook 117
Coca-Cola 114
Pepsi 113
Yahoo! 113
Dove 112
Cadbury 124
Coke 117
Heinz 116
Woolworths 116
Coles 113
Campbells 112
Canon 112
McDonalds 111
Sony 111
Lindt 110
QQ 118
China Mobile 117
Nokia 116
Coke 116
Taobao 115
Microsoft 113
Pepsi 112
Baidu 111
Sprite 110
KFC 109
Australia China
Pick 'n Pay 134
Coca-Cola 132
Clover 127
KFC 126
Shoprite 126
Woolworths 124
Cadbury 123
Handy Andy 123
Nokia 123
Standard
Bank 123
South Africa
What makes our Top Brands
so successful at engaging
South Africans?
Three things our top brands all have in common
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Deep brand affinity
Strong brand advocacy
Deep-seated brand knowledge and
understanding
#1 Pick ‘n Pay:
Understanding what they do really well
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50
70
90
110
130
150Knowledge
Understanding
Integrity
Connection
CommitmentConviction
Participation
Advocacy
Sensing
Pick 'n Pay Global norm
conviction commitment
connection
understanding
knowledge
EngagerTM
Score: 134
#2 Coca-Cola:
Understanding what they do really well
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50
70
90
110
130
150Knowledge
Understanding
Integrity
Connection
CommitmentConviction
Participation
Advocacy
Sensing
Coca-cola Global norm
conviction commitment
connection
advocacy
sensing
#3 Clover:
Understanding what they do really well
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50
70
90
110
130
150Knowledge
Understanding
Integrity
Connection
CommitmentConviction
Participation
Advocacy
Sensing
Clover Global norm
conviction commitment
connection
understanding
Advocacy
EngagerTM
Score: 127
5 things we have learnt about South
Africans and the way in which they
engage with brands
South African brands dominate the Most Engaging list - 8 out of
the Top 20 are proudly local
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SA brands in the Top 20
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134
127
126
124
123
121
120
119
Relative to all other markets
we have many more local
brands in our Top 20
We are proudly South African
in this sense but we often hide
our ‘South African-ness’ in the
pursuit of emulating global
trends. Our Engager TM results
prove that the opposite is true
- brands that take on a South
African mantra are likely to
build greater engagement.
Take Action: Find ‘ownable’
South African rhetoric that
talks to a universal emotional
need.
South Africans love shopping
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…and it’s driven by physical stores, relative to the other
benchmark countries where e-commerce is more prevalent
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Pick ‘n Pay
Shoprite
Woolworths
Woolworths
Coles
Amazon
M&S
eBay
Amazon
Taobao
Understanding the customer journey -
how different segments make
decisions, the influencers of those
decisions & drivers of engagement -
is a critical component for future
success.
Then we can plan where we need to
be and when, with what tools, offers
or experience to engage the shopper
Take Action: Ensure you are
engaging your shoppers at critical
moments of truth, with the right
influencers.
Digital doesn’t do it in SA (yet)
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There are no digital brands in SA Top 10, and only 1 tech brand
makes it… much like Australia
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US UK
Google 1
Amazon 3
Facebook 5
Sony 7
Microsoft 8
Ebay 1
Google 2
Amazon 3
Microsoft 5
Facebook 6
Cannon 7
Sony 9
QQ 1
Nokia 3
Taobao 5
Microsoft 6
Baidu 8
Australia
China
Nokia 9
South Africa
In SA, most digital brands
have not yet forged
relationships beyond
functional participation –
limited understanding &
connection with these
brands is evident across
the board.
Take Action: Tremendous
opportunity for off-line
brands to utilise the power
of participation through
tech, to enhance brand
participation. Brands like
Clover, Handy Andy &
Kellogg’s are already
experimenting.
We are the only country where banking features amongst the
most engaging brands
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Standard Bank has
successfully built a well-
rounded brand that engages
consumers effectively – using
a combination of digital &
offline engagement
approaches to demonstrate
customer centricity
Looking at the success of Standard Bank –
a well-balanced brand footprint
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70
80
90
100
110
120
130
140Knowledge
Understanding
Integrity
Connection
CommitmentConviction
Participation
Advocacy
Sensing
Standard Bank FNB Absa Nedbank Capitec
conviction
integrity
commitment
advocacy
knowledge
Standard Bank #10
As a house-proud nation, home care is important and reflected in
the brands we engage with
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Unilever dominates the product brands in that South Africans
engage with most…with 4 in the Top 20
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Although often premium to the
mainstream alternatives, tried &
trusted brands have truly entrenched
their place in the home – with often
very diverse uses, well beyond the
intended. A reflection of the trust &
deeply emotional bond that
consumers from all backgrounds have
with these brands & others like them.
Take Action: Increasing active brand
participation through the use of digital
apps, will only serve to increase brand
engagement.
Tapping into marketing thematics that
demonstrate concrete goal
achievement will further resonate.
70
80
90
100
110
120
130
140Knowledge
Understanding
Integrity
Connection
CommitmentConviction
Participation
Advocacy
Sensing
Unilever Omo Sunlight Handy Andy
conviction commitment
knowledge
• There’s still value in building provenance and local market nuances into your
communication – we need to celebrate our unique identity, rather than always
looking to global trends to shape our thinking
• Even in relatively low involvement categories, brands have the ability to build
deeply engaging consumer relationships - this can go a long way to driving
preference, over and above the generic functional deliverables
• Digital brands still have a way to go in building engagement with SA
consumers – although it is expected that as consumers become more accustomed
to the digital world through participatory channels from offline brands, this will
change… and probably in the not too distant future
• 360 degree Shopper marketing is going to become even more important in
building brand engagement, as the access & choice consumers have expands into
the online world
In summary, some of our key learnings have been…
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Looking to the future
• EngagerTM
stretches well beyond the research realm – enabling thinking
and planning for brands of the future
• EngagerTM
can help us answer strategic questions such as:
– Where to focus your marketing efforts to achieve the maximum impact
with your consumers at a rational, emotional and social level
– What kind of conversations are needed to build and support engaging
brand relationships
– How to equip your consumers to positively influence others
Strategic planning & implementation
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Key questions to be asking yourself…
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Are you able to turn emotional
relationships into meaningful ones?
With the gap in social dimensions of brand
engagement in SA, how will your brand take
advantage of this?
Do you know which barriers to raise to
protect or where to focus your efforts to
grow your brand equity?
Thank you for your time…
If you would like to know what EngagerTM
can do
for your brand, or explore the results of our
benchmark study in more detail, we’d love to chat.