Canadian Marketing To Do Be excited that great marketing is going to - - PowerPoint PPT Presentation

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Canadian Marketing To Do Be excited that great marketing is going to - - PowerPoint PPT Presentation

Aug 16, 2022 291 likes •1.11k views

Canadian Marketing To Do Be excited that great marketing is going to turn the economy around Create a COVID understanding plan using a horizon model Understand the changing emotions of your customers Where you run your media

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Canadian Marketing To Do

  • Be excited that great marketing is going to turn the economy

around

  • Create a COVID understanding plan using a horizon model
  • Understand the changing emotions of your customers
  • Where you run your media matters now more than ever, put it in

the right place – Hotspex can help

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As an innovation powerhouse we’ve been building brands & and driving client impact for nearly 20 years

INNO INNOVATIV IVE - Voted the #1 Most Innovative Insights Firm in North America 3 years in a row by clients GL GLOBAL – 5 offices worldwide (Toronto, New York, Chicago, Tel Aviv and London) AW AWAR ARD WINNING - CMA 2018 Gold Medal for YouTube Creative Storytelling (and others) IN IN DEMAND ND - 15 of the top 20 global advertisers and the world’s largest brands work with Hotspex. TR TRUSTE TED – Google-Certified Partner CU CUTTING EDGE – Emotional mapping technology 2

Hotspex is focused on creating brand building impact

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“95% “95% of de deci cisi sion n making ng ha happens s sub subcon

  • nsc

sciousl

  • usly”
  • Dr
  • Dr. Da

Daniel Kahn hneman, No Nobel Pric rice Win inner r and au author Thinki nking ng Fas ast and and Sl Slow We know that emotions matter

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What are feelings?

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Apple deploys their purpose across all touchpoints with Emotion = +90% share of profits

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Translating brands into the map

Love Surprise Delight Connection
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  • Dr. Dan Young
____________________________________________________

30 Year P&G Veteran Ph.D. Cognitive Psychology Designed our Emotional Measurement Tool Kit

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Data is collected through surveys Implicitly and Explicitly

Apple
  • r
Negative Apple
  • r
Positive
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How people feel about Apple

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Covid-19

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General Mills

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Shoppers Drug Mart

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Canada COVID-19 Tracker

Weeks 9-10: June 1 – 14 2020

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SLIDE 25 25 Emotions in Green / Red on map are significantly higher / lower versus last week (May 25
  • 31). Emotions in Black are
called out for interest. Disappointed (50%) Dissatisfied (40%) Irritated (47%) Uncomfortable (46%) Frustrated (39%) Bored (39%) Unhappy (21%, -15%) Confused (36%) Mixed feelings (29%) Can't relate (30%) Upset (26%) Disliking (36%, -12%) Disgusted (11%, -9%) Impatient (16%, -10%)

Heading back to normal

Canada – Emotions Experienced from COVID-19 Weeks 9-10 (June 1-14 2020)
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SLIDE 26 26 Q100: Who would you say is to blame for the seriousness of the Coronavirus / COVID-19 in your country?, Base: (A) April 27 - May 3 (n=107), (B) May 4 - 10 (n=106), (C) May 11 - 18 (n=106), (D) May 19 - 24 (n=106), (E) May 25 - 31 (n=106), (F) June 1 - 14 (n=107) Blame for Seriousness

Blame Game

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Trinity Bellwoods

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SLIDE 30 30 Canada: Concerns by Week 37% 44% 52% 39% 39% 50% 41% 42% 32% 15% 9% 23% 14% 16% 18% 11% 8% 18% 0% 10% 20% 30% 40% 50% 60% (A) April 6 - 12 (B) April 13 - 19 (C) April 20 - 26 (D) April 27 - May 3 (E) May 4 - 10 (F) May 11 - 18 (G) May 19 - 24 (H) May 25 - 31 (I) June 1 - 14 % B3B Very negative Canadian Economy Health/Safety Q17: On a scale of 1-10 where 1 means “extremely negative” and 10 means “extremely positive”. How do you feel about the following?, Base: (A) April 6 - 12 (n=110), (B) April 13 - 19 (n=107), (C) April 20 - 26 (n=106), (D) April 27 - May 3 (n=107), (E) May 4 - 10 (n=106), (F) May 11 - 18 (n=106), (G) May 19 - 24 (n=106), (H) May 25 - 31 (n=106), (I) June 1 - 14 (n=107)

Concerns

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71% of Canadians would report their employer for violating COVID-19 Opening and Operating Rules

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SLIDE 32 32 Canada: Work from home Sentiment Q24: How are you finding working from home? (among those who said they are working from home at Q23), Base: (A) April 6 - 12 (n=43), (B) April 13 - 19 (n=42), (C) April 20 - 26 (n=35), (D) April 27 - May 3 (n=41), (E) May 4 - 10 (n=38), (F) May 11 - 18 (n=37), (G) May 19 - 24 (n=24), (H) May 25 - 31 (n=34), (I) June 1 - 14 (n=43)

WFH … Here to Stay?

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69% of New Yorkers are planning to move out of it if possible

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What are the new need states?

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Money Before and After Covid-19

  • 24%
  • 25%
  • 25%
  • 20%
  • 17%
  • 16%
  • 15%
25% 28% 37% 36% 40% 39% 44%
  • 30%
  • 20%
  • 10%
0% 10% 20% 30% 40% 50% Use of fin tech companies Use of investment advisors Use of actual cash Investing Saving for retirement Giving to charity Saving for rainy day Planned Behaviour Change Post Covid-19 N = 1,250 Canadians June 15th

More Less

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We need great ads now more than ever

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2019 Global Ad and Promotional Spend Over USD$1 Trillion Total reach of 5 billion people

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60% of our economy is consumer spending (not saving)

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SLIDE 41 41 Emotions in Green / Red on map are significantly higher / lower versus last week (May 25
  • 31). Emotions in Black are
called out for interest. Interested (45%)

People want to feel their core emotions

Canada – Emotions Desired from Advertising Weeks 9-10 (June 1-14 2020); N=107 Pleasure (39%) Entertained (37%) Liking (36%) Warm (43%) Comforted (37%) Satisfied (45%) Trust (47%) Safe (33%) Respect (31%) A connection (49%) Self-confident (40%) Informed (46%) Optimistic (34%) Inspired (44%)
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SLIDE 42 Traditional Honest Down-to-earth Good Practical Sincere Influential Pretentious Show-off Trendy Popular Cool 42 Irritated (67%) Disappointed (64%) Dissatisfied (58%) Uncomfortable (58%) Disliking (55%) Frustrated (54%) Disbelief (48%) Bored (46%) Confused (43%) Worried (41%) Unhappy (40%) Mixed feelings (35%) Can't relate (33%) Interested (31%) Stressed (29%) Unsure (29%) Helpless (29%) Depressed (27%) Upset (27%) Self-confident (26%) A connection (23%) Emotions feeling as a result of COVID-19 APPLE IS NOT AN ANTIDOTE HP IS AN ANTIDOTE

AMERICA IS IN AGONY. HP IS AN ANTIDOTE

  • utpaces
  • utpaces
N=250 each brand, May 21, 2020 Hotspex COVID Tracker
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The World has changed

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40% want to see CEOs tweet support at the very minimum 45% want brands to make ads as Nike has with “Don’t Do It” 51% want to see meaningful donations to Black Lives Matter related causes

61% would stop using their “fave” brand if they didn’t see any action such as the above

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+250,000 views

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N=45 CEOs

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Q: What is the biggest

  • pportunity for your brand(s)
  • ver the next 12 months?
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WASHING

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DIRTY

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SO_P

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Let’s try again…

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SPOON

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CHICKEN

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SO_P

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6 8

Context changes perception

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Ads should align with content to increase brand building

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How Google Understands Content

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We translated the Brand Building Map into a Contextual Matching Engine working with Google

7 Billion Videos

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Hotspex Targeting Layers on your existing targeting

People-Based Targeting Mood-Based Contextual Targeting for Right Time

I.E. People that in market for banking, cereal, fast food, etc.

TO DRIVE Sales Brand Power Margin Expansion Value

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Significant Increase in media metrics

Message Association Ad Recall Brand Relevance Consideration

+ + + + +

View Rate

All proxies for sales/profit increase

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Brand Perception Lifts

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Case Study - Bringing RBCxMusic to Life on YouTube

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Case Study - Bringing RBCxMusic to Life on YouTube

6 second bumpers Targeted at the right people At the right time Google and Hotspex Magic

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SLIDE 77 Gold at the Canadian Marketing Award’s 2018

19% lift in Cognitive Media Targeting vs. Control

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Give them what they want

The agony Be the cure in your creative and media placements ACA MEMBER OFFER: Your first media targeting package at no charge from your friends @Hotpsex

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Canadian Marketing To Do

  • Be excited that great marketing is going to turn the economy

around

  • Create a COVID understanding plan using a horizon model
  • Understand the changing emotions of your customers
  • Where you run your media matters now more than ever, put it in

the right place – Hotspex can help

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Gifts from Hotspex and the ACA

  • Free Cognitive Media Targeting Package for 1 ad
  • An emotional heatmap of your brand
  • $25 Door Dash (lunch!)
  • The full Hotspex Covid-19 Tracker

Email me shane.skillen@hotspex.com