Gridiron obama visual image testing

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Last Play Tied game, just a few days on the clock

Transcript of Gridiron obama visual image testing

Page 1: Gridiron obama visual image testing

Last PlayTied game, just a few days on the clockLast PlayTied game, just a few days on the clock

Page 2: Gridiron obama visual image testing

16 days left in the game: we are tied, and the playbook is limited16 days left in the game: we are tied, and the playbook is limited

TV

Doors

Phones

Mail

Internet

The playbook:

No capacity

Volunteers

tapped

Congested

?

There’s the game…. how do we talk to them?

?????

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You can still get mail and internet ads to people, but...You can still get mail and internet ads to people, but...

What Hook?

Which graphics?

Which

facts?

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.. how do we know if our design will make a connection?

The Obama presidency

has failed!The Obama presidency

has failed!

This is not what America signed up for!

This is not what America signed up for!

Are you better off than

you were four years

ago?

Are you better off than

you were four years

ago?

America can’t afford four more years!

America can’t afford four more years!

This is not what we HOPEd

for…This is not what we HOPEd

for…

Fact Check:

Fact Check:

Obamacare FinesObamacare Fines

$494 billion Tax Increase$494 billion Tax Increase

One—term ObamaOne—term Obama

Obama’s Economic PlanObama’s Economic Plan

National Debt IncreaseNational Debt Increase

You Didn’t Build ThatYou Didn’t Build That

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Has the sure thing.Has the sure thing.

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In early October, Gridiron worked with Vlytics to design the winning play In early October, Gridiron worked with Vlytics to design the winning play

We assembled a panel We assembled every message, photo, and hook line out there

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And then… we had our target audience put all of our ideas to the test.

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Targeted people…-Light leaners & pure undecideds

..in the targeted battlegrounds-OH, FL, VA, NV, CO, WI…

The Obama presidency has failed!

The Obama presidency has failed!

This is not what America signed up for!

This is not what America signed up for!

Are you better off

than you were four

years ago?

Are you better off

than you were four

years ago?

America can’t afford four more years!

America can’t afford four more years!

This is not what we

HOPEd for…This is not what we

HOPEd for…

Fact Check:

Fact Check:

Obamacare FinesObamacare Fines

$494 billion Tax Increase$494 billion Tax Increase

One—term ObamaOne—term Obama

Obama’s Economic PlanObama’s Economic Plan

National Debt IncreaseNational Debt Increase

You Didn’t Build ThatYou Didn’t Build That

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Using a scientific choice-driven process, we had our undecideds test-run all possible designs…Using a scientific choice-driven process, we had our undecideds test-run all possible designs…

Each of our participants was asked to choose

between pairs of designs they found most likely to change opinion against

Barack Obama

Across all our participants and all of their choices: all of our taglines, photos, and

fact sets were tested….

Pair-choice 4

Pair-choice 3

Pair-choice 2

Pair-choice 1

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… and their choices resulted in final designs and groups of preferences within the undecided pool.… and their choices resulted in final designs and groups of preferences within the undecided pool.

…as our panelists choose their preferences, between pairs, they were helping us determine winning traits from all the possible tags, photos,

and facts we showed them….

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2

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….and as more panelists helped them refine their choices, we arrived at the best designs

for various clusters of undecided voters

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The result: we can provide you the best design to appeal to your undecided universeThe result: we can provide you the best design to appeal to your undecided universe

•Four major groups of distinct preferences in design emerged, representing 4 groups of opinion within the undecided voter pool

•The major opinion groups vary in size-Group 1 and its design preferences represented 29% of the undecided pool-Group 2 and its design preferences represented 29% of the undecided pool-Group 3 and its design preferences represented 22% of the undecided pool-Group 4 and its design preferences represented 18% of the undecided pool

•A design that appeals to one group does not necessarily appeal to

the other

•With more information about your target undecideds, we can help

you select the design that appeals to the maximum number of

undecideds

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If you want maximum impact, we can launch a battery of pieces to appeal to more undecideds.If you want maximum impact, we can launch a battery of pieces to appeal to more undecideds.

% of undecided universe that design appeals to:

29%

29%

22%

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+

80% of undecideds received an appealing design=

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Only a few days left in the game…. Only a few days left in the game….

Chris [email protected]

Austin [email protected]

It’s time to make a

call.

It’s time to make a

call.