Organized by - QUAL360

March 24-26, 2015 Crowne Plaza Midtown

Atlanta

Organized by

Wednesday, April 1, 2015

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Working with Heineken

Using 360 real-time consumer data to drive experience led marketing for Heineken

Nathan Evans and Catherine Rickwood

Qual360 2015



<Source and Base>

2

Experience Based Marketing


<Source and Base>

3

How do you distribute your marketing investment?

TVOOHDigitalPrinted mediaEtc.Etc.Etc.

How do ‘people’ experience your brand?


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.cedar-rapids.org/government/departments/police/_layouts/mobile/dispform.aspx?List%253D62cf74f9-3aad-4eea-b56b-1b8ccdde0ec3%2526View%253D5fdcbbc0-9bbd-44a5-a406-2d8fb76c0e31%2526ID%253D27&ei=XCQMVf_EO-HfsATyloKQDQ&bvm=bv.88528373,d.cWc&psig=AFQjCNFWjBZJHAshLJevU40l7ThVytvaUw&ust=1426945495574663

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.cedar-rapids.org/government/departments/police/_layouts/mobile/dispform.aspx?List%253D62cf74f9-3aad-4eea-b56b-1b8ccdde0ec3%2526View%253D5fdcbbc0-9bbd-44a5-a406-2d8fb76c0e31%2526ID%253D27&ei=XCQMVf_EO-HfsATyloKQDQ&bvm=bv.88528373,d.cWc&psig=AFQjCNFWjBZJHAshLJevU40l7ThVytvaUw&ust=1426945495574663

<Source and Base>

4

Experience Based MarketingRequires a fusion of quantitative learning and


<Source and Base>

Getting to the what and why

5

Survey

•Assoc. with occasions

•Preference to order on/off premise

•Brand attitude

Real-time feedback

Diary

Survey

•Assoc. with occasions

•Preference to order on/off premise

•Brand attitude

Start of weekDay 1 for a participant

BrandA. HeinekenB. Brand BC. Brand CD. Brand DE. Brand E

AB55TouchpointA. TVB. DigitalC. In-storeD. ConversationE. Poster(+ other touchpoints)

PositivityOn a scale from 1 to 5 (5 is very positive)“How did you feel?”

PersuasivenessOn a scale from 1 to 5 (5 is very persuasive)“How likely did it make you to purchase that brand?”

End of weekDay 9 for a participant

Throughout the week

Day 2 – 8 for a participant

Participants provide detailed, qualitative feedback about the experience and why it effected them the way it did


<Source and Base>

The world of experiences

6

Emotional engagement

Influ

ence


<Source and Base>

The beauty of real-time

7

''Manage et trios, me and you and Heineken'' in the bloodhound gang

song.Radio, Very positive, Slightly more likely to

choose, OtherWhite/caucasian male, 37

If Whole Foods stocks it - its HEALTHY, lol!

In Store, Very positive, Slightly more likely to choose, Other

White/caucasian female, 28

“I'm aware that the meme is linked to Brand X brand but it didn't effect my image of the beer brand because the meme is about football”

Online, Neutral, No effect, OtherWhite/caucasian female, 45


Mystery #1The case of the split brand personality


Brand B experiences were one of the most engaging on premise

Bars

Clubs

Restaurants


But this wasn’t reflected when shoppers are in store

Grocery

Mass

Liquor


Or when consuming at home…


Strong meal pairing associations aid brand performance in on premise but hinder performance when ‘out of occasion’

I like buying Brand B at a bar or restaurant rather than the grocery

I drink Brand B when we are eating Mexican food at a restaurant, but I do not drink it at home, so the

billboard was somewhat bland

Usually only drink Brand B when we are out for Mexican, but like the ads

Celebrating the New Year at a Mexican Restaurant. My hubby orders Brand B every time


Key recommendation

Strengthen the brands relevance

with other consumption occasions

through brand comms


Mystery #2The case of the phantom advertising


| 04/01/15

People were reporting that they had seen Brand A experiences on TV

5%12%

2%1%3%3%3%15%

2% 26%

24%3%

Share of Brand A Experiences by TouchpointConversationOn-premiseIn StoreMailing/CircularOnlineOtherOOHPrintRadioSeeing/drinking at eventSeeing/drinking at homeTV

TV experiences

And…the majority of these experiences were reported as

ads from the brand


| 04/01/15

But this brand wasn’t advertising on TV…


Not only was TV advertising being experienced…but it was highly engaging for people

*low base (20>30)


It was in fact an old online video ad, that people were viewing through their TVs

The commercial where a guy enters a pub to order a “Brand A”

It was a commercial about how it should be enjoyed and how it is a more classy alcohol from Europe

The commercial spoke about how it was made and how it stays fresh and made me remember how it good was


Key recommendations

• Further harness ad’s appeal and longevity

• Change research design to adapt to experience

• Change marketing infrastructure to become experience led


Mystery #3The case of the in-store hero message


There was one message that was rarely experienced but more influential in the store than outside

Size of bubble represents Share

????


A brands personality…..


For those shopping with hosting in mind the ‘brand’s personality’ becomes more influential

“it reminded that…having it on hand to serve at any time to my guests is appropriate for the group I mix with”

“drinking this beer in a client situation suggests that I have a certain level of taste/class/expectations”



http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://rightquestion.org/blog/inquiring-minds-4/&ei=AzEMVayxOIHiyASzh4L4Cg&bvm=bv.88528373,d.cWc&psig=AFQjCNGj9-Yv4W39516OPpb3T7gc2GrFAg&ust=1426948732033847

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://rightquestion.org/blog/inquiring-minds-4/&ei=AzEMVayxOIHiyASzh4L4Cg&bvm=bv.88528373,d.cWc&psig=AFQjCNGj9-Yv4W39516OPpb3T7gc2GrFAg&ust=1426948732033847

Platinum Sponsor Gold Sponsor

Silver Sponsors

Lucky Draw SponsorNetworking Reception Sponsor

Workshop Sponsor


March 24-26, 2015 Crowne Plaza Midtown

Atlanta

Organized by


Organized by - QUAL360

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