Jane Fawley

1

• Jane Fawley
• Head of Marketing Development, Trinity Mirror
  Regionals
  
• Joanne Wilbraham
• Joint Managing Director, GfK NOP Media

2
Today

• Background
• Research objectives
• Methodology
• The results a flavour
• How will Trinity Mirror regionals use the data?

3
Background

• Part of Trinity Mirrors regular JICREG survey
• Primary focus to provide national and local
  advertising sales support data
  
• For the first time additional consumer data
  gathered about media effectiveness and behaviour
  towards selected key brands

4
Research objectives

• Demonstrate the effectiveness of regional press
  (compared to and in combination with TV, radio,
  nationals, cinema, digital etc) to drive
  awareness, consideration, trial and repeat
  purchase across a variety of advertising
  categories
• Identify any blockages in the purchase funnel of
  each brand and the best media to tackle the
  issues
  
• Provide quantitative figures for the combined
  penetration and fit of Trinity Mirrors multi
  media assets
  

5
12 categories researched
Mobile Phone Retailers
Mobile Phone Operators
Holiday Operators
Mortgages
PC retailers
DIY Stores
Furniture Stores
Supermarkets
New Cars
loans
Electrical Stores
Budget Airlines
Loans
A combination of traditional and
non-traditional regional press advertisers
6
72 key brands
7
Methodology

• 36,000 face to face in-home interviews carried
  out to JICREG standards
  
• Readership data other media usage questions
  category and brand section self-completion
  lifestyle survey
  
• Fieldwork Jan-July 2005

8
Categories and brands

• All respondents asked about which categories
  involved in nowadays but only asked about one
  in detail
  
• Ability to prioritise categories through the
  CAPI system and change priorities as fieldwork
  progressed
  
• Aimed for 3,000 respondents per category

9
The category questionnaire

• Participation in each category asked of all
  respondents
  
• Which of the following do you do nowadays ?
• Frequency questions relevant to category
• How often do you / when do you next intend to ?
• Category brand usage
• Which of these have you bought from ?

10
The category questionnaire

• Brand imagery
• Which of these brands is good value / has
  knowledgeable staff / has a wide range ?
  
• Brand engagement
• Have you heard of / considered / investigated /
  bought / would buy again / prefer ?
  
• Media effectiveness
• Which media have ads which you use to HEAR about
  products / PLAN purchases / have RESPONDED to /
  encourage you to BUY MORE ?
  

11
The results

• Using a case study of brand X in market Y

12
Visited in last 2 years
Total UK ()
Brand X
Scotland
28
Brand X
Ikea
31
21
Brand X
Local independent
25
13
MFI
18
11
10
9
North East

9
Brand X
Ikea
28
North West

8
25
Local independent
21
4
Brand x
21
Department Store
11
4
14
3
3
2
London

2
Midlands

Brand X
38
2
Brand X
27
19
2
25
15
1
11
1
1
S Wales

South

0
Brand X
25
Brand X
26
0
21
20
0
13
17
24
Base all in category (3,008) London (248)
South (476) Midlands (605) S Wales (294) N
East (422) N West (699) Scotland (264) .
13
Brand image comparison
of those aware of brand associating it with
attribute
Brand X
Average
9
19
21
12
38
28
5
wide range
12
17
17
8
42
20
5
good value
9
16
17
16
33
18
5
styles designs
9
13
9
9
20
27
3
trusted retailer
5
10
15
4
21
9
4
special offers sales
4
5
5
3
8
10
1
quick delivery
3
3
8
1
4
2
2
good finance deals
7
12
13
7
24
16
4
average
Base
464
2828
2519
2906
2672
2267
Base aware of brand.
14
How brand image varies by region
Brand X
Total UK
good value
42
wide range
38
styles designs
33
special offers sales
21
trusted retailer
20
quick delivery
8
good finance deals
4
base
2906
North West
Midlands
S Wales
South
London
North East
Scotland
good value
-6
-4
3
10
-1
8
0
wide range
-1
1
1
2
-5
2
4
styles designs
-6
2
5
-1
-1
-6
4
special offers sales
-5
-1
-0
6
-1
6
2
trusted retailer
-1
-1
-2
0
-3
10
2
quick delivery
-1
-1
-1
1
-1
4
1
good finance deals
-1
-2
0
-0
1
4
-0
base
668
592
283
464
238
410
251
Base Aware of brand. Regional data shows
deviations from total UK.
15
Consumer brand engagement
100
90
80
70
60
50
40
30
20
10
0
aware
consider
visited
bought
repeat
preferred
Conversions
Brand X
Ikea
77
77
85
94
15
71
69
71
96
15
62
60
55
85
6
59
53
57
88
6
46
41
48
87
9
54
41
35
94
13
0
average
61
57
59
91
11
Base all those answering for category (3,008).
16
Profile of those engaging with Brand X
All in category
Aware
Consider
Visited
Female
63
13
3
3
Male
37
-13
-3
-3
0
15-24
6
-3
4
3
25-34
20
11
15
13
35-44
25
5
10
8
45-54
19
2
-2
-3
55
31
-15
-27
-20
0
AB
22
10
7
12
C1
37
8
5
3
C2
15
3
2
-1
DE
26
-20
-14
-14
0
British
88
8
-3
-6
other ethnicity
12
-8
3
6
0
London
11
-4
4
8
South
20
4
-3
-2
Midlands
28
8
0
0
S Wales
10
-2
2
-4
North East
13
2
-1
1
North West
12
-7
-3
-3
Scotland
7
-2
1
1
base
3008
2906
2161
1595
Scores are difference between profile of those w
ho do and those who dont engage with this brand
at this level.
17
Consumer brand engagement by region
Brand X
aware
100
90
consider
80
visited
70
60
purchased
50
40
would buy again
30
preferred retailer
20
10
0
London
South
Midlands
S Wales
North
North
Scotland
East
West
Base London (248) South (476) Midlands (605)
S Wales (294) N East (422) N West (699)
Scotland (264) .
18
What motivates consumers to use brand x?
Base aware of brand. Percentage agree that each
statement applies to brand in question.
19
2004 ad spend by this category
TV
39
National press
35
Reg Press
11
Posters
6
4
Radio
3
Magazines
3
Cinema
From NMR data supplied by Amra.
20
Media effectiveness for this category
Base all those answering for category (3,008).
21
Penetration achieved per 1M ad budget
Base all those answering for category (3,008).
22
Conclusions for brand X

• Highest category penetration in all areas except
  North West (where the brand has a strong
  presence)
  
• Brand strengths are wide range, good value and
  style, these are lower than average in the North
  west
  
• Very high conversions at all stages of the
  purchase funnel
  
• High awareness amongst younger, female, ABC1s
• Awareness below average in North West
• Larger than average gap in South Wales between
  those who would consider visiting and those who
  have visited
  
• Good value and wide range are the key drivers of
  visits on average
  
• In South Wales styles designs and special
  offers sales have a higher than average impact
  on driving visits
  

23
Conclusions for brand X

• Most spend in this category is with TV and
  national press
  
• In this category TV is the clear winner in terms
  of driving awareness
  
• Regional press comes very close to TV in terms
  of helping plan purchases, responding to ads and
  ultimately buying more
  
• In this category regional press gives a higher
  penetration per 1m spent than TV
  
• Radio has a high cost effectiveness for awareness
  building
  
• This brand would benefit from up weighting
  awareness building TV with regionally targeted
  response ads specifically addressing the issues
  raised especially in North West and South
  Wales. May also want to add radio for awareness
  building only.

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