Research & Measurement
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Enhancing Avon Fragrance Concept Testing: Integrating Rational Purchase Interest and Emotional Purchase DriveEvent Recaps
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. "BUT DOES IT MOVE THEM?" - HOW NEW RESEARCH TECHNIQUES HELPED A TOP BEAUTY BRAND MOVE TOWARD DEVELOPING PRODUCT CONCEPTS AND ADVERTISING THAT ARE TRULY EMOTIONALLY COMPELLING (10:00-11:00AM)
In this session, David Forbes, President and CEO - Forbes Consulting Group and Denise Feitosa, Manager Global Fragrances, Insights and Market Intelligence – Avon Products, Inc.,will share they utilized their applied neuroscience research technique, MindSight®, to deliver a better method for screening fragrance concepts on both rational (purchase interest) as well as emotional appeal. This presentation reports on the pilot feasibility test which successfully demonstrated that MindSight® could meet the brand's concept assessment needs – and has laid the groundwork for a partnership to assess concepts worldwide moving forward.
David Forbes, President and CEO - Forbes Consulting Group
Denise Feitosa, Manager Global Fragrances, Insights and Market Intelligence – Avon Products, Inc.
II. UPDATE: MAKING MEASUREMENT MAKE SENSE (3MS) (11:15AM-12:15PM)
The Cross Platform Measurement initiative, Making Measurement Make Sense (3MS) was launched in 2011 by the ANA, IAB and the 4A's in order to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media. The lack of consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. In this session, George Ivie, Executive Director – Media Rating Council will update the Committee on the current status of the Making Measurement Make Sense (3MS) initiative.
George Ivie, Executive Director – Media Rating Council
III. SONY/COLUMBIA RECORDS: ENHANCING AND QUANTIFYING YOUR CONTENT WITH MUSIC (12:45-1:45PM)
"Every time a brand uses music — in marketing, sales or in a PR context, regardless of the music, genre, style, artist, or channel through which it is played, the music is influencing a customer's perception about the brand. It is effectively creating an asset or liability for its overall brand equity." — Ruth Simmons and Rachel Simmons, Sound Branding Consultants
From Madonna to Lady Gaga, leading brand marketers understand the power that music has on consumer behavior and the influence that artists have over their fans. For decades, savvy brand marketers have used music to build emotional connections with their consumers and align themselves with popular artists. Hear how today's brand marketers are using and measuring music to enhance their content, drive awareness and good will, and differentiate themselves in the digital world.
Elliot Lum, Vice President Strategic Marketing – SONY/Columbia Records
IV. MEMBER ROUNDTABLE DISCUSSION: "WHAT KEEPS YOU UP AT NIGHT?" (2:00-2:30PM)
ANA Research & Measurement Committee Members will be asked to share what issues "keep them up at night" and share best practices to help their peers. We will also ask for input on topic ideas for future meetings and thoughts on industry initiatives this committee can own in 2013.
Ed Martin, Director, Marketing Excellence and CSR Insights – The Hershey Company and ANA Research & Measurement Committee Chair