Steve Cierpicki.pptx


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Combining  NewMR  &Traditional   Research:  The  Virgin  Blue  Success  Story   Steven  Cierpicki,  Sector  Head,  Colmar  Brunton    

December  2010  

How  was  your  flight  

                                         

?

 

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

Combining  The  Traditional  With  A  NewMR  Solution…   Brand Health & Ad Tracking •  n=6,000 Online tracking of key metrics •  Salience, Brand Image, Preference, Advocacy, admiration etc •  Advertising effectiveness

Online Research Community •  “V Insiders”

•  Set-up and preparation July 2009 •  N=400 “insiders” initially - grown to over 1000.

Each  component  compliments  the  other  

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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…Ongoing!   2009

Brand & Ad Tracking

Jul

2010 Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Mar

Apr

May

Jun

Monthly data collection & Reporting

Online Research Community

2009 Jul

2010 Aug

Sep

Preparation

Oct

Nov

Dec

Jan

Feb

Live Community & weekly debriefing

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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Traditional:  Brand  &  Ad  Track   Objectives of the Research

Metrics to: -  Identify the impact of marketing activity of Virgin Blue and Competitors -  Evaluate Virgin Blue advertising effectiveness -  Understand the brand impact of key market events

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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Online Research Community

Private, branded, online space , where 100’s of invited consumers regularly spend time generating ideas, offering advice to us and to one another, sharing experiences and feelings, discussing trends, and helping us figure out marketing and business issues. Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

Community  Discussions  &  Interactions  

polls

Upload media for members to view / listen to

activities

online discussions & forums

Steve  Cierpicki,  Colmar  Brunton,  Australia  

live chats

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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30  topics  covered  within   V  Insiders  community   within  the  first  12   months  

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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V Insiders

Infusing the authentic voice of the consumer into the heart of brand, product and service decision making.

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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Outputs  are  not  traditional  reports   Debrief of Previous Week •  short & sharp - findings and recommendations.

Planning of Next Week •  events for that week decided based on the learnings from previous weeks, recent market events, recent internal events…or from the ‘bank’ of topics developed quarterly.

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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Core  benefits  of  an  online  community  

Knowledge  is  built  quickly   Do  what  you  want,  when   you  want   True  interaction  between   members   Brings  stakeholders  closer  to   consumers   More  value  from  research   investment   Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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TRAVELLERS RESPONDED WELL TO THE NEWS OF THIS NEW ‘LITTLE ADDITION’. THEY COMMENDED VIRGIN BLUE 1. Security concerns – travellers don’t FOR TAKING A STEP INTO THE realise the check in process is no different to current kiosk or online check FUTURE AND BELIEVE THE INDUSTRY WILL FOLLOW SUIT in if baggage are not checked. OR BE LEFT BEHIND.

SUGGESTIONS & FAQ

Communication may be required to address these concerns.“I am astounded that this sort of technology is permissible. Where's the ID verification of the passenger, particularly if there's no checked luggage?” 2. Saving the barcode – the ability for the traveller to continue to use their phone as per normal is important. Currently it is unclear as to how the barcode can be retrieved once the screen is lost. 3. Compatibility with the types of phones. “This will be useful! But will there be an iphone app too?” 4.  Checking in multiple people (e.g. a family) – will travellers receive four different barcodes on the one phone?

MATTERS TO ADDRESS MOVING FORWARD “Used it yesterday and today on a Sony Ericsson C903a....between SYD-MEL return. Very easy to use but confused the gate staff and cabin crew just a little bit...seems they are still getting used to it.” “If the little print out is required, is it possible to get the seat number printed up in bold or in larger font...the format is unfamiliar and meant I had to look over the stub a few times to find my seat allocation.” 14  

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How  do  you  “entertain”  yourself   in-­‐flight?   The  biggest  incenYve  to  use  IFE  are  when   travelling  with  children  or  for  2.5+  hour   flight.   When  considering  the  value  of  IFE,  travellers   take  into  consideraYon  all  the   disrupYons  (PA  ‘pauses’,  turbulence,  take   off  and  landing  Yme).  

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

“I  did  purchase  it  quite  regularly  from   OOL  to  SYD  only  1hr  but  I  like  to  see   the  news.  Unfortunately  roughly  30%   is  lost  due  to  signal  and  15%  due  to   annoyingly  long  pa's  -­‐  always  during  a   bit  that  I  really  want  to  see.   I  don't  buy  it  quite  so  much  these  days   for  these  reasons.”  

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

“If  VB  had  the  same  system  used  by   Virgin  America  where  certain  basic   channels  were  free  and  you  paid  for   premium  content  then  most  people   should  be  happy.  Ordering  your  drinks/ food  on  the  system  with  Virgin   America  is  also  a  step  up.”  

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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Passengers  want  IFE  to  stay…   ....but  most  of  them  want  it  for  free.   The  IFE  is  perceived  as  offering  a  point  of  difference   from  a  ‘physical’  sense  (monitors  on  back  of   seats)  however  not  seen  as  value  for  money  due   to  these  reasons:   1.  2.  3. 

 Flight  duraYon  too  short  along  the  eastern   seaboard    PA  disrupYons    Poor/inconsistent  recepYon  quality  

Idea:  Can  IFE  and  F&B  be  processed  as  a  single   transacYon  to  eliminate  the  need  for  business   expense  claim  jusYficaYon?  

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

Hmm  the  bed  looks  enYcing  but  then  you   menYon  only  4  hours  why  would  you  want   to  pay  the  extra  for  the  big  comfy  chair  that   turns  into  a  lay  down  bed  when  its  only  a  4   hour  flight?  I  wouldn't  be  bothered  paying   the  extra  for  such  a  short  trip    

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

The  Future  of  NewMR  at   Virgin  Blue  

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Beyond  Marketing   All  areas  of  Virgin  Blue  can  benefit  from  the  community   Retail Partner -ships

PR

Service Delivery

Brand

HR / Recruit -ment

Product

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Pacific Blue

Sales

Velocity Blue Holidays

V Australia

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

Organic  integration  of  insight  at  the  right  time     to  drive  effective  decision  making  

Weekly Planning & Debrief Session

Marketer

Community Discussion & Interaction

Customers

Analysis & Interpretation

Market Researcher

Weekly cycle

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)   22  

Thank  you.    

Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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Q  &  A   Steve  Cierpicki   &   Pravin  Shekar   Steve  Cierpicki,  Colmar  Brunton,  Australia  

Part  1:  Session  2,  Convenor  Greg  Coops,  Chair  Pravin  Shekar,  schedule  =  3:44am  to  4:05am  (GMT/London)  

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