Packs make better ads …

Research conducted in the US has demonstrated that a marketing claim made on pack is more powerful than one communicated in print advertising. In general, consumers perceived packs as closer to the product than ads and this greater proximity was likely to make a claim seem more credible, increasing claim believability and purchase likelihood. In one of the studies conducted, university students were offered the chance to purchase an edible, extra strength energy spray, a real product with the claim that it “works 10x faster than pills and liquids” and that consumers would “feel results within 30 seconds.” Participants either […]

Innovation Culture – It’s about them, not you

An organisation’s culture is best observed in the way the team behaves when the boss isn’t there. And we all know that having the right culture and environment is vital when seeking transformational change through innovation. So what is actually going on in your organisation? Does it look like a place that thrives on experimentation and the risk of failure Do people have progressive attitudes and world-changing ambitions Are resources being allocated to thinking, education, learning Are people actually happy talking honestly about things that have gone wrong as they look for opportunities to succeed Are there a lot of […]

Make Messy Segments Not Tidy Stereotypes

One of the necessary preoccupations of marketing people is to identify their target market as clearly as possible. At Tangible we are strong advocates of the theory that the widest possible targets make for larger pools of potential buyers, but we also believe that segmentation can be useful. The challenge when working with high volume brands in crowded markets is to focus on defining broad targets for growth and avoid falling into the trap of creating unrepresentative narrow stereotypes of pockets of non-existent potential customers. There are two important considerations when embarking on a segmentation exercise: Firstly, only go through […]

End of the line for trackers?

Recently, and with more frequency, clients have been letting off steam about their brand tracking. These are the top 4 complaints we hear: Our tracker doesn’t help It is costing us a small fortune It is difficult to change anything It is even harder to stop We accept that some tracking studies may be useful, but we tend to agree with many of these complaints. We have a lot of sympathy with clients who feel stuck with a long term contract that churns out continuously unchanging readings of measures and metrics with the metronomic regularity of a Swiss railway timetable […]