Arming agencies-for-pitch-study

PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.


• Purpose • Analytics that Inform & Empower • Case Study: Pitch Support for Best Buy • Key Takeaways for Agencies • Social Intelligence Value Models

– Improving the Pitch with Social Intelligence (IPSI) Model – Effective Advertising with Social Intelligence (EASI) Model

AGENDA


Operating in an intensely fierce competitive environment, every advertising agency vies to deliver the most compelling pitch to a prospect account. With several global agency clients, the dynamics of the agency-client pitch piqued our interest at Crimson Hexagon. We were curious: how can we develop a model from which agencies can derive new value and help win new business? Through deep analysis of social data, we seek to discover opportunities for agencies to streamline the production of compelling content to incorporate into a pitch deck. We discuss our research findings, and explain the implications for creative, media, and full-service agencies.

PURPOSE


Crimson Hexagon is uniquely effective in analyzing and interpreting conversation surrounding distinct facets of the customer experience. We provide differentiation value to our agency clients by uncovering and quantifying conversational nuances around brand perception, purchase environment, product and service appeal, advertising campaigns, celebrity endorsers, and much more. To conduct this study, we had to dig deeper than basic sentiment classifications to accurately discern consumer expectations and motivations. By linking these nuanced opinions to our strategic research objective, Crimson Hexagon delivers social intelligence on a potential client’s business that can be strategically leveraged by agencies in a pitch setting.

ANALYTICS THAT INFORM & EMPOWER


RETAILER: Best Buy

BUSINESS QUESTION: How can we deliver a more compelling pitch for a new account? METHOD: Develop a framework for enhancing pitch materials by analyzing

the online conversations around shopping in-store at Best Buy over a 12-month period.

CASE STUDY: AGENCY PITCH SUPPORT

1 BEST BUY IN-STORE

EXPECTATIONS NEW PROGRAM OPPORTUNITIES

2 ONGOING ANALYSIS

AND BENCHMARKING

3


AGENCY PITCH SUPPORT: RESULTS FINDINGS:

A. Store convenience, product availability continue to appeal to in-store shoppers

B. Customer service at Best Buy is a minor shopping incentive

A. The prime expectation (46%) is a

“playground” experience: it’s fun and helpful to shop with friends & family

Best Buy: Consumer Expectations of In-Store Shopping (1/1/11 – 12/31/11) 1,501,777 Relevant Posts

EXPECTED

UNEXPECTED, STRATEGIC OPPORTUNITY

UNEXPECTED, COUNTERINTUITIVE A

B C


AGENCY PITCH SUPPORT: RESULTS Social Gratification and Peer Support at Best Buy Themes of Conversation

“@ohhellofriend hittin up best buy with the hubs

and friends!” -@Bri_Kim

“Who knew best Buy would be soo much

fun!!!” -@BExclusives


AGENCY PITCH SUPPORT: RESULTS FINDINGS:

A. Store deals are most anticipated with holiday shopping from mid-Nov. to early Dec. (15%)

A. Expectation of in-store deals is

lowest from mid-July to early Aug., at less than 2.5%

Expectation of In-Store Deals at Best Buy

UNEXPECTED, STRATEGIC OPPORTUNITY

EXPECTED A

B


• The Crimson Hexagon ForSight™ platform empowers agencies to complete comprehensive market research in a matter of hours

• Agencies can analyze online brand and product discussions, and contextualize new findings for prospects

• Discover nuances in conversation related to each channel of prospect’s business, across each country of operation

• Agencies can demonstrate strategic differentiation value by linking consumer insights with ForSight to new creative program ideas

AGENCY PITCH SUPPORT: KEY TAKEAWAYS


• Major opportunity for Best Buy to leverage appeal as a “playground” destination (46%)

- Opportunity to create special store events, group promotions, challenges/competitions, or Refer-A-Friend offers to foster social shopping at retail locations

- Center new programs around specific product or service offering

• Consumer anticipation of seasonal deals presents new opportunity - Best Buy can surprise and capture customers by creating and publicizing mid-summer store

promotions before the competitive back-to-school sales cycle

AGENCY PITCH SUPPORT: KEY TAKEAWAYS


SO HOW CAN YOUR AGENCY ENHANCE THE PITCH FOR ALL NEW PROSPECT ACCOUNTS?


SOCIAL INTELLIGENCE VALUE MODELS PITCHING NEW IDEAS AND A NOVEL APPROACH


AGENCIES ALSO HAVE A POWERFUL WAY TO DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS

RESONATE WITH CONSUMERS: IT’S EASI.


SOCIAL INTELLIGENCE VALUE MODELS DEMONSTRATING CAMPAIGN ROI TO NEW CLIENTS


Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com.

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Arming agencies-for-pitch-study