Touchpoints Norms

Global All Projects

4 January 2010

Global Touchpoints Norms Database

At 05 January 2010 413 projects
404,328 interviews 5,681 brands 37 countries 98 clients 147 categories

Macro Category
Alcoholic Drinks Automotive Baby Care Confectionry Consumer Durables Education Financial Services Food Media & Entertainment Non-alcoholic Drinks Petcare Pharma Public Info Retail Telecoms Tobacco Toiletries & Cosmetics Travel Utilities Total

Projects
30 13 7 21 67 2 32 52 2 47 10 9 5 20 22 1 66 6 1 413

Base: Total

Global Norms for 116 Touchpoints (10+ projects)

Advice/ Reco
Awards (55) Beautician reco (27) Brand received as gift frm friend (14) Brand rep reco (74) Colleagues reco (43) Cons opinion site/ blogs (185) Expert reco (172) Friends/ family reco (402) Independent review (122) Kids/ family request (43) Personal use of the brand (42) Print articles (328) Recipes/ menus (49) Relevant websites (61) Salesperson reco (243) Seeing others with brand (114) Specialist one-to-one reco (135) Use of other products frm the brand (52)

Mass Media
Ads at sports events (58) Ads near store (140) Ads/ leaflets in waiting rooms (53) Advertorial/ infomerical (115) Airport ads (30) Booklets/ info kits (21) Brand website (347) Branded merchandise (118) Bus shelter ads/ other small (87) Celeb endorsement (162) Cinema ads (236) Co-brand activity (50) Colour supps ads (35) Delivery/ branded vehicles (27) Directory ads (16) Gym/ club ads (46) Huge outdoor ads (61) i TV ads/ sites (23) Inflight media (18) Internet display ads (346) Internet search (173) Internet video ads (20) Leaflets (80) Lite boxes/ screens (11) Magazine ads (395) Mass transit ads (188) Newspaper ads (322) Newspaper ads by retailers (29) Outdoor ads (372) Print inserts/ leaflets (146) Print promo/ coupons (80) Product placement (214) Radio ads (354) Radio promos/ DJ reco (42) Relevant TV progs (44) Sample in magazines (101) School ads (13) Specialist magazine ads (100) TV ads (411) TV ads by retailers (13) TV ads in public areas (26) TV adv funded prog (17) Vehicle exteriors (68) Video game ads (15)

One-to-One
Brochure/ catalogue (82) Call centre/ help line (145) Comparison websites (139) Customer mag/ letter (62) Direct mail (170) Email (209) Home visit from salesperson (11) Invitation (11) Loyalty card/ scheme (80) Mailed instore promos (119) Mobile phone ads/ promo (99) Personal letter/ statement (58) Podcasts (10) Retailer customer mag/ letter (30) Retailer websites (79) Sample to home (111) Social networking sites (16) Telesales (38)

POS
Brand store (74) Branded furniture (28) Coupons (117) Coupons at checkout (29) Coupons on package (27) Free gift with purchase (174) Info on packaging (81) Instore ads (202) Instore displays (270) Instore flyers/ catalogues (187) Instore product tester (52) Instore promo (195) Instore sales circular (53) Instore sample/ demo (268) Instore touch screen (11) Instore TV ad (55) Package bundle (49) Packaging (238) POC ads (74) Retailer catalogues (77) Sample with other products (17) Shelf ads/ info (50) Vending machines (72) Window display/ ad (92)

Spons/ Events
Brand event (57) Classes (21) Contest/ competitions (111) Event demo/ trial (220) Event sponsor (279) Field marketing (34) Good causes sponsor (101) Radio prog sponsor (25) Roadshows (38) Seminars/ trade fairs (142) Sports sponsor (124) TV prog sponsor (277)

Base: Total

CCF Norms
Contact Clout Factor

A number from 0 to 100 for each touchpoint that indicates its relative influence on purchasing
Note: the CCF does not take into account the cost of touchpoint activity, or the reach of the touchpoint, or the role of the touchpoint in addressing brand objectives

The CCF derives from each touchpoint's ability to:

provide information make brands appealing or attractive play a role in the decision to choose a brand

CCF Norms: Total

Touchpoint Type

Mass Media

Sponsorship & Events One-to-One All Touchpoints

50 40 60

Point of Sale Advice & Recommendation

30

70

20

80

10

90

Low Influence

0 Base: Total (413 projects)

100

High Influence

CCF Norms: Total

Major Mass Media
Internet video ads Outdoor ads Radio ads Cinema ads Internet display ads Newspaper ads Magazine ads All Touchpoints Internet search Brand website TV ads 60

50 40

30

70

20

80

10

90

Low Influence

0 Base: Total (413 projects)

100

High Influence

CCF Norms: Total

Other Mass Media
Product placement Ads at sports events Huge outdoor ads Celeb endorsement Gym/ club ads TV ads in public areas Vehicle exteriors Bus shelter ads/ other small Mass transit ads Airport ads i TV ads/ sites Video game ads 50 40 60 Booklets/ info kits Print promo/ coupons Sample in magazines 30 70 Print inserts/ leaflets Advertorial/ infomerical Leaflets Ads near store Branded merchandise All Touchpoints Specialist magazine ads

20

80

10

90

Low Influence

0 Base: Total (413 projects)

100

High Influence

CCF Norms: Total

Major Advice/ Reco

All Touchpoints Cons opinion site/ blogs Print articles Brand rep reco 50 40 60 Salesperson reco Expert reco Independent review 30 70 Specialist one-to-one reco Colleagues reco 20 80 Friends/ family reco

10

90

Low Influence

0 Base: Total (413 projects)

100

High Influence

CCF Norms: Total

Other Advice/ Reco

All Touchpoints Relevant websites Recipes/ menus Awards Use of other products frm the brand Beautician reco Seeing others with brand 30 70 Kids/ family request Brand received as gift frm friend Personal use of the brand 20 80

50 40 60

10

90

Low Influence

0 Base: Total (413 projects)

100

High Influence