Gast Lecture on Effective Advertising and Chocolate Industry

**The art and science of effective advertising -- Sorin Patillnet (Marketing Engineer) -- Mars** *Why don't we grow while getting so many awards?* - Different category *What is effectiveness in advertising?* - Ability of a communicating message to make a change in behavior consumer to dr...

**The art and science of effective advertising -- Sorin Patillnet (Marketing Engineer) -- Mars** *Why don't we grow while getting so many awards?* - Different category *What is effectiveness in advertising?* - Ability of a communicating message to make a change in behavior consumer to drive a purchase - On anything that's quantifiable and drives business *Creativity is number one driver of sales impact* - Power of creative idea is what makes or breaks campaign - Half of opportunity is lost if this isn't optimal *Effective creative (initial spark)* - Goals - Impact memories - Drive sales - Start at stimuli and end in mind (build brand in mind, so that when you are purchasing you choose this brand) - Smoothing path from stimuli to brain 1. Attention - Physical mechanism that allows us to concentrate on one mechanism at expense of everything around you - No attention: chain breaks 2. Emotional advertising - Has higher impact - Fuel that makes process go faster 3. Memory (easy of memory) - Easier for brain to process *Measure effectiveness* - Facial expressions for attention - Link: watching ad - Camera that analysis what the eyes do, how you react - Neuro testing for emotions - Measure brain activity - Happens in lab, very complex - AI eye tracking for memory - To simplify, where eyes are going to look in an ad *What works* - Attention: - High attention is a market for high ad impact - Capture consumers' attention at the start - Capture attention in first second, hold it during duration ad - Avoid build tension, it's not a movie - What happens at second 26 - Emotions: - Generate positive emotions early - Increase emotions throughout the ad - Solve negative emotions fast - Memory (mindful how we function as human beings): - Make it easy for the viewer to follow - Avoid multiple storylines - Use your brand imagery very often integrate it - They need to know the content (ex. Pepsi: brand color) *How can we improve?* - Get platform basics in place: different apps with different behaviors, where your finger is on the phone - Make ads fit for the platform you plan to use - Use subtitles always on to maximize audio comprehension - Growth in subtitles, helps people with hearing problems to follow the message - The first seconds matter the most, grab attention early *Overemphasizing branding, make them feel something* - Integrate branding in everything we do: Coca Cola, people happy in form of bottle - Move me, entertain me, make me feel something - Participating is winning (Nike) - Advertising a bit like standup comedy (M&M's) - Solves a negative emotion (Dove) - Advertising is a mix of science and art - AI will help you create a creative idea but will not do it for you **Gast lecture -- Steven Van Steen -- Tony Chocolonely** *Information* - The Fortune Seller -- Sales Manager Belux - 6.8 billion kg of chocolate is eaten each year - Present in over 60 countries - Farmers in Africa are not being paid fair (no living income: \$0,17) - Ghana - Côte d'Ivoire - Farmed by 2.5 million farmers - 1.56 million children - Official numbers - Child labor - The industry's average: 46.7% - Tony's Open Chain: 4.4% - Actively looking for these examples and minimizing them - Deforestation (to grow cocoa, 1/3 because of cocoa) - 0% at Tony's - Imbalance (inequality) *Teun van de Keuken* - Journalist -- founder of Tony Chocolonely - Harkin Engel Protocol: non-binding agreement to agree that there would be no child slavery - Couldn't change industry so made a company itself - Chocolonely: started fight by himself - Red package because situation is alarming *Roadmap (together, we'll end exploitation in cocoa) -- Open chain model* - Create awareness - Bar: marketing tool to tell story - Not one single piece is the same: not equally divided - Inside: tells story - West-Africa is hidden in bar - Once you know, you can't unknow - Campaign: pay farmers not lawyers (campaign: not purple, obviously) - Lead by example (5 principles) - A higher price - Paying living income price - Factors: how many children do you have, average income household, cost farming - Traceable cocoa beans - From bean to bar: shipping - All cocoa bean traceable - Strong farmers - Stronger voice, to speak up - Improved quality and productivity - To become better farmers - Higher turnover per square meter - The long-term - 5-year contract (time to grow cocoa) - So that they can invest in a brand - Inspire to act - They broke \#1 rule in business: don't share your USP (unique selling position) *Tony's Open Chain* - Invite big cocoa company's - Examples: Aldi, Colruyt, Ben&Jerry's, Albert Hein, Hema,... *Chocolate in Belgium* - We eat 8.5 kg per capita in Belgium - 74% of bars - A lot of bonbons, pralines - Brussels Airport: most sold - Tony's 4the place, 1ste place is Côte d'or - Brand awareness: ¾ Belgians know brand Tony's Chocolonely - Reasons why people buy chocolate? - Great taste - Brand I trust - To spoil myself - Moments? - Me time - Satisfy craving - Daily tea/coffee complement - Pretty conservative with flavors: praline or regulars - Brand awareness - Find associates - Distribution - If you can't find us, you can't buy us - Impulse buying - TV campaigns - Consumer day: selling 523 068 bars (you got them for free), almost 5% of Belgian population - Increase in brand awareness - Types of brand awareness - Aided: do you know the brand if I show you the package? - Unaided: do you know Tony's Chocolonely? *What would you do to change consumer behaviour in Belgium?* - Do survey: put Belgian Flag on package to promote Belgian Chocolate - Chocolate milk: pitch on Christmas market - Downplay others by presenting children that are picking up the other brands *What would you do to increase brand awareness for Tony's?* - Spread awareness by showing the kids - Putting up murals (with children and farmers) so people can take pictures with it - Giving information while people are tasting your chocolate - The chocolate you get in coffeeshops (Madmum, Starbucks)