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Brand Lift Tracking Study ~Wave2~ August 2017 - Rev 1

Brand Lift Tracking Study ~Wave2~ August 2017 - Rev 1. Wave 2. Introduction. Research Objectives Three-wave tracking survey to measure consumer awareness of recent advertising and the impact of recent advertising on likelihood to visit San Luis Obispo County for leisure/vacation travel.

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Brand Lift Tracking Study ~Wave2~ August 2017 - Rev 1

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  1. Brand Lift Tracking Study~Wave2~August 2017 - Rev 1

  2. Wave 2 Introduction • Research Objectives • Three-wave tracking survey to measure consumer awareness of recent advertising and the impact of recent advertising on likelihood to visit San Luis Obispo County for leisure/vacation travel. • This report is for Wave 2. Report has been revised to show changes to Wave 1 results due to removal of unqualified respondents. Methodology • Survey Conducted: • July 7 - August 10, 2017 • Median Length of Interview: • 15 minutes • Report • All figures shown in this report are Wave 2 results only with the exception of the Wave-to-Wave comparison on page 4. Sampling Research Now Online Panel Total sample size: n=1838 • 504 age 25-34/45-54 in Los Angeles area • 384 age 25-44 in San Francisco area • 166 age 25-44 in Seattle area • 201 age 25-44 in Las Vegas area • 250 age 35-54 in Phoenix area • 333 age 25-54 in Denver area Qualification Criteria • Household income $75,000+ Plan to take at least one US leisure trip in next 12 months Age 0-24 and 55+ excluded for all markets

  3. Wave 2 Key Findings - Wave 2 • More than a third of respondents in Wave 2 (39%) have visited San Luis Obispo County in the past; overall, the Far Western states are the most visited for vacations (70%). • Future consideration of San Luis Obispo County is moderately high with two in five (40%) very likely to consider traveling to San Luis Obispo County for vacation in the next 24 months (pre-exposure). • Over one-fourth (29%) have seen, read or heard some form of advertising about San Luis Obispo County in the past six months. • Most (49%) saw, read or heard about San Luis Obispo County in social media. • The advertising had some impact with 40% of those advertising-aware visiting San Luis Obispo County and another 39% taking steps to learn more. • All of the tested concepts were well-received. • Of the three banner ads, the Kayak ad continues to be preferred to the other two. For the videos, the Sunset video is only slightly preferred to Cliff Road. • The advertising resulted in some lift in terms of creating interest. • The likelihood of considering travel to San Luis Obispo County in the next 24 months for vacation increased from 40% (very likely) to 45% after viewing the three banner ads and two videos. • The most lift occurred in two geo areas with low likelihood: Denver and Phoenix (+9 points). • The increase in likelihood is consistent with other survey findings; those who claimed they were unlikely to visit gave a lack of information about the area as their top reason (60%).

  4. Wave 2 Key Findings - Wave 2 Compared to Wave 1 • Ad awareness has improved from Wave 1, with slight gains in the proportions of consumers who visited SLOC or found the ads interesting. • Fewer surveyed consumers are aware of SLOC in this Wave (51%; -3 points) but more claim to have seen, read or heard any advertising about SLO in the past six months (29%; +4 points). • More people are very likely to visit SLOC both prior to seeing advertising (+2 points in Wave 2) and after seeing the advertising (+4 points). • Among those who are aware of past advertising, slightly more this Wave visited SLOC as a result (40%; +1 point) and say they found the ads interesting, but took no specific action (18%; +1 point). • All of the ads are considered appealing by more survey respondents in Wave 2 than in Wave 1. • The proportion of survey participants rating each of the ad concepts “very appealing” is higher this Wave. Kayak (46% #1 most preferred) is still preferred to Pier (33%) and Wine (21%), and the Sunset video (51%) is slightly preferred to the Cliff Road video (49%). 1Base=Aware of advertising

  5. Wave 2 Familiarity with San Luis Obispo County

  6. Wave 2 Familiarity with San Luis Obispo County(Total Respondents) % Have Visited by Region Would you be interested in visiting? Would you be interested in visiting again? 92%Yes 68%Yes Q6. How familiar are you with San Luis Obispo County in California?Q7A/B. Would you be interested in visiting San Luis Obispo County in California?/Would you be interested in visiting San Luis Obispo County again?

  7. Wave 2 Familiarity with Locations in San Luis Obispo County(Total Respondents) Q8. How familiar are you with the following locations in San Luis Obispo County?

  8. Wave 2 Likelihood To Visit in Next 24 Months For Leisure or Vacation Purposes(Total Respondents) Q9. How likely would you be to consider visiting San Luis Obispo County in California in the next 24 months for leisure or vacation purposes?Q10. Why are you unlikely to visit San Luis Obispo County for leisure/vacation in the next 24 months?

  9. Wave 2 Seen/Read/Heard Advertising aboutVisiting San Luis Obispo County in Past 6 Months (Total Respondents) Ad recall Impact(Base=Ad Aware) Q11. Have you seen, read or heard any advertising about visiting San Luis Obispo County in the past six months? Q12. Where have you seen, read or heard advertising about visiting San Luis Obispo County in the past six months? Q13. What specifically do you recall about the advertising you saw, read or heard? Q14. Did the advertising that you experienced have any impact on your impressions or consideration of San Luis Obispo County as a travel destination?

  10. Wave 2 Advertising Concepts Three Banner Ads & Two Videos

  11. Wave 2 Banner Ad A Appeal of Ad (Total Respondents) Q15. After reviewing the ad, how much does this leisure travel destination appeal to you?Q17. After reviewing the ad, how strongly do you agree or disagree… Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

  12. Wave 2 Banner Ad B Appeal of Ad (Total Respondents) Q15. After reviewing the ad, how much does this leisure travel destination appeal to you?Q17. After reviewing the ad, how strongly do you agree or disagree… Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

  13. Wave 2 Banner Ad C Appeal of Ad (Total Respondents) Q15. After reviewing the ad, how much does this leisure travel destination appeal to you?Q17. After reviewing the ad, how strongly do you agree or disagree… Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

  14. Wave 2 -Comparison- Appeal of Banner Ads (Total Respondents) A B C Ranking by Preference (Total Respondents; #1=Most Preferred) Q15. After reviewing the ad, how much does this leisure travel destination appeal to you?Q17. After reviewing the ad, how strongly do you agree or disagree… Q19. Please rank the three ads that you reviewed with ''1'' identifying the one you prefer the most.

  15. Wave 2 Video Ad A Appeal of Ad (Total Respondents) Q15. After reviewing the ad, how much does this leisure travel destination appeal to you?Q17. After reviewing the ad, how strongly do you agree or disagree… Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

  16. Wave 2 Video Ad B Appeal of Ad (Total Respondents) Q15. After reviewing the ad, how much does this leisure travel destination appeal to you?Q17. After reviewing the ad, how strongly do you agree or disagree… Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

  17. Wave 2 -Comparison-Appeal of Video Ads (Total Respondents) A B Ranking by Preference (Total Respondents; #1=Most Preferred) Q15. xxx?Q17. xxx? Q20. xx? Q15. After reviewing the ad, how much does this leisure travel destination appeal to you?Q17. After reviewing the ad, how strongly do you agree or disagree… Q20. Please rank the two video ads that you reviewed with ''1'' identifying the one you prefer the most.

  18. Wave 2 Likelihood To Visit in Next 24 Months For Leisure or Vacation Purposes(Total Respondents) Pre/Post Likelihood by Region(% Very Likely) Pre-Exposure(Total Respondents) Post-Exposure(Total Respondents) Q9. How likely would you be to consider visiting San Luis Obispo County in California in the next 24 months for leisure or vacation purposes? Q21. After seeing the advertisements, how likely would you be to consider visiting San Luis Obispo County in California for a trip or vacation in the next 24 months?

  19. Wave 2 Leisure Travel Behavior & Preferences

  20. Wave 2 Average (Mean) Spending per Person per Trip by Segment ($)(Total Respondents) Income Age Q23. On average, about how much do you typically spend per person when you take a leisure travel trip domestically(including all travel expenses like airfare, hotel, food, beverage, etc.)?

  21. Wave 2 Important Activities when Traveling(Total Respondents; Multiple Responses) Q22. Which of the following are important to you when traveling domestically (in the US) for leisure?

  22. Wave 2 Important Activities by Travel Spend per Person per Trip(Total Respondents) Q22. Which of the following are important to you when traveling domestically (in the US) for leisure?

  23. Wave 2 Style of Travel(Total Respondents; Multiple Responses) Total Respondents By Age Q24. How would you describe your style when you travel in the US?

  24. Wave 2 Number of Days - US Leisure Trips(Total Respondents) Typical Type of Accommodation(Total Respondents; Multiple Responses) Plane85% Car80% Average: 6 days Modes of Travel(Total Respondents; Multiple Responses) Q25. On average, about how long, in terms of days, are your US leisure travel trips?Q26. When you travel domestically for leisure, which of the following modes of transportation do you take to get to the destination? Q27. When you travel for leisure in the US, which of the following types of accommodation do typically choose?

  25. Wave 2 Destination of Leisure Travel Trips(Total Respondents; Multiple Responses) Spring60% Summer78% 18% 13% 36% 70% 20% 27% Fall59% Time of Year for Leisure Travel(Total Respondents; Multiple Responses) Winter39% AK/HI 23% 35% 35% Q28. In which of the following seasons do you typically take leisure travel trips to US locations?Q29. Where in the US have you taken leisure/vacation travel trips in the past 24 months?

  26. Wave 2 Demographics

  27. Wave 2

  28. Wave 2

  29. Wave 2

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