Arming Agencies for the Pitch

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
1

Operating inan 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 wedevelop amodel from which agencies can derive newvalue and help
winnew business?
Through deep analysis of social data, weseek 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 agencies and service providers
specializing in creative, digital, strategy, media—and everything in between.
PURPOSE
2

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
3

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
4

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
BestBuy:ConsumerExpectationsofIn-StoreShopping
(1/1/11–12/31/11) 1,501,777RelevantPosts
EXPECTED
UNEXPECTED, STRATEGIC
OPPORTUNITY
UNEXPECTED, COUNTERINTUITIVE
A
B
C
5

SocialGratificationandPeerSupportatBestBuy
ThemesofConversation “@ohhellofriend hittin up
best buy with the hubs
and friends!”
-@Bri_Kim
“Who knew best Buy
would be soo much
fun!!!”
-@BExclusives
6

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%
ExpectationofIn-StoreDealsatBestBuy
UNEXPECTED, STRATEGIC
OPPORTUNITY
EXPECTED
A
B
7

• 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
8

• Major opportunity for Best Buy to leverage appeal as a ―playground‖
destination (46%)
- Opportunitytocreatespecialstoreevents,grouppromotions,challenges/competitions,
orRefer-A-Friendofferstofostersocialshoppingatretaillocations
- Centernewprogramsaroundspecificproductorserviceoffering
• Consumer anticipation of seasonal deals presents new opportunity
- BestBuycansurpriseandcapturecustomersbycreatingandpublicizingmid-summerstore
promotionsbeforethecompetitiveback-to-schoolsalescycle
AGENCY PITCH SUPPORT: KEY TAKEAWAYS
9

SO HOW CAN YOUR AGENCY ENHANCE THE PITCH
FOR ALL NEW PROSPECT ACCOUNTS?
10

SOCIAL INTELLIGENCE VALUE MODELS
PITCHING NEW IDEAS AND A NOVELAPPROACH
11

AGENCIES ALSO HAVE A POWERFUL WAY TO
DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS
RESONATE WITH CONSUMERS: IT’S EASI.
12

SOCIAL INTELLIGENCE VALUE MODELS
DEMONSTRATING CAMPAIGNROITO NEW CLIENTS
13

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, Ogilvy, Paramount Pictures,
Edelman StrategyOne, Starbucks, Simon & Schuster, MRM Worldwide,
Twitter, and many more. For more information go
to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON
14

Learn More About Crimson Hexagon’s
BrightView™ Algorithm
Click Here for An Introduction To
BrightView ™ Algorithm

Arming Agencies for the Pitch

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