PRESENTATION TIPS

SOME RULES TO STAND BY TO PRESENT EFFECTIVELY

And mesmerize your audience!

GOAL TOOLS/TIPS
PRESENTATION

Make it clear right away Useful title/take away

what each slide is about Hierarchised information
and how it works. Easy to read structure
Find important information Use bold/color
right away

Everything on a slide must be Pick the relevant information

CONTENTS

straight to the point and useful Dont write it all (but be clear!)
Use bullet points (for good)
Keep wondering: Do I make
sense?
TECHNIQUE

Even a noob must be able to Tell us what youre doing (method,

understand your point purpuse)
Help us read it ! (legend, key facts)
Draw relevant conclusions
CONCLUSION:
Dont get mixed up between a Word and a Powerpoint: be simple,
straight to the point and use up your space
AVI SCORES ARE AT THE ROOT OF UNDERSTANDING MEDIA
EFFICIENCY
Method: For each copy computation of the AVI score (comparison of purchases for a brand
depending on whether the households were exposed to a copy within 4 weeks after the
exposure)
The homogeneity hypothesis was verified

Scores AVI Milky way

37 Pick up
34
Bounty
31
28
Twix
25 Mars
Hanuta
copy

22
19
16 Knopper
13
10 Kinder
7
Duplo
4
1 Weeks
0 50 100 150 200 250

Copy by copy we cant explain the In order to do so we need to study a variety of

differences we observed previously. explanatory factors:
Combination of medias
Marss AVI: 70-167 Other copies on-air at the same time
Average 120 On-air frequency

CONCLUSION:
MARSs copies are not underperforming, they even achieve higher AVI scores than the market
leaders average, meaning the problem lies elsewere
TWIX S STOWAWAY STATUS IS THE WINNING STRATEGY
There are synergies between campaigns on by standing brands

Method: After studying what other products Twix purchasers purchased most, we compared the sales of Twix
for households exposed to TV ads of these brands or Twix and for non-exposed households (a variation of the
AVI scores)
Preliminary Findings: Hanuta, Duplo, Riegel, Marss purchasers were more likely to purchase Twix

Evolution of AVI for Twix 2008-2013

AVI 100

AVI for Twix for Twix copies #of Twix copies on air
AVI for Twix for Twix, Duplo, #of TV copies for Twix, Duplo, Hanuta,
Hanuta, Mars, Riegel copies Mars, Riegel on air

FINDINGS
Overall, the unpaid AVI is higher than the Twix only AVI and has a much broader reach. Which means
they have a bigger impact (reach*AVI)
The unpaid AVI grows with time, we can assume its built thanks to brand awareness and previous
consumption

CONCLUSION:
Once a brand has built its notoriety, it doesnt need to spend as much on reach in order to maintain sales
and penetration.