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MESH Experience is a data and analytics company working with Fortune 500 organizations, like Delta Air Lines and LG Electronics.

We believe that brands today should take an Experience Driven Marketing approach, looking through the eyes of the customer to understand all paid, owned and earned brand encounters.

Our proprietary methodologies, datasets and models help us give clients faster and better advice on how to optimize their marketing investment.

Real-time Experience Tracking (RET) was described by Harvard Business Review as “a new tool (that) radically improves marketing research.”


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Automotive, Drinks (Alcoholic), Drinks (Non-alcoholic), Durables/White goods, Finance/Investment – Personal, FMCG – General, Insurance, Internet/New Media, Media (Broadcast), Media (Mobile), Media (Print), Online, Pharmaceutical, Retail, Sponsorship, Telecommunications
Advanced data, Advanced Statistical Techniques, Consultancy, Continuous, Creative development research, Data Mining, Diary Studies, Ethnography, Group Discussions/Focus Groups, Internet Research/CAWI, Mobile Web Surveys, Multivariate Stats and Modelling, Online Communities, Online Surveys, Qualitative, Quantitative, Syndicated Surveys, Tracking
Advertising, Analytics, Brand/Branding, Communications/PR, Consumer, Data Analytics, Data Fusion, Media Monitoring, Social Media, Usage & Attitude
Affluent, Baby Boomers, College/University Students, Digital Consumers, Disabled People, Ethnic Minorities, Hard-to-Reach, High Net Worth, Mature/Midlife, Mothers/Parents
Australasia, Pacific Rim, South America, UK, USA, Worldwide
Senior Contacts

Fiona Blades (President and Chief Experience Officer)
Fleur Evans (Regional Director - EMEA, Strategy & Communications)
Marcello Garritano (Regional Director - Latin America)
Catherine Rickwood (Regional Director - North America)

Breakdown of Personnel

Admin/Support staff: 5
Executive/Research staff: 20
Data processing: 4
Total Number of Employees: 21 to 50

Address

Holden House
4th Floor
57 Rathbone Place
London
W1T 1JU
Tel: +44 (0)7408 806528
Email: info@meshexperience.com
Establishment date: 2006

International Address

MESH Experience
524 Broadway
11th Floor
New York
NY 10012
Tel: + 1 917 868 4471
Email: catherinerickwood@meshexperience.com
Website: www.meshexperience.com

MESH Experience
R. Comendador Miguel Calfat
109. Cj 72 - Vila Nova Conceição
São Paulo - SP - Brazil
SP, 04537-080
Tel: +55 (11) 2574 2087
Email: marcellogarritano@meshexperience.com
Website: www.meshexperience.com

MESH Experience
3rd Floor
43 Whitfield Street
London
W1T 4HD
Tel: 07408 806528
Email: fleurevans@meshexperience.com
Website: www.meshexperience.com

Context is Queen

If Content is King, Context is certainly Queen and we have been increasingly looking at the context of advertising as well as the content. For an advertiser, avoiding unsavoury content is clearly important, and this has been much discussed over the last year. But think of the other side of the coin, finding the right context for communications can really boost their impact.

What kind of contexts should we take into consideration? For Heineken it was particularly the context within the Path to Purchase.

1.     How about the context of planning to shop? Which touchpoints are most relevant then?

2.     Are there particular times of day that don’t just reach people but have more impact?

3.     Do certain creative campaigns work better in certain contexts?

4.     How can you leverage partnership advertising?

5.     How should brands be responding to news, particularly negative news about their brand?

To evaluate context, we have captured people’s experiences in real-time in the real world. Participants report every brand encounter and let us know the brand, the touchpoint and how positive and persuasive they found the experience. We call the approach Real-Time Experience Tracking (RET).

So how can this data help us to understand context understand the path to purchase?

Let’s take two contexts, planning and on premise.

In the Pre Shop phase, serving ideas and messages about taste and flavors, like Johnny Appleseed’s Spiced Appleseed Pancakes, help shoppers to plan a trip. Serving ideas inspire shoppers and linking these to taste enhancement is particularly effective to influence pre store planning. Online also prompts Pre Store Planning, particularly YouTube. Whilst online tools are important we shouldn’t forget the old favourites! Mailings and circulars do a great job and came top in importance in planning a trip. So we would urge shopper marketers to re-think circulars.

On premise we saw the importance of the menu. If someone had seen the drink on the menu, they were 1.75 times more likely to increase their consideration of the brand. It is particularly useful when the menu suggests how to pair the drink with food. Broad appeal across food types is a powerful menu message.

In fact, if you have an on premise experience you were 1.7 times as likely to purchase in store and if you have a store experience you were 1.3 times more likely to have an on premise experience. So we should not think of On and Off Premise as isolated events. We need to understand the relationship between the two.

Let’s now look at timing context in another way….

For this we have looked at studies across our entire database with over a million experience to pull out some generic truths. If we look at Experience Reach and Engagement for packaged goods we see that reach peaks at prime time, as might be expected, but engagement doesn’t follow suit. In fact TV ads early in the morning enhance people’s moods with cheery tone of voice. This is not the case for financial services, where people engage more after 6pm when they have finished work on the commute home.

There has been lots of information recently about needing to tailor content to screen size and the limited attention people give to ads seen on mobile phones. When looking at cinema touch points across categories, we invariably see that it is one of the most engaging and impactful media channels. However, cinema can really come into its own for campaigns that require more attention. For example, we have noticed polarizing views for the Nationwide poetry campaign in our subscription retail banking study. When viewed in the cinema we have seen very positive reactions but in the context of TV and people’s busy lives, some of the executions can demand too much to decode.

Many brands are not easily able to see the impact of working with a partner. LG Electronics understands that sometimes retailer ads featuring their brand can work as successfully as their own manufacturer ads.

We also need to be aware of how to react in negative contexts. In the UK there has been significant negative news about branch closures for banks. During the period when NatWest was closing branches, the brand also advertised its award-winning mobile banking app. This was received well because it gave a consumer benefit – it makes banking easier, putting customers in control – whilst also tacitly explaining why branches were closing.

·         P2P context– Leverage digital and analogue on path to purchase. Remember the interrelationship of different contexts like on and off premise.

·         Timing context– Understand and plan around the times when people will be most receptive to your category’s messages.

·         Venue and screen context– Invest in relevant experiential contexts and tailor content to screen size.

·         Partner context– Leverage relevant partners to increase reach and engagement. Don’t forget retail partners.

·         News context– Consider paid advertising in relation to negative news and think about how paid, owned and earned touch points can best work together.

Source: meshexperience.com
The way customers experience the insurance category is becoming increasingly complex and stretched across multiple channels.   Traditional research often relies on a static approach to understand the impact these experiences have on customer preference, recommendation and loyalty.  Switching to MESH's real-time approach has given us new perspectives into how these complex experiences work together to help customers understand our brand and our products.  Dominic Grounsell - MORE TH>N

 

The insight we gained in the research using MESH led us to commission a Tracker that will help us to keep our finger on the pulse. We have brought together our entire organization and our agencies to share the journey.  Peter Reiner - LG Electronics

 

The MESH study became the base of our planning, and not just a source of information to support preconceived ideas; this was really encouraging for the team. As a result of the work, we reconfigured our media mix, as well as packaging and in store experiences.  Alejandra Montemayor - PepsiCo

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