“Go Active”
Leisure Investment Services
Research Evaluation Report
1 February 2008
Marketing Services
Ben Capper (1609)
Katherine Stanton (6864)
This research project has been undertaken as part of the 2008 / 09 Marketing Plan. Recommendations within the plan suggest a consultation process directly with young people to ascertain their thoughts and feelings towards sports branding as a whole. The idea was for this data to be interpreted within the context of initialising a new branding aesthetic for young people that have previously been communicated to within the context of the “B&G” branding. As part of the overall Go Active re-brand, perspectives from young people were sought to inform a way forward for the brand.
Overriding research objective:
Broken down as:
• Understand the role of branding amongst children and young people aged 6-10 and 11-15yrs.
§ Which sports brands do the young people wear and why?
§ Young people to identify brands highlighted on a board provided.
§ Young people’s ability to associate brand names with brand logos.
§ Young people’s preference to brand colour, shape and style.
• Investigate how children and young people respond to the branding used by St.Helens Leisure & Investment Services.
§ B&G logo recognition (The standalone logo was shown)
§ B&G logo meaning recognition (E.g. boys & girls)
§ Thoughts and opinions on the current B&G brand, looking at likes and dislikes in particular.
§ Thoughts and opinions on a number of alternative branding solutions, looking at likes and dislikes (alternative branding designed by the in-house design unit).
3.1 Primary Research
A series of Focus groups were set up in conjunction with St.Helens Council’s Youth Service in order to interact directly with local young people in the appropriate age groups.
3.1.1 Who did we speak to?
The original research proposal presented to the Leisure & Investment Services stated that the research would be two-pronged. Firstly, researching current Go Active B&G. Secondly, targeting non-members through the Youth Service.
Letters inviting current Go Active B&G members to take part in the research were sent out the week commencing 17th December 2007. Marketing Services received 3 letters declaring an interest in the research. Due to the low response rate, the planned focus groups with current B&G members were cancelled.
Marketing Services decided the best way forward was to conduct the entire research programme with the Youth Service.
A total of 70 participants took part in the research:
Total NumbersMales and Females aged 6-10 years / 30
Males and Females aged 11-15 years / 40
Based on the collaboration with the Youth Service, it was ultimately impractical to request single gender groups. However, there were generally even numbers of males and females in each group. This will be taken into account when analysing the data.
3.1.2 When?
The focus groups targeting children aged 6-10 years took place on Tuesday 22nd and Wednesday 23rd January 2008.
The focus groups targeting young people aged 11-15 years took place on Friday 18th and Saturday 19th January 2008.
3.1.3 Where?
Focus Groups: 6-10 Years
Derbyshire Hill Junior School
St. Catherines Junior School
Focus Groups: 11-15 Years
Parr Swimming and Fitness Centre, Youth Only Zone (YOZ)
Selwyn Jones Leisure Centre YOZ
3.1.4 How? (Methodology)
Primary research was conducted through qualitative focus groups separated by age e.g. separate focus groups for 6-10 years and 11-15 years. An attempt for the focus groups to represent a geographical profile of the Borough was achieved through hosting the focus groups at various Youth Service venues or events across St. Helens.
The focus groups generally lasted between 15-20 minutes with Marketing Services personnel acting as the research moderators.
Focus groups followed the use of projective techniques. Projective techniques can be defined as a subject-orientated, non-verbal and indirect self-reporting technique. The technique includes using pictures, word and brand association tasks (Please see discussion guide - appendix 1).
Participants were asked to identify a number of brands including:
· A selection of top 100 brand names/logos
· Top sports brand names and logos
· Designer brands including D&G
· Leisure Centre brands such as David Lloyd and JJB.
Participants were also asked to comment on the existing Go Active B&G brand, and thoughts and opinions on the proposed Go Active branding, looking particularly at the brand colour aimed at children and young people.
3.2 Secondary Research
Various previously compiled research papers into Youth Marketing were considered as context to the primary research. A full list is compiled in the Bibliography.
One obvious drawback to the use of secondary information is that, by its very nature, it has not been compiled directly for the purpose of this exercise. Also, as several of the papers considered were from American sources, there is the chance that some ideas may not translate directly to the UK. However, the sources used have offered essential context and insight into the global idea of youth marketing and, though not tailored to this particular project, can lend support to some of the recommendations contained within it.
4.1 Objective 1
Understand the role of branding amongst children and young people aged 6-10 years and 11-15 years.
4.1.1 Primary Research Findings (11-15)
· All attendees recognised all of the sports brands almost immediately
· Most identified Nike and Fred Perry as the most popular brands – reasons included Nike’s sponsorship of Premiership football teams and Fred Perry’s sponsorship of Roger Federer.
· Most of the top 100 brands were recognised instantly with a propensity for McDonalds, Shell and Apple being the most recognisable.
· The majority of respondents recognised all of the Designer label brands including D&G
4.1.2 Primary Research Findings (6-10)
· All respondents were able to identify the sports brand logo and consequently match the logos with the correct brand name. Many of the respondents showed the sports brands they were wearing.
· The majority of the top 100 brands were recognised instantly with McDonalds, Pizza Hut, Nokia, Apple and Google as the most identifiable. Respondents identified brand logos such as Toyota and Shell, however they could not name the brand. Instead, the respondents identified where they had seen the brand e.g. “at the petrol station” and “on a car”. Recognising brand logos but not knowing the brand name shows the increased importance brand logos play.
· The majority of respondents recognised the D&G and CK brands. However, only a small number of respondents could identify the meaning behind these two brands.
4.1.3 Secondary Research Findings
Several secondary research papers have been studied based on this objective. Key points of relevance are how communications are tailored to young people and the relative complexity of “youth” marketing. Ted Minnini suggests, “Today's kids are too savvy and sophisticated to allow marketers to talk down to them. Successful marketers make the assumption that the kids' market is sophisticated and precocious”. This is a key point when considering within the context of “B&G”.
Mininni’s idea of brands “talking down” to young people is arguably something for Go Active to be aware of within the context of “B&G” and related material. In this context, the strapline of “Be Cool” could potentially not be appropriate. The further suggestion of the sophistication of the market is also a key point here and backs up the idea of segmenting the age groups within the membership.
Roderick White from The World Advertising Centre also suggests that “the youth market is complex, hard to understand and segmented, in a diverse range of ways”. This would suggest that, beyond age, there are several other demographic details that should ideally be taken into account when communicating and tailoring services to young people.
On the point regarding the way young people are communicated to, White continues that “there is good evidence that [young people] have, by now, well-honed lie detectors, and can recognise when a brand is trying, and failing, to talk ‘their’ language: ‘all hip-hop, flashing lights and “yo kids, let’s go groovin”. White’s lighthearted assertion provides an important point. White goes on to suggest that, “authenticity and honesty are important ingredients in today’s brand communications to youth”. This lends support to the idea that communications should be clear and unambiguous across the age groups.
4.2 Objective 2
Investigate how children and young people respond to the branding used by St. Helens Leisure & Investment Services.
4.2.2 Primary Research Findings (11-15)
· The majority of respondents recognised the B&G logo
· Most could not link the design of the B&G logo with that of D&G. However of those that could, one participant spoke of how the latter was a “rip off” of the former.
· Most, but not all, recognised it as standing for “Boys and Girls”. However, other more offensive suggestions were offered, generally of a homophobic nature.
· Feedback around the B&G logo included:
- “Don’t like the colours”
- “It doesn’t stand out”
- “It’s plain and boring”
- “It looks like a bullet”
- “It looks like Be Good”
- “Fake B&Q”
- “It looks like a rip off of Dolce and Gabbana”
4.2.3 Primary Research Findings (6-10)
· None of the respondents were members of Go Active B&G, however, the respondents used the swimming pools on a weekly basis either through school or in their leisure time.
· Only a one of the respondents recognised the B&G logo and could correctly identify it standing for “Boys and Girls”. Respondents guessed what the B&G stood for; “Does the ‘G’ stand for Gym?”
· None of the respondents could link the design of the B&G logo with that of D&G logo.
· Comments from this group included:
- “Don’t like the shape”
- “The colour is rubbish”
- “Not colourful”
- “It’s rubbish”
- “Don’t like B&G as I don’t like boys”
4.3 Revised Branding
4.3.1 Primary Research Findings (11-15)
· The overwhelmingly most popular colour scheme was the overall Go Active design on the black background. Other popular designs included the Blue (aquatic) and Green (golf). See Appendix 2.
· The suggested Orange colour scheme divided opinion. Some were vocal in their positive feedback – some vocal in negative. Generally the female participants were more positive.
· The second most popular colour scheme in the set was the Purple, which had originally been considered for the overall Youth membership.
· The Word Association exercise provided some unusable information. However, some results suggested a split between seeing the subjects as “Teenagers”, “Young people” and, in fact “Boys and Girls”. Many comments focused on their clothing and the lack of designer or sports labels.
4.3.2 Primary Research Findings (6-10)
· The overwhelmingly most popular colour scheme was the Go Active design on the black background. The example shown at the focus group was the black background with the red swoosh. However, respondents suggested gold/silver swirl as an alternative to the red. The pink, purple and blue examples also proved popular with the respondents.
· The following words were suggested from the Word Association exercise: “Kids”, “young people”, “happy children”, “colour club”, “rainbow club” and “fancy kids”.
From the analysis of both secondary and, more importantly in this instance, primary data, the following conclusions can be drawn:
· Sports branding is clearly important to this age group as a way of displaying status and allying themselves with values of quality.
· The disparaging perceptions of “fake” versions of certain brands points to an emphasis on the importance of uniqueness and quality.
· Designer labels are recognisable to the age group. However, those who did, with prompting, link the design of the D&G and B&G logos spoke negatively about the perceptions of the latter as a “rip off” of the former. This would suggest that this age group responds to branding that is unique and reflects quality and good design.
· This leads to the conclusion that the Go Active branding for young people should speak for itself and be unique rather than attempting to relate itself to another brand.
· The high proportion of respondents who said that Nike and Fred Perry were their favourite sports brands suggests that young people respond well to brands that are both modern and high profile but also fashion conscious.
· Respondents in the 11-15 age group overwhelmingly favoured the overall black Go Active branding over any other colour schemes – this suggests that the black background should play some part in the branding for this age group.
· There were no clear outcomes on proposed brand names. It was not completely conclusive whether or not either age group liked or disliked the notion of “Boys and Girls”. However, the negative perceptions of the “B&G” logo suggests that, as this is essentially the whole idea behind the brand itself, it would fall down outside of this context. Another interesting perspective on this would be that, as the Word Association task resulted in many visual descriptions rather than any great psychological insight, the new branding should also be absolutely clear about its offering. A clear descriptive approach to the brand name should therefore be considered for this age group.
· “B&G” is potentially too open to purposefully irreverent interpretation from some young people.
· As a result of this research, it appears that in order to attempt to appeal across the wide age range, the current “B&G” branding could fall down on the fact that the colour scheme and aesthetic (including stock photography) appears to be aimed at a younger age group (i.e. under 11) whilst the brand itself (the B&G logo) seems to be aimed at the older age group (11-15). In practice, it seems that it achieves neither completely successfully.
· In conclusion, and to paraphrase a previous research exercise, it seems that the current B&G branding is indeed “too clever for its own good” in attempting to appeal across the existing wide age group.
· The overall proposed Go Active brand identity appeals to this age group. The use of the black background was especially appealing and this should be incorporated into the rebrand, at least for the older age group.