Presented by: Robin de Rooij, Director Asia Pacific at SKIM | Singapore For many companies, the essence of a focused communication strategy is a strong and clear claim at its foundation. A claim is a concise statement about a product or a brand that summarizes the key promise or value to the consumer. Claims are designed to drive consumer choice by calling upon desires or aspirations through the value it promises. Developing a winning claim is like completing an obstacle course – you need to pass all the hurdles to succeed. We shared our framework to help brand owners fine-tune their value proposition and translate it into a winning claim!

1. Developing a winning communications strategy
Robin de Rooij
Asia Research Breakfast Seminar | October 2015

2. Messaging Expertise
Used our database of 10,000+ tested claims to create
a validated messaging development framework
Provide workshops to clients in the CPG and telecom industries
on how to strengthen their messages
Published numerous articles in magazines like Quirks and GCI

3. What is a claim?
 A concise, product-specific
statement…
 That promises something
meaningful to the customer
 Which sets the product and
brand apart
 Is supported by credible
evidence
 That prompts action, often at
Point of Sale
3
Campaign slogan
A product description
“2-in-1 Anti-dandruff
shampoo with menthol”

4. 4
2 Insight
Situation or dilemma the
target group faces
A claim represents your Value Proposition

5. 5
Developing a winning
claim is like completing
an obstacle course
You need to pass
all the hurdles
to succeed

6. 6
This interactive quiz will expose you
to the most important principles that will help you
develop more effective communication messages
For these exercises please
have your blue and orange
cards to hand!

7. 7
Designed for perfection
For perfectly smooth skin
Relevance: is it a consumer relevant claim?
A claim is designed to drive consumer choice by calling
upon desires or aspirations through the value it promises

8. 8
Easy hair removal
for lasting smoothness
Smooth in seconds,
lasts for two weeks or longer
Be Specific: is it clear what you are promising?
Describe precisely what tangible benefits
your product will deliver

9. 9
Prevent split ends with our
new product formulation
Our new product formulation
helps prevent split ends
Put the key benefit first
You only have a split second
to capture consumers’ attention

10. 10
Removes stains that
other detergents leave behind
New formulation,
better than Ariel!
Merely comparing yourself to your
competitor is not an appealing way to
differentiate, the benefit you differentiate
on is more important

11. Benchmark against the category instead of a
competitive brand or your own brand
11
“Our freshest tasting shake - ever!”
Category: Removes stains that other detergents leave behind
“Our best cleaning detergent”
No benchmark: Up to 99% less breakage
There is no evidence that comparative claims are better than non-comparative claims
Simply comparing with competition or previous products is not enough

12. 12
Avoid Pitfalls
By ensuring the claim
meets a set of style
and tonality criteria

13. 13
Less painful hair removal
with our new shaving system
More gentle hair removal
with our new shaving system
Be Positive!
Offer something positive instead
of avoiding something negative
In some cases avoiding a negative is
more specific, leading to a stronger claim

14. 14
Contains essential minerals
for healthy growth and development
Contains potassium and sulfur
for healthy growth and development
Avoid Jargon
Use words that are meaningful to consumers
instead of technical lingo
Asian consumers seem to respond better to
technical RtBs

15. 15
Lose weight
without losing taste
So delicious, we got
thrown out of the diet aisle
Avoid Humor
Be direct and focus on efficiently getting
your value message across

16. 16
SKIM’s best practices framework
provides actionable guidelines on how to
develop winning claims, available on our
website:
http://www.skimgroup.com/
clearing-hurdles-of-claim-creation

17. How are your claims faring?
• How do you create / write claims?
• How do you test them?
• Do they pass all the hurdles?
• What is the hardest part for you?
17

18. Ask us anything!
Robin de Rooij | Director Asia Pacific
r.derooij@skimgroup.com | +65 6597 2800
Christophe Le Yoanc | Director Client Solutions
c.leyoanc@skimgroup.com | +65 6597 2826