This joint presentation by Instantly and Elance shows the process and results of a brand awareness study.

1. Measuring Brand Awareness
Featured Guest

2. Welcome
• Audio Controls
• Q&A session
• Recorded presentation
available

3. Elance Introduction
Rich Pearson
Chief Marketing Officer
Elance

4. First, a few questions…
Have you ever conducted a Brand Awareness study?
Which method did you use to conduct the study?

5. Brand Awareness
Brand Awareness measures the extent to which
consumers are familiar with your brand or
product.

6. Brand Sentiment
Brand Sentiment measures general attitudes
towards your brand or product, often in relation
to other brands.

7. Who is Your Audience?
Establish Clear Customer Profile
• Age, Gender, Ethnicity, Relationship Status, Employment
Status, Location, Income etc.
Awareness may vary among different groups. Tip: make sure you word the
questions that resonate with demographic

8. Aided vs. Unaided
Unaided: No prompting or
brand reference
• Ex: Name three fruit juices you most enjoy.
 Often measured with open-ended responses
Aided: Reference brand name
in question
• Ex: What adjective would you use to
describe Seiko watches?
 Often measured by listing the brands or showing logos,
images or other media

9. Common Questions
• When you think of facial tissue,
what brand comes to mind?
• What is your overall impression
of Nike tennis shoes?
• How familiar are you with Hulu?

10. What Are Your Goals?
• Gather Accurate Data
• Positive Results That
Validate Campaigns
• Refine Customer Profile
• Target Your Messaging
• Select New Advertising
Channels

11. Elance Case Study - Challenge
Gain insights into freelancers who weren’t using their service
Better understand company’s current awareness
Qualitative inputs on brand attributes and equity

12. Elance Case Study - Solution
On-
demand
audience
•Over 8 million
people
•Audience
recruitment
Integrated
platform
•Survey authoring
tool
•Audience Access
•Analyze results
Instant
feedback
•Immediate insights
•Minutes, hours, days
•Semantic clustering
Simplicity
•No outside
researches
•No complex
studies

13. Elance Case Study - Results
• Compared and contrasted results with
our own audience
• Informed our creative process
• Improved our overall communication and message to
the market
“Relying on our own users to relay
business insights is perfectly valid,
but, we need to look externally to
determine who could potentially be
our users.”

14. Live Demo
Let’s survey 300 people
To measure awareness for …

15. Exclusive Offer Webinar Attendees….
Brand Awareness Study
1. Scripting
2. Audience
3. Analysis
4. Debrief call with research
expert
$3000 $2600
20%
discount

16. Q&A
For additional questions,
please email info@instant.ly