This document summarizes research on the effectiveness of promotional products in marketing. It finds that promotional products outperform television and print advertising in several key areas like message credibility and purchase intent. Studies also show promotional products improve brand image, generate more referrals, increase response rates to direct mail campaigns, and foster goodwill towards companies more than alternatives like coupons. When integrated with other media like TV and print, promotional products enhance the effectiveness of marketing campaigns.
This document provides an executive summary of the results of a 2012 member benchmark study on sustainable innovation. It summarizes responses from over 15 major companies on their commitments and approaches to incorporating sustainability into corporate and product innovation strategies. Key findings include that over 70% have a formal corporate commitment to sustainability, while over 80% have product-level commitments. Drivers of these commitments include risk mitigation, consumer demand, and cost savings. Members are also measuring impacts of external and internal communications and using various external and proprietary research to understand consumer trends regarding sustainability.
The Power of Promotional Products: Advertising Specialties Impressions Study. Copyright ASI (Advertising Specialty Institute) and "The Number That Matters" presented to BNI Embarcadero by Andy Foster.
This document discusses measuring the effectiveness of integrated cross-media campaigns. It outlines challenges in aligning research with client needs, measuring campaign integration and media duplication, obtaining basic campaign effectiveness measures, and modeling the entire communication flow. The document then provides examples of research conducted by Millward Brown and Dynamic Logic to evaluate how different media interact and affect brand metrics. It shows that magazines are generally the strongest driver of persuasion while maintaining awareness, and that combining magazines with online media can strengthen impact through synergy and increased exposure frequency. The document concludes by discussing opportunities for more advanced modeling and ongoing in-market cross-media measurement.
Introduction to Vision One's Packprobe Packaging Research ToolVision One Research
PackProbe is an industry leading Pack testing tool from packaging design market research company Vision One Research (UK). It has a range of innovative features which are discussed here, including their Peripheral Vision test.
The document summarizes research on the effectiveness of promotional products. It finds that promotional products outperform television advertising in increasing positive attitudes, message credibility, purchase intent, and referral value. Studies also show promotional products enhance the impact of integrated marketing campaigns when combined with television and print ads. Additional research demonstrates promotional products improve brand image and are effective at generating trade show leads and referrals when included with mailings.
This document summarizes research on the effectiveness of promotional products in marketing. It finds that promotional products outperform television and print advertising in several key areas like message credibility and purchase intent. Studies also show promotional products improve brand image, generate more referrals, increase response rates to direct mail campaigns, and foster goodwill towards companies more than alternatives like coupons. When integrated with other media like TV and print, promotional products enhance the effectiveness of marketing campaigns.
This document provides an executive summary of the results of a 2012 member benchmark study on sustainable innovation. It summarizes responses from over 15 major companies on their commitments and approaches to incorporating sustainability into corporate and product innovation strategies. Key findings include that over 70% have a formal corporate commitment to sustainability, while over 80% have product-level commitments. Drivers of these commitments include risk mitigation, consumer demand, and cost savings. Members are also measuring impacts of external and internal communications and using various external and proprietary research to understand consumer trends regarding sustainability.
The Power of Promotional Products: Advertising Specialties Impressions Study. Copyright ASI (Advertising Specialty Institute) and "The Number That Matters" presented to BNI Embarcadero by Andy Foster.
This document discusses measuring the effectiveness of integrated cross-media campaigns. It outlines challenges in aligning research with client needs, measuring campaign integration and media duplication, obtaining basic campaign effectiveness measures, and modeling the entire communication flow. The document then provides examples of research conducted by Millward Brown and Dynamic Logic to evaluate how different media interact and affect brand metrics. It shows that magazines are generally the strongest driver of persuasion while maintaining awareness, and that combining magazines with online media can strengthen impact through synergy and increased exposure frequency. The document concludes by discussing opportunities for more advanced modeling and ongoing in-market cross-media measurement.
Introduction to Vision One's Packprobe Packaging Research ToolVision One Research
PackProbe is an industry leading Pack testing tool from packaging design market research company Vision One Research (UK). It has a range of innovative features which are discussed here, including their Peripheral Vision test.
The document summarizes research on the effectiveness of promotional products. It finds that promotional products outperform television advertising in increasing positive attitudes, message credibility, purchase intent, and referral value. Studies also show promotional products enhance the impact of integrated marketing campaigns when combined with television and print ads. Additional research demonstrates promotional products improve brand image and are effective at generating trade show leads and referrals when included with mailings.
From branded t-shirts to silicone wristbands, to car flags, calendars and trolley coins, promotional products are proving to be an effective method of marketing.
Here are our top ten reasons for including promotional products in your marketing plan.
The document reports on two studies that examined the effect of nostalgia on consumer responses to advertisements. The studies found that people in a nostalgic mindset were more likely to share and have positive attitudes towards advertisements that evoked nostalgia, compared to non-nostalgic advertisements. However, people not in a nostalgic mindset did not differ in their responses based on whether the ad was nostalgic or not. Thus, the studies support the "matching hypothesis" that nostalgic advertising is most effective for people already feeling nostalgic.
The document summarizes research on the effectiveness of promotional products from various studies. It finds that promotional products outperform television advertising in areas like message credibility and purchase intent. When used along with other media like TV and print, promotional products increase the effectiveness of the overall marketing campaign. Studies also show promotional products improve brand image and are more likely to generate customer referrals than appeal letters without incentives. They are effective at increasing tradeshow booth traffic and recall of company name. Most people keep and use promotional products for long periods of time.
Promotional products are effective marketing tools according to research studies. Studies show that promotional products improve brand image, increase booth traffic at trade shows, generate more customer referrals than promotional letters alone, and increase direct mail response rates when included with mailings. Additionally, customers who receive promotional products have more positive impressions of companies and are more likely to purchase from and recommend those companies than customers who do not receive gifts.
The document summarizes the benefits of using promotional products for marketing. It states that promotional products provide high exposure through repeat visibility, help measure impact, complement other advertising, can target different audiences, and build goodwill. Studies have shown promotional products can triple trade show traffic, boost response rates by up to 75%, and increase sales through referrals and repeat purchases. The company, ICAND Promotions, offers competitive pricing and creative solutions to help clients reinforce their marketing messages through promotional products.
This paper evaluates the effectiveness of banner advertising in strengthening brand relationships. It presents hypotheses that banners can communicate brand values and increase brand relevance/differentiation, thereby helping build brands. An experiment was conducted where respondents were exposed to no, banner-only, or banner+microsite stimuli of the Timex brand. Results showed that banners significantly improved perceptions of Timex's values and relevance/differentiation compared to no exposure. However, the microsite did not further improve perceptions over the banner alone. The study thus supports that banners can play a role in brand building.
Amazing Benefits of Using Promotional Products for your BusinessJohn Phung
A brief overview on the advantages that promotional products can add to your business. It is a cheap and cost effective way to drive sales and keep customers
Using paid owned and earned media to create strong brandsMarnixvangisbergen
This document summarizes a presentation on using paid, owned, and earned media to build brands. It discusses how brands can use different combinations of these three categories of media (POE) in their strategies. The presentation reports on a study that measured the effects of four POE combinations on brand equity for eight brands over six months. It found that using a combination of paid and owned media had the largest positive effect on brand awareness and impression. While earned media added trust, it also seemed to disrupt a clear brand image. The most effective media strategies used paid, owned and earned media together rather than in isolation.
The document discusses the effectiveness of promotional products for businesses. It notes that promotional products are memorable and can help recall brand names. Surveys found that over 70% of people received a promotional product in the last year and over 75% could recall the advertiser. Promotional products were also more effective than print ads. The document recommends that businesses use a four-step process to maximize the effectiveness of promotional products: 1) identify goals, 2) enlist expertise of a consultant, 3) plan an overall campaign, and 4) evaluate results.
According to studies conducted by the Advertising Specialty Institute:
- 82% of end-users remember brands on promotional items they received. Items are typically kept for 7 months.
- Promotional products are more cost-effective than traditional marketing channels for cost per impression.
- 39% of people who receive promotional items will have an increased favorable opinion of the business. Over 50% of consumers will do business with the advertiser after receiving a promotional product.
In-Store Media and its Role in the Customer ExperiencePaul Flanigan
The document discusses the role of in-store media in enhancing the customer experience. It notes that dynamic media is 10 times more likely to be observed than static media, and can increase customers' perceptions of product quality by 10-15%. Compelling in-store media can lead to increased sales by 12% on average by differentiating products, augmenting the shopping experience, and differentiating the store environment. The document provides guidelines for effective in-store media networks, emphasizing the need to solve consumer and business problems, and delivering the right content to the right audience at the right place and time.
Promotional products are a $18.1 billion industry and can be effective marketing tools. They are memorable and help build relationships by providing a sensory experience the audience can touch and feel. Studies show promotional products are more effective than traditional advertising at brand recall and generating favorable impressions of companies. To maximize the impact of promotional products, companies should work with a promotional consultant to identify goals, choose appropriate products, plan the campaign, and evaluate results.
Field Trip Learning: Measuring Effectiveness, Transfer, & Metacognition in th...RJ Podeschi
Anyone who has ever read a course evaluation knows, anecdotally, that a gap often exists between course objectives (faculty intent) and student perceptions. For example, many faculty incorporate field site visits or field trips into a course in order to improve transfer of knowledge from courses (Ramocki, 2007) and to make abstract concepts easier to understand (Castleberry, 2007). However, field trips are consistently perceived as easy even when they’re seen as related to the business world and enjoyable (Karns, 2005). When traditional student perceptions of a learning activity diverge wildly from the course objectives, is it ever possible to bring student perceptions more in line with faculty intent? This study investigates that question using a pilot course designed to take the business world application and enjoyment of an extended field trip to Walt Disney World and incorporate the rigor of reality-based learning so that the challenge of the field trip was apparent.
Promotional products are a $18.1 billion industry and can help companies increase exposure, impact, influence, and build relationships. While some people avoid traditional advertising, promotional items engage audiences through their tangible and sensory nature. Studies show that people are more likely to recall a company from a promotional product they received than from a newspaper or magazine ad, and are also likely to do business with or have a more favorable impression of that company afterwards. To maximize the effectiveness of promotional products, companies should identify goals, enlist a promotional consultant, plan an overall campaign addressing themes, audiences, budgets and timelines, and later evaluate results.
IFM TVC pre launch evaluation case studyThiện Quang
The document summarizes the results of a pre-ad test evaluation conducted in Vietnam to test a Nivea men's deodorant television commercial. Some key findings from the evaluation include:
- Brand recall for Nivea was strong at 75% but product recall needed improvement at 65% due to confusion between product types.
- The ad scored above average on likability but only average on purchase intent and below average on persuasion. Certain scenes were seen as unrealistic.
- The ad was more effective for current Nivea men's product users than non-users.
- The ad successfully communicated key messages about odor and stain protection and confidence, which were identified by 69% of respondents.
- The
This presentation covers how to combine traditional qualitative methods and user research approaches to satisfy your clients and add value to findings.
Promotion and Advertising for a Start-UpTony Passey
Presentation to the Entrepreneur Club at the University of Utah on Feb 12, 2015. This presentation covers topics on developing channels and testing promotions for early stage start-ups.
Promotional product advertising is advertising that lasts. Bundled with your traditional advertising you can greatly improve your reach, memorability and effectiveness
This design brief summarizes Amanda Kern's research for a project working with the Coalition for the Homeless of Central Florida. The brief provides an introduction and outlines Kern's research methodology, which included investigating the target organization through its website and additional research on homelessness nationally and in New York. The brief summarizes statistics about the scale of homelessness and profiles of the homeless population. It also outlines common myths about homelessness and the Coalition's vision and mission. The research aims to understand the issue of homelessness to develop effective design work that can benefit the Coalition.
DAN Europe will embark on a 3-month promotional road trip across the Mediterranean region to promote dive safety. A team of 3 DAN members will drive over 10,000 km through Italy, Malta, France, Spain and Portugal, visiting over 20 cities. The objectives are to strengthen relationships in the diving community, promote DAN's research and services, and connect with divers through social media. DAN will also run a competition to select dive/travel bloggers to document the trip and join the team.
From branded t-shirts to silicone wristbands, to car flags, calendars and trolley coins, promotional products are proving to be an effective method of marketing.
Here are our top ten reasons for including promotional products in your marketing plan.
The document reports on two studies that examined the effect of nostalgia on consumer responses to advertisements. The studies found that people in a nostalgic mindset were more likely to share and have positive attitudes towards advertisements that evoked nostalgia, compared to non-nostalgic advertisements. However, people not in a nostalgic mindset did not differ in their responses based on whether the ad was nostalgic or not. Thus, the studies support the "matching hypothesis" that nostalgic advertising is most effective for people already feeling nostalgic.
The document summarizes research on the effectiveness of promotional products from various studies. It finds that promotional products outperform television advertising in areas like message credibility and purchase intent. When used along with other media like TV and print, promotional products increase the effectiveness of the overall marketing campaign. Studies also show promotional products improve brand image and are more likely to generate customer referrals than appeal letters without incentives. They are effective at increasing tradeshow booth traffic and recall of company name. Most people keep and use promotional products for long periods of time.
Promotional products are effective marketing tools according to research studies. Studies show that promotional products improve brand image, increase booth traffic at trade shows, generate more customer referrals than promotional letters alone, and increase direct mail response rates when included with mailings. Additionally, customers who receive promotional products have more positive impressions of companies and are more likely to purchase from and recommend those companies than customers who do not receive gifts.
The document summarizes the benefits of using promotional products for marketing. It states that promotional products provide high exposure through repeat visibility, help measure impact, complement other advertising, can target different audiences, and build goodwill. Studies have shown promotional products can triple trade show traffic, boost response rates by up to 75%, and increase sales through referrals and repeat purchases. The company, ICAND Promotions, offers competitive pricing and creative solutions to help clients reinforce their marketing messages through promotional products.
This paper evaluates the effectiveness of banner advertising in strengthening brand relationships. It presents hypotheses that banners can communicate brand values and increase brand relevance/differentiation, thereby helping build brands. An experiment was conducted where respondents were exposed to no, banner-only, or banner+microsite stimuli of the Timex brand. Results showed that banners significantly improved perceptions of Timex's values and relevance/differentiation compared to no exposure. However, the microsite did not further improve perceptions over the banner alone. The study thus supports that banners can play a role in brand building.
Amazing Benefits of Using Promotional Products for your BusinessJohn Phung
A brief overview on the advantages that promotional products can add to your business. It is a cheap and cost effective way to drive sales and keep customers
Using paid owned and earned media to create strong brandsMarnixvangisbergen
This document summarizes a presentation on using paid, owned, and earned media to build brands. It discusses how brands can use different combinations of these three categories of media (POE) in their strategies. The presentation reports on a study that measured the effects of four POE combinations on brand equity for eight brands over six months. It found that using a combination of paid and owned media had the largest positive effect on brand awareness and impression. While earned media added trust, it also seemed to disrupt a clear brand image. The most effective media strategies used paid, owned and earned media together rather than in isolation.
The document discusses the effectiveness of promotional products for businesses. It notes that promotional products are memorable and can help recall brand names. Surveys found that over 70% of people received a promotional product in the last year and over 75% could recall the advertiser. Promotional products were also more effective than print ads. The document recommends that businesses use a four-step process to maximize the effectiveness of promotional products: 1) identify goals, 2) enlist expertise of a consultant, 3) plan an overall campaign, and 4) evaluate results.
According to studies conducted by the Advertising Specialty Institute:
- 82% of end-users remember brands on promotional items they received. Items are typically kept for 7 months.
- Promotional products are more cost-effective than traditional marketing channels for cost per impression.
- 39% of people who receive promotional items will have an increased favorable opinion of the business. Over 50% of consumers will do business with the advertiser after receiving a promotional product.
In-Store Media and its Role in the Customer ExperiencePaul Flanigan
The document discusses the role of in-store media in enhancing the customer experience. It notes that dynamic media is 10 times more likely to be observed than static media, and can increase customers' perceptions of product quality by 10-15%. Compelling in-store media can lead to increased sales by 12% on average by differentiating products, augmenting the shopping experience, and differentiating the store environment. The document provides guidelines for effective in-store media networks, emphasizing the need to solve consumer and business problems, and delivering the right content to the right audience at the right place and time.
Promotional products are a $18.1 billion industry and can be effective marketing tools. They are memorable and help build relationships by providing a sensory experience the audience can touch and feel. Studies show promotional products are more effective than traditional advertising at brand recall and generating favorable impressions of companies. To maximize the impact of promotional products, companies should work with a promotional consultant to identify goals, choose appropriate products, plan the campaign, and evaluate results.
Field Trip Learning: Measuring Effectiveness, Transfer, & Metacognition in th...RJ Podeschi
Anyone who has ever read a course evaluation knows, anecdotally, that a gap often exists between course objectives (faculty intent) and student perceptions. For example, many faculty incorporate field site visits or field trips into a course in order to improve transfer of knowledge from courses (Ramocki, 2007) and to make abstract concepts easier to understand (Castleberry, 2007). However, field trips are consistently perceived as easy even when they’re seen as related to the business world and enjoyable (Karns, 2005). When traditional student perceptions of a learning activity diverge wildly from the course objectives, is it ever possible to bring student perceptions more in line with faculty intent? This study investigates that question using a pilot course designed to take the business world application and enjoyment of an extended field trip to Walt Disney World and incorporate the rigor of reality-based learning so that the challenge of the field trip was apparent.
Promotional products are a $18.1 billion industry and can help companies increase exposure, impact, influence, and build relationships. While some people avoid traditional advertising, promotional items engage audiences through their tangible and sensory nature. Studies show that people are more likely to recall a company from a promotional product they received than from a newspaper or magazine ad, and are also likely to do business with or have a more favorable impression of that company afterwards. To maximize the effectiveness of promotional products, companies should identify goals, enlist a promotional consultant, plan an overall campaign addressing themes, audiences, budgets and timelines, and later evaluate results.
IFM TVC pre launch evaluation case studyThiện Quang
The document summarizes the results of a pre-ad test evaluation conducted in Vietnam to test a Nivea men's deodorant television commercial. Some key findings from the evaluation include:
- Brand recall for Nivea was strong at 75% but product recall needed improvement at 65% due to confusion between product types.
- The ad scored above average on likability but only average on purchase intent and below average on persuasion. Certain scenes were seen as unrealistic.
- The ad was more effective for current Nivea men's product users than non-users.
- The ad successfully communicated key messages about odor and stain protection and confidence, which were identified by 69% of respondents.
- The
This presentation covers how to combine traditional qualitative methods and user research approaches to satisfy your clients and add value to findings.
Promotion and Advertising for a Start-UpTony Passey
Presentation to the Entrepreneur Club at the University of Utah on Feb 12, 2015. This presentation covers topics on developing channels and testing promotions for early stage start-ups.
Promotional product advertising is advertising that lasts. Bundled with your traditional advertising you can greatly improve your reach, memorability and effectiveness
This design brief summarizes Amanda Kern's research for a project working with the Coalition for the Homeless of Central Florida. The brief provides an introduction and outlines Kern's research methodology, which included investigating the target organization through its website and additional research on homelessness nationally and in New York. The brief summarizes statistics about the scale of homelessness and profiles of the homeless population. It also outlines common myths about homelessness and the Coalition's vision and mission. The research aims to understand the issue of homelessness to develop effective design work that can benefit the Coalition.
DAN Europe will embark on a 3-month promotional road trip across the Mediterranean region to promote dive safety. A team of 3 DAN members will drive over 10,000 km through Italy, Malta, France, Spain and Portugal, visiting over 20 cities. The objectives are to strengthen relationships in the diving community, promote DAN's research and services, and connect with divers through social media. DAN will also run a competition to select dive/travel bloggers to document the trip and join the team.
Multichannel Strategies for Nonprofits: How To Use Online Tools to Raise Mone...Julia Campbell
Social and Web 2.0 technologies have changed not just how we market and promote our programs and services, but also how we manage and lead our organizations, and how we build communities and create movements. Understanding the multichannel landscape is more important than ever before, as the pace of change is growing exponentially. Email communications, social media, and mobile are important, but how will they help your nonprofit and the issues you work on every day? Most importantly, how the heck do you integrate and utilize these tools successfully without losing your mind? This FREE seminar will help you answer these questions, and will guide you through the planning and implementation of online multichannel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time.
This presentation discusses corporate social responsibility (CSR). It defines CSR as a company's commitment to operate ethically and contribute to sustainable development by improving life for its employees, community, and society. The presentation outlines 5 areas of responsibility for companies: employees, society, consumers, shareholders, and government. It also provides examples of CSR activities from companies like Amul, Infosys, Reliance Industries, and Jaypee Group, which include education programs, healthcare initiatives, and rural development projects. The presentation concludes that CSR is important for corporate accountability, profitability, and sustainability.
The document provides a recap of the Madewell Denim Road Trip campaign from 2012. The campaign involved touring a vintage Airstream trailer outfitted with denim styling stations across 13 cities to promote Madewell's denim products. Key elements of the activation included a Denim Bar, Braid Bar, photo booth, sweepstakes, and hidden "Golden Tickets". The recap summarizes the goals, locations, on-site activities, and results of the nationwide tour held to raise brand awareness and bring the Madewell in-store experience on the road.
The document outlines best practices for corporations engaging in corporate social responsibility (CSR) initiatives and partnerships with non-governmental organizations (NGOs). It discusses identifying social needs, selecting the right cause that aligns with a company's strengths, and the key steps for effective CSR engagement including making an initial commitment, assessing social and business environments, implementing initiatives, measuring outcomes, and consulting stakeholders. Case studies demonstrate successful CSR partnerships between NGOs and companies in Romania that expanded access to healthcare and supported disadvantaged groups.
At CafeGive Social, we create mobile and social media apps and campaign solutions that connect businesses and nonprofits with consumers around the causes they love. Learn more about our unique solutions for telling your CSR story, scaling your giving, and driving your impact with effective cause marketing campaigns.
This document outlines a digital strategy for Volkswagen to connect their customers' driving experiences with their online social activities. It involves developing a road trip app that allows users to document their trips, share content to social media using hashtags, and view an experience portfolio on VW's website. The goal is to build awareness of VW's mobile presence among target audiences. A budget of $5 million is allocated, with most spent on app development, advertisements, and content marketing including blogs and emails to promote the app.
Corporate social responsibility (CSR) strategies and initiatives were discussed. CSR was defined as a corporate responsibility for the economic, social, and environmental impact of a company's activities. Effective CSR involves employee involvement in projects that benefit local communities. CSR can enhance a company's public relations, motivate employees, and build relationships with clients and partners. Meeting planners were encouraged to incorporate meaningful CSR activities into incentive programs.
The Mid-Atlantic Corporate Family of Companies is hosting a road tour event on February 22, 2016 from 4:00-6:00pm at the Carnegie Library located at 801 K Street NW in Washington, DC. Credit union professionals and Mid-Atlantic Corporate staff are invited to attend the event to enjoy hors d'oeuvres, cash bar, prizes and networking. RSVPs for the event are requested by February 15th on the Mid-Atlantic Corporate website under the Education & Events section.
A travel blogger’s influence extends across multiple channels where they share stories, destination highlights, tips and recommendations that targets people moving through each of the five stages of travel. How can you then collaborate with travel bloggers in a way that maintains the integrity of their story, yet tap into their influence to showcase your destination, and commit them to visiting?
Caroline (‘Caz’) Makepeace shared her insights into how they effectively marketed destinations on their road trip while keeping it very real to their own story. She offered tips on how to create these campaigns, choose the right bloggers and how to effectively work with them.
Caz is the co-founder of yTravel blog with her husband, Craig. They’ve just finished an 18-month road trip around Australia with their children, collaborating with many tourism boards along the way.
They’ve been featured on Lonely Planet, National Geographic Online, Virgin Australia, Expedia, and the Today Show. Their reach extends into the millions.
yTravel have partnered with brands such as Nissan, Ford, Qantas, Amex, and Canon. They were invited as one of the top travel bloggers in the world to attend the first ever travel summit at the White House and regularly speak at travel, blogging, and social media conferences.
INDIA Redefined - One Stop Solution for Social DevelopmentAnurag Kanti
INDIA Redefined (IR) is not just an organization but a movement which began in 2009 and has emerged as a Common United Platform (CUP) of Collective Responsibility which endeavors to create a HAPPY INDIA by creating a collaborative model for Citizens, Corporates, NGO’s and Government which are the four pillars of a nation.
Taking this philosophy forward, in the last 6 years, INDIA Redefined has evolved into a PLATFORM, functioning like a 'System Integrator' and is not just an NGO. In our next level of engagement, we now offer to be “ONE STOP SOLUTION" (from CSR Chartering to Project Design & Implementation to M&E and Reporting), with “on the ground” Volunteers spread across the country, 150+ NGOs, Experts in all social verticals, Project Professionals, Implementation Partners, Innovative Technology Providers and Social Enterprises that are empanelled with INDIA Redefined.
Visit www.INDIARedefined.org
I recently designed this campaign for a local Real Estate agent.
She asked me to design a campaign that would use the internet to help her connect with professional families relocating to Houston, TX.
The campaign includes a Website; Blog; and Facebook, Twitter and Pinterest accounts.
CafeGive Social's 2014 submission for the 'Just 'Cause' SoMe Award, detailing our success with client Bank of Ann Arbor's 2013 JumpstARTS charitable giving campaign.
Aicom Sample Social Media Campaign Outputradicalshot
The document outlines social media campaign outputs for different industries including travel/hospitality/leisure, real estate, and game development. It provides metrics on the number of Facebook friends and Twitter followers gained in the first month for each industry along with time allocated for each platform. It also describes blog integration, link building activities, and publishing sponsored articles/press releases as part of the social media campaigns.
The State of Social Media Address: Campaign Results Are InBoostability
Results are in! How do you measure your 2016 campaign success? Determine how your social media audience, website audience, PPC campaigns, and buyer personas all align to create a more fine tuned approach to your 2017 marketing strategy.
A presentation I gave for my Strategic Creative Development class as a launch campaign for the VW Bulli Bus. Emphasis in this project was on developing a Big Idea that could transcend a simple campaign lifespan.
Presentación de Irfan Kamal SVP and Global Head of Data, Analytics and Products IAB México
This document discusses how to build a passion brand through customer advocacy. It summarizes a global brand advocacy study of 7 million data points. The key findings are that emotional benefits, rather than rational features or deals, are the strongest drivers of advocacy. Advocacy is also higher in markets like Brazil and China than in the US. The document recommends that brands identify advocacy drivers by customer segment, create separate advocacy programs tailored to each segment's values, and track advocacy metrics over time.
The document discusses integrating social media into marketing strategies. It identifies key barriers like the inability to measure impact. Social listening can improve customer satisfaction, marketing effectiveness, and drive innovation. Listening across forums, communities, and media can provide insights into brand perceptions at different stages of the consumer journey. Listening for unmet needs can also reveal opportunities for new product development. Overall, the document advocates for social listening to enhance marketing strategies and better understand customers.
Gartner webinar social media analytics 23.10.2014Irene Ventayol
Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.
Previous Avon CEOs pursued diversification strategies that failed to significantly boost profits or sales. Under Andrea Jung, Avon updated products, launched new advertising, and created a new image. These changes increased sales by 30% and profits by 40%. Jung also cut costs by streamlining suppliers and manufacturing. She aligned Avon's strategy with its capabilities, leading to strong results. Jung took on the role of an Avon representative to better understand customers and the direct sales model. As CEO, she has directed Avon's successful transformation into a beauty company while expanding career opportunities globally. Additional recommendations include offering incentives to customers and motivating representatives through advertising, sales competitions, and conventions to promote direct sales.
The document describes a pre-campaign testing model to evaluate the effectiveness of advertising campaigns. The model measures both tactical goals like attention and cognitive/emotional response, as well as strategic goals like impact on brand attitude. It uses an experimental design with test and control groups, and an online survey with projective techniques. The survey measures recognition, perceptions, imagery and purchase intent before and after ad exposure to assess the ad's impact. Results are analyzed across multiple dimensions and compared to benchmarks.
This document summarizes a webinar about a research study conducted by ASI on the effectiveness of promotional products as an advertising medium. The webinar aimed to provide distributors with evidence and arguments to overcome 12 common objections from clients who are skeptical about promotional products. It reviewed key findings from the study, including that most recipients can name the advertiser on a promotional item they received and that the cost-per-impression of promotional products is much lower than other media like television. Participants were encouraged to use the research findings and arguments provided to help sell more promotional products to their clients.
This document outlines strategies for creating an effective social media campaign. It discusses the importance of understanding your audience and their needs or "pain points." The document recommends engaging customers by becoming an endless resource, responding to comments to make people feel important, and having a human voice rather than just corporate speak. It also provides examples of social media campaign failures and lessons learned. The rest of the document discusses selecting appropriate platforms like blogs, YouTube, Facebook, Twitter, LinkedIn and Pinterest to reach different audiences. It emphasizes using owned platforms like blogs in addition to shared platforms to have more control over messaging and targeting. The overall goal is to build an army of evangelists through rich, regular content.
This document outlines the new product development process. It begins with idea generation, which can come from internal or external sources. Ideas are then screened to eliminate poor concepts. Market research is conducted to understand customer needs and the size of the potential market. Concept testing evaluates consumer response to product ideas. Prototypes are developed and tested. Test marketing launches products on a small scale before full product launch. The goal is to bring new products and services to market through a rigorous process that identifies viable concepts and tests consumer demand.
Social Media Business Intelligence (SNHU Bootcamp Presentation)wedu, Inc
This document provides guidance on social media business intelligence and metrics. It discusses identifying successes and implementing changes to maximize returns from social media ventures. Attendees will learn how to measure social media metrics, understand successes, and make improvements. The document emphasizes that learning is the primary goal and provides tips on determining key performance indicators, qualitative and comparative measurement, integrating offline activities, and paying attention to details like inactivity, drop points, behavioral triggers, and business alignment.
Lucas Hulsebos - How Paid, Owned and Earned Media Work TogetherSanoma Belgium
1. Paid and owned media have the strongest impact on brand metrics when used together. Adding earned media does not further increase effects and may decrease them if earned media is negative.
2. Earned media primarily influences awareness and choice, while paid and owned media more strongly impact brand image and associations. Positive earned media maintains campaign impact while negative earned media reduces it.
3. Consumers prefer magazines and television for credible, useful information over social media. They value brands that inform well through owned channels and paid advertising with a clear message over brands that are simply active on social media.
1. Measuring customer experience is important for business performance but companies struggle with accurately measuring social media sentiment and linking it to real business outcomes like sales and ROI.
2. The Social Engagement Index (SEI) uses stance-shift analysis to more accurately analyze social media conversations and has shown strong correlations between social media sentiment measured by SEI and sales for various brands.
3. Case studies demonstrate how SEI analysis can provide insights into key drivers of customer experience for different types of companies and inform marketing strategies to improve sales and ROI.
The benefits for Northwestern Technologies to Use Social Media Marketing is that it is more flexible and adaptable, gets genuine responses, you get to question your audience at a moment’s notice, significantly less expensive, and recruit for in-person focus groups.
There is a significant Power in conjunction with Social Media as it relates to Information technology (IT) Companies...
This document discusses the benefits of social media marketing for businesses. It notes that social media marketing can improve sales, increase exposure, grow business partnerships, and reduce marketing expenses. It also allows businesses to get genuine customer feedback through focus groups and market research on social media. Social media puts a human face on companies and enables relationship building with customers in a more flexible way than traditional marketing methods. Constant assessment is needed to optimize social media marketing efforts.
Paid communication analysis on Facebook. Reach and cost estimations report.Sotrender
Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.
Outperform Webinar Series: How to Capture Your Customers at the Top of the Fu...Optimizely
How to Capture Your Customers at the Top of the Funnel
Website metrics, like purchases and form submissions, are top of mind for marketers—but how can you impact those key metrics if users leave as soon as they land on your website?
Join Optimizely’s lead strategy consultant, Alek Toumert, to learn how to engage visitors the moment they arrive at your site through experimentation.
Social Media has a strong influence on consumer behaviour and brand commitment. It is part of a new “word of mouth” culture where recommendations are not only given and received amongst family and friends - but amongst a much wider audience. New business models such as group buying, move far beyond a recommendation to an immediate call to action from friends.
Consumers are now used to read other peoples’ comments and that influence their purchase decisions. There are also many consumers who write comments and want to influence companies in doing so. The consumer wants to be heard and enter into a dialog with companies as opposed to the former one-way communication. These trends show the importance of social media conversation and suggests that social media will gain even more importance in the future than it already does. TNS supports Clients in finiding new insights for Growth
Learn about the best practices in PR and social media measurement for nonprofit organizations. Includes the 6 steps to successful, standards-compliant measurement!
The document discusses the golden rules of measuring CPG advertising performance. It summarizes key principles such as optimizing for single exposures over frequency, measuring across the total ROI funnel, choosing the right measurement tools, evaluating both creative and media, selecting the proper metrics, accounting for purchase cycles, and understanding earned versus organic social media. Native advertising is also highlighted as being more impactful than traditional ad formats. The presentation was given by representatives from IRI and InsightExpress.
The document provides an overview and table of contents for a marketing campaign plan created by a student team. It includes sections on research, competitor analysis, creative concepts, tactics for the website, Google display network, social media (Twitter, Facebook, YouTube, Pinterest, Instagram), print advertising, Spotify, partnerships, earned media strategy, media buying calendar, budget, and evaluation. It also lists the team members and their areas of focus for account management, creative, social media, public relations, non-traditional media/promotions, media buying, and research.
Similar to Case-study of social media effectiveness (20)
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
2. 2
Agenda
— A little bit of theory
— Why measure Social media effectiveness?
— What to measure?
— Research designs
— Case study
— Campaign details
— Research design
— Reach and audience
— Business effect
— ROI
4. 4
A few reasons
not to measure anything
— Design of your campaign reveals the effect
and the results directly
— Your budget (or habits) allow learning through
multiple trial and error
— Your campaign has no measurable objectives
(or no visible objectives at all)
— You simply prefer not to
5. 5
What to measure?
— Some marketing campaigns have a clear objective
to change customer behaviour, and still this behaviour
can not be directly observed
— A few examples:
— Generate offline product trials
— Re-activate loyal customers
— Improve customer loyalty
— Then you have to measure this behaviour:
— Behaviour tracking
— Surveys
6. 6
Research designs
— The major question is usually not “How to measure?”
— Campaign objectives define indicators to measure
— Best practices of market research provide reliable tools for
almost any indicator imaginable
— Technology makes any measurement easier and easier
— The major question is usually about research design
— What’s our target group?
— How to split test / control groups?
— How to reveal the effect of the campaign?
7. 100
90
80
70
60
50
40
30
20
10
100
50
7
Designs: time series
0
Brand awareness
Ever tries
Bought in the past 3m
Most often brand
F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
0
Campaign contacts
8. 8
Designs: pre / post analysis
Effect
After
campaign
Before
campaign
Same target group
Same data collection method
Same data collection tool
9. 9
Designs: panel approach
All contacts 21.250
918
Bought at least once
4w after campaign
Indented to buy again
4w after campaign
1.033
Never tried before
campaign 3.825
10. 10
Designs: experiments
Effect
Control Test
Groups matched by all key profile variables
Groups have random selection nature
Same data collection method
Same data collection tool
11. 11
Anyway, why measure?
— Some numbers for your boss?
— Fancy ROI chart for your investors?
— Or just for you to sleep well in the night?
13. 13
Velle & Professionali.ru
Freedom from Milk – multi-media marketing campaign with key objectives
support off-season sales and reinforce Velle brand image.
Major channels – in-store, radio, glossy magazines, social media.
Social Media Campaign:
20 selected users of Professionali.ru, a popular Russian social
network, received free stock of Velle products for a month.
They have blogged about their experiences and shared their
impression of the product during this month. Other users
could vote for the best Velle-inspired blogs. The blogger with
the highest vote received Sony Vaio laptop as a prize.
14. 14
Our research design
Test group 1:
Prefessionali.ru users
Test group 2:
Professionali.ru users
engaged into Velle
campaign
Control group
Visitors of professionali.ru
at least once during the
campaign.
All visitors have been
exposed to at least one
Velle banner during the
campaign.
Visitors of professionali.ru
at least once during the
campaign who have done
at least one of the
following:
• Voted for Velle blogs
• Followed Velle blogs
• Commented Velle blogs
• Mentioned Velle brand
Random sample of internet
users (representative
online panel).
Age and gender are
matched to Test group 1
using quotas.
Population:
~ 300 000 people
~ 1,1mln hits
Population:
~ 1 500 people
~ 13 000 hits
Population:
~ 8mln people
Sample:
230 respondents
Sample:
49 respondents
Sample:
221 respondents
15. 15
We’ve shown test group respondents screenshots of
Velle banners, brand page and Velle blogs.
Most couldn’t remember seeing anything like this.
87% 88%
96% 98%
Anything
campaign-related
Can’t recall
Recall 13% 12%
4%
Velle banners Velle page on
professionali
2%
Velle blogs
16. 16
Campaign recall is at the same level among males
and females, younger and older, and in both covered
cities. Communication seems to be equally effective
with all groups of professionali.ru users.
86% 88% 88% 86% 87% 88%
12%
Can’t recall
Recall 14% 12%
13% 12%
Males Females 18-35YO 36+ YO MOS
SPB
Average –
13%
14%
17. 17
How to measure Velle?
Context is important. We’ve put Velle on virtual shelf
with milk products, like supermarkets usually do.
18. 18
Engagement has been required for any substantial
effect on brand awareness. Exposure to banners alone
didn’t produce any significant uplift.
42%
26%
22%
+91%
Test group 2:
engaged into
campaign
Test group 1:
professionali.ru
visitors
Control group
Aided brand
awareness, %
20. 20
Trial well correlates to brand awareness. Again we see
substantial effect only among those engaged into
campaign. Simple exposure does not really work.
24%
17%
14%
Tried at least
once, %
+71%
Test group 2:
engaged into
campaign
Test group 1:
professionali.ru
visitors
Control group
21. 21
Campaign effect is much stronger among males. It’s
partly explained by the low base, but still campaign
design seems to work much better with males.
18%
14%
8%
+125%
Test group 2
Tried
at least once
%
Control group Test group 1
30%
+30%
23% 23%
Control group Test group 1 Test group 2
Males
Females
22. 22
Although both males and females liked the campaign
similarly, engagement among males was twice higher.
The fact that Velle bloggers were females probably
explains a lot of males among voters.
15%
19%
8%
20%
Voted for any Velle
bloggers, %
Liked the campaign,
%
Males
Females
23. 23
Still males have been quite receptive to core product-related
messages of the campaign. Effect among
females was much less stronger.
Velle does not contain milk Velle does not contain preservatives
6%
1%
8%
1%
% agree
12%
8%
4% 4%
Control group Test group 1 Control group Test group 1
% agree
Males
Females
24. 24
Quick summary
Starting point Media effect Social effect
Males
Velle awareness 10% +11pts +22pts
Velle trial 8% +6pts +10pts
Velle purchase in 4w 4% +5pts +11pts
Starting point Media effect Social effect
Females
Velle awareness 36% — +16pts
Velle trial 23% — +7pts
Velle purchase in 4w 9% — +10pts
25. 25
Key findings
— Velle social media campaign has shown visible positive effect on brand KPIs
and measurable ROI.
— Engagement into social interactions has played a key role in building of brand
awareness and generation of trial. Exposure to media materials had almost no
impact, while those who voted, discussed or shared the campaign show visible
higher brand awareness and trial.
— Product message and campaign design are critical component of success. For
Velle campaign both were more relevant for males, and that’s why campaign
effect among males is much higher.
— ROI is also a direct function of campaign coverage. Velle campaign coverage
was at best mediocre. Creative media strategy and highly relevant campaign
design are required to achieve high levels of coverage and engagement.