Tracking brand health and marketing effectiveness
Our client is a homeware and soft furnishings manufacturer and retailer selling direct to the public. The client has a long history of providing high quality products to their customer through a variety of direct sale, retail and online channels. The business is heavily dependent upon marketing to be top-of-mind when customers need their products and approached us for a Advertising and Brand Tracking research programme.
An online brand tracking research programme was designed to help the client measure brand and advertising awareness incorporating some of Vision One’s innovative brand metrics.
The adaptive nature of our survey designed also enable the client to understand what the key drivers are of purchasing and where the client’s brand fits into the competitive set.
The continuous brand tracking research, conducted monthly, provides the client to quickly assess movements in awareness to evaluate marketing activity and measure the effectiveness of their different marketing and advertising campaigns.
A monthly dashboard enables the client to assess their marketing mix and make tactical decisions on a regular basis.
The brand tracking has now been running for 4 years and is seen as a integral part of the client;s evaluation of the market and marketing mix. A detailed annual presentation is used by the client to plan marketing activity for the year ahead, whilst tactical decisions are made continuously throughout the year.