Slide 1: Advertising Works
The Colouring Book: a collection of research case studies that add colour to advertising in B2B media
Proving advertising effectiveness
Slide 2: 2
Contents
Page
Introduction B2B media
- B2B websites: What do business professionals think of them? - B2B websites: The key elements of engagement - B2B magazines: What do business professionals think of them? - B2B magazines: The key elements of engagement - B2B websites and magazines complement each other - The importance of Marketing during a recession - Marketing budget priorities - References
3 5 6 7 8 9 10 11 12 15 22 37 46
Advertising Case Studies
a) New launch b) Building brand awareness c) Creating and changing perceptions
Measuring the ROI of your campaign
Proving advertising effectiveness
Slide 3: 3
Why have we produced this book?
This report has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing objectives. The report is divided into 2 parts, the first section provides a summary of supporting evidence published by external sources about the role of B2B media. The second section details some specific case studies that are based around 3 key client advertising objectives; new launches, building brand awareness and creating & changing perceptions. All sources are listed on slide 12. Any additional detail of the research findings and case studies quoted in this report are available on request.
RBI Research & UX Team rbinsight@rbi.co.uk
Proving advertising effectiveness
Slide 4: 4
B2B media
Proving advertising effectiveness
Slide 5: 5
B2B websites: What do business professionals think of them?
% of businesses decision makers agreeing that B2B websites are engaging and innovative
69%
Business websites allow me to get instant access to inf ormation whenever I need it
B2B websites provide a dynamic environment for BDM (Business Decision Makers) to meet work related information needs 97% of business decision makers use B2B websites for work and 74% use them at least once a week 93% of business decision makers have taken an action as a result of visiting a B2B website (e.g. followed a link to another website, requested a quote) 59% believe that they are the best source for business news updates
Using business websites save me time in my job
64%
Business websites offer new and innovation ways to access information
Business websites provide more engaging content and advertising than other business information Business websites allow me to interact/network with peers more ef ficiently
61%
52%
45%
Source : AOP B2B Digital Content Research 2008
Proving advertising effectiveness
Slide 6: 6
B2B websites: The key elements of engagement
37% have increased their usage of B2B
websites over the past 12 months
61% of business decision makers use B2B
websites at least 3 times a week
60% agree that B2B websites provide
information they cannot get elsewhere
82% use at least one digital delivery mechanism for work e.g. email newsletters
60% agree that they spend more time reading business information on the internet nowadays
60% agree that B2B websites are an essential
source of information in their work
56% to inform business decisions 54% keeping up-to-date with sector news 48% to find business opportunities 40% to interact with people in their industry
B2B WEBSITE ENGAGEMENT
61% agree B2B websites offer new and
innovative ways to access information
52% agree that B2B websites provide more
engaging content and advertising than other business information sources
B2B websites is the main media used for
finding (61%) & sourcing suppliers (65%) B2B websites is the main media used for comparing (63%) & purchasing products (58%)
43% agree that they are more likely to respond to advertising on a B2B website than other media
53% more likely to do business with a company
if it has been advertised on a B2B website
71% have followed a link through to another
website as a result of visiting a B2B website Over half have requested further information / a quote or bookmarked a website for future use
Source : AOP B2B Digital Content Research 2008
Proving advertising effectiveness
Slide 7: 7
B2B magazines: What do business professionals think of them?
Attributes associated with B2B magazines
Useful
39% of business decision makers read B2B magazines for work B2B magazines are used to research / inform decisions and to find business opportunities by one third of decision makers 54% of business decision makers use B2B magazines at some stage in making a purchasing decision 43% of business decision makers use information / reviews from newspapers or magazines as a source of information in the purchasing decision making process
66%
Authoritative
43% 40%
Accessible
Trustworthy
39%
Insightful
34%
Source : AOP B2B Digital Content Research 2008
Proving advertising effectiveness
Slide 8: 8
B2B magazines: The key elements of engagement
67% read them within a few days 87% look through the entire magazine 79% pick up one or two times
Only 24% throw away after reading Typical magazines is passed onto 5 others
92% think there will always be a place for
hardcopy business magazines
76% have a lifespan beyond the owner
78% can’t imagine a time when they won’t
bother with hardcopy magazines
88% use them to keep up with the latest
industry news
71% say it’s important for their job to read
business magazines
B2B MAGAZINE ENGAGEMENT
80% find business magazines interesting 66% enjoy receiving business magazines
70% notice adverts in business magazines
79% read business magazines at their desk 55% read business magazines when they have
a break at work
75% of those reading online b2b magazines
still get enjoyment from hardcopy
Source : Royal Mail - B2B Publishing, The Value of Hard Copy
Proving advertising effectiveness
Slide 9: 9
B2B websites and magazines complement each other
Media sources used to research / inform purchase decisions
Business websites Business magazines News websites News magazines National newspapers Regional newspapers Television Radio
55% 33% 21% 12% 12% 11% 10% 6%
B2B websites and magazines are the top sources of information for key business related activities including informing purchase decisions, sourcing sector news and conducting market analysis 56% of business decision makers agree that B2B websites and their magazine equivalents complement each other 74% agree that they trust a website more if it comes from a source that they know of already (e.g. business publication, industry body) 62% agree that a website is an important part of a publication’s offering
Source : AOP B2B Digital Content Research 2008
Proving advertising effectiveness
Slide 10: The importance of Marketing during a recession
“Market leaders market their way through a recession; all other companies try to save their way through a recession”
(Mike Ganey, Senior Vice Presidenrt. Howard, Merrell. Source: Marketing Leadership Council Report 2002)
10
UK market share change in first two years of recovery after recession compared to advertising spend during recession
Market Share Change (Percentage points)
Historical data shows that companies maintaining or increasing their marketing spend during a recession experienced higher sales than those who reduced marketing spend Companies curtailing their marketing spend damage their profitability when the economy recovers, whereas companies maintaining or increasing their marketing spend gain a higher market share During a recession the typical company will lose customers due to factors beyond its control, but maintaining marketing spend can grow market share by generating high levels of awareness amongst customers
1.6 1.0 0.7
Cut
Maintain
Advertising spend
Increase
Source: Marketing Leadership Council Report: Justifying Marketing Expenditures in a Down Economy 2002
Proving advertising effectiveness
Slide 11: 11
Marketing budget priorities
If you received a substantial increase (+20%) in your marketing budget, where would you spend it
Advertising, increasing awareness Improving customer data
A study amongst B2B marketing heads gave the following recommendations for investment priorities to help businesses survive economic downturns:
11
10
9
Generating more leads / spend on programs
Developing customer insight, intimacy Company website Upgrade marketing infrastructure Establishing thought leadership Product marketing / research Industry-specific marketing
Upgrade your web experience – can customers find what they are looking for on your website? Does it tell them everything they need to know about you.? If not, you could be missing huge potential for sales. Deepen customer knowledge – it is much harder to recruit new buyers than to retain your current customers. The more you know about them the better you can develop retention strategies. Focus on measurement technology – measuring ROI becomes increasingly important when budgets are tight. It is vital to understand the impact of a campaign, see examples in the 2nd half of this report.
8 7 7 6
6
5
4
Building our international business
Increasing influence / PR
4
Source: Forrester , B2B CMO Investment Priorities 2008
Proving advertising effectiveness
Slide 12: 12
References
AOP Digital Content Research 2008 Independent research conducted by the AOP amongst 751 business decision makers weighted to represent all business decision makers in GB. The aim was to measure the use of digital content and other information sources in the B2B arena
B2B Publishing – The Value of Hard Copy An independent report commissioned by The Royal Mail and conducted by Quadrangle based on 250 interviews with UK Senior Decision Makers in a range of industry sectors, company sizes and job functions
Marketing Leadership Council Report: Justifying Marketing Expenditures in a Down Economy Produced in 2002 by the MLC, this report brings together findings from a number of sources on the effects of marketing spend cuts and increases during a recession.
B2B CMO Investment Priorities for 2008 A report compiled by Forrester based on interviews with 32 marketing heads at B2B firms to learn how they expected to invest in 2008. Companies involved included Hewlett-Packard (HP), Motorola and Symantec.
Proving advertising effectiveness
Slide 13: 13
Advertising Case Studies
Proving advertising effectiveness
Slide 14: 14
How were the case studies collected?
• Each case study was collected using a quantitative survey amongst readers of the publication in which the advertisement appeared. • The research was conducted in 2 stages. Stage I took place at the beginning of the campaign (after the 1st insertion) and stage II took place at the end of the campaign. • Case studies are divided into the following advertising objectives: 1. New Launch (to prove sales growth and brand awareness) 2. Building Brand Awareness (to prove increase in brand awareness) 3. Creating & Changing Perceptions (to measure the change in brand perception)
Proving advertising effectiveness
Slide 15: 15
New Launch
“the opportunity to tell the market about a new product or service”
Proving advertising effectiveness
Slide 16: 16
Case study 1: Background
(new launch)
Advertiser: Villeroy & Boch Product Advertised: La Scala tableware Media Used: Caterer & Hotelkeeper magazine Campaign details: 3 full page adverts Advertising dates: 3 months (January-March) Campaign objectives: To build awareness of a new product, a range of china tableware called La Scala Research Methodology: 100 interviews with hospitality decision makers: - stage I took place after first advert (January) - stage II took place after 3 adverts (April)
Slide 17: 17
Case study 1: Key findings
Recall of advertising for new product (during 3 month period)
(new launch)
71% recall seeing advertising in industry publications for the advertiser (Villeroy & Boch) during the campaign period Spontaneous awareness for the new product (La Scala) increased by 14% from 18% after one advert to 32% after 3 adverts Prompted awareness for the new product (La Scala) increased by 22% from 18% after one advert to 40% after 3 adverts After 3 insertions 60% claimed they had definitely seen the advert before, compared to 8% who said they had seen it after one insertion
The advertising campaign for the new product also helped to raise top of mind awareness of the advertiser by 12% from 40% to 52%
(Base: All decision makers reading the magazine)
Slide 18: 18
Case study 2: Background
(new launch)
Advertiser: Hellmann‟s Product Advertised: Extra Thick Mayonnaise Media Used: Caterer & Hotelkeeper magazine Campaign details: 3 full page adverts Advertising dates: 3 months (June-August) Campaign objectives: To raise awareness of a new product, Hellmann‟s Extra Thick Mayonnaise Research Methodology: 400 interviews with outlet & unit managers: - stage I took place before the campaign (May)
- stage II took place after the campaign (September)
Slide 19: 19
Case study 2: Key findings
How did you first find out about the new product? (Hellmann‟s Extra Thick Mayonnaise)
(new launch)
Prompted awareness of the new product (Extra Thick Mayonnaise) increased by 22% by the end of the campaign At the end of the campaign, 23% of respondents stated that they were likely to purchase the new product (Extra Thick Mayonnaise) The proportion saying that they would be likely to switch product brands (mayonnaise) increased by 9% by the end of the campaign 26% of respondents said they decided to try the product (Extra Thick Mayonnaise) as a result of seeing the advertising At the end of the campaign, 45% of the sample expressed an interest in sample free packs and trial testing
(Base: Those aware of the new product)
Slide 20: 20
Case study 3: Background
(new launch)
Advertiser: Campbell‟s Product Advertised: Homepride wet cook-in sauces Media Used: Catering Update magazine Campaign details: 3 full page adverts Advertising dates : 3 months (September-November) Campaign objectives: To raise awareness of a new product range, Homepride wet cookin sauces Research Methodology: 400 interviews with food purchasing decision makers: - stage I took place before the campaign (July)
- stage II took place after the campaign (November)
Slide 21: 21
Case study 3: Key findings
Spontaneous recall of new product (during 3 month period)
(new launch)
Spontaneous awareness of the new product (Homepride wet cook-in sauces) had increased by 13% by the end of the campaign Awareness of the product’s details (availability of a catering size pack) increased by 6% by the end of the campaign. The main source of this information was catering magazines A third of the decision maker sample said they had noticed the advertisement during the 3 month period Usage of the product increased from 24% to 33% by the end of the campaign The majority of decision makers (81%) said they were considering taking advantage of the offer (a free sample) that was detailed in the advert
(Base: All decision makers)
Slide 22: 22
Building brand awareness
“the opportunity to be seen by customers and prospects and grow awareness”
Proving advertising effectiveness
Slide 23: 23
Case study 1: Background
(building awareness)
Advertiser: Iveco Ltd (previously known as Iveco Ford)
Type of Advertising: Corporate Branding
Media Used: Commercial Motor magazine Campaign details: 20 full page adverts
Advertising dates : 7 months (June-December)
Campaign objectives: Raise awareness of the brand and portray the image of the company as a more customer focused organisation. Research Methodology: 190 interviews with purchasing decision makers at the end of the campaign (November)
Slide 24: 24
Case study 1: Key findings
Recall of corporate advertising (at end of 7 month period)
(building awareness)
Spontaneous awareness of the advertiser was 59%, 3rd highest of 11 competing brands Over half of decision makers were aware of recent advertising for the advertiser, the highest of all brands Over four fifths of decision makers correctly understood the messages being communicated in the advertising (the advertiser is customer focused company) 71% of the sample agreed that the advertisements would appeal to purchase decision makers
(Base: All decision makers)
Slide 25: 25
Case study 2: Background
(building awareness)
Advertiser: National Physical Laboratory (NPL) Type of Advertising: Corporate Branding Media Used: New Scientist magazine Campaign details: - A4 newsletter and pull-out posters - 2x outside back cover page - website competition and micro site Advertising dates : 5 months (March-July) Campaign objectives: Raise awareness of the NPL brand Research Methodology: 615 interviews with decision makers who are science professionals: - stage I pre campaign (March) - stage II post campaign (July)
Slide 26: 26
Case study 2: Key findings
Recall of corporate advertising (during 5 month period)
(building awareness)
In stage I of the research the majority of respondents were able to recall no more than the advertisers name (NPL) or their logo By stage II, 21% could specifically recall how they were aware of the advertiser (NPL) e.g. pull-out poster, supplement or leaflet Over half of the decision makers believed it appropriate that NPL use magazine adverts, inserts and sponsored editorial articles as a method for raising awareness of the company
(Base: All decision makers)
Slide 27: 27
Case study 3: Background
(building awareness)
Advertiser: Air New Zealand Engineering Services (ANZES) Type of Advertising: Corporate Branding Media Used: Airline Business magazine Campaign details: 4 full page adverts Advertising dates: 4 months (August-November) Campaign objectives:
Raise awareness of ANZES‟ design engineering capabilities
Research Methodology: 106 interviews with Aerospace decision makers: - stage I took place after first advert (August) - stage II took place after 3 adverts (November)
Slide 28: 28
Case study 3: Key findings
Recall of corporate advertising (during 4 month period)
(building awareness)
In stage I of the research 21% of respondents were able to name Air New Zealand as a provider of aviation design engineering By stage II, association of Air New Zealand as a provider of aviation design engineering had grown to 38% Over half of the decision makers considered the advertisement to be eye catching with a clear message which improves the image of ANZES
(Base: All decision makers)
Slide 29: 29
Case study 4: Background
(building awareness)
Advertiser: Vinci Service Advertised: Recruitment Campaign Media Used: Contract Journal magazine Campaign details: 4 months (September-December) - quarter page advert placed in one of 4 rotating positions Campaign objectives: To improve awareness of Vinci as a leading construction industry employer, raise awareness of Vinci‟s total construction capabilities, communicate the size and scale of the company and promote their ability to accommodate various career ambitions. Research Methodology:
100 interviews with construction industry professionals
Slide 30: 30
Case study 4: Key Findings
Awareness of the advertiser as an industry supplier (during 4 month period)
(building awareness)
Recall of the advertisement in the industry publication (Contract Journal) grew throughout the campaign from 52% (at stage I) to 67% (at stage II) As result of the campaign awareness that the advertiser (Vinci) was in a recruitment drive grew from 10% (at the beginning of the campaign) to 35% (at the end of the campaign) The campaign helped to communicate to the majority of industry professionals (77%) that the advertiser (Vinci) was an employer offering international opportunities
(Base: All decision makers)
Slide 31: 31
Case study 5: Background
(building awareness)
Advertiser: Rotana Hotels Type of Advertising: Corporate Branding Media Used: Travel Weekly magazine Campaign details: 1 full page advert, 1 half page advert Advertising dates: 2 months (October – November 2006) Campaign objectives: Raise awareness of Rotana‟s Middle East properties Research Methodology: 100 interviews with travel industry decision makers: - stage I took place after first advert (October 2006) - stage II took place after 2 adverts (November 2006)
Slide 32: 32
Case study 5: Key findings
Recall of Rotana advertising (over a 2 month period)
(building awareness)
In stage I of the research 46% of respondents were able to name Rotana as a hotel chain operating in the Middle East By stage II, awareness of Rotana as a hotel chain operating in the Middle East had grown to 60% Over three quarters of the decision makers considered the advertisement to be eye catching, informative and explaining something new
(Base: All decision makers)
Slide 33: 33
Case study 6: Background
(building awareness)
Advertiser: Snowdrop Systems Service Advertised: HR and Payroll Software Media Used: Pay Magazine Campaign details: 1 full page advert Advertising dates: 3 months (September – November 2007) Campaign objectives: Raise awareness of Snowdrop‟s services Research Methodology: Over 100 interviews with professionals working in payroll, personnel and finance: - stage I took place after first advert (September 2007)
- stage II took place after 3 adverts (November 2007)
Slide 34: 34
Case study 6: Key findings
Recall of advertising for product / service (over a 3 month period)
(building awareness)
In stage I of the research 52% of respondents were able to name the advertiser (Snowdrop) as a provider of HR and Payroll software By stage II, awareness of the advertiser (Snowdrop) as a provider of HR and Payroll software had grown to 77% Over 70% of the decision makers agreed that the advertisement made a visual impact, conveyed a clear message, was informative and improved the image of Snowdrop
(Base: All decision makers reading the magazine)
Slide 35: 35
Case study 7: Background
(building awareness)
Advertiser: Accor Services Service Advertised: Childcare vouchers Media Used: Personnel Today magazine Campaign details: ¼ page horizontal strip (6 insertions) Advertising dates: 23rd October to 27th November 2007 Campaign objectives: Raise awareness of Accor Services‟ childcare vouchers Reinforce Accor Services‟ positioning as easy to use and an approach that gives choice, both to the employer and their employees. Research Methodology: Over 200 interviews with HR professionals: - stage I took place after first advert (23rd October 2007) - stage II took place after 6 adverts (27th November 2007)
Slide 36: 36
Case study 7: Key findings
Recall of advertising for product / service (over a 6 week period)
(building awareness)
In stage I of the research 48% of respondents recognised the name of the advertiser (Accor Services) as a provider of childcare vouchers By stage II, awareness of the advertiser (Accor Services) as a provider of childcare vouchers had grown to 60% Over 70% of the HR professional agreed that the advertisement made a visual impact, was easy to read and was informative 32% of HR professionals makers were motivated to find out more about the advertiser
(Base: HR professionals)
Slide 37: 37
Case study 8: Background
(building awareness)
Advertiser: Computer 2000 Service Advertised: HP Quad Core Servers Media Used: MicroScope magazine Campaign details: Various – full page to quarter (25 insertions) Advertising dates: 19th November 2007 – 26th May 2008 Campaign objectives: Raise awareness of HP Quad Core Servers Reinforce HP servers‟ positioning as a server which gives increased performance, is powerful and easy to control. Research Methodology: Over 200 interviews with IT professionals: - stage I took place after first advert (November 2007) - stage II took place after 25 adverts (June 2008)
Slide 38: 38
Case study 8: Key findings
Seen any of the ads (over the campaign period)
57%
(building awareness)
83% recall seeing advertising for HP servers in the last 4 months The proportion who 'definitely' recall seeing the ad during the campaign rose by +17% points from 13% at Stage 1 to 30% by the end of the campaign. The ads with the highest recall had strong visual imagery The ad campaign was successful in communicating the powerful/high performance of HP servers
29%
Stage I (After first advert)
Stage II (After 25 adverts)
(Base: IT professionals)
Slide 39: 39
Creating & changing perceptions
“the opportunity to shift market perceptions”
Proving advertising effectiveness
Slide 40: Case study 1: Background
40
(changing perceptions)
Advertiser: BT Service Advertised: Information & Communications Technology (ICT) Provider Media Used: Computer Weekly magazine and website Campaign details: 10 months (August-May) - SME Month (4 issues with exclusive SME features) - 4x 24 page colour A4 supplements (circulated to 35,000 SMEs) - 3 full page advertisements to promote supplements - ComputerWeekly.com & BT partnership micro site - online marketing promotions to SME circulation - 10x false front covers (1st issue of each month) Campaign objectives: To improve perceptions of BT as an ICT company to SMEs Research Methodology: 400 interviews with ICT decision makers: - stage I took at the start of the campaign (August) - stage II took place towards the end of the campaign (March)
Slide 41: 41
Case study 1: Key Findings
Agreement with perception statements (during 5 month period)
(changing perceptions)
Significant improvements were apparent in 3 key perception areas for the advertiser (BT) as shown in chart left Perception shifts were also seen on a number of other factors including the following: “Offers a high quality of account management, customer service & administration” (increase of 12% points in perception) “Provides IT & telecommunications products & services to other businesses like yours” (increase of 8% points in perception) “Is easy to do business with” (increase of 8% points in perception)
(Base: All SME decision makers)
Slide 42: 42
Case study 2: Background
(changing perceptions)
Advertiser: Pfizer Animal Health Product Advertised: Pneumonia Vaccine (Rispoval 4) Media Used: Farmers Weekly magazine Campaign details: 4 months (August-November) - 8 full pages of advertising - 7 half pages of vertical advertorials Campaign objectives: To promote the benefits of the Rispoval 4 vaccine including cattle growth rates, healthier stock and return on investment. Also to promote the issue of pneumonia prevention i.e. proactive treatment of pneumonia in cattle rather than the reactive use of antibiotics Research Methodology: 100 interviews with beef farmers responsible for deciding how their cattle is treated for pneumonia : - stage I took place after first advert (August) - stage II took place after 3 adverts (November)
Slide 43: 43
Case study 2: Key Findings
Messages communicated in the advertisement (during campaign period)
(changing perceptions)
A perception shift was seen in several key benefits of the product (Rispoval 4) including avoiding damage to profits, reducing the risk of spreading disease and lower treatment costs 26% claimed they had seen the advert after 1 insertion, growing 2.5 times to 63% who said they had seen it by the end of the campaign (4 months) The adverts message reinforced the product (Rispoval 4) as a pneumonia treatment that will help to prevent pneumonia (95% agreed), improve cattle growth rates (88% agreed) and save money (81% agreed)
(Base: All beef farmers)
Slide 44: 44
Case study 3: Background
(changing perceptions)
Advertiser: BP Service Advertised: Partnerships with Customers Media Used: European Chemical News magazine Campaign details: Colour double page spread Campaign objectives: To improve perceptions of BP as a company that works in partnership with its customers Research Methodology: 60 interviews with BP customers who are responsible for deciding which suppliers are used on behalf of their company
Slide 45: 45
Case study 3: Key Findings
Messages communicated in the advertisement (during campaign period)
(changing perceptions)
65% of the sample recalled seeing the advertisement in the 16th June issue of European Chemical News 67% found the message communicated by the advertisement to be convincing Readers are initially drawn into the advert by the centre colour panel and then look carefully at the weightlifter photograph to understand what it is saying The adverts message reinforced the advertiser (BP) as a strong company that is committed to working with its customers
(Base: All decision makers)
Slide 46: 46
Case study 4: Background
(changing perceptions)
Advertiser: Pratt & Whitney Product Advertised: Aircraft Engines Media Used: Flight International magazine Campaign details: 3 months (April 2007 – June 2007) - 3 double page ads - 3 full page ads - 7 one-third page ads Campaign objectives: To improve recognition of the Pratt & Whitney brand and convey the full range of solutions that the manufacturers can offer under the overall branding of the „Eagle is Everywhere‟. Research Methodology: 100 interviews with aerospace professionals: - stage I took place after first advert (April 2007) - stage II took place after 14 adverts (June 2007)
Slide 47: 47
Case study 4: Key Findings
Proportion who definitely recall seeing the campaign
(changing perceptions)
The advertiser’s (Pratt & Whitney) association with the campaign theme (‘The Eagle is Everywhere) was strong and had increased by 14% (from 48% to 62%) by the end of the campaign. Prompted awareness of the campaign increased from 70% after 4 inserts to 96% after 14 inserts. Perception shifts were seen on a number of factors relating to the campaign including: ‘They position Pratt & Whitney as a forward thinking and innovative company’ (increase of 11% in perception)
(Base: All aerospace professionals)
‘They make a statement about the future business direction of Pratt & Whitney’ (increase of 10% in perception) ‘They define what the Pratt & Whitney eagle means & stands for’ (increase of 9% in perception)
Slide 48: 48
We can help you to measure the ROI of your campaign
Proving advertising effectiveness
Slide 49: 49
RBI’s research service
Reed Business Insight is the independent market research division of Reed Business Information which provides
business market expertise through innovative research solutions
The close relationship with market-leading brands gives us the ability to reach specialist segments of our extensive
database of business decision-makers via a range of research techniques
Our team of market research professionals have a wealth of experience across all business markets and can help
you gain a valuable insight into your market place, allowing you to make informed business decisions and keep you one step ahead of your competitors
Through
our market-leading brands we can also provide access to research on industry trends and market intelligence within business markets
All research commissioned by clients is undertaken on a strictly confidential basis The Reed Business Insight team believe passionately about the services we offer clients and take great pride in the
research that we undertake to make sure that it is reliable, cost effective and actionable
Proving advertising effectiveness
Slide 50: 50
What are our values?
Passionate about research We are an honest team that enjoy working in research and take pride in our projects B2B experts We have an in-depth knowledge of business markets and understand industry language
Independent professional service We focus on flexible solutions through a reliable and professional service
Voice of the customer We provide an insight into the minds of business users and end customers Actionable results We deliver meaningful findings and recommendations that can help businesses to grow
Proving advertising effectiveness
Slide 51: 51
What do we provide our clients?
Invest time to understand your company and listen to your business requirements Recommend the most appropriate research solution for your business Develop a clear proposal so you know exactly how the project will work Formulate a questionnaire or discussion guide to give you the insight you need Source a sample from our extensive databases of business decision-makers Manage the research programme and communicate progress of the project
Analyse the data in order to interpret what the results mean for your business
Present the findings with clear recommendations and actions
Proving advertising effectiveness
Slide 52: AD EFFECTIVENESS
What impact is your marketing campaign having on your customers?
Your marketing campaign is fundamental to the success of your business; it provides crucial information about a brand that can change or shape opinions in an instant. To make sure you fully understand the impact of your campaign on your customers, Reed Business Insight offers specialist, objective and cost-effective Ad Effectiveness research.
Brand Perception Customer Satisfaction
Ad Effectiveness
How much ROI is your campaign providing?
We can help you better understand: - the impact your campaign has on awareness of your brand - the values associated with your campaign - the impact of your advert on the customer
Web site
With a strong understanding of ad effectiveness you can: - develop future advertising campaigns, in line with brand values - target your audience more successfully - get your advertising message across more effectively Turn over for examples of how RB Insight can provide you with a tailored Ad Effectiveness business solution. To find out how Reed Business Insight can help you to make better business decisions, please contact: Jan De Iulio, Key Account Manager Tel: 0208 652 8564 Email: jan.de.iulio@rbi.co.uk Web: www.rbinsight.co.uk
Insight
Buyer
development
Behaviour
Product Development
Market Structure
business to business research specialists
Slide 53: AD EFFECTIVENESS
Example question areas:
Q. Do you RECALL seeing the advertisement before? Q. Did you CLICK on the online advert? Q. What is your OPINION of the advertisement? Q. What is your UNDERSTANDING of the advertisement? Q. How EFFECTIVE do you believe the advertisement is? Q. What is your PERCEPTION of the company after seeing the advert? Q. What VALUES do you associate with the advert? Q. What did you NOTICE about the advert? Q. What ACTIONS have you taken since seeing the advert?
Overall rating On a scale of 1 to 10 the overall rating for this advertisement is 8.7
2% 1
6% 2
10% 3% 3 4
18% 18% 24% 16% 2% 5 6 7 8 9
2% 10
What impact does your campaign have on your customer?
What do the results look like?
Values associated with the campaign Familiarity with the brand
Is high quality
Build up a knowledge of how your marketing effects opinion and values associated with your brand
38% very familiar
Has a good reputation Is elegant
40% somewhat familiar
Is innovative Has classic designs
22% know name only
Has a broad range Has styles to suit every occasion Is practical Is durable Is good value for money
What impact does your campaign have on the awareness of your brand? Example advertisement tested How is your campaign effecting your customer‟s opinion of your brand?
Slide 54: 54
Who do I contact?
Reed Business Insight is the independent research & marketing services division of Reed Business Information. We provide a media effectiveness service to customers to help them improve and measure the performance of their advertising.
To discuss the findings of this report in greater detail, or to find out more about our media effectiveness research services, please contact: Jan De Iulio Key Account Manager Reed Business Insight +44 (0)20 8652 8564 07795 838 253 jan.de.iulio@rbi.co.uk
Or visit our website: www.rbinsight.co.uk
Proving advertising effectiveness
