Case: Brand Tracking in Telecom Industry

Aim:

A client in the Telecom Industry needed quantified feedback on the performance of their marketing strategies in the market place. The focus was on understanding “cause and effect” relationships rather than measuring final effects only.

Important marketing questions:

• How many people actually have seen, heard or read the ad(s)?

• How many are actually aware who the advertiser is?

• What are competitors doing and what are possible effects of that on the clients’ marketing efforts?

• To what extent do the marketing efforts stimulate sales?

Main contents of questionnaire:

• spontaneous recall advertisements/spots: verified recall
(not asking which advertising one has seen for a specific brand, but asking to describe ads which were seen by the respondent on specific media.)

• branding of advertising described

• claims

• brand

• brand claims and brand image

• behaviour

• brand loyalty

• brand equity

Approach:

• Continuous weekly interviewing in the client defined target markets

• Data collection: via internet (also on mobile devices)

• Weekly samples were rolled together to provide data points of N =500

Aim to answer:

How many people actually have seen, heard or read the ad(s)?

How many are actually aware who the advertiser is?

What are competitors doing and what are possible effects of that on the clients’ marketing efforts?

To what extent do the marketing efforts stimulate sales?

Results:

• Information was delivered about the competitors as about the own brand.

• By crossing the brand equity profile with positioning statements we could see what statements are important for the different groups.

• The client was able to amend media spend to specific media types.

• Communication was adjusted to improve branding of the ads

• Communication was adjusted to emphasize important positioning elements

• As a result, brand equity improved significantly

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