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Risks involved in developing marketing communications center around selecting and implementing the right marketing approach and how it will be communicated.
Fine-tuning the brand image raises questions of consistency and relevance.
A strong brand must have a personality that is consistent across all products and channels.
The fit of products for a brand and the lift a brand gives to products are issues we study to reduce risks that products and their marketing communications will detract rather than augment the brand.
Positioning the product is critical and requires understanding how various target markets perceive the product, how they differentiate this product from others, and how this product compares to the "ideal" product.
Communications testing measures all creative elements in the messages and asks: Did they notice? Did they get it? Did they like it? Will it influence them?
To do this we evaluate alternative creative concepts, executions and in-field executions.
Results of these studies are used to reduce the risks in developing brand personalities, positioning products, developing new product concepts and marketing communication strategies, and executing messaging tactics.
Case Studies
Industry: Clothing
Client: Leisure and work clothing manufacturer
Survey Type: Brand Lift and Fit
| Question |
What is the additional value our brand adds to the products we make? How broad a range of products can we include under our brand? |
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| Solution |
We used Clickin proprietary techniques for assessing the "lift" of a brand - the additional value the brand adds to the product - and the "fit" of a brand - the synergy between the brand itself and the product carrying the brand name. |
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| Results |
Clickin monetized the value added to outdoor clothing by our client's brand, compared that value to the "lift" given by competitive brands, and assessed business potential of licensing an alternative brand for those same products. |
Industry: Banking
Client: Advertising Agency
Survey Type: Are You Talkin' To Me?
| Question |
Which creative elements - images, taglines, and messages - under development for a new campaign had the greatest resonance with the target audience? |
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| Solution |
Clickin assembled a panel of respondents in the target audience and used Clickin surveys to obtain their responses to creative elements at three stages in the campaign development process. |
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| Results |
This market intelligence was used to guide the development of concept, preliminary and final creative used for the advertising campaign. |
Industry: Beverages
Client: Advertising Agency
Survey Type: Pure As the Driven Snow
| Question |
Which creative elements - images, taglines, and messages - under development for a new campaign had the greatest resonance with the target audience? |
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| Solution |
Clickin assembled a panel of respondents in the target audience and used Clickin surveys to obtain their responses to creative elements at three stages in the campaign development process. |
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| Results |
This market intelligence was used to guide the development of concept, preliminary and final creative used for the advertising campaign. |
Industry: Business Services
Client: Advertising Agency
Survey Type: Butterflies and Banks
| Question |
Four final prototypes for software packaging included alternative copy, logo and art. Which execution was most likely to be successful in the holiday market? |
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| Solution |
Clickin assembled a respondents in the target audience and used focus groups and interviews to obtain their feedback on the prototypes. |
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| Results |
This market intelligence was used to select the packaging prototype for production. |
Industry: Travel
Client: Company Selling To Travel Agents
Survey Type: Web Site Evaluation & Marketing Mix Positioning
| Question |
How effective is the web site in selling to our key market segment of travel agents? |
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| Solution |
An online Clickin study invited travel professionals to evaluate the Client's web site. |
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| Results |
The study provided the Client with information about critical web site changes that would effectively address this target market, as well as clarify the role of Internet-based information in relation to traditional sources. |
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