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Measuring the ROI of Integrated Brand Campaigns

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As difficult as it is to creative advertising that stands out in the crowded marketplace, that can sometimes feel like the easy part. When it comes time to prove the value of marketing campaigns, it can be difficult to figure out exactly what to measure. - See more at: http://www.mercurycsc.com/blog/2013/10/24/measuring-roi-integrated-media-campaigns/

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Measuring the ROI of Integrated Brand Campaigns

  1. 1. ADVERTISING EFFECTIVENESS WEBINAR – AUGUST 2013 MONTANA: “THERE’S NOTHING HERE.”
  2. 2. TODAY’S PRESENTERS BETHANY COONER MACLAREN LATTA MARKET RESEARCH MANAGER VP OF CONSUMER INSIGHTS Email: bethany.cooner@leisuretrends.com Twitter: @BethanyCooner Phone: 303-786-7900 xt.129 Email: maclaren.latta@mercurycsc.com Twitter: @MaclarenLatta Phone: 406-922-2308
  3. 3. BETHANY COONER MARKET RESEARCH MANAGER Email: bethany.cooner@leisuretrends.com Twitter: @BethanyCooner Phone: 303-786-7900 xt.129 3 / 75
  4. 4. WHAT WE DO – 22 YEARS OF FREE TIME RETAIL SALES (POS) TRACKING • Outdoor $6B • Cycling $3.1B • Snow Sports $3B • Run Specialty $800M • Paddle Sports $400M • 2012! Shoe Specialty (NSRA) $9B • 2012! Fitness & Run Sporting Goods $7.9B CUSTOMER RELATIONSHIP MANAGEMENT (CRM) • • • • Engage Customers Maximize Loyalty Drive Sales Drive Repeat Sales CONSUMER RESEARCH • LeisureTRAK- Free Time of All Americans • The “ALPHA” Consumer (Most Active Americans Panel™) 4 / 75
  5. 5. MACLAREN LATTA VP OF CONSUMER INSIGHTS Email: maclaren.latta@mercurycsc.com Twitter: @MaclarenLatta Phone: 406-922-2308 5 / 75
  6. 6. WHAT WE DO – STRATEGY + MARKETING Our Expertise • Connect brands to people who value travel, outdoors and community Integrated Communications Agency • Research and insights • Brand strategy • Strategic planning • Converged media • Content strategy • Advertising • Social media and public relations • Digital and mobile • Film and video 6 / 75
  7. 7. OVERVIEW RESEARCH AND MARKETING MUST WORK TOGETHER • Qualitative research leads to insights • Insights lead to breakthrough creative • Quantitative research demonstrates success 7 / 75
  8. 8. MONTANA MONTANA 8 / ##
  9. 9. MONTANA 9 / ##
  10. 10. MONTANA 10 / ##
  11. 11. MONTANA 11 / ##
  12. 12. 2010 FORECAST: WEAK TRAVEL INDUSTRY 12 / 75
  13. 13. 2010 FORECAST: WEAK TRAVEL INDUSTRY 13 / 75
  14. 14. THE GEOTRAVELER People who visit destinations that have retained their historical, cultural and natural authenticity of place 14 / 75
  15. 15. THE GEOTRAVELER • Desire for personalization • Mindful and attracted to simplicity • Selective consumption of meaningful goods • Want a high degree of utility • Appreciate nature at its best 15 / 75
  16. 16. TRAVEL REPRESENTS APEX OF THEIR NEEDS Authenticity Personal Awakening Shared Humanity 16 / 75
  17. 17. 17 / ##
  18. 18. THERE'S NOTHING HERE 18 / ##
  19. 19. Print Ads
  20. 20. Chicago 20 / 75
  21. 21. Minneapolis 21 / 75
  22. 22. Seattle 22 / 75
  23. 23. PR
  24. 24. ONLINE 24 / 75
  25. 25. 25 / 75
  26. 26. 26 / 75
  27. 27. 27 / 75
  28. 28. 2010 MARKETING OBJECTIVES 28 / ##
  29. 29. 1. Increase awareness
  30. 30. 2. Increase the intent to travel to Montana
  31. 31. 3. Support Montana tourism entities’ goal of increasing their revenues
  32. 32. MEASURING SUCCESS 32 / ##
  33. 33. ENTER LTG + MAAP™ • Customized brand awareness research • Address all of MTOT’s needs and opportunities 33 / 75
  34. 34. TARGET THE RIGHT PEOPLE WHAT IS MAAP™? • • LTG’s proprietary research panel Provides easy, efficient access to Active Americans ACTIVE EDUCATED AFFLUENT ENGAGED INFLUENTIAL 34 / 75
  35. 35. THE GEOTRAVELER 35 / 75
  36. 36. Pre Campaign Research Ad Campaign Post Campaign Research 36 / 75
  37. 37. COVER THE RIGHT MARKETS 37 / 75
  38. 38. COVER THE RIGHT MARKETS 38 / 75
  39. 39. COVER THE RIGHT MARKETS 39 / 75
  40. 40. COVER THE RIGHT MARKETS 40 / 75
  41. 41. MAKE SURE IT'S WORKING USING BRAND AND ADVERTISING AWARENESS STUDIES • Significant shifts from pre to post measurement • Difference in media markets versus control • Increase in familiarity, key associations and intent to travel 41 / 75
  42. 42. SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT • Unaided ad awareness 9% to 19% 42 / 75
  43. 43. SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT • Unaided ad awareness 2X 9% to 19% Seattle 43 / 75
  44. 44. SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT • Unaided ad awareness 2X 9% to 19% Seattle 3X 6% to 21% Minneapolis 44 / 75
  45. 45. SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT 17X • Unaided ad awareness 2X 3X 1% to 17% 9% to 19% Seattle 6% to 21% Minneapolis Chicago 45 / 75
  46. 46. DIFFERENCE IN MEDIA MARKETS VERSUS CONTROL 46 / 75
  47. 47. DIFFERENCE IN MEDIA MARKETS VERSUS CONTROL 3% 4% 2009 2010 47 / 75
  48. 48. AWARENESS: TRACKING OVER TIME 48 / 75
  49. 49. AWARENESS: TRACKING OVER TIME 8% Wave 1 49 / 75
  50. 50. AWARENESS: TRACKING OVER TIME 14% 8% Wave 1 Wave 2 50 / 75
  51. 51. AWARENESS: TRACKING OVER TIME 14% 15% Wave 2 Wave 3 8% Wave 1 51 / 75
  52. 52. AWARENESS: TRACKING OVER TIME 29% 14% 15% Wave 2 Wave 3 8% Wave 1 Wave 4 52 / 75
  53. 53. FAMILIARITY AND KEY ASSOCIATIONS 53 / 75
  54. 54. FAMILIARITY AND KEY ASSOCIATIONS +0.3 Yellowstone National Park 54 / 75
  55. 55. FAMILIARITY AND KEY ASSOCIATIONS +0.3 +0.4 Yellowstone National Park Glacier National Park 55 / 75
  56. 56. FAMILIARITY AND KEY ASSOCIATIONS +0.3 +0.4 +0.3 Yellowstone National Park Glacier National Park Offers a sense of discovery 56 / 75
  57. 57. FAMILIARITY AND KEY ASSOCIATIONS +0.3 +0.4 +0.3 +0.2 Yellowstone National Park Glacier National Park Offers a sense of discovery Breathtaking experiences 57 / 75
  58. 58. FAMILIARITY AND KEY ASSOCIATIONS +0.3 +0.4 +0.3 +0.2 +0.2 Yellowstone National Park Glacier National Park Offers a sense of discovery Breathtaking experiences Spectacular, unspoiled nature 58 / 75
  59. 59. INTENT TO TRAVEL 27% Aware Advertising Unaware Advertising 2.5X 11% more likely 0% 5% 10% 15% 20% 25% 30% 35% 40% 59 / 75
  60. 60. EXCEEDING OBJECTIVES 60 / ##
  61. 61. UNAIDED AWARENESS AS A TRAVEL DESTINATION 4% 15% 11% 2010 2009 61 / 75
  62. 62. INTENT TO TRAVEL 62 / 75
  63. 63. INTENT TO TRAVEL 13% 2009 63 / 75
  64. 64. INTENT TO TRAVEL 23% 10% 13% 2009 2010 64 / 75
  65. 65. VISITATION TO MONTANA’S NATIONAL PARKS 65 / 75
  66. 66. VISITATION TO MONTANA’S NATIONAL PARKS 10% GLACIER NATIONAL PARK 66 / 75
  67. 67. VISITATION TO MONTANA’S NATIONAL PARKS 10% 8% GLACIER NATIONAL PARK YELLOWSTONE NATIONAL PARK 67 / 75
  68. 68. HOTEL OCCUPANCY RATES 1. Nation's highest occupancy rates in July 2. Nation's second highest in August 68 / 75
  69. 69. IMPROVED ROI OF ADVERTISING SPEND BY 300% 69 / 75
  70. 70. 70 / 75
  71. 71. SUMMARY Nothing is Something • Brand and target audience insights • Creative and strategic execution • Measurement of success • Calculate ROI 71 / 75
  72. 72. BETHANY COONER MACLAREN LATTA MARKET RESEARCH MANAGER VP OF CONSUMER INSIGHTS Email: bethany.cooner@leisuretrends.com Twitter: @BethanyCooner Phone: 303-786-7900 xt.129 Email: maclaren.latta@mercurycsc.com Twitter: @MaclarenLatta Phone: 406-922-2308

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