After 15 years researching advertising effectiveness, there is one thing we have learned - business managers are bombarded by communications. It is no surprise many are dazed and confused.
Indeed, over the last decade, there have been massive changes in the way businesses communicate with other businesses, and there are a number of forces responsible for these changes:
As a result of these changes, traditional media has suffered. Whilst TV and press once had a large share of the communications market, they are the losers at present - especially given they are the most expensive.
Although massive changes have taken place in the industry, advertising per se hasn’t. Advertising still has the power to persuade, influence and sway. It is still crucial to all businesses, no matter what part of the life cycle they are on, from building awareness to building brand emotion.
However, whilst billions are spent on advertising each year, so much money could be saved by investing in testing the effectiveness of campaigns upfront and throughout the creative process.
To read some of our white papers on advertising research, follow the links below:
Today, there are three significant implications for business to business advertisers:
B2B International can help you either at the front end of your advertising campaign, working alongside your creative agency to guide input into the campaign itself, or at the back end to understand how effective your campaign was.
While the remit can be wide and varied, some of the types of input we can help you with, include:
Our client, a global chemicals company, wanted a deeper understanding of how its customers and potential customers obtained information on suppliers. They wanted to benchmark other companies, and they wanted to know how suppliers rated their brand against competitors. This would help their communications team to more accurately position the company, enabling them to develop a more effective communications mix.
In preparing the project, we debated whether to use qualitative or quantitative research, and considered depth interviewing and an e-survey.
We concluded that we needed qualitative insights as these are important if we were to understand why and how communications work in this market. We also wanted to see the differences across regions and between industrial sectors. We knew the interviewing would be scattered around the world and, logistically, we knew that depth telephone interviews were the best medium.
We also needed to be able to compare the views of customers as well as potential customers and needed enough interviews to be confident that the findings were correct. With this in mind, we carried out a global quantitative survey of 500 interviews covering all our client's major markets, from agriculture and automotive through to chemicals, food and beverage, healthcare and pharmaceutical.
The advertising effectiveness research provided our client with a comprehensive picture on how their customers and potential customers receive and assimilate information on suppliers. With this understanding we were able to draw conclusions on: