Marketing communications (MARCOMMS) effectiveness research can accurately test the potential and real-world impact of your b2b campaigns, benchmark your performance against competitors and uncover opportunities for differentiation.
Marketing communications (MARCOMMS) effectiveness research can accurately test the potential and real-world impact of your b2b campaigns, benchmark your performance against competitors and uncover opportunities for differentiation.
Our research in b2b markets shows that there are four critical success factors of a b2b marketing campaign:
Campaign Impact: impact has 3 purposes: catching attention; driving a response; creating memorability. An ad needs to get noticed, often on a crowded website or in a dense magazine. Preferably it should prompt a call-to-action of some kind, or/and be memorable for action later.
Campaign Resonance: It is vital that an ad resonates with the target audience on the 3 ‘C’s: it needs to be clear, credible and compelling. Often ads that invoke an emotional response (e.g. by appealing to pain points or feelings) resonate more strongly.
Brand Fit: An ad campaign must align with the identity of the brand. Campaigns should display consistent brand elements to ensure that they support the ultimate goal of building the brand. The message in the ad, the colours, and the creative should all be “on brand”.
Brand Favourability: An ad shapes brand perceptions and so it is important that it increases favourability towards the brand in some way. It is therefore necessary to explore shifts in brand perceptions as a result of the campaign, e.g. if the brand is now seen as more innovative, more flexible, more trusted, etc.
Our client, one of the world’s largest chemical companies, approached us to test their latest ad campaign through independent research. Despite its size, our client was still relatively unknown outside its home country, Saudi Arabia. Our client therefore planned a global campaign designed to increase brand awareness and interest in foreign markets, and to promote the company as responsible, an innovation enabler, and a brand which cares about solving the world’s problems through collaboration. Before the launch of the campaign, our client wanted to test its effectiveness in communicating those messages.
