Case Studies that show What The Heck marketing can achieve

Real world TV commercial breakthrough:  TV Works!

Situation:  An advertiser created a new TV ad to relaunch their brand, utilizing unique creative differentiators.  They planned a large media investment behind a multimedia campaign, with a focus on broadcast and cable TV.

Challenge:  In these days of multi-tasking and DVR usage, how could the advertiser be sure their ad was being noticed and remembered?

Solution:  After 2 weeks of the campaign, we tested recall in-market.  Unlike copy testing, which typically uses a forced-exposure approach, we screened for local broadcast and cable viewing in the dayparts/geography where the ad was running.  We asked category and brand recall questions, as well as message and image memorability.

Result:  The ad achieved more than 20% memorability after only 2 weeks on the air.  This exceeded the threshold we established for success, showing that the creative was being noticed and the message retained.  We established a statistically significant, positive association between recall of the message and purchase consideration, confirming that the ad was achieving its objectives.  Additionally, we were able to determine which elements of the media mix were driving consideration and favorable brand sentiment, allowing the advertiser to optimize their mix.

Tools used:  Primary market research and analysis

Better decisions with better forecasts

Situation:  A franchise organization was faced with a decision about whether to invest more marketing dollars in an under-performing market.  The franchise owner made business growth promises that, if achievable, would justify the additional investment.

Challenge:  If the franchisee’s promises came true, the additional marketing dollars would be well justified.  If not, it was money down the drain as the under-penetrated market floundered.

Solution:  Utilizing past sales data combined with promotions, competitive activity, advertising, and social media activity, we created a model to test for likelihood of achieving sales goals.   This model clearly showed brand differentiation (competitive activity had little impact on franchise business) and rapid response to advertising and promotions. However, even with massive marketing investment, the company had less than 5% chance of achieving the sales goals set by the franchisee.  The model uncovered a cannibalization scenario that meant that any increase in advertising and promotional activity would be unlikely to pay out.

Result:  The corporate owner held back the funds, re-allocating them to markets with more potential and increasing return on investment.

Tools used:  Multivariate regression and promotion effectiveness analysis