Leading edge creative. Bleeding edge results. Brand repositioning and redeployment of marketing dollars leads to a 26:1 ROI from zero, with no increase in spending in year one...
Mandate Objectives/Purpose:
- Quantify current campaign effectiveness & establish benchmark - ROI
- Identify segment, messaging and market opportunities
- Identify channel priorities
- Work with existing communications partners to insure successful translation of strategic research, positioning and marketing recommendations
- Determine post bottom-line advertising impacts - ROI
Background:
In 2001, Longwoods International was hired to undertake Benchmark/ROI research, and subsequently assumed the role of strategic advisor with specific responsibilities in the area of strategic research, marketing and brand planning. When Longwoods was hired, sales revenues had declined and there were perceived problems with communications. The initial Image/ROI Benchmark study demonstrated that a campaign that won awards for its creative was generating a zero return on investment. The research pinpointed problems with segment focus, positioning, messaging and the media.
Challenge:
To determine the weaknesses, if any, of the brand positioning and 2001 campaign, recommend solutions, and work with the organization’s communications partners to establish a course of action to deliver short term ROI, while beginning to build longer-term brand equity.
Results:
Applying the learning from the initial Image/ROI study led to the repositioning of the brand, the adoption of a research-based marketing strategy, and the redeployment of marketing dollars, that yielded a 26:1 ROI in spending with no increase in budget.
