Addressing that invariable question, “Now what did we get for this?”

I’ve often said measuring the impact, effectiveness, not to mention efficiencies of brand experiences can be a little like nailing Jello to the wall. It seems that the tactics are evolving at a faster pace than the effective tools to measure them. We all have had that engaging moment with brand experiences where we know it has worked at imprinting a brand mark on our souls, and know that this form of emotionally connected marketing WORKS and get people taking.

But for all the bean counters out there, that gut feel doesn’t always pass muster much less get a program expanded or renewed for another year.  So what’s a brand guy to do?  Well while there are some very sophisticated models to measure purchase intent, awareness, imagery, and recall, they are all custom built programs unique to that experience.  However, if you’re looking for some justification for entering into this brave new world of experiential marketing, take a peek at the attached links.  

Some really smart people have tried to wrap metrics around this slippery methodology and have come up with some facts and assumptions that have me re-convinced that I am in the right discipline with innovative marketing.  A quick read from Marketing Daily summarizing a piece of Jack Morton research.  An executive summary of the survey, with comparative results by geography and industry sector, is available online at jackmorton.com. 

Another great ARF piecefrom Adweek that shows in real numbers how event marketing (a tactic that often lives under the braoder methodology of experientila marketing) can incraese a onsumer’s purchas eintent by up to 52 percent.

And for all you B2B folks, check out this piece from the CMO Council.  The article talks about companies’ ability to develop strong interaction/ engagement with customers has “enormous impact” on their returns, and may actually be the most essential competitive advantage and determinant of their overall business performance”.

If these articles don’t have you convinced to swap your  features and benefits push marketing for more experienced based emotional branding, ….well I guess you may want to go back to your direct mail coupons and get excited when redemption rates exceed 5%.  But don’t tell anyone that most coupons are redeemed by people that are already buying your brand.

One Response to “Addressing that invariable question, “Now what did we get for this?””

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