PRACTICE OVERVIEW
The executives who lead our tactical marketing practice have decades of experience in quantifying the ROI and ROO of tactical actions and are widely viewed as experts in the field. They have evaluated both traditional and non-traditional tactics and can bring the power of that collective knowledge to your organization. The clients we serve include many of the biggest in the U.S.
KN has the unique ability to use a combination of behavioral and survey research measures to address the what and why of tactical marketing measurements. Broadly speaking, we can divide these measurements into "pre" and "post" for the tactical action launch.
Before the tactical action takes place, we can use our nationally representative online KnowledgePanel® to select the optimal package design or pricing action in terms of potential purchase interest. For any tactical effort, our forced choice technique can give far greater differentiation than is possible with traditional rating scales.
After launch, for CPG products, we can utilize our National Shopper Lab of over 8 million frequent shoppers to see exactly how well a bonus SKU performs in generating incremental repeat purchase, or how well a themed FSI did in driving coupon redemption.
For less traditional tactical marketing – such as product placement or one-off event sponsorships – we use an exclusive model we developed with one of the largest marketers in the U.S. to measure the hard incremental sales of all their non-traditional marketing vehicles. We do this by isolating the affinity group (viewers of the show or fans of the event) and controlling for anything else that could have influenced the person's image or brand preference.
FEATURED INSIGHTS
- Defining and Maximizing the Power of Experiential Marketing
Interview with John Rowady - Pit-stop Marketing
Darren Marshall - The Target is Moving: Videogames as a Marketing Medium
Andy Swanson, Wendy Wallner, and Christopher Daniels - How Effective is Product Placement at Improving Brand Image and Preference?
Darren Marshall
© Copyright 2005 by ESOMAR ® – The World Association of Research Professionals. This paper first appeared in "WAM – Worldwide Audience Measurement 2005 – Radio and Branded Entertainment & Sponsorship", published by ESOMAR
