Marketing Planning
Measuring Awareness
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Marketing ROI: Measurement Awareness (PDF-325 K)
Dozens of studies have shown strong correlations between awareness and market share, between awareness and brand preference, between awareness and product usage, between awareness and sales. There are even studies from the Wall Street Journal relating awareness to stock performance.
Anecdotal Information
In addition to the formal studies, Godfrey over the years has developed programs that produced anecdotal information showing the benefits of awareness-building campaigns. Some specific examples include:
Become more aware
We can help you find ways to produce solid, measurable results in your awareness-building marketing and sales efforts.
Marketing ROI: Measurement Awareness (PDF-325 K)
Dozens of studies have shown strong correlations between awareness and market share, between awareness and brand preference, between awareness and product usage, between awareness and sales. There are even studies from the Wall Street Journal relating awareness to stock performance.
Godfrey Case Study No. 1
Following an acquisition, a multi-business-unit corporation implemented an awareness-building campaign around one strong brand identity where before each business had branded itself differently and functioned as a separate small company. Since some of these brands had almost no awareness, the CEO stated that, as far as he was concerned, the new brand had zero awareness at the beginning of the campaign. One year into the program, a brand awareness study conducted in selected trade magazines showed brand awareness in the 70 percent range.
Godfrey Case Study No. 2
Awareness that our client offered a specific product line was very consistent in awareness and preference studies done every two years. However, after they acquired several companies and continued to market them under the acquired brand names - awareness of their dropped 16% in a two year period. Only after they unified the offer under one brand name did awareness return to its formerly high levels.
Anecdotal Information
In addition to the formal studies, Godfrey over the years has developed programs that produced anecdotal information showing the benefits of awareness-building campaigns. Some specific examples include:
- Hits to web destination pages increased by an average of 64% per month.
- PR coverage increased by 13% year-to-year.
- Share-of-voice in editorial coverage in key trade magazines increased two percent from one year to the next.
- Editorial mentions for a client in the building materials industry increased 289% over a three-year period.
- Monthly web traffic (unique visitors) tripled year-over-year.
Become more aware
We can help you find ways to produce solid, measurable results in your awareness-building marketing and sales efforts.
