GRPs & EFFICIENCY: A FUTURE PERSPECTIVE
- Has the awareness stabilized at a certain level?
- Is it too elastic with the GRP fluctuations?
- What can be predicted as the new baseline for awareness?
- What’s the GRP levels which have given us the most ROI?
ADVERTISING SIGNATURES:RETAIN & LEND
- Discussion with the creative agency on whether these are the signature elements which can be big stories for the variants as well?
- How can these signatures (payback) manifest for a greater story for a bigger core?
GAIN SHARE OR MARKET EXPANSION
- Does the brand track show higher endorsement / differentiation among category / brand new users?
- Is that resulting in higher intention to use among new brand / category users?
ROLE OF MEDIA FOR THE FUTURE VARIANTS
- Do we have an extremely strong core advertising? If so, there may not be a case
to put it off-air.
- What happens if we have very promising variants on top? In the presence of a
strong core, do we add on variant GRPs as well?
- When can we avoid huge spends on variant advertising?
Our 5-step SEBAR collaboration with you (3 weeks):
- Meta-Synthesis
- Evidence Aggregation
- Brainstorming with you
- Crafting the Actions
- Consumer Ratification
Why BrandEigen? We have learnt Market Development in the right organizations with hard-core experience in break-through brands & across markets. Our experience in research & marketing places us ideally to consult you for business actions & KPIs. That’s why we are 70% research: 30% marketing.