brand measurement
TRANSCRIPT
Why measure your brand?
• To understand how our customers think and feel about us so we can improve
• To constantly evolve our brands
• To prove that strong brands drive engagement and growth
• To justify the investment in our brands
Our brand tracker
How • 20 minute online survey (27 minutes diagnosed)• Respondents recruited from online access panels (Research Now, SSi)
Who • 300 Diagnosed• 300 Not Affected• 800 Affected (immediate family, or a close friend, has been diagnosed)• With quotas on age, gender and region for consistency wave on wave • Plus quota on ‘when diagnosed’ for diagnosed
When • Waves of brand tracking in line with bursts of advertising
Source: Brand Attributes, nfpSynergyBase: 1,211 respondents who are aware of Cancer Research UK, 18+, Britain, May 2013
Using other tools
• Awareness
• Advertising recall
• Advertising response
• Brand momentum
• Likelihood to recommend
• Reported actions
• Knowledge of our brand
• Values they associate with us
What we track
Health and social care advertising recall: diagnosed audience
Q17d Can you recall seeing or hearing anything about Macmillan Cancer Support in any of the following places?
Base: Diagnosed (300 per wave)
Significant increase
Significant decline
How services and advertising drive responses
• Q11 Please can you tell us how likely you would be to donate money to the following charities?
• Q11b Do you currently donate money to any of the following charities?
• Base: Affected (222, 361, 61,113)
Brand perceptions V actual responses
Income via fundraising streams
Number of new supporters
Customer satisfaction
Value of giftsProduct orders
Number of volunteers
Social media activityDigital
traffic
Number of service users
Supporter retention rates
Link your measures to specific outcomes
• Recall of advertising in GPs surgeries calls to the Macmillan Support Line (mentioning where seen)
• Likelihood to get involved reporting getting involved increase in volunteer numbers
• Likelihood to donate actual donations?
People take out ‘get support’ rather than ‘give support’ from our TV advert
• What was the main message in the ad, what did it want people to do?
• Q40b What was the main message in the ad, what did it want people to do?
• Base: Recognise the ad Affected (426)
What we’ve learnt: in a nutshell
1. If you invest in your brand you should invest in measuring it
2. Focus on audiences that matter to you
3. Track your competitors as well
4. What you measure needs to reflect your strategy
5. Explore your data
6. Join up the dots
7. Act on what you find