Escalate partnered with IMI International, the global market research firm, to unveil the Marketing Mix PrioritizerTM, a proprietary tool that gives brand marketers the unprecedented ability to quickly and efficiently evaluate which integrated marketing strategies and tactics best deliver a marketing objective from a specified target audience for a designated brand category.
Commissioned by Escalate and managed and fielded by IMI International the Marketing Mix PrioritizerTM uses a national composite of data among household shoppers, compiling over 2,400 occasions when they were last influenced (changed) by marketing efforts.
"The Marketing Mix Prioritizer greatly expands our ability to help clients understand, within a snapshot view, what integrated marketing strategies and tactics works best for their specific needs," explains Stuart Sheldon, Chief Advocacy Officer, Escalate. "While we know experiential and word-of-mouth are often optimal parts of the IMC mix, we at Escalate are dedicated to helping our clients achieve the maximum brand success. This new tool helps give an objective vantage point and takes individual interest and bias out of the mix."
"We're extremely proud of this custom tool," said Dan Hunter, Partner, IMI International. "The most compelling value of the Marketing Mix Prioritizer™ is that, unlike other media mix analyses, it can quickly provide a marketer with factual data beyond a 'gut' feeling to substantiate which marketing levers are contributing to campaign goals," continued Hunter.
The tool covers more than 50 product/service categories, examines four consumer targets (Youth 13-24, Millennials, Adult Household Shoppers 35-54, and the total of all groups); and provides choice of eight popular objectives (i.e., increased understanding, favorability, trial, purchase consideration, purchase, brand switching, etc.).
This report shows the top 9 most effective IMC Channels for CDs, DVDs, Blue Ray Discs (category) that want to drive Brand Switching (impact metric) with Youth ages 13-24 (target consumer).
NOTE: The vertical green line is merely the simple average of the nine IMC Channels listed.
Using this channel-level report, the brand team on a CD/DVD/Blue Ray business knows they should ensure their plans include as many of these nine channels as possible, prioritized from Promotion/LTO to WOM, Experiential, Packaging, and so on down the line.
Escalate can also generate a tactic-specific report that ranks the most effective tactics within each of the top 9 IMC Channels for CDs, DVDs, Blue Ray Discs (category) that want to drive Brand Switching (impact metric) with Youth ages 13-24 (target consumer).
NOTE: The vertical green line is merely the simple average of the nine IMC Channels listed.
This level of detail allows Escalate to show clients which tactics deliver best against their business need. No opinion or guesswork.
For more information about the tool and to discuss how it can help your brand please contact Stu Sheldon at [email protected]. See the full release here.