Global Evaluation of Printer Campaign
Determine the impart of a new global advertising campaign and provide guidance for future budget allocation.
Business Challenge
Limited marketing had taken place for a few yeas with the resulting erosion of market share. To recover the market position new colour laser printer products were developed and a global adverting campaign initiated. Marketing metrics were required to guide future budget allocation based on changes in awareness and perception.
Solution
3,000 telephone interviews took place with organisations having <500 employees in UK, Denmark, France, Germany, Holland, Italy, Spain, Sweden, Czech Republic, Hungary, Poland and Turkey.
Results
Very significant variances were identified between countries with the client having a strong awareness in Eastern Europe. Those countries that had made little effort were clearly identified both in the sales figures and the low awareness levels. The findings have provided the necessary metrics to demonstrate the impact of the advertising to local country managers as well as establish the budget requirements.
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