Marketers often spend a lot of money on marketing campaigns to gain public awareness and improve brand image.
Not much can be ascertained from the campaign apart from the sales figures. However, sales figures can only give a simplistic one-dimensional picture. There are still many questions left unanswered…
How many people have my marketing campaign reached?
Did it reach to the right consumers?
How has it impacted my brand’s image?
How memorable is my ad?
A brand lift survey can answer these questions by surveying your consumers.
Insights from the brand lift survey can help you measure the impact of your marketing campaign. If your sales figure didn’t turn out as well as you hoped, you can find out where it went wrong and know how you can improve it for your next campaign.
Measure the number of consumers reached by your ad and the profiles of those reached.
Find out if audience got your key message from the ad and if the ad is credible, enjoyable or likeable.
Measure the impact of your marketing campaign on your brand health by comparing the brand image scores and the purchase intention between reached and not-reached consumers.
Determine areas of the campaign that needs to be improved.