In Focus

4 tips for brand experiences that stick

Drew Neisser
Media Planning & Buying Posted on July 07, 2008

#4. Measure, measure and measure again

The goal should always be to cut through the first time. To accomplish this, metrics for success must be established upfront. Marketers need to set benchmarks via pre-event research to compare with post-event data.

In addition to tracking event attendance; time with brand and perceptual changes and sell-in and sell-through, consider adding Net Promoter Score to your measurement arsenal. NPS is a simple and reliable way to measure the likelihood of someone recommending your brand to a friend (i.e., word of mouth). Since NPS can be measured online as well, it will also help you understand if your online experience is as strong as the offline one.

Additional online metrics, including unique visitors, time-on-site, pre/post NPS and online commerce data (if relevant), will help complete the tally, ensuring you know which elements should be cut and which cut through.

Drew Neisser is CEO of Renegade.

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Comments

Alan Chokov
Alan Chokov July 7, 2008 at 11:15 AM

I am in agreement with Mr. Neisser's assessment of "Branding" and its hypnotic effect in the market. As the founder/CEO of eFinancePortal.com, an interactive, multilingual Financial, Business & Educational Portal, the necessity of branding also embraces the individual. With the prohibitive cost of marketing in the traditional and Internet environment it has become more important than ever to be able to educate the marketplace of someone's capabilities and products. As Mr. Neisser suggests that "when brands create experiences that provide a real service, magical things happen" I believe the same holds true to the individual who is attempting to brand and enhance their image. First impressions may be fleeting in today's competitive arena, but the impressions that should have a lasting effect are for those who have the ability and resources to brand themselves for the long run. Perception may be key but it also has a shelve life and without the refreshment of "relevant material" that perception is lost.