BtoB highlights a United Technology campaign created by Doremus which increased advertising recall by 33%. The stated goal of the camapign was to raise awareness of the UTC brand. So the campaign was a success in achieving its goal. But is this really a goal that matters? Did this new found awareness convert into revenue at an acceptable ROI? Maybe it did. If so, cool. But why frame a campaign with meaningless metrics like awareness? Why not frame the campaign with an objective like increasing market share (x)%, over (y)time, utilizing (z)resources? No ambiguity. Metrics any CFO will love. But metrics that afford no wiggle room. No place to hide. Doremus? Why? United Technology? Why?
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