Question

Topic: Research/Metrics

Brand Campaign Kpis

Posted by srweibel on 1/28/2020 at 3:29 PM ET 125 Points
All right my brilliant marketers, I need some help! I run brand campaigns for my organization (basically any campaign that is not tied to a specific product launch activity). I'm trying to set 2020 goals. KPIs around things like brand awareness are not specific enough because all of our marketing efforts impact that number. We have executional teams that handle the PR, influencers, social, etc. so I'm don't want to duplicate their measurements. Does anyone have recommendations for how to track my success that doesn't overlap with others?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/28/2020 at 3:58 PM Accepted
    What KPIs did you have in 2019 that worked (or didn't work) for your organization/teams? Put another way, what is the value proposition you're placing for your marketing spend with management?
  • Posted by mgoodman on 1/28/2020 at 5:23 PM Accepted
    Can you let us know about the target audience(s) for your company's advertising, along with the benefit positioning(s)? It might be possible to measure changes in brand awareness/image and "tease out" the effects of each campaign.
  • Posted by Gary Bloomer on 1/31/2020 at 6:11 PM Accepted
    Sales.

    How many sales did this brand awareness generate? Sales of what? To whom? At which price points? With what kind of frequency and upsell?
  • Posted by leenisme on 2/10/2020 at 5:23 AM Accepted
    Well - management wants ROI. So it will be good to translate whatever you're doing into sales or monetary measurables, e.g. no. of sales, total volume ($), incrementals in product holdings or incrementals in volume usage, no. of new customers from each channels. You will need to set a baseline prior to the start of the campaign to measure your before vs after results/impact.
    On Social Media - perhaps the no. of incremental followers on social media platforms. Set a baseline and track what is the incremental after your campaign kicks off.
  • Posted by Shelley Ryan on 2/13/2020 at 9:20 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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