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Marketing & Advertising Program Effectiveness

Marketing and advertising takes many forms including direct mail, magazines, radio, TV, print, POP, tradeshows, banner ads, and co-op marketing. With rising production costs and increasing market fragmentation, however, vendors need to understand if their messages are getting to the right customers in the most cost-effective method.

InfoTrends specializes in working with document and imaging technology vendors to assess the effectiveness of their overall advertising and marketing programs. We can help you develop the data and insights you need to fine tune your advertising and marketing activities.

• Assess the current position of your brand
• Measure customer recall and recognition of your messages
• Understand customer attitudes toward your brand and advertising
• Assess the effectiveness of your advertising channels
• Identify any gaps in your coverage
• Provide objective input for evaluating your agencies
• Provide data to help allocate and justify your marketing budget

Brand managers need objective data to help make important decisions about their marketing programs. You can’t just rely on what your ad agency or sales force tell you. InfoTrends can help you assess your current programs and develop a series of metrics that enable you to better manage your marketing resources.

InfoTrends regularly conducts extensive advertising and brand decision research on the imaging and document technology markets. We can cost-effectively provide you with objective information and insights that will help answer your market planning questions, including:

• Are your customers reading the magazines you advertise in?
• What tradeshows do your customers attend?
• What were your customers’ perceptions of your company before and after
  attending a tradeshow?
• Where do your customers go for information before making a purchase decision?
• How effective are banner ads and search-engine advertising?
• Does your advertising and marketing reach the right decision makers?
• To what extent is your channel complementing or contradicting your brand message?
• Are you spending enough relative to your industry peers on marketing?

Contact InfoTrends to discuss how we can help you develop a marketing and advertising effectiveness assessment.