Retail

Optimizing Marketing Investment by Evaluating the Client’s Brand Awareness Amongst Consumers 为某智能手机品牌评估其半年度营销效果,以优化其市场营销投入

客户是一家本土的智能手机生产厂家,想要评估其营销投放效果及品牌知名度,了解消费者对渠道的偏好,以便优化其品牌营销投入及提高品牌知名度

Background

The client, a local smart phone manufacturer, wants to evaluate the effectiveness of their marketing campaigns and brand awareness, as well as to understand consumer preferences for media channels in order to optimize their marketing investment (where to invest and prioritize) and increase brand awareness


Solutions

•    Conduct consumer survey to analyze brand marketing effectiveness and brand awareness

     --- What percentage of the consumers have seen the brand’s advertisement

     --- Which advertisements’ parts are impressive 

     --- Are there any disconnections between the communication content and consumer understanding 

     --- Through which channels do consumers see the advertisements

     --- Do consumers like the brand’s new advertisements

     --- Willingness of purchase after seeing new advertisements

•    Recommend how to optimize brand’s marketing investment 

     --- What content and selling points need to be emphasized in the future campaigns 

     --- Which channels need to be prioritized

     --- Which partners can the brand cooperate with


Methodology

•    SmithStreet conducted survey with 1,800 consumers from 12 cities (Beijing, Guangzhou, Shenzhen, Xiamen, Chongqing, Dongguan, Quanzhou, Jilin, Luoyang, Yibin, Jincheng, Jinjiang)


Selected Findings



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