Measure Success “Awareness” is a hard thing to quan- tify, but marketers still have tools they can use to measure the overall effec- tiveness of their branding efforts. Getting a full picture requires open- ness to a variety of feedback formats— and like branding itself, it pays to approach it as an ongoing effort, as well as looking at the results of unique campaigns. Having a good overview of how customers view a brand is a solid start. “When our brand messaging was first established, we did a base- line study to gather customer percep- tions,” said Wilhelm. “Now, we con- duct biannual surveys to test our cus- tomer’s level of agreement with our brand messages. The research results are segmented by customer type and region. They provide a measurable way for us to gauge how we are doing in meeting expectations and delivering on our brand promise.” She added that on a more day-to-day level, the company defines what success would look like for a given campaign depending on the goals of the specific initiative and then monitors a variety of information sources, including web metrics, sales growth, lead generation, and more, to see what is working and what isn’t. Matsueda also uses a combination of information sources to get a picture of how effective the company’s brand awareness messages are. One of his key sources is simply tracking the un- solicited feedback from customers and the employees who interact with them regularly. “They are fairly vocal and open with their opinions,” he said. “They have been known to simply reach out to us and offer their percep- tions unsolicited. What we heard through this direct feedback from agents and end-users was how pleased they were at the logo modifi- cations that make LSI appear more contemporary and, therefore, more well regarded.” He noted that without enough of this kind of direct feedback, the company would solicit feedback through more formal surveys.
Knowing what our customers value most helps us infuse specific brand messaging into all of our marketing efforts—print, digital, social, truck fleet, radio, and more.
Van Meter Inc.
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