Ever wonder if anyone really sees those billboards? Are the right people really hearing the ads on what are supposedly the area's most popular radio stations? And if those potential members saw the TV ad, do they remember anything about it? Or are all those marketing dollars just going to waste? Awareness and advertising research can answer those questions and more.
Awareness and advertising surveys poll non-members and members by phone about the impact of an institution's marketing efforts, whether billboards, TV and radio commercials, newspaper ads, direct mail or e-mail campaigns. The first question asked is usually a non-aided question, such as: Do you remember seeing any of ABC Credit Union's advertising? More specific questions follow. E.g., Have you seen the billboard (heard the ad, seen the commercial, etc.) by ABC Credit Union? Do you remember where you saw it (heard it, read it, etc.)? Do you remember getting the direct mail piece (or e-mail blast)? What stood out about it?
It's easy to access information on the Internet about the most popular radio stations and newspapers. But is it accurate? Why not get the real scoop by calling people in those zip codes and asking: What newspapers do you read? Do you get your news over the Internet, the radio or TV?
Skilled surveyors know how to create friendly conversations and get people talking so they don't even realize they're being surveyed. For example, one of the largest credit unions in California was planning Super Bowl commercials for the following year. Since that's an expensive proposition, it first conducted a survey on its current advertising to determine the best venues and resource allocation. The survey showed that the most effective venues were radio and billboards. It also showed which of three commercials and which of four taglines had the most impact.
Awareness and advertising research provides direction for future marketing initiatives. It evaluates the impact of current efforts and identifies the most successful marketing approaches so that institutions get the biggest bang for their marketing buck.
Mike Anstead is VP of Sales and Service for Member Research. He can be reached at 949-756-0206 or at manstead
