Increase Media Spending Without Increasing the Budget

Advertiser National Bank

Situation After reviewing VoiceTrak competitive spending data, client realizes they're under spending in key markets. In some markets the problem is dramatic. While need for additional media spending is apparent, marketing budget is fixed with little or no possibility of increase.

Solution The bank's top marketing people recommend shifting money into media budget from other areas of marketing budget (direct mail, collateral, telemarketing). VoiceTrak Reports provided basis and justification in a presentation to senior management. Management approves the shift.

Stimulate Franchisee Spending

Advertiser Fast Food Chain

Situation Marketing department believes company's spending needs to be more competitive to generate level of sales franchisees and corporation desires. VoiceTrak Reports underscore extent of understanding relative to client's current and desired market share.

Solution VoiceTrak information is used to objectively expose franchisees to company's competitive weakness. Marketing department devises incentive plan to encourage franchisees to increase advertiser spending. Franchisees agree to kick in a larger percentage of sales in return for matching funds from the corporation. Local spending increases in 75% of their markets.

Waking a Sleeping Giant

Advertiser Leading Healthcare Provider

Situation VoiceTrak Reports reveal that the company is being outspent by several smaller competitors. Despite leading market share position, company's spending position is 5th or lower in key markets.

Solution This information is presented to the CEO. Agency recommends 25% budget increase. The CEO approves an immediate 100% increase in media spending, and establishes a new company objective: maintain position as top industry spender.

Does Advertising Work?

Client Market Research Firm

Situation Clients of the research firm are interested in understanding the impact of advertising on their business and how spending levels impact results.

Solution Using VoiceTrak Reports, the research firm demonstrates a significant and strong correlation between changes in share of voice and changes in awareness. Research company also demonstrates correlation between changes in awareness and ”willingness to try” products and services. Finally, the firm makes the connection between a change in trial propensity and sales. Proof that advertising works.

Copyright 1998-2001, VMS. All rights reserved.