Meredith Cranmer
Brand activation agency Curious Nation will lead a market-first study in Australia and New Zealand, aiming to improve ROI, benchmark performance, and support better decision-making in below-the-line (BTL) marketing.
The Activation Effectiveness Barometer aims to improve the fragmented and inconsistent measurement of below-the-line marketing by addressing what’s working well and identifying key pain points across the industry.
“For too long activation has been undervalued because it hasn’t spoken the same measurement language as other parts of the marketing mix,” said Meredith Cranmer, co-founder and managing director of Curious Nation.
“The Activation Effectiveness Barometer is about changing that narrative, giving marketers concrete evidence and a benchmark they can use to prove impact and drive better decisions. This is about moving beyond ambiguous KPI metrics to finally demonstrate the real power of activation and areas where the industry can improve.”
Key areas of interest covered by the study are sampling, retail media and in-store activation, sponsorship, events and experiential, PR and earned media, digital/social amplification, direct marketing and influencer and creator partnerships
Insight will be gathered via the research platform Ideally.
The survey is open to CMOs, brand managers, shopper and trade marketers, sponsorship managers and retail teams.
Results will be released later this year, forming the basis of an annual industry benchmark.
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