Campaign Evaluation
We constantly measure the effectiveness of a campaign, not just through column inches, but through channels (traditional, online, social) and through the message in traditional media and the conversation in social media. We make sure our clients know what’s being said so that they can adapt their strategy accordingly.
At strategic points of a campaign, LEADWAY MEDIA SOLUTIONS can provide a brand audit to enable a client to understand its perception in traditional and social media. The audit includes a brand slip analysis – how the perception of the product has changed over a certain period of time. The audit assesses a brand’s strengths, weaknesses, opportunities, and threat and results in recommendations to improve marketing effectiveness.
Most importantly, we talk to our clients regularly, we ask if what we are doing is working, if not, we sit down, review our actions and change tack.
Why do we monitor?
- Identify mentions of a client across the media – social and traditional
- Monitor the message, recognise any potential negative issues as they develop
- Identify trends and hot topics
- Capture all relevant conversations taking place about the client and its competition and use the additional insight to adapt the communications strategy if necessary
- Spot all opportunities for engagement
- Identify new people and places through which we can channel a client’s message
