Measuring Marketing

August 17, 2010

In our recent survey of shopping centre managers, we found that 80% of shopping centres were commissioning advertising to promote themselves. What surprised us was that only 50% of shopping centres were measuring how effective their advertising was.

Marketing budgets can be enormous, with huge TV ad campaigns, but without market research it is impossible to tell if your message is getting to the right people and if it is influencing their behaviour.

Lord Leverhulme famously said, “Half the money I spend on advertising is wasted, and the problem is I do not know which half.” Without this type of feedback on marketing campaigns some shopping centres will never know.


Websites are *so* last century

August 9, 2010

In our recent survey of shoping centres, nearly all shopping centres now have a website, giving details of store listings, opening times and how to get there. Where the industry seems to be lagging behind other sectors is in the use of new social media to promote and grow their brand, as well as other uses such as readily available feedback for research purposes.

4-out-of-10 centres are taking tentative steps in to this brave new world, but many lack the expertise or time to manage an increasingly important media for commuincating with their customer base. Business Blueprint have developed a social media product, Diamonds, which cultivates a group of key target customers and brand advocates who will freely give their opinions on your brand.


It all Ads up

August 3, 2010

It’s good to see ITV back in the black, benefitting from a general increase in advertising spend.  As the economy has been recovering, firms are reinvesting in their marketing budgets, but are very much conscious of getting value for money.

We at Business Blueprints offer an independent assessment of how effective marketing campaigns are.  A clear indication of the penetration, awareness and relevance of a campaign that is not prejudiced by self-interest, gives you the information you need to judge the performance of your marketing budgets.

In a recent survey, we found that whilst 8-out-of-10 respondents were spending money on advertising, only 50% were conducting any research about the effect of their advertising, and only 35% were getting any customer feedback at all.