Follow the Consumers and Win Their Minds and Hearts - Quantifying the intersection of consumers, media, and brand.
 		June 24, 2008 
Presenters:
Matt Kleinschmit, Vice President, Client Service, Custom Media and Marketing Research
and Patricia Graham, EVP and CMO, Knowledge Networks
with Anna Carbonara, Moderator, American Marketing Association		 
 
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Description:

 
The consumer is at the center of any successful marketing and media plan. Firms are attempting to understand exactly who is where and for what reason. Yet new avenues for product interaction, expanding media channels and diversified retail behaviors are making this more complex, with advertisers and agencies experimenting with new ways to reach consumers in all the places where they “live.” Still there is often a failure to truly follow the consumer as she goes to the store, buys brands, and interacts with media. Traditional episodic, multisource surveys and one-dimensional, silo’d datasets often misrepresent the subtle ways that consumers, brands, and media interact and influence one another in today’s world. What are the consumer-focused interactions that will help you build and execute the optimal strategy for your business?

To accurately guide effective cross-platform marketing and communication, research needs to truly link the intersection of brands and media, immersing primary consumer insights in an actionable and proscriptive contextual understanding of today’s self-directed consumer:
  • Which consumers have affinities to the brand and its products, and why?
  • Which media assets and mix best reach these consumers?
  • What communication tone and creative themes are most effective with these consumers?
  • Which retail elements deliver more effectively?
  • What innate tendencies drive medium and media choices for those you wish to reach?
Quantifying this intersection can have profound impact on brand planning and product strategy, communications and media mix – ultimately serving to maximize Return on Objective (ROO) and Return on Investment (ROI).

Join Knowledge Networks for this informative webinar, which will draw on KN expertise in consumer brand, media, and retail interaction to present a new perspective on researching these dynamic and evolving relationships. Using powerful data linkage and deep market understanding, the following assets will be integrated to identify, understand and reach your high-value consumers:
  • The only online panel statistically representative of the U.S. population
  • Single-source evaluation of cross-platform media usage
  • Behavioral and attitudinal consumer profiling
  • Validated cognitive segmentation of innate consumer brand, media and messaging tendencies
Join us as we provide a powerful conceptual framework for decoding the consumer- brand– media connection.