NEW YORK, June 18, 2015 /PRNewswire/ -- Today, Escalate, the experiential and word-of-mouth marketing firm, and IMI International, the global market research firm, jointly unveiled the Marketing Mix Prioritizer™, a proprietary tool that allows brand marketers the unprecedented ability to quickly and efficiently evaluate integrated marketing mix decisions - which marketing tactics to focus on in order to drive a marketing objective among a specified target audience. The consumer validated tool identifies the effectiveness and degree of impact different integrated marketing levers have to better assist in optimizing marketing campaigns and drive ROI opportunities, while also presenting a cost effective alternative to other marketing mix modules.
"The Marketing Mix Prioritizer™ greatly expands our ability to help clients understand, within a snapshot view, what integrated marketing strategies and tactics works best," said Stuart Sheldon, Chief Advocacy Officer, Escalate. "While we know experiential and word-of-mouth is an optimal part of the mix, we at Escalate are dedicated to helping our clients achieve the maximum brand success. This new tool helps give an objective vantage point and takes individual interest and discipline out of the mix."
Commissioned by Escalate, and managed and fielded by IMI International, the Marketing Mix Prioritizer™ uses a national composite of data among household shoppers, compiling over 2,400 occasions when they were last influenced (changed) by marketing efforts. An interactive model was created from this data to allow marketers to "plug and play" their category, target consumer and objective to see a snapshot view of effectiveness. Variables can be changed to evaluate alternative scenarios.
The Marketing Mix Prioritizer™ consists of more than 50 categories of products or services to choose from (ranging from broad categories such as Total Non-Alcoholic Beverages to more specific categories such as Carbonated Beverages, Milk/Juice, Ready-To-Drink Coffee/Tea, Coffee/Tea To Make At Home, Bottled Water and Sports Drinks). The tool examines four consumer targets (i.e., Millennials, Youth 13-24, Adult Household Shoppers 35-54, and the total of all groups); and provides choice of marketing objective (i.e., increased understanding, favorability, purchase consideration, trial, etc.). At the conclusion of using the Marketing Mix Prioritizer™, brand marketers receive a detailed summary of findings, including recommendations of best practices and considerations based on the data.
"We're extremely proud of this custom tool," said Dan Hunter, Partner, IMI International. "The most compelling value of the Marketing Mix Prioritizer™ is that, unlike other media mix analyses, it can quickly provide a marketer with factual data beyond a 'gut' feeling to substantiate which marketing levers are contributing to campaign goals," continued Hunter.
About IMI International
IMI is a full service marketing research and consulting firm, using insights to drive profits. With offices in USA, Canada, UK, Australia and Singapore, for over 40 years, IMI has been helping businesses build better marketing solutions with over 12,000 studies within their database. At IMI they help Marketers and Agencies with "what they know" via Best Practices, "what they can borrow or avoid" from relevant Global Case Studies, and "what new stuff they can learn and act on" from Consumer Surveys. Areas of focus for IMI International are brand activation including integrated consumer programs, experiential marketing and sponsorship, and shopper marketing. And this involves all stages of development: Strategy, positioning, concept/offer and communication. Find IMI International at www.consultIMI.com
Founded in 1999 with the mission of escalating customer relationships to the point of brand advocacy with measurable results, Escalate brings unique thinking to the brand-consumer relationship one experience at a time. By creating engaging, immersive interactions that resonate with consumers long-term, Escalate has helped millions of people fall in love with great brands, including Birds Eye, Coca-Cola, Cox Communications, MetroPCS, Royal Caribbean Cruise Lines, The American Legacy Project, and many others. Headquartered in New York City with Atlanta offices, Escalate is independently owned and operated. Find Escalate at www.escalatenow.com, www.facebook.com/EscalateNow and @escalatenow on twitter.