New Tool, Marketing Mix Prioritizer™, Gives Brand Marketers Unprecedented "Snapshot" To Quickly Rate Integrated Marketing Mix Effectiveness
NEW YORK, June 29, 2015 /PRNewswire/ -- Escalate, the experiential and word-of-mouth marketing firm, and IMI International, the global market research firm, jointly unveiled the Marketing Mix Prioritizer™ (MMP), a proprietary interactive tool that allows brand marketers the unprecedented ability to "plug and play" their category, target consumer and objective to see a quick "snapshot" view of their integrated marketing mix effectiveness. Commissioned by Escalate, and managed and fielded by IMI International, the MMP uses a national composite of data among household shoppers, compiling over 2,400 occasions when they were last influenced (changed) by marketing efforts with data that is fresh in their minds and specific to that occasion. The MMP saves considerable time and is a cost effective alternative to other marketing mix modules.
"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 marketing mix analyses that require much larger endeavors, can cost thousands of dollars and take months to execute, the MMP can cost effectively and quickly provide a marketer with factual data beyond a "gut" feeling to substantiate which marketing levers are contributing to campaign goals," continued Hunter.
The Marketing Mix Prioritizer™ offers more than 50 categories of products or services, from broad (i.e., Total Non-Alcoholic Beverages) to specific (i.e. Carbonated Beverages, Milk/Juice, Ready-To-Drink Coffee/Tea, Coffee/Tea To Make At Home, Bottled Water and Sports Drinks). The MMP tool also offers four consumer targets (Millennials, Youth 13-24, Adult Household Shoppers 35-54, and the total of all groups); and provides a choice of marketing objective (i.e., increased understanding, favorability, purchase consideration, trial, etc.). Marketers can change variables when using the MMP tool to evaluate alternative marketing mix scenarios.
"The MMP gives us the ability to play out different scenarios and evaluate which mix is best before investing dollars in a campaign that may not be best suited for a client brand," said Stuart Sheldon, Chief Advocacy Officer, Escalate. "While we know experiential and word-of-mouth are often key elements of an integrated marketing mix, the MMP tool gives an objective vantage point and takes individual interest and discipline out of the mix."
For more information find Escalate at www.escalatenow.com, www.facebook.com/EscalateNow and @escalatenow on twitter, and IMI International at www.consultIMI.com
SOURCE Escalate
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