Question

Topic: Research/Metrics

Roi On Brand Activation

Posted by LucianN on 2/9/2009 at 5:15 AM ET 125 Points
Hi everybody,


I'm handling a project that will materialize in a brand activation in a specific period in major international key accounts.

My objective is to generate awareness for our new blend and generate trial for as many contacts as possible.

My question is, based on your experience, what obstacles did you encountered on other brand activations ? What objectives did you had for other kind of brand activations ? Any other key findings that can help.

Thank you very much!

Lucian
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RESPONSES

  • Posted on 2/11/2009 at 5:32 PM Accepted
    I think you are referring to new product launches, correct?

    It's very difficult to generalize from the experiences of others, as their environment, industry, and competitive details might vary significantly from yours. That said, in general, new product launches sometimes fail because of a lack of understanding of the target market, and the benefits they are seeking in the new product. If you can spend your time collecting this type of information from your target market, you will likely increase the chances for success.
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