Comments for Leonardo ENERGY's Impact

Comment on Marketing impact by Leonardo ENERGY’s Impact » Blog Archive » 4 type of communications - 4 campaign types

Thu, 20 Mar 2008 09:34:58 +0000

[...] of interest to think about our marketing communications. In essence, it reiterates the point of an earlier post on measuring impact from a different [...]

Comment on Surveying users by jonathan

jonathan — Fri, 14 Mar 2008 16:28:04 +0000

Great – will do – in the meantime I’ll do some fiddling around and prepare something to act as an agenda for our meeting 17.4.08.

Comment on Surveying users by colin bennett

colin bennett — Thu, 13 Mar 2008 10:55:05 +0000

The final group analysis shown in this string is just that – final analysis of survey findings to find a set of groups – ie the end product/insight. Through our benchmarking and surveys we will define our own new groups. They may be characterised as hostile, neutral etc. but the group names will come from the survey content.

Jonathan, lets get together as discussed and thrash out a way forward. I still like your overall strategy.

Comment on The benefits of soft power by jonathan

jonathan — Mon, 03 Mar 2008 14:41:00 +0000

Well kind of “no” and “yes” – when we talk about attitudes and setting up a way of tracking them over time that contributes to or store of knowledge about what people think about different elements of the LE overall programme; so in that sense branding is understood to be inherent in what we’e are talking about.

On the other hand [thank goodness we always and only have 2], the whole subject of understanding how the various brands and sub brands we present are viewed is real awareness that we should either define as we think we know it or research if we feel we don’t.

Effective, positive brand values are certainly a very valuable communications short hand that can be used automatically to reinforce whatever particular message we put across.

One thought that has been going through my mind about the impact measurement is that we should add in a tester on the respondents’ views about our brands – too good an opportunity to pass by.

Comment on Surveying users by jonathan

jonathan — Mon, 03 Mar 2008 14:30:24 +0000

Colin – how about it?

Comment on Surveying users by Hans De Keulenaer

Hans De Keulenaer — Thu, 28 Feb 2008 12:23:13 +0000

If Colin’s game for it, then it sounds like a plan. Just I’d like to be involved in the selection of the niche market or campaign.

While the pilot goes on, discussion on this blog need not to stop.

Comment on Measuring LE programme effectiveness [II] by jonathan

jonathan — Thu, 28 Feb 2008 09:37:10 +0000

We can factor all these things into the hopper – did you see my last post, as it were, posted about an hour ago?

We come to the same conclusion about testing it on the dog [an old ad. phrase ie and see if it barks].

Good idea to get input from the group as to what they consider the best [micro-]campaign to start with – suggest we urge them to choose something small enough to be manageable and big enough to give us a fighting chance of creating something onto which most other campaign models can be based.

PS we intentionally left it open as to whether a “bark” was positive or negative

Comment on Surveying users by jonathan

jonathan — Thu, 28 Feb 2008 09:04:01 +0000

Again interesting stuff and the majority of which you just have to agree with. The only comment I would make refers to the first sentence – both approaches have their role to play in what we want to find out for LE, for example a] setting up a putative benchmark and b] checking it out against on-going reality.

The encouraging thing is that most of what we have all written over the past few posts is consistent, albeit addressing different parts of the mix from different angles.

Here’s a suggestion – let us take one element of the LE total offering and put all this to the test, see if it flies, if it does go with it [whatever "it" is] and if it needs course correction use the experience to do just that.

If you think this could be worthwhile, I suggest that Colin and I form a mini-working group [hopefully he has time!] with a view to having a working prototype by end Q2.

Comment on Measuring LE programme effectiveness [II] by Hans De Keulenaer

Hans De Keulenaer — Thu, 28 Feb 2008 08:50:28 +0000

We’re making progress, and getting somewhere. A few points:
- rather than ‘niche market’, I would talk about campaign & microcampaign
- phase 2 / yield 2: I would open this up to general indicators of engagement. Time of visitor sessions is a good indicator, but not the only one. If people spend 30 seconds downloading reports that take half a day to read …
- it appears to me that this post elaborates point 3 in Bill’s 4-step model. In a way, it looks at this with a magnifying glass, but steps 1 & 2 are still needed
- I would eliminate the bullet on debating on or offline. Delivery mechanisms do not matter as much as quality and user interest.
- we’re getting close to running a test example to debug the approach. Candidates are heat pumps, photovoltaics, copper rotor, Elux/Comfort, … This is probably a discussion for the planning blog which micro-campaign to start with.

Comment on Measuring Leonardo ENERGY programme impact – a way forward by Hans De Keulenaer

Hans De Keulenaer — Wed, 27 Feb 2008 16:25:33 +0000

A group of naval service personnel were split in 3 groups, and respectively shown a movie, given a lecture or read through a paper. After this, they were tested, and no significant difference in scores between the groups was observed. This happened 60 years ago, in 1947.

It was followed by a rich scientific literature basically concluding that the delivery mechanism does not matter. Quality, interest and a few other subjects are way more important.

This leads to 2 conclusions:
- if our sole purpose is education, we might as well choose the most cost-effective delivery method
- the debate of the quality of a ‘hit’ is wrongly framed. Only the numbers matter (i.e. ‘y’ in Jonathan’s post). These should be measured accross all media. ‘y’ gives us reach, a necessary but not sufficient condition for impact.

Behaviour change ‘z’ is the next step. I look forward to the sequel.