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Brand Communications

How should you communicate with your target audience?  What media should you use, what messages will resonate with your target audience? Have your communications worked?

BDRC Continental has extensive experience in this area – right from understanding the audience through to evaluating the impact of the campaign on key brand metrics. 

The stages of effective communications are detailed below:

….vital if you are to communicate effectively.

A recent study for Manchester City FC, segmenting both their potential fanbase and also corporate hospitality customers. Currently “Manchester City is implementing a fresh perspective to its customer data based on segmentation provided by BDRC Continental”. Andrew Gilligan, Data & Insight manager, MCFC

Other notable segmentations that have been used to develop marcomms for individual segments have been on video gamers and online shoppers.

Good segmentations are based on people’s attitudes, enabling us to get inside the mind of the target audience, and understand how they think & what motivates them.

We have our own creative evaluation product, Ad Forensics,  that enables us to assess rapidly the impact of individual creatives.

Rapid, cost-effective advertising evaluation

AdForensics helps organisations understand how their target market responds to different advertising executions, without incurring the costs associated with a traditional ad evaluation process.

This cost-effective, fast turnaround solution provides real insight into your marketing communications to ensure that your campaign is on brand, on message and pushing the right buttons with your target audience.

AdForensics can be used to provide swift insight into a wide range of scenarios including:

  • Assessing whether an ad is ’on brief’

  • Testing consumer responses to understand how closely they correspond to campaign objectives

  • Understanding how well an execution appeals to the target audience

  • Benchmarking the effectiveness of an ad against others targeting the same audience

  • Gauging credibility and persuasiveness

  • Determining which creative appeals most strongly to the target audience

  • Understanding to what extent an ad changes brand perception

We regularly use a technique we call Media Crossover Impact Analysis to gauge the impact of each element of a campaign in a multi-media campaign.  Campaigns have been tested on an initial regional basis to fine tune the media used for the full national campaign and make more use of those elements that were most effective in the test. 

We have developed norms databases to assess ROI across a range of media (TV, radio, online in-game, outdoor, experiential).  In the public domain is Project Mercury – assessing advertising ROI (specifically the link between spend and key metrics) within the mortgage market.

Follow the links for more information on our broader media & advertising research experience, or to read more on Grapevine, our word of mouth evaluation product.

For more information, please contact James Myring on 020 7490 9129, Max Willey on 020 7490 9168 or Tim Barber on 020 7490 9121.