Today we launch our Insight Series. It is here that we will keep you up to date with our thoughts and findings on key topics within marketing effectiveness measurement.
Our first Insights are on PR.
We have highlighted examples from some of our client work that demonstrate the impact that can be achieved through PR. We have found that positive PR can have a far reaching impact on driving demand for the brand and increasing sales in both the short term and long term. A retailer benefited from a 50% improvement in ROI by ensuring PR backed up the messages in its advertising campaign.
Unfortunately another retailer experienced a £2mn loss in sales after a wide ranging industry scandal. The majority of the loss was in the short term, the rest experienced in the long term due to a fall in consideration which took 2 years to recover.