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How to get the best ROI from your advertising

HOW TO GET THE BEST ROI FROM YOUR ADVERTISING

Creative development

“Great advertising knows that nobody likes to watch an ad unless it’s a great ad. People love great ads.”

It costs the same amount to launch an effective campaign as an ineffective one.
Regardless of which media you are communicating through, people are very clear about what they do and don’t like, what moves and inspires them, and what makes them want to share it. On average our creative development research delivers a 40% uplift in ROI. On a $500K media spend that’s a saving of $200K.

For more than 30 years, we have been helping clients develop award winning, compelling and timeless communications.

The top 10% of ads on our database are 76% more likely to drive sales than the bottom 10% – so getting your advertising right has a significant pay off.

KERRI TAIT

Media and Digital Account Director

kerri.tait@colmarbrunton.co.nz

CASE STUDY

Rekindling NZers’ love affair with Lotto

The Challenge

There was a need to re-engage NZers’ hearts and minds with their national lottery . Along with a brand refresh, Lotto needed to establish an emotional connection – to get people sitting up, taking notice and buying tickets.

The creative idea around imagining what winning the lottery could mean to individuals’ lives, life and loved ones was strong – but the Executive Team wanted the certainty of a predictive measure of performance before they signed off a significant creative and media investment.

Learning

Link™ proved the power of emotional connection and that increased affinity to Lotto creates a stronger intention to purchase. Clear guidance on story sequencing, casting suitability, importance of music, and the defining winning moment helped to optimise the ad before it was shot. The results speak for themselves – Lotto sales are up and Pop’s Gift was voted Fair Go’s “Ad of the Year” for 2015.

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  • Home
  • News
    • Latest News
    • Political Polls
    • Better Futures report
    • Corporate Reputation report
    • Public Sector Reputation
  • What We Do
    • Demand Led Strategy
      • Developing your brand purpose
      • Winning market strategies
      • Action planning for the future
      • Corporate reputation
    • Growing Great Brands & Organisations
      • A roadmap for growing brand equity
      • Developing new and optimising existing products
      • Co-creating with your customers/consumers
      • Understanding why people behave the way they do
      • Perfecting your customer experience for advocacy and loyalty
      • Utilising big data sources for insights
    • Optimising Your Media & Communications
      • How to get the best ROI from your advertising
      • Improving media and digital ROI
  • Who We Are
    • Our Story
    • Our People
    • Come and work for us!
  • Social Research
    • Transforming customer experiences
    • Shaping stakeholder relationships
    • Building trust and reputation
    • Changing behaviour
    • Evaluating ‘what works’
  • Get in Touch
  • Panel
Colmar Brunton