B2B Brand Development Research
“Circle’s work has been invaluable in boosting our campaign’s impact and evaluating the ROI. The difference between them and other research agencies is that they actually understand marketing so are able to make intelligent, actionable recommendations”
Founded in 1989, Citrix is a technology pioneer. Their products give a company’s employees secure access to the apps, files and services they need on any device, anywhere, anytime.
The end goal
Although Citrix generates close to $3 billion in annual revenue worldwide from its wider product portfolio, its GoToMeeting product remains a challenger brand in the online meetings marketplace in the UK.
To build market share Citrix had developed an integrated marketing campaign which made use of online, radio and public transport advertising. With its quirky approach this campaign was designed to differentiate Citrix through its brand personality and promote the category overall by communicating the key benefits of online meetings.
The scale of the campaign meant that it was a significant investment for Citrix. As such, they wanted to increase campaign impact whilst live, determine the ROI and take forward lessons to the next campaign. And so they turned to Circle. Our brief was to:
- Measure campaign effectiveness
- Identify which channels and executions were most successful
- Make recommendations on how to boost performance
The effectiveness of a marketing campaign can be judged by the mental imprint it makes and the impact it has on perceptions and likely behaviour. This is what we set out to measure.
Prior to the campaign’s launch we set a benchmark to measure against. To do so we surveyed 500 businesses in Citrix’s target market to establish:
- Perceptions of online meetings
- Brand awareness, perceptions and sentiment
- Purchase consideration and preference
The same survey was then repeated once the campaign was live and again after it had closed. In these waves we again captured category, brand and purchase intent metrics, but also added further metrics to gauge campaign exposure and recall. By comparing against the benchmark wave and analysing differences by channel/execution exposure we were able to identify campaign cut through, campaign impact and how this differed by channel and execution.
The business outcome
The research gave clear guidance. Investment in future campaigns (and all the channels used) was clearly justified given the ROI from this campaign – amongst prospective customers brand awareness had quadrupled and purchase consideration had grown six fold. Whatsmore, the study revealed that this return could be multiplied further if three particular executions (from a pool of nine) were used exclusively.