Brand experience agency BEcause has launched a new strategic planning tool, allowing clients to model and measure the full impact of their experiential campaigns on brand value for the first time.
BEcause’s new Brand Value Generator (BVG) takes a scientific approach to the long-standing challenge of evaluating the wider impact of experiential marketing campaigns. Using multiple data fields, it helps clients predict both hard returns such as increased sales and numbers of buyers, as well as softer measures such as the word of mouth effect, social media buzz and brand love.
The tool works by inputting a range of known variables about the brand and its market performance, and calculating probable results using extensive historical data from over 800 campaigns (and insights gained from 50 million face to face brand conversations). The results are then benchmarked against industry averages.
During pre-campaign planning, the Brand Value Generator is used to compare different strategic approaches, and determine the optimal campaign structure. During and after the campaign, the tool allows brands to measure effectiveness against expectations and industry averages.
Joss Davidge, Director of the Unexpected at BEcause, comments:
“Measuring the full impact of experiential marketing campaigns has traditionally been seen as an inexact science. Our Brand Value Generator tool gives brands a far more robust and scientific way to plan and predict the overall success of their experiential campaigns – from hard financial returns to the softer benefits of this influential marketing medium.”
BEcause worked closely with a third party strategic brand consultancy in developing its new tool. The launch of the tool comes following the unveiling of BEcause’s new brand positioning and website last month.