Another superb activation by KLM

I loved this campaign by KLM. It captures attention and is difficult for anyone to ignore. I brings about a bit of smile.



Also good to see that travelers stop, engage and in a number of cases take a picture to share.

Understanding the effectiveness of events.

Most brand promotion initiatives, esp. the once that are done in an “event” format, have a very vague measurement matrix and most of it is anecdotal in nature.

Here is a tool which enables real time measurement of the success of the brand initiative on preset enabled parameters – EventPulse.

Never undertake another brand initiative without building in the required measurability. Watch the screencast above or visit here or visit www.pulsesuite.com for a demo and a conversation with experts.

The last mile just got longer! Contd..4

4. Brand activation brings with it a large extent of measurability.

The complexities of the market and geography do not necessarily have to mean complexities in measuring the return on the marketing spend. A closed loop marketing campaign process, with a clear definition of takeaways, can help create a defined ROI and marketing effectiveness matrix.

However, the benefits of brand activation are not limited to the lifetime value of the one prospect that is exposed to the experience. It would be suicidal for marketers to limit their evaluation criteria to 'cost per contact' rather than evaluating the long-term relevance of the contact. Activation allows a brand to create tribes of believers and communities of advocates who propagate the brand with all its virtues.

In a business environment where the brand options are ever increasing and there is the possibility of an economic slow-down, there is more pressure on marketing budgets and an enhanced need to retain existing customers.

5. The customer’s experience with the brand throughout its lifetime will drive the future. Marketers increasingly need to look at extending their roles throughout the lifecycle of the product to ensure future purchases.

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Tools to measure ROI of the marketing dollar.

PULSE SUITE is one of it’s kind collection of marketing services tools which should be used by marketers to improve productivity, enhance brand coverage, better understand the brand presence in the last mile and have a comprehensive control on the marketing dollars being spend by any brand.

These are tools which allow a better “feel of the pulse” of their respective area of focus, and are a combination of brand diagnostic tools and process improvement tools.

Last mile - which is also the place when any customer make the key brand specific decision, is indeed very complex for all brands across categories. We have ensured that all our tools are able to report this complexity by way of easy to understand and interpret intelligence. Additionally these tools are “live”, thus ensuring that the clients have access to simple to understand dashboards which transmit real time intelligence from the “street up”.

Market Pulse, Shopper Pulse and Event Pulse are the first in a series of Pulse tools which will be available to the discerning marketer across Asia. For more information and demos on the tools, please log in to www.pulsesuite.com