Prior to launching a nationwide advertising campaign, this company partnered with Cicero to gauge awareness, perception, and preference of its brand and its competitors’ brands among decision-makers in the equipment rental industry. Cicero conducted a pre-advertising campaign targeting the exact audience the company had hoped to influence with its advertising campaign. After this company’s advertising campaign concluded, Cicero duplicated this study to identify the impact the campaign, which included print and television media, had on decision-maker’s awareness of its brand.
Cicero provided a comprehensive report detailing awareness, perception, and preference of the brand, as well as executives’ likelihood to do business, across the commercial and industrial segments of this industry. Cicero designed, programmed, and fielded the survey; as well as collected, analyzed, and reported the data. The final report included a dashboard tracking not only our client’s brand, but its top competitors as well. At the conclusion of the post-campaign survey, this dashboard was used to analyze the impact the advertising campaign had on the industry’s decision-makers.