M3 (Message - Media - Market Share)

The Challenge

Integrated marketing communications is now the marketer’s priority concern as means of keeping up with the increasing pressure to drive financial results.  Meanwhile, the rapidly changing media landscape and competitive forces add new variables faster then the industry can change them.  How can marketing professionals effectively bridge the silos of creative messaging vs. media, traditional media vs. digital, in such way to ensure that their advertising dollars generate maximum market share growth?

The Solution

M3 is the first true money in-money out media ROI measurement and planning resource for marketers and their agencies.  Through a combination of research, modeling, and decision support software, M3 tackles Integrated Marketing Communications and ROI management simultaneously while also bridging media and organizational silos.  M3 takes the guesswork out of choosing the best combination of media and message to increase market share and achieve maximum advertising effectiveness. 

The Results

With M3, marketing professionals can:

• Better understand their brand’s marketing landscape on the basis of consumer expectations, brand perception, brands’ seen & heard, level of saturation, and buying intention.
• Examine key performance metrics applied to their brand as well as competing brands. Key metrics are brand strength, communication strength, and consistency – all proven to correlate with market share.
• Implement a truly integrated approach to marketing by linking contact points – even the ones they cannot control – to the creative message. 
• Ease the process of breaking the silos among all partners involved in the marketing chain.
• Determine which channels work hardest to increase media ROI on the basis of creative messaging, strategic and tactical levers, and buying consideration phase.  

In The Workplace

M3 Automotive is the first vertical media ROI research & modeling initiative dedicated to the car industry.  The research, released in April 2008 and featuring a 15,000-sample online survey, covers 36 automotive brands across 8 product segments, 13 purchase stimulators such as quality, running costs and safety, and 30 media and non-media contact points.  M3 Automotive is further enhanced by a user-friendly software application that makes analysis easy and accessible with immediate actionable results. 

The M3 package is also available for other active vertical industries such as QSR, pharmaceutical and retail.  For further information, please contact our representatives.