CREATE
Survey objectives
- Establish how effective the recent ‘Think Brick’ advertising campaign [in what magazine?] had been in influencing their target market of architects and specifiers
- Gain a better understanding of the BDAs audience for future strategy
- Find out how specifiers prefer to receive information (i.e. manufacturer website, advertising, visit from sales representative)
EXECUTE
Target Audience:
- Architects (main target audience)
- Housebuilders
- Developers
- Local Authorities
- Engineers
The above target audience was achieved through sending an email to over 15,000 industry professionals selected from BD and Building’s readership.
In addition online advertising was placed on both building.co.uk and bdonline.co.uk which linked to the survey
Audience delivered:
- The target audience was represented in the respondents with architects being most represented (55.9%)
- A total of 420 respondents completed the survey
- To avoid any biased answers the survey was sent out from Building and BD magazines without any BDA branding
- To encourage response all respondents were entered into a prize draw to win an iPad
DELIVER
Outcomes:
- 420 respondents from the target audience provided insights into building materials and future marketing activities.
- The client received key data into their campaign effectiveness, key industry issues and information sources.
- This information was then used to inform the BDA’s future creative for their 2011 promotional campaigns
“We were looking to undertake a fairly low cost, quick turn around piece of research to determine what key communication messages we should be focusing on over the next 24 months. After looking at a number of options we decided to undertake an online survey through BD and Building. As we were already advertisers in both publications the databases matched our target audience. We had the findings within days of completing the research and were pleased with a good response rate providing us with robust data on which to make decisions. The findings confirmed the many assumptions we had made about which communication messages were the right ones. But without the research we would have continued to make decisions on assumptions alone rather than hard nosed facts.”