Sense adds depth to evaluation

Agency Sense has formally launched EMR: Experiential Measurement & Research – an upgraded version of the agency’s existing research and evaluation function, which provides clients like Coca Cola, Sky and Kingsmill with a clear set of campaign deliverable objectives: from reach and awareness, to uplift in sales and shifts in brand awareness and perception, at the outset of every campaign – during the initial planning stages.

By utilising EMR from the get-go, the agency’s clients are given invaluable clarity and an upfront account of likely ROI and incremental profit set to be achieved through experiential investment – allowing them to make better informed commercial decisions. Post campaign, EMR offers clients a detailed reporting system that shows clearly what extent all – hard and soft – objectives were met and achieved, with detailed analysis of any under and over-performing areas.

Though as Alex Smith – head of EMR at Sense noted: “by clearly defining the client’s objectives of an activity during the planning stages, we’re able to quickly identify the right mechanics needed for achieving each objective – greatly removing the risk of under-performance in any area before an activity goes live.”

Ben Beharrell, senior brand manager at Ryvita – an existing client of the agency says that: “Sense undertook a valuable piece of research for Ryvita. Their findings were insightful, thoroughly analysed and well presented and will inform key decisions on the subsequent phases of our activity, to help make our campaign stronger and our evaluation more rigorous.”

The impact of EMR has been clear for a number of other clients of Sense including Rebecca Jakob, brand manager at Kingsmill who stated: “I found the research provided by Sense to be extremely helpful and useful in providing a business case for continuing experiential activity into 2013.”

This follows a Gold win for Kingsmill in the ‘Most Effective roadshow or shopping centre campaign’ category at last year’s Field Marketing & Brand Experience awards, for which robust evaluation and measurement – based on carefully planned campaign objectives – were key to Kingsmill’s award success. EMR is the culmination of three years of proprietary technique and systems refinement that allows Sense to offer the most thorough, insightful and flexible campaign studies in the industry, recognised by both clients and industry bodies.

Nick Adams, MD of Sense at Sense said: “In experiential “evaluation” can often simply mean an activity recap, targets reached, or anecdotal praise. We call this “reporting”, not evaluation. Many of our clients have already singled EMR out for praise – not just for providing valuable insight into the activity, but also the benefits of experiential to their business as a whole. We look forward to continuing to provide new and existing clients with industry leading measurement and research on our discipline.”

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