Long Run Impacts of Campaigns in Indian FMCG

Evidences from a Meta Study

Return on Marketing Investment (ROMI) has always been elusive, especially when you look across the marketing funnel. Above the Line (ATL) marketing is meant to serve multiple purposes – from awareness generation to interest building to consideration to finally sales and penetration. To understand the true impact of the marketing, the outcome must be analysed for each part of the funnel – else the ROMI may be understated.

Any new brand looking for investing in ATL marketing and create and run campaigns, is always apprehensive of the investment. Media is not cheap especially in India. And for a new comer, it is more costly as he will not be buying in bulk. So when a brad is planning for its new campaign initiative, it not only asks for the ROI, but also asks for the optimum investment it needs to make. That is, how long my campaign should stay put, to ensure that significant results are achieved?

Such a question was asked by a new brand considering ATL campaigns for the first time. The ATL campaign will be primarily focusing on TV, with adequate support in print and radio, and in some cases with below the line support for Activation. There is no single answer, apart from some anecdotes.

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So what did we learn from this? Apart from the fact that you need to stay put for a sizeable time (8 weeks+) even before you see some tangible benefits; you also gain a lot post campaign when you are not investing, actually! This can be an eye opener for many. And people who swear by ROMI – you need to calculate ROMI for a longer time that you would, as your campaign is yielding result even after you are done with it!

- See more at: https://sibiaanalytics.com/blog/long-run-impacts-of-campaigns-in-indian-fmcg/

Disclaimer – this is a meta study done on primarily one category (OTC products) with varied campaign types and different campaign objectives and TGs. These results cannot be generalized, for your brand you must analyse relevant categories and products. And care should be taken for data sanity and method of analysis – and professional help is recommended. However, the learnings are interesting and for Indian FMCG we believe the results are quite strong and significant in terms of directions.