Page 5: Advertising effectiveness
The advertising was an expensive undertaking, so it was important to analyse its effectiveness. This was done using the DAGMAR approach: Defining Advertising Goals for Measured Advertising Results. Jeyes was looking to increase sales, market share and household penetration. The effectiveness of the campaign could be measured through analysing each of these areas. In the three months following the campaign, total sales of all in-cistern products increased by 24%. This was entirely accounted for by the increase in sales of Bloo, which rose by 67% whilst sales of other brands remained virtually static. As a result, Bloo’s share of the sector rose from 27.4% in July 2000 to 37.5% in August. This position was sustained for several months afterwards.
The increase in sales and market share was driven by new purchasers of Bloo. A year later, in Summer 2001, the benefits were still being felt. Sales remained considerably ahead of a year earlier, with market share steady at 38%, close to its 1981 peak level. This showed that many of the new purchasers of Bloo continued to buy the brand long after the advertising had finished.
Isolating theadvertising effect
The campaign’s sales and market share objectives were exceeded and the prime aims of reviving Bloo and positioning it as a modern solution to toilet care had been achieved. Nevertheless, it was important to assess just how much of this success was due to the advertising alone.
During Summer 2000, two new Bloo variants (Bloo Max and Bloo Summer Breeze) had been introduced to the trade, but neither achieved significant distribution by the end of the period. During August 2000, the introduction of ‘3 for 2’ original Bloo and Citrus Bloo packs accounted for almost 45% of Bloo sales. However, ‘3 for 2’ packs had been used to promote Bloo on two previous occasions, but never with such a pronounced effect. Indeed, the rate of sale for the Summer 2000 ‘3 for 2’ offer was 2.6 times greater than for previous campaigns. This effect could have only one cause: the advertising campaign.
The most telling statistic was the dramatic rise in household penetration. In previous periods that had included:
- new product launches
- price changes
- sales promotions
Household penetration had increased only marginally. By contrast, during the summer of 2000, following the campaign, household penetration almost doubled.