We want to buy against and get paid against our ability
to drive business results for clients. Success isn’t about
driving a CPM from $10 to $9—it’s about increasing
market share, driving brand preference, increasing
Keller Fay Group
scores, and so forth. We want
to buy against business outcomes and get paid for that.
David Cohen, Chief Media Officer,
Geoffrey Precourt, Editor-in-Chief, Journal of Advertising Research
The Keller Fay Group are THE CONSUMER CONVERSATION EXPERTS
Do you have a "Total Social" Strategy?
Being a "social brand" involves far more than being on social media. In nearly every category, 90% of word of mouth is offline.
All types of media and marketing can and should drive people to talk. Let us help you make yours a "Total Social" brand.
The latest news on the power of conversation
Latest Insights & News
Surprise Trump Win a Warning for Marketers to Beware of Conversations They Don’t SeePolitical operatives aren’t the only ones trying to learn the lessons of Donald Trump’s victory. Marketers are also assessing whether they, too, may be misreading consumer signals, including traditional market research, to tap into what drives the nation’s consumers. According to a recent article about the advertising industry in the New York Times, “when Mr. Trump won the election last week, an industry that prides itself on always knowing what motivates and excites the American public was in a state of shock. Marketers now find themselves asking serious questions about how they study consumers, use data and quantify the value of facts – questions about the fundamental nature of their business.” Edelman CEO Richard Edelman astutely points to the need for brand marketers to tap the power of peer-to-peer communications, ...Read More
A Tale of Two PepsisWe often hear that soda is bad for us. Especially regular soft drinks, which are packed with 120+ calories per can. So it is worth pointing out that – as far as consumer conversations are concerned – Pepsi is doing a better job fostering positive online Volume and Brand Sharing than its sister, Diet Pepsi. Engagement Labs took a deep dive into the TotalSocial™ scores of Pepsi and Diet Pepsi to uncover those online and offline attributes that are differentiating the brands. We are zeroing in on these sister brands because their positioning is unique: a recent analysis of our TotalSocial data ranked Pepsi as one of the top three non-alcoholic beverage brands, but Diet Pepsi as one of the bottom two. We were intrigued – so we decided to ...Read More