Measuring Market Expansion Success
	IMPACT ASSESSMENT

U.S. ethnic populations are growing rapidly, representing tomorrow’s mainstream market. To capitalize on this development, a health and beauty industry client invested in heavy-up advertising specifically targeted at African Americans and Hispanics. In addition to national brand advertising that concurrently reaches ethnic populations, the client overlaid local, brand-focused market initiatives. The challenge was to determine which brands and/or markets had the greatest opportunities for multicultural success and which media channels resonated the best.

The Pert Group employed a pre-post methodology to measure the various in-market media channel initiatives:

• Complementing and expanding their advertising reach, the client integrated local radio and out-of-home initiatives to increase frequency and create a greater sense of consumer relevance. 
• Research assessed each touch-point’s ability to increase reach and/or frequency on key behavioral and attitudinal metrics.  
• Data analysis by market helped uncover the effect of targeted initiatives at specific support levels.

The research quantified the impact of brand advertising on specific ethnic targets and helped determine the value of market-level campaigns. The analysis also unveiled which markets and brands were the most successful and why, which helped internal stakeholders develop a multicultural strategy for the next fiscal year. In addition, the findings helped determined the right media allocation and established the strength of a synergistic combination of efforts (both general market and target market initiatives).