QuitNow Advertising Effectiveness
The Background
QuitNow Services is a free resource operated by the BC Lung Association for British Columbians wanting help to quit smoking or other tobacco products. In 2011 QuitNow ran a contest for BC smokers where smokers could remain smoke free for 30 days and have a chance to win a prize.
During the registration period of the contest, SRI surveyed contest entrants about the contest advertisements in order to evaluate the promotional strategy of the contest and the overall marketing strategy of QuitNow.
Client Needs
BC Lung Association and QuitNow management wanted to understand how they could increase the reach of their smoking cessation services among the smokers in BC and how their advertising could be more effective among their target audience. There seemed to be a disconnect between the advertising and promotional campaigns and the numbers of smokers registering for services and contests.
SRI Solutions
We successfully developed an implemented a research methodology to evaluate the effectiveness of QuitNow advertising and promotions. Our final presentation effectively delivered the following information:
- We defined key segments of the QuitNow contest target audience
- We measured the effectiveness of the QuitNow contest advertisements
- We measured the relative yield and return on investment of contest promotions
- We provided recommendations for promoting future QuitNow cessation contests
in addition we were able to show the BC Lung Association the powerful effect direct referrals from satisfied clients had on their brand compared to traditional media marketing.