Methodology

STEP 5:
A precise demonstration of communication effectiveness

In guiding the communication tools thanks to a focus on the key decision making parameters, the effectiveness of the communication actions and programmes is maximised.

By acting on the right decision making factors, one triggers maximum interest amongst the targeted decision makers. And it becomes possible to measure precisely the – often important – impact of communication actions and programmes on the key parameters.

The graphs below show the impact of a marketing campaign implemented following the RIC method: important increase of the “top of mind” awareness, of the spontaneous awareness, which constitutes the potential market share, and of the aided awareness. One can also monitor considerable improvement of the key image parameters, as well as the strong increase of the sales leads.

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Testimonials

Dany Vermeulen
Exxonmobile

"The RIC model allows us to test - and when necessary adapt - our communication..."

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Catherine Jung
Arcelor

" In our challenge to reinforce the marketing and customer orientation of the international packaging unit ... "

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Bernard Rosen
Coface

"The RIC methodology is exactly what every top manager is looking for: to be able to optimize..."

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Philippe Wolper
European Steel For Packaging Industry

"I'm convinced that this methodology, which ranks the key decision-making factors..."

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Wim Hoebert
European Corrugated Industry

"In our industry's challenge to develop a coherent Communication Strategy on behalf of corrugated board ..."

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The RIC Guide

The guide to return on integrated communication is a short publication which presents how to measure, manage and maximise the effectiveness of communication...

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