When Kneebone set out to find Canada’s toughest marketing question for its ROI Challenge, the industry answered. Now the company is asking the public to pick a winner.
The Toronto-based technology vendor first invited marketing-related queries last April as a way of proving the effectiveness of the company’s new web-based marketing ROI software.
The Challenge saw dozens of entries, which were recently narrowed down by a panel of industry experts, said Donna Custance, vice-president of marketing, Kneebone.
Members of the public have until July 20 to vote at Kneebone.com, for one of the five following questions:
• How can a company measure the effectiveness of merchandising (posters, collateral, signage/digital signage, etc.)?
• How can a company use the marketing discipline to shift a company culture from being a “service” only culture to a “sales and service” culture?
• What if the company does not really get the power and role of the corporate/brand strategy?
• How will future media platforms provide a return for companies that choose to explore them and will those justify the investments?
• How do we effectively enter the social media space?
In the end, the panel picked questions that information and data could solve, said Custance.
To determine ROI, the software captures all of the organization’s internal marketing information, and integrates external third-party data—everything from weather and gas prices to other economic factors, said Custance.
The company that submits the winning questions will receive a Kneebone marketing investment engine pilot project, valued at $50,000.
