Halo BRITE 11' Conference Survey Results
Halo BRITE 11' Conference Survey Results
pre sented by
BRITE ’11, presented by Columbia Business School’s Center
for Global Brand Leadership, was inspiring and educational
with engaging discussions about today’s best brand stories
and exciting exercises to stimulate innovation. While the
conference buzzed of optimism and innovation, The Halo
Group sponsored a “Marketing Innovation Reality Check”
survey to help today’s marketers identify priorities to better
implement new marketing strategies.
It’s not just
the moneybags
Key Findings: It should come as no surprise that Finance
(aka “The Moneybags” with 30% of the vote) was identified
as the main barrier to getting buy-in for innovative new
marketing strategies. But, the CEO (aka “The Head Honcho”)
was also identified as a barrier with 28%. Even more surprising,
additional survey results show that, in a digitally driven
marketing landscape, many companies did not have some
of the basic knowledge, training or technology to successfully
integrate new marketing ideas.
• Culture of Innovation—75% of the respondents
described their workplaces as “innovation obsessed”
or “innovation encouraged” and the remaining 25%
described receptivity to innovation in their company
as only “baby steps permitted”
survey vitals
• Methodology: A 10-question, multiple-choice mobile
survey accessed via QR code on-site at the BRITE
conference
32%
innovation encouraged
2.
Do you have an internal communications program to help
all levels of your organization deliver a uniform brand
experience for customers?
nope
highly developed
11% 16%
sort of
22%
50%
working on it
3.
Which of the following best describes your brands’ use of
social media as part of its marketing efforts?
4.
Do you have an internal training program for staff that
manage your brands’ social media presence?
9%
39%
none
13%
we have external partners that do all of this
5.
Does your brand have a mobile-friendly website?
21%
6.
What is your experience with QR codes?
QR is my life
zero
4%
12%
8.
What amount of your marketing spending can you tie to
ROI metrics (e.g., sales growth, brand awareness, customer
loyalty, etc.)?
18% 7%
a few initiatives
50%
9.
Are your company’s business goals clear enough to be
easily tied to your company’s marketing goals?
disagree
12% 3%
strongly disagree
agree 56%
29% strongly agree
10.
What/who do you think is the biggest barrier to getting
buy-in for innovative marketing strategies?
staff
28%
the moneybags (finance)
30%