DUESSELDORF—Pleon has introduced Pleon Performedia, a new tool that delivers detailed evidence of the impact public relations has on consumer spending.
"Identifying a universally recognised standard for PR measurement has been an ongoing anathema to the PR industry," says Pleon European CEO, Timo Sieg. "While many in the industry believe clients get more return on their investment through positive journalistic media exposure, proving it has always been a barrier."
Pleon partnered with Omnicom-owned sister company BrandScience, a business and marketing effectiveness consultancy group, to create a new model for measurement that includes PR. The end result, Pleon Performedia, enables companies to quantify the positive influence of media relations work on their sales figures.
Pleon Performedia was found to be particularly effective when analysing fast-moving consumer goods, business- to-business markets and service industries such as tourism. In a recent case study done for Center Parcs, a resort company in the Netherlands, Belgium, Germany, and France, media relations was shown to have a direct and measurable influence on driving consumer bookings. Specifically, about one third of all bookings for Center Parcs triggered by mass media were the direct result of press coverage as compared to advertising or other traditional marketing tactics.
Joachim Klewes, senior partner at Pleon, says public relations is a more cost-effective tool than other marketing expenditures: "The Center Parcs case study proved that Euro for Euro, marketing money spent on PR led to five times as many bookings as television advertising."
Using statistical modelling, Pleon Performedia shows which proportion of a target variable, such as bookings in the case of Center Parcs, can be attributed to TV, print, direct marketing and public relations. Adding a company’s budget into the analysis quantifies the return on investment in even greater detail, showing which marketing strategies directly resulted in consumer action.
The statistical application of the Pleon Performedia model is not new. BrandScience has successfully calculated more than 400 models for manufacturers of brand-name products and advertisers in many industries but this is the first time that PR has been added to the mix.