The AIME Tracker

AIME is to like or to love and is the name we have given to our brand tracking service. But AIME is a new type of brand tracker. One that is more predictive of actual future sales performance than traditional brand trackers.

Built on our established understanding of what drives actual choice behaviour, AIME provides an on-going measure of the 'Effective Net Preference' (ENP) customers and/or consumers have for your brand.

So what is Effective Net Preference and why should you care about it?

Preference is easy and is why our tracker is called AIME. To maximise your sales you want as many people in your target group as possible to view your brand as one that they would prefer to use. Not necessarily the only one they ever use but ideally the one they would pick if all other things were equal.

But we know that generating Preference is more than just having the right brand image. Your solution, be it a product, a service, or even just an idea, must resonate in other ways as well. Its function must be seen by those who would buy or use it to meet the need for which it is intended. It must also be credible. And the benefit it delivers must be considered to be worth the effort or cost involved in achieving it.

Net Preference is the amalgam of all of these differing dimensions. But even these are not enough to determine whether or not someone will seek out your brand.

One final dimension is perceived attainability. If the perception that your potential buyer has is that your brand is beyond their means to obtain it, be that for either financial or physical reasons, then their preference will be weakened.

Effective Net Preference (ENP) measures all these dimensions and so the AIME tracker provides you with an on-going measure of ENP called, for simplicity, the Effective Preference Score (EPS).

This measure has a direct link with your future underlying sales performance as indicated by the two diagrams below

 

The first diagram shows share of wallet vs ENP score for a company in the Office Supplies market. There is a clear relationship. Moreover, we know that the Vulnerables had a much higher likelihood to lapse in the following 12 months, whilst the Opportunities were those who were, for example, on fixed term contracts with other providers for some of their office supplied needs.

The second diagram shows the real market share performance of brands of margarine in a European market between 2002 and 2005. Brands with the strongest relative ENPs at the start of the period prospered whilst those with the weakest ENPs were the ones that declined.

These are just two of the very many examples of how ENP works and why using AIME to track the ENP level of your brand at least once a year is a highly worthwhile investment. It is why every company should be using the AIME tracker to help understand and manage the future destiny of their brands.

Functionally AIME stands for the Analysis and Improvement of Marketing Effectiveness but spiritually it also captures the emotional attachment that your customers and consumers have for your company, brand, product, or service.

Get ready to Take AIME and target future business success.

Contact us now to find out more.