12
Sep 2024
How Videojet Improves Brand Performance with Mentionlytics’ Share of Voice
How Videojet Improves Brand Performance with Mentionlytics’ Share of Voice
CASE STUDY
How Videojet Improves Brand Performance with Mentionlytics’ Share of Voice
Client: Videojet Technologies
Contact Person: Melis Celebi, Global Brand Manager
Steady growth in Share of Voice
month by month.
Helicopter view of brand performance
in multiple regions.
Focused on small but smart moves
to deliver better results.
Today, all brands, even the well-established ones, need to continuously improve their performance to thrive against the competition. This challenge becomes even more complex for companies operating in multiple regions, where they contend not only with global giants but also with regional rivals.
Videojet, a leading product identification company, needed to enhance its brand performance across diverse regions and stay ahead of the curve.
Melis Celebi, Global Brand Manager at Videojet, recognized the critical need to measure the current performance status of their brand to create data-driven strategies for improvement.
So, she turned to Mentionlytics to track Videojet’s online brand performance at both global and local levels and to benchmark against their competition.
Mentionlytics provides Melis with the necessary insights to implement laser-focused marketing activities and skyrocket Videojet’s brand performance.
About Videojet
Videojet Technologies is a global leader in the product identification market. With over 40 years of experience, it offers in-line printing, coding, and marking products as well as consumables and software solutions.
Videojet operates in a highly competitive environment. Serving 20 different industries, from food and beverage to electronics and aerospace, the company has a presence in 135 countries across the globe.
This international presence and the need to maintain its competitive edges pushed Videojet to establish a new content and brand team within its marketing division in early 2024, which Melis is now part of.
Melis’s objective is to improve Videojet’s overall brand performance.
However, this wouldn’t be possible without first understanding where the brand stands in the countries and regions it operates.
The Challenge: Assess Brand Performance in Different Competitive Markets
Videojet’s content and brand team, as a new team within a well-established company, needed to lay some groundwork before jumping into new strategies.
They had to evaluate how their brand performs across various markets and how it’s perceived locally versus globally, due to its multi-regional presence.
Also, to develop new strategies and identify areas for improvement, the team needed to assess the current competitive landscape.
Melis knows that even a market leader, such as Videojet, has to keep an eye on the competition at all times.
“We operate in different regions and separate countries. So, we needed to understand our local performance versus our global performance compared to our competitors. So, that's why we contacted Mentionlytics.”
Melis CelebiGlobal Brand Manager @ Videojet Technologies
The Solution: Measuring Share of Voice by Country & Track Competitor Activities
Recognizing the limitations of generic metrics, Melis chose Share of Voice (SoV) as the key performance indicator to assess Videojet’s brand performance.
SoV quantifies the online visibility of a brand compared to its competitors. It can be measured on a global, local, and regional level, based on the data used.
So, it’s the perfect KPI for Melis’ team to paint a clear picture of how Videojet stacks up against the competition in different regional markets.
Also, it’s a comprehensive percentage metric that can be used as a benchmark for the team’s success.
“Share of Voice is one of the main metrics we track to gain insights into customer perception and benchmark against competitors.”
Melis CelebiGlobal Brand Manager @ Videojet Technologies
For measuring Videojet’s SoV accurately and automatically, Melis relies on Mentionlytics because of the platform’s ability to track brand mentions everywhere online across regions and on a global scale.
“So, every month we go through Mentionlytics and select each country. We are reporting the number of mentions versus the number of our competitors’ mentions. And we are tracking our Share of Voice monthly compared to our global Share of Voice.”
But calculating Share of Voice isn’t possible without tracking Videojet’s competitors’ online activities. From monitoring mentions to measuring their publicity’s reach and engagement, Mentionlytics provides Melis with insights into competitor performance in different countries.
“We have built up all our countries separately in Mentionlytics with all the local competitors. And we also have the global Share of Voice versus our global competitors.”
The Results: SoV Increased & Brand Growth Achieved
Share of Voice helps Melis’ team gain a granular understanding of Videojet’s brand performance in each market.
They can easily identify regions where Videojet is a leader and markets where they need to invest more resources. SoV data became a compass, guiding their marketing efforts towards regions with the most growth potential.
Share of Voice keeps Melis and her team focused on delivering results that impact brand awareness and overall performance, from SEO activities to participating in trade shows in specific regions where the brand suffers. And it’s working!
Also, tracking industry conversations at a local level has helped Melis’ team understand the importance of creating localized content to speak to the audience’s hearts.
“We got some inspiration and we have started to create additional content accordingly by looking at the market. Also, we have noticed that localization is important by looking at our Share of Voice data.”
Melis CelebiGlobal Brand Manager @ Videojet Technologies
The team’s strategy is all about small but smart moves in specific regions to maintain their competitive edge.
Final Words
Videojet’s content and brand team truly recognizes the importance of tracking online brand performance to create successful data-driven strategies in multi-regional markets.
With Mentionlytics Share of Voice insights, Melis can demonstrably prove the effectiveness of their marketing activities to leadership, ensuring continued support and resources.
Also, this data-centric approach helps the team stay focused on maximizing their performance in every region.
In the future, Melis is planning on testing Mentionlytics AI features to see how they can benefit her team, as part of their larger plan on incorporating artificial intelligence into their processes.
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