A growing key component of any competitive landscape is understanding how your competitors are covered in media. From print to social media, a brand’s narrative lives and breathes through what (and how much) is said about them more now than ever. Understand what is being said and understand where to direct and influence what is being said about your brand through ENGINE’s Media Audit.
Examples of media audits conducted include:
Understand the media footprint of five global chemical manufacturers including print/online, social media, paid media and strategic business news.
Review social media conversations around specific topics like healthy living, anti-aging, personalization, etc. among key supplement brands.
Understand the dynamic travel market by following the change in social media conversations as a result of COVID-19 around general travel intent, island travel intent and specific Caribbean island travel intent.
Identify the perception of key medical diagnostics companies through the narrative following each brand in media coverage over a period of time.
Below is a sample of sections from our Media Audit offering—take a look at just some of the impactful insights we can share to help you grow and expand your business.
ENGINE’s seasoned team of research analysts will review published content leveraging ENGINE’s access to proprietary databases including news, creatives and social media aggregators. Our sources are combed tenaciously for references to other published sources. We analyze sources to determine the market landscape and competitive space and convey the competitive narrative.
ENGINE provides a concise clear comparison of several competitors identified and analyzed for the project. Analysis includes business segmentations and financials, media volume comparisons, summaries by media, sentiment analysis and timeline analysis. The comparisons enable us to identify strengths and weaknesses of the competitors media strategy, better informing the development of your strategy. It also makes it easier to spot white space in the message landscape that can be used to differentiate your brand.
ENGINE will summarize findings for each competitor to provide deeper insights for each competitors’ narrative over the period. We call out the media coverage strengths, weaknesses, and white spaces for further opportunity.
ENGINE dives into recent company investor presentations, equity research reports and transcripts to offer key changes or strategies of each competitor in addition to any forward plans or forecasts. Understanding their business strategy helps to put their media strategy into perspective and gives hints of where their messaging may lead to in the future, better informing your media strategy and plans.
The results include a comprehensive review of best-in-class print / online media to fuel the narrative of each competitor as written through newspapers, trade publications, and other periodicals. Including a timeline of coverage identifying key peaks in coverage and key sources, publications, authors, and frequently mentioned subjects. Provides a clear understanding of what journalists covering the market are saying about your brand and competitive brands. Use this to fuel ideas of how to drive the narrative in the direction you prefer.