1. Can you identify at least two different pieces of relevant background information it would be
important to know about our client or Bellissima?
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Market Positioning: Understanding where Bellissima stands in the market, its current
market share, and perception among potential customers. This includes information about
competitors, especially those offering less expensive models.
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Social Responsibility Initiatives: Given that the CEO, Roberto Piazza, has a commitment
to giving back, it's crucial to know more about the social responsibility initiatives, such as
the donation to SOS Children’s Villages International. This information adds a layer to
the brand's identity and values.
2. What type of secondary research could you conduct to obtain this information?
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Competitor Analysis: Utilize Google searches to find news stories and articles about
Bellissima's competitors, their market positioning, and strategies.
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Meltwater: Research the number of times Bellisima was mentioned on social media
during a particular period of time, the daily average during that period, and their trends.
Captures posts specific to the upcoming race, sentiment, and origin of posts (both
location and source).
3. Can you connect this secondary research to the KPIs you have previously identified? What
would they be and why?
KPI 2: The percentage of coverage Bellissima receives compared to competitors in the cycling
industry on social media compared to current share of voice data by tracking the mentions of
Bellissima compared to competitors.
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Share of Voice: Understanding Bellissima's market position and comparing it with
competitors would directly contribute to the Share of Voice KPI. If Bellissima is
frequently mentioned and discussed in the market, it indicates a strong share of voice.
KPI 3: The percentage of social media followers who take a desired action, such as visiting the
website or engaging with the campaign compared to current conversion rate based on social
media follower actions and website visits.
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Social Media Conversion Rate: Information about social responsibility initiatives can be
tied to the social media conversion rate. If the CSR efforts resonate with the audience, it
might lead to higher engagement, clicks, and conversions on social media.
Analyzing the client’s Key Performance Indicators and comparing them with industry
benchmarks and competitors' KPIs could provide a comprehensive view of Bellissima's
performance and effectiveness in meeting objectives. Connecting secondary research to KPIs
ensures that the information gathered aligns with the campaign's objectives and provides
measurable insights into the success of the PR strategies.
