b-m message gap analysis (example)
DESCRIPTION
Example results from B-M's 2011 Message Gap Analysis.TRANSCRIPT
A Bank
100
120
60
80
40Company Mentions
Media Mentions
0
20
A Bank
• Media tends to report more on matters that relate to consumers and the market in tangible ways notconsumers and the market in tangible ways, not theoretical ways.
fee / fees
mortgage
fi i l i
financial literacy
debt
0 5 10 15 20 25 30
financial services
Media Mentions Company Mentions
Another Bank vs. A Bank• In both instances, the CEO and rates were most reported by the media;
services and customers were most reported by the companies. - What can each do to differentiate itself from the other?
0 20 40 60 80 100 120
0 10 20 30 40 50 60 70