Whose Cookies Will Consumers Be Buying This Year?
The eMindshare Quotient Knows!
eWayDirect’seMindshare quotient (emsQ), an innovative way to measure consumer awareness and sentiment, predicts cookie popularity this holiday season
SOUTHPORT, Conn., December 3, 2010 -- eWayDirect, Inc. knows who’s ahead in this season’s cookie wars … because of the world’s first eMindshare Quotient engine, a technology that monitors a company’s marketing key performance indicators and uses them to build the company a roadmap to online marketing success.
When the engine judged Dancing Deer Baking Company cookies against four online competitors—Harry & David®, Pacific Cookie Company, Carolina Cookie, and the Cookie OutletTM—the results show Dancing Deer Baking Company to be fourth in what’s called sentiment (i.e., popularity and trust), but very high (second, in fact) in awareness (breadth and depth of mindshare).
What does this mean? What it tells us is that within the online conversations about cookies, the Cookie Outlet isn’t very well known, but is tremendously liked by those who discuss it, as is the Pacific Cookie Company; Dancing Deer Baking Company and Harry & David have far better name recognition, but fall behind the three other companies in terms of the enthusiasm of their followers.
All of this information carries clear marketing implications. The Cookie Outlet needs to harness its followers and get them to spread the word—to become evangelists who will share their enthusiasm with friends, family, and others who haven’t heard of the company. Dancing Deer Baking Company and Harry & David, on the other hand, need to concentrate on marketing activities that will excite their customers—contests, giveaways, special sales, etc.
“We can predict that the popularity, the top-of-mind awareness, of Dancing Deer and Harry & David will give these cookie companies a good holiday season,” says Neil Rosen, president and CEO of eWayDirect.“But it’s very possible that the trust and depth of knowledge enjoyed by the Cookie Outlet will allow it to sell more to fewer people. The roadmap to better ROI for all of these companies is clear.”
This is useful information not available anywhere else: eWayDirect can chart any company’s standing in terms of both sentiment and awareness in a matter of minutes. The eMindshare Quotient allows companies to monitor how their campaigns (social, email, print, and PR) are performing, and which of their campaigns are disruptive in the market, creating significant positive and/or negative change in their rankings as compared to their direct competition. The eMindshare Quotient is a multi-dimensional metric as well as a corporate discipline, combining innovative technology with precise methodologies to accelerate business growth.
By following its eMindshare Quotient from month to month, a company can chart clearly what direction it is moving in, and create a plan for accessing more market share based on real information. Companies wishing to learn their own eMindshare quotient can contact Tina MacNicholl at or 203.256.2510.
About eWayDirect, Inc.
Founded in 2000, eWayDirect, your eMindshare partner, is the premiere provider of strategic emarketing solutions and services. The company’s flagship Direct|Connect 4.0 platform integrates emsQ with email, website abandonment marketing, viral marketing, search and social marketing, and desktop delivery to create an integrated, cross-channel strategy that delivers results. To learn more about eWayDirect or schedule a demo, visit read the eWayDirect blog, and follow @eWayDirect on Twitter or Facebook. And to find out what your eMindshare Quotient is, contact .
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Press contact: Jennifer Colford, marketing director: 203-256-2529 or
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