Part four of our Insights Series on Future Demand in Action (from the Commercial Communications Council report 2024).
Our latest installment is called You Can't Sell A Secret and looks at why broad brand awareness should be a marketers north star when running advertising campaigns regardless of whether they are looking for a short term sales lift or longer term commercial impact.
Why Brand Awareness Matters
Campaigns that drive a large increase in brand awareness are 1.9x more effective at driving short term results and 2.5x more effective at driving long term commercial effects.
Essentially the more people who know about your brand, the more likely people are to choose you when they are in market
Why You Should Avoid Advertising to Grow Loyalty
The research from the NZ Effectiveness Database shows that campaigns whose goal it was to increase Net Promoter Scores or loyalty did not have any positive impact on long or short term business results.
Loyalty is best built through a customer's experience of the product or brand rather than the brand's advertising
Brand Awareness is a key metric for predicting commercial success. Growing brand awareness grows business.
MediaWorks is well placed to help our clients grow their brand awareness through our mix of broad reaching mass media options as well as smart digital offerings that help convert current demand.