The final installment of our Insights Series on Future Demand in Action (from the Commercial Communications Council report 2024).
Research from the Aotearoa Effectiveness database came up with “recipes” for both capturing current demand and building future demand. The study found that campaigns that used 7-9 “ingredients” worked twice as hard at converting current demand and 1.6x harder for driving long term business growth vs. those campaigns that used less than 6 ingredients.
MediaWorks is well placed to help our clients with 5 of the key ingredients required for each tactic.
Recipe for Converting Current Demand
Campaigns that are focused on converting current demand can be a bit more bare bones than Future Demand building campaigns. The key ingredients for this type of activity are as follows:
Use rational, informational messaging
Go for clarity rather than creativity
Use cost-efficient production and ‘good enough’ executional craft
Do without emotional tools like humour or well-known music
Target broadly
Lead with digital media and algorithmic buying
Spread across as many media as possible
Use shorter spots
On small or large screens
Recipe for Building Future Demand
Use emotional storytelling
Choose work with creative award winning qualities
Invest in quality production and executional craft excellence
Use emotional tools like humour or well-known music
Target broadly
Lead with broadcast media and traditional buying
Spread across as many media as possible
Use longer spots
On larger screens
To summarise the series to date and the findings of the research:
People like and are more likely to choose what they are familiar with - advertising can help make your brand familiar.
Brand (future demand generating) and performance marketing (converting current demand) work best together. The more you invest in building your brand the more efficient you will become at converting current demand.
Broad targeting is the best strategy for driving both short and long term commercial effects vs. niche targeting.
Increasing brand awareness should be the key goal of advertising activity. Campaigns that drive big increases in this measure are far more effective at driving both short and long term commercial effects.
Campaigns that use 7-9 campaign ingredients as summarised above, outperform campaigns that use 6 or fewer of these elements.