Advertising for the Long Term
•
12 recomendaciones•6,010 vistas
Here we tackle advertising: what is the purpose of advertising? What are the different ways to advertise and which are most effective? Regardless of size or market share, all brands must advertise to achieve both short- and long-term growth. Inspired by Byron Sharp and the Ehrenberg-Bass Institute, this presentation unlocks the truth behind effective advertising and how it can help brands grow beyond belief.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (20)
Similar a Advertising for the Long Term
Similar a Advertising for the Long Term (20)
Más de Percolate
Más de Percolate (10)
Último
Último (20)
Advertising for the Long Term
- 3. Weusedhardscienceto unlockthetruthbehind effectiveadvertising. Check out our blog post here.
- 6. Let’sbegin.
- 10. Thetruth Advertising simply prevents the slow decline in sales.It rarely causes a jump in sales.
- 13. “Reachandnudgeyourinfrequent buyersviaadvertising.” — Byron Sharp, How Brands Grow
- 14. GROWTH
- 16. Rational metrics tend to predict short-term success. Short-termgrowth
- 17. Emotional metrics tend to predict long-term success. The most important driver of long-term growth is the level of share of voice. Long-termgrowth
- 19. “Brandsmustpracticepatience: growingabrandsimplytakestime.” — Byron Sharp, How Brands Grow
- 22. target continuous advertising over bursts with gaps REACH > FREQUENCY CONTINUOUS > BURSTS Brandadvertisingshoulddotwothings: target buyer reach rather than frequency of exposure
- 23. Moreon penetration Brands should try to affect market penetration by targeting a wider audience. So, brands should try to advertise to all category buyers, from non-buyers all the way to heavy buyers. The most effective campaigns talk to the whole category—that is existing and potential customers.
- 25. Moreontiming Brands should advertise in a continuous stream, rather than in bursts. Advertisements are meant to consistently strengthen brand associations, which happens more effectively through well-timed repetition. Long lapses in advertising cause your hard- earned brand links to fade in consumer memory.
- 27. THE BRAIN
- 30. Advertising through an emotional message, rather than a rational one, is key. This is to say that emotional images are more effective than a page of facts and statistics. Emotioninfluencesandmotivatescustomers
- 31. “Brandsshouldstrivefor advertisementsthatrefreshconsumer memoriesthroughemotionand consistentbrandelementusage.” — Byron Sharp, How Brands Grow
- 32. PRICE PROMOTIONS
- 37. TotalSalesIndex Sales Cycle (months) 0 1 2 3 4 5 6 7 8 9 10 11 12 EffectofPricePromotionsonSales Price promotions generate a short-term sales spike Total
- 39. Overtime If brands consistently offer deep discounts, they could erode their reference price and brand image.
- 40. “Beyondthebenefitofaquickspikein salesforamanagerortocomplywith retailers,pricepromotionsdon’treally domuchforbrands.” — Byron Sharp, How Brands Grow
- 41. THE WRAP-UP
- 42. Whathavewelearned? 1.Ad campaigns usually don’t show up in short-term sales metrics If done effectively, they can tremendously help in building a brand over the long-term.
- 43. Whathavewelearned? 1.Ad campaigns usually don’t show up in short-term sales metrics If done effectively, they can tremendously help in building a brand over the long-term. 2.Advertisements should be emotional, consistently display your brand elements, and refresh consumer memory Ads that consistently display your brand elements and tap into consumers’ emotions will be far more memorable, and thus brand-building, in the long-term.
- 45. Percolate is The System of Record for Marketing. Our technology helps the world's largest and fastest-growing brands at every step of the marketing process. Want to learn more? Contact learn@percolate.com for more information or request a demo today at percolate.com/request-demo Kat Gebert Kat Gebert is on the Product Marketing team at Percolate.