Consumers are exposed to over 350 advertising messages every day. Only 1.3% of them make it into our brains. Marketers face the challenge of growing brands and creating distinctive advertising messages. How do you make consumers think of your brand in buying situations?
Global, together with advertiser Hero B'tween, media agency STROOM and Validators, investigated the ways in which Digital Out-of-Home contributes to growth in mental market share by loading so-called Category Entry Points.
Building brand associations
We are learning more and more about the interaction between brand, campaign and creation. As an advertiser, you can respond to certain situations by showing in a creation how your brand can meet a consumer's need. The more often we see a creation linking a brand to a situation or need, the stronger this link becomes in our brain. Do you need an energy boost? Then chances are you immediately think of drinking a Red Bull. This is because the advertiser has been capitalizing on this association for years. Capitalizing on a moment of use in the advertising message does not have a big effect immediately, but in the long run and after multiple contact moments with the creation, the association will take root in the consumer's brain. This often makes CEP loading a multi-year plan. The effect is based on Associative Network Theory, this theory states that brand memory is a network of brand associations. By communicating the right buying situations and associations, you grow the brand.
Hero B'tween - the in-between snack
Hero deployed a multi-week Digital Out-of-Home (DOOH) campaign for the B'tween brand to load the CEP "the cereal bar with goodies in between. Prior to the campaign Global together with the advertiser Hero, media agency STROOM and research agency Validators examined which CEP was most relevant to capitalize on. This resulted in the CEP 'I eat fruit, nut and/or cereal bars as a snack'. According to the target group, this also appears to be the most relevant CEP in the total product category.
'At STROOM, the basis of a media strategy is created from the business and marketing strategy. At Hero B'tween we looked at the business demand from the Byron Sharp perspective and developed the media strategy from Category Entry Points and Distinctive Brand Assets (DBAs) to further grow market share. ' Matthijs Kloezeman Sr. Communications Consultant, Media agency STROOM
First, we looked with the advertiser Hero at what entry points there are in the market to differentiate yourself as a brand. How is the brand positioned and how is the brand perceived? From this follows the most promising CEP for B'tween to capitalize on. Which CEP is chosen is important, as it must be a logical match with the product and campaign deployment. Two creations were deployed, with the main message: Beautiful moment for B'tween. The cereal bar with treats in between.
'B'tween is a brand with 9 years of double-digit growth. To sustain this growth, advertiser Hero must ensure that the product is seen by the widest possible audience and the moments of use are clearly loaded with the target audience. One of the strategies within the campaign, was to deploy DOOH as close to the moment of purchase as possible. As a result, consumers are reminded one more time at the store about our B'tween brand and that it is THE cereal bar with goodies in between.' Elleke Koren Brand Manager, Hero B'tween
Increase in mental and actual market share through the CEP
The results of the study show that there has been positive growth on the CEP 'snack'. It looked at the difference between the reached and not reached audience, where an increase of 24% can be seen on relevance in the CEP 'snack' for the B'tween brand. Consideration in this CEP increased from 37% to 44%. This means that B'tween is more often considered as a snack after seeing the campaign. In addition, it can be seen that the DOOH campaign increases purchase intention by 22%. Finally, the study shows that both mental market share and actual market share increase by 2%, this increase is at the expense of competing brands. This confirms the theory that mental market share is a good indicator of actual market share.
'I am very pleased that with the chosen media strategy we have continued to grow B'tween's market share while creating a positive association around moments of use among the target audience. The results show that DOOH is a suitable medium to respond to moments of use. Matthijs Kloezeman Sr. Communications Consultant, Media agency STROOM
Digital Out-of-Home in media strategy to load CEPs
The research shows that Digital Out-of-Home can influence associations with a brand, load CEPs and thereby grow both mental and actual market share.
'DOOH enables brands to be present at exactly the right time and location to plant seeds in the consumer's brain. Think of an expression for a cab service around the Ziggo Dome after a concert or Magnum advertising on a hot day. By communicating CEPs consistently over a long period of time, these seeds in the brain become stronger and stronger. The stronger these situations are linked to the brand, the more often the brand will be considered in these situations. This creates -brand growth in the long term and in this case allowed Hero to actually grow in mental market share.' Bart Massa Business Manager, Validators
This article was created in collaboration with Global.
Text: Global | Image: Global
Do you have any questions for Bart after reading this article? Then feel free to ask them via Bart.Massa@validators.nl