December 2024
In today’s fast-paced marketing world, it’s easy to get caught up in the allure of quick wins. But savvy marketers know that true success lies in balancing long-term brand building with short-term performance. Let’s explore how your brand marketing can drive immediate results while laying the foundation for future growth.
First, let’s establish a key rule.
The 95/5 Rule
The 95/5 rule, a concept from The Ehrenberg-Bass Institute for Marketing Science, states that at any given time, only 5% of potential customers in any given category are ready to purchase. This means that when your marketing shows up, there’s a 95% chance the person receiving it is not yet ready to buy, and it is unlikely to convince them to do so. So, the purpose of brand marketing is to grab their attention and create an impression that sticks in their memory so that when they are ready to buy, your brand comes to mind. However, it also implies that 5% of your audience is ready to make a purchase – so let’s be sure that we don’t miss those opportunities.
Ensure your marketing is instantly recognizable. Use your brand’s unique colors, logos, jingles, or taglines consistently. This helps create mental shortcuts for consumers, making your brand more likely to be recalled when they’re ready to buy. The more often consumers see your distinct assets, the stronger their association with your brand becomes.
Touch hearts, but prime brains. Build your emotional brand campaigns around key category entry points (CEPs). For example, Snickers’ “You’re not you when you’re hungry” campaign brilliantly ties the brand to a common buying trigger of hunger. Identify your audience’s key pain points and craft messages that position your brand as the best solution.
Removing barriers is key. You want your company, product, or service to be easy to mind and easy to find. While a call to action (CTA) isn’t required on every piece of communications – when there is an opportunity for them to engage further, make sure you tell them. Whether it’s directional signage, “Shop Now,” or simply “Learn More,” make sure your audience knows exactly what to do next.
Utilize video storytelling to capture your audience’s attention and stir their emotions. Platforms like Connected TV offer a rich medium that combines sight, sound, and motion to create an immersive experience. This format is ideal for showcasing your product or service in context, demonstrating its value in a relatable and engaging way. Video storytelling is particularly effective for explaining complex ideas or highlighting your brand’s unique selling points. This makes it easier for viewers to connect with your message on an emotional level.
Beyond emotional appeal, video storytelling formats also provide opportunities for interactive elements that keep viewers engaged. For instance, incorporating QR codes into your videos allows viewers to take immediate action, whether it’s to learn more, make a purchase, or engage further with your brand. This combination of emotional storytelling and easy next steps can drive both long-term brand building and short-term sales performance, making it a powerful tool in your marketing arsenal.
Reach is essential for expanding your audience, but attention drives results. Research from Kantar shows that creative quality is a huge driver of ad effectiveness. Memorable creative not only captures attention but also ensures your brand is top-of-mind when purchase decisions arise.
While attention should remain the primary focus, engagement can be a useful secondary signal. Higher engagement levels often correlate with increased ad recall, but their value depends on the quality and context of the interaction. Creative that connects emotionally and aligns with your brand is far more likely to leave a lasting impression and drive meaningful outcomes.
Once you’ve captured attention, don’t let go. Retarget engaged audiences with more specific reasons to buy and direct links to purchase. This nurturing process can turn initial brand awareness into concrete sales over time. Be consistent and persistent by following up with timely messages that keep your brand relevant and trustworthy.
You can’t persuade someone to enter a buying decision, but you can increase your chances of showing up when they do so on their own. By continuously nurturing your audience, you ensure that your brand remains top-of-mind, making it more likely that they will choose your product or service when the time is right.
Remember, effective brand marketing isn’t about choosing between brand building and performance – it’s about making them work together. By implementing these strategies, you’re not just driving short-term results; you’re creating a foundation for long-term success.
Ultimately, balance is everything. It’s imperative to understand that in the pursuit of business growth, every marketing tactic cannot and should not do everything. However, if balanced correctly, performance marketing, when aligned with brand-building efforts, can also strengthen your brand.
Take the time to assess your current strategy. Are you striking the right balance? Connect with us today to identify opportunities to align your brand-building and performance goals for maximum impact.
