Brand Advertising: Why do we need it?

Every marketing plan that is actioned is to fulfill a certain goal or purpose. Mostly, it is for the business to generate revenue or to make a profit, which is the case of most businesses, however ‘performance’ driven activities are not the only way to make a business successful.

To explain better, a ‘performance’ activity, is along the line of a tactical campaign, i.e. to generate more business through lead generation, or online purchases via e-commerce. But not all marketing activities can be purely performance based, while it is the primary objective, as a marketing professional, it is important to keep in mind the marketing funnel.

At the start, the first objective should always be about generating brand awareness. Of course there are certain brands who are quite fortunate that they have considerable awareness and aspiration attached to them, such as Apple & Samsung in the mobile phone industry, but not everyone is so lucky, and even if people are familiar with the brand, it is not guarantee that the brand will make it to the consideration set of the consumer, which is dependent on the consumer’s budget, convenience, and other internal values and preferences.

So what is the best way to work with this?

Firstly, it is important to keep promoting the brand as well as the offers. This is essential because a brand is a lot more than it’s offer, and more importantly by promoting the brand regularly, you keep it in the mind of the consumer, which is beneficial especially if they are thinking of, shopping around to purchase your business’ product. But even if they are not, regular brand awareness activities keeps overall marketing costs down in the long run, as less effort and spend is then required to generate brand awareness before a major offer or promotion period coming up.

Secondly, brand awareness activities are also dependent on the actual product. Specifically the life cycle of the product, purchase cycle or frequency of purchase as well as the overall product cost. Products which have a high purchase point, require the additional spend for brand awareness. This is because, due to the high investment required, consumers need to be convinced not only about the offer but also about the actual product and the brand. This usually takes the form of a rational or emotional connection to the brand, which is essential and part of the product they are purchasing. Consumers need to be convinced about the value of the product and of the brand. The cost for brand awareness in these cases is often justified by the high returns through sales.
Products which have a predictable purchase cycle, make it easier to pin-point times of high sales. This can be determined by evaluating sales history to predict key periods. In between these sales cycles, the time can be equally divided between promoting the brand, followed by the promotion of any offer leading up to the high sale periods. This ensures that the brand along with the offer are promoted in time. By sticking to these sales cycles, more efficient use of budgets can be made maximizing on key periods only. For products who have short life cycles or whose key sales periods cannot be identified, it may be necessary to promote the brand throughout the year in small controlled amounts. This keeps the brand in the mind of the consumer without big pushes in key periods.

Third, it is important to consider what will be the message, or what exactly is to be promoted in a ‘brand campaign’. A promotional message, will feature the offer, what’s included in the offer etc. while a brand message, in essence talks about the brand. This includes the brand values, what are its main selling points, or unique identifiers, and what are the brand touch-points. These messages are important, as it is this message that emotionally connects to the consumer and justifies the brand value. Without a brand message, the consumer only buys into the actual product which can impact on overall loyalty in the long run. Consumers who tend to only purchase based on offers, are more interested in short term deals and will most likely switch to another offer or deal, unlike those who are invested with the brand.

But finally, for any marketing activity to be successful it is essential to have a combination of brand as well as offers, however this is dependent on the budget and the level of management support in the company. In cases where there is a restricted budget and / or management requires you to do more performance based activities, all hope is not lost. There are other channels to be used for brand related promotion, two such being PR & social media. Both these channels are excellent for story telling, and brand stories, and also are good and engaging channels through which to connect to the consumer. While normally these should ideally be part of the marketing mix, the usage levels would change as part of your overall strategy.

So all in all, it is important to run brand as well as performance activities for a successful marketing campaign.

Marketing: In-house vs Outsourcing? Finding the Balance

When it comes to marketing does it make sense to have in-house talent or would it be better to outsource to a specialized agency?

Most companies fall somewhere in the middle of this broad spectrum, where in-house marketing strategy is supported by agency execution, of course this also depends on the type of marketing activity which is being performed.

Most Brand marketing, is usually done in-house, where agencies are used to support specific tasks such as creative concepts and execution for a marketing campaign. Campaigns can be short or long term, with multiple agencies working on a similar project.

For Digital marketing, decisions have to be made on an activity level as different channels need varying levels of expertise. The decision is also dependent on the number of projects or brands that need to be worked on. Digital Marketing channels include:

  • Social Media
    This is the most common and ‘go to’ channel for digital needs, however there are a lot of factors to consider before deciding to outsource. Firstly social media takes a lot of time to manage, develop and engage. Many businesses choose to employ a dedicated executive to handle social media accounts especially if there are multiple channels, multiple brands, or the company is involved in a lot of events and live activations. Having an in-house resource means they are more familiar with the brand, the target market and language style to ensure a seamless experiences across other advertising channels. However outsourcing to an agency has its own merits. Agencies have more experience but care has to be taken they don’t do similar work with competitors, agencies also charge by the number of channels they need to manage, how often they post and the number of events they are expected to cover. Also social posting needs someone who can create a brand story, and most agencies are not well connected to the brand or to the target market to understand their needs and what they respond do. Of course this is not to say that agencies cannot do a good job, they can as long as there is a good understanding. So this decision needs to be made on a business level and looking at the cost / benefits of either option. If the business has the resource then social is an activity which should be kept in house and close to the brand.
  • Paid Media
    This activity refers to digital advertising across multiple channels such as social, Google Adwords, Display etc. Media buying is usually an agency led activity. There are a few businesses who do it in-house, but this is dependent on the the number of products or the overall size of the business. If it is a small company with one or two products it is relatively easy to manage this activity in house either by a marketing exec or direct by business owner; however if this is on a larger scale, then it is more profitable to outsource this to an agency. Most agencies work on operating margins, therefore while they conduct media buying they can work across multiple accounts to get better deals. Advertising optimization is also a time consuming and specialized activity which requires professionals with experience or managing campaigns can be an expensive affair. They are also more in tune with the different ad formats available and which would best for the media activity. But most agencies usually charge either a minimum spend or % of overall media spend which may work out better depending on the number of campaigns that are being run. Possibly one solution to this is to let agencies manage the media buying and optimizing while having in house expertise to manage the campaign strategy, channel selection and overall plan.
  • Organic Search
    A highly specialized and often technical activity, organic search is a long term investment and requires a high level of expertise and connections with media and bloggers for link building, and an understanding of website architecture to review technical SEO. Most businesses outsource this to agencies, who work on a retainer basis and conduct a set amount of optimization activity per month. However it is strongly recommended to have in-house SEO expertise who can set SEO strategy according to overall business strategy, cater to business objectives and review agency activity.

There is no easy decision when it comes to in-house vs. outsourcing of marketing activity, the best option is to review the below factors before making a decisions:

  1. Size of Business / Level of Activity
  2. Cost & Marketing Budgets
  3. Digital Expertise required

While there is no ‘one’ overall solution digital marketing requires a combination of in-house brand management and digital know how combined with the execution expertise, industry experience and media buying power of agencies. Usually a merger of experts from both sides of the business proves to be overall beneficial for the business; it’s all about finding the right balance.

So, how does it work in your company?

 

 

The Re-purposing of UGC

One of the buzzwords that you usually hear a lot especially within social media circles is the acronym ‘UGC’. Most marketers would be quite aware of UGC but I still find that most people don’t really know what to do with it, or how to maximize it. So the below is a little bit to help you out.

What is UGC?

UGC stands for User Generated Content, which basically refers to any content put out there on the vast internet about you and your brand. It can range from tweets to Instagram posts, reviews, or even a mention on a blog. UGC is basically as the name says content produced by the users or aspirational users of the brand, in any stage of the consumption process – dreaming, using, or reviewing.

Where do we get it?

UGC can be obtained from several sources:

  • Social Media – Instagram, Twitter, Facebook
  • Blogs
  • Review Sites – Trip Advisor, Zomato, Yelp etc.
  • Reviews – Google & Facebook reviews
  • Emails
  • Surveys & Feedback cards
  • And even if you think outside the box good old traditional offline sources such as handwritten notes

Out of all these sources, UGC is still most commonly associated with Social Media and especially Instagram. As all good content marketers know visual content works much better than text only and is more engaging and effective. Therefore having a large amount of visual content is useful but is it is also the most difficult to obtain, hence a large bank of visual UGC content is always beneficial.

Why is UGC good?

UGC is great for several reasons:

  1. Endorsement – Isn’t it always better having normal regular customers say how great your product is than you doing it?
  2. Credibility – It adds credibility to your brand when your customers say your product does actually what is supposed to do.
  3. Feedback – It is a great source of feedback on how your customers liked the product, if there were any problems, and how it can be improved.
  4. Market Research – By following who is talking about your brand, you can find new uses for your product or even find new markets you were not aware of.
  5. Brand Popularity – By tracking how often your product is mentioned you can get a better idea of how popular your product is and this can be tracked against competitors as well.
  6. New Content – UGC is a great source of new content. Brands invest a lot of time, effort and even money to generate new content which is not always feasible in the long run, therefore UGC is a good alternative source of content which is also free.
  7. Better Engagement – Showcasing real world uses and interactions leads to better engagement from other customers and aspirational users.

 

What do we do with it?

UGC acts as a good source of new content. Rather than a brand always talking about their products, it is always good to post about how users are consuming or interacting with the brand. The content is real than produced and inspires and motivates other consumers leading to better engagement when posted across social channels. The content can be shared or re-posted from their original sources as well as it can be re-purposed for other channels.

Examples include: Creating a video of Instagram posts which can be promoted on Facebook (with permissions of course); Showing Trip Advisor reviews on offer content to encourage positive sentiment; etc.

By showcasing good reviews and good feedback, consumption of the product can also increase which is beneficial for the brand in the long run.

How can you get more?

So if UGC is so great, how can marketers produce more? There are a couple of ways to do that:

  1. Competitions – This is the easiest and most efficient way of generating content. Competitions can be run across social channels where users can be asked to submit visual entries (either images or videos) of people interacting with the brand. The winner can receive complimentary samples, access etc as dependent on the product, but for a relatively small cost a large amount of content can be generated which can be used at a later stage.
  2. Asking Questions / Submissions – Sometimes if you have a strong or loyal brand following, a competition is not necessary, users would be more than happy to tell or show you how they use your product by just asking them. Your customers like to feel appreciated and that their feedback and opinions matter, so they would be happy to share with you their love and admiration for the brand.
  3. Complimentary Trials – If the product is relatively new or you don’t have a large following then you can offer complimentary trials to future users to encourage the generation of more UGC and to gain feedback. This can help promote the product especially when they see others using it.
  4. Events & Activations – Hosting or creating events which is open to the people is another great way of having people directly interact with the brand. When they see an activation taking place or are at the event, most people will generally share their experiences on social media. This combined with a competition makes it more effective.
  5. PR & Media – Having a strong PR strategy is also beneficial to the brand. Through it, greater brand awareness can be achieved via media mentions, blog postings, and social media coverage through press teams and bloggers. Each of these mentions can be connected to a potential story and therefore greater UGC.
  6. Influencers – As highlighted in my previous post ‘Battle of the Influencers‘ influencers are a great way to increasing brand awareness as they act as brand ambassadors. Most influencers will generate a minimum number of posts as part of their agreement which is guaranteed UGC. This content will also be of high quality and will have greater engagement, especially if the the influencer is well known, resulting in greater popularity of the brand.
  7. Media Monitoring – This is the most basic and essential step every marketer must do, that is to set up a media monitoring service which picks up any mention of the brand online. You can choose to monitor on social channels or on media, blogs etc. of course it is better to have both. By having media monitoring in place mentions of the brand can be picked up from the most least expected sources. While most companies have a budget associated for this service which can be used for specialized software the other option for firms with limited budget is to invest in setting up Google Alerts which still does quite a good job.

So overall UGC is a great asset to have and can be quite successful with minimal effort and time.

Do you have any other tips or stories to share?

 

 

When was the last time you ‘Googled’ yourself?

let’s be honest here, have you Googled yourself before? I do it now and again, as good practice to see what’s my online profile like, and what information is there on me out there. I encourage everyone to do at least once in a few months.

Thankfully I’ve been blessed with a rather unique name so the results I get are most definitely me. For those who do not, let me show you a screenshot and some interesting findings.

felita Figueredo google search result

felita Figueredo google search result

so this is the first page results from my search. Here are some observations:

  1. Where is Facebook? When I ran this search last year, Facebook was one of my top results. Considering how much time and content I share on the channel. So why is it missing? Is the quality of the channel not as per Google’s guidelines? Or is this an indication of the rivalry between the two data powerhouses.
  2. Linkedin is the first result. Last year Linkedin was in the top 5 and now its first. What does that mean? What caused this change?I would not spend much time on previously. Is it because it is a professional network? Is it the quality of content?

I am not sure what caused this change, but it was a wake up call. My first result on Google about me was a channel I neglected and did not participate on. If people viewed my LinkedIn profile, it would have been outdated and inactive. As a digital marketer is this the first impression I wanted to give? So I cleaned up my profile to be reflective of my standard. I spend more time on it than I ever did, and visit it every day. I try to share relevant and interesting content and network where needed.

So perhaps you should Google yourself and see what your results show about your life online. Is it what you expected? If your name is more common, try adding the location of where you stay, or the company you work in. Google’s location search helps tailor search results to be more relevant and helpful to you. It’s time to take control of your online identity and refine how others see you. After all we know that when people want to find something first they always Google it, including potential recruiters or your next date.

 

How to Grow a New Brand

What is the first thing you do when you have a new (or existing brand that got a makeover) that you have to work with?

This is a challenge in my new position, which needs to be resolved. So what are the first steps to take:

 

  1. Decide on your Brand Identity
    This doesn’t mean just creating a new logo, it means defining what your brand is, and more importantly what it is not. To do so, an understanding is needed of who your target market is, and who your competitors are. How can you appeal to your market, while standing out from the competition.
    Tip: ‘Does your brand identity reflect the values and aspirations of your target audience?’ if it does not then perhaps it’s time to re-evaluate the product or who you are selling to.

  2. Create a Visual Identity
    Oknow you can go ahead and create a logo. Creating a visual identity needs to reflect your brand’s identity, tone of voice, and aspirations in a visual context that is not just appealing and attractive but it attracts and connects to your audience. This includes, the look of the brand in the design, creating a unique elements which is reflective of the identity and is distinctive to the brand. Consideration needs to be given to the photography guide, the models, the fonts, the colors, and the overall style.
    Tip: While it’s great to be different and stand out, you need to be careful not to be ‘Too out there’ which will compromise brand identity. Think long term, assess if the visuals will be suitable in multiple campaigns and not just for the moment.

  3. Marketing & Sales Strategy
    Where you sell and market yourself is a reflection of the brand. The channels, content and price need to match the identity of the brand as well as of the audience.
    Tip: Choose channels your audience are active on. Monitor content which engages and create a content strategy based around it. Grow and engage, engage, engage.