Accordingly, companies should reach their target audience through various channels, be it through different social media, search engine marketing, email marketing or influencer collaborations. Because branding is positioning multiplied by reach.
By being present in different channels, you can capture the attention of the target group, anchor messages and thus positively influence purchase decisions. Apart from that, the resulting increased search volume can be converted directly by means of search campaigns on Google.
Success factors in the implementation of brandformance
5.1 Messages from the target group for the target group
An effective brandformance strategy relies on an in-depth knowledge of your target audience. Companies need to understand the needs, challenges, and desires of their target audience and tailor their marketing messages accordingly. By sending relevant and targeted messages to their target audience, a strong emotional connection can be built and the trust of the target group can be gained.
In many projects, we start the development of a brandformance strategy with a survey that is sent out to at least 1,000 customers. The principle is simple: relevant questions give rise to relevant messages:
- What made you decide to buy?
- What was special about your shopping experience with us?
- What do you like most about the product?
- What problem did you want to solve with the product?
- Which word describes you best? (Choice of options)
- What is important to you when buying a product of this type?
- What has bothered you about other competitor products?
- Why did you start looking for (product)?
- What is the ONE problem our product could solve for you?
You’d be surprised how clear messages suddenly reveal themselves when you evaluate hundreds of responses from your customers instead of freely conceptualizing marketing messages.
Brandformance campaigns must emerge from your customers!
5.2 Data-driven decision making and analysis
Data-driven decision making is another success factor for Brandformance. In other words, working budget-efficiently and keeping decision-making processes short.
In brandformance, it is highly recommended to test the elaborated messages properly before producing final ad creatives and scaling them in corresponding campaigns with larger budgets.
The scientifically proven method to do this is called beta-typing strategy and was developed by Meta itself. This highly efficient production process was developed in close cooperation between the internal Data and Creative Departments, with many advantages proven by studies:
- Better ROI of campaigns (incl. ROAS)
- Faster and more flexible production process
- Real-time responses from customers to different approaches
- Creativity through test results and courage to hypothesize
- Reduced risk of producing ineffective ads
- 15% lower cost per advertising reminder*.
- 13% more favorable action per action intention*.
- 26% lower cost per action*