MARKETING TIPS FOR BETTER BRANDING TV BRAND EFFECT
MARKETING TIPS FOR BETTER BRANDING TV BRAND EFFECT: BRANDING BEST PRACTICES
IT TAKES MORE THAN MEMORABLE AD CONTENT TO DRIVE SALES In our Marketing Tips for Memorable Ads e-book, we provided some insightful tips to help advertisers make sure their ads are getting through the clutter and remembered. But making sure that consumers remember not only the ad but the brand behind it is the key to advertising effectiveness…
WHY DOES BRANDING MATTER? Successful advertising goes beyond memorability. An engaging ad might last in consumers’ minds, but an ad must be associated back to your brand in order to drive sales. A poorly branded ad doesn’t just fail to generate sales for your brand… it could actually be misattributed to your competitor, and drive sales for another brand! only 25% of consumers can correctly identify the ad AND brand the day after exposure
BRANDING SEPARATES A “GREAT PIECE OF ART” FROM A DRIVER OF SALES “A memorable commercial is important, but won’t be effective if viewers don’t make a connection between the ad and your brand, ” said Joe Stagaman, EVP, Advertising Effectiveness Analytics for Nielsen. “The best ads both breakthrough and accomplish a strong brand association. The latter is necessary if you want the advertising to drive sales in the store versus having a great piece of art. ”
IMPROVE YOUR AD’S BRANDING WITH THE HELP OF THESE MARKETING TIPS 1. Brand cues – early and often 2. Combination of visual and audio brand cues Copyright © 2012 The Nielsen Company. Confidential and proprietary. 3. Leverage consistent brand icon 4. Integrate brand into the storyline 5. Leverage an ‘ownable’ creative concept 6. Use your message as a brand cue 5
MARKETING TIP #1 USE BRAND CUES EARLY AND OFTEN Shading Legend “Grocery Aisle” : 30 - Creative Brand Cue Analysis Brand Name Audio 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 Second Number 1 Brand Name Visual Copyright © 2012 The Nielsen Company. Confidential and proprietary. EXAMPLE: “GROCERY AISLE” (BUSH’S BEANS) BRANDING INDEX: 147 (vs. database norm of 100) Against food & beverage norm: 140 https: //www. youtube. com/watch? v=d. PASkut 0 TOU 6
MARKETING TIP #2 COMBINE USE OF VISUAL AND AUDIO BRAND CUES Shading Legend “Hmmm” : 30 - Creative Brand Cue Analysis Brand Name Audio 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 Second Number 1 Brand/Logo Visual Copyright © 2012 The Nielsen Company. Confidential and proprietary. EXAMPLE: “HMMM” (BUICK) https: //www. youtube. com/watch? v=S_NEFq. ZDQN 0 BRANDING INDEX against database: 132 Against luxury car norm: 163 7
MARKETING TIP #3 LEVERAGE CONSISTENT BRAND ICON Copyright © 2012 The Nielsen Company. Confidential and proprietary. ü Brand icons can help ads break through in very cluttered categories ü Brand icons should be proactively developed & consistently used (even in non -traditional ways) in order to drive recognition of your brand. EXAMPLE: “DANNY BOY” (PROGRESSIVE INSURANCE) https: //www. youtube. com/ watch? v=Ltlvm. Ia. Osk 0 BRANDING INDEX against database: 146 Against insurance & real estate category: 134 8
MARKETING TIP #4 INTEGRATE BRAND INTO THE STORYLINE Create a storyline that cannot be recounted without mentioning the brand name and product – make the brand a character Copyright © 2012 The Nielsen Company. Confidential and proprietary. EXAMPLE: “SHARING A PHOTO” (EGGO BREAKFAST FOODS) BRANDING INDEX against database: 146 Against food & beverage category: 139 https: //www. youtube. com/watch? v=a. Jt. EEa 8 k 9_s 9
MARKETING TIP #5 LEVERAGE AN OWNABLE CREATIVE CONCEPT Leverage the same concept – a color, song, or storyline – over time and across creatives to drive attribution to your brand The color orange is closely tied to the Reese’s brand, even without any audio or visual cue of the brand name Copyright © 2012 The Nielsen Company. Confidential and proprietary. EXAMPLE: “SLOT MACHINE FUN” (REESE’S) BRANDING INDEX against database: 136 Against confectionary & snacks category: 121 https: //www. youtube. com/watch? v=P 2 n. C 2 Q 30 XGI 10
MARKETING TIP #6 USE YOUR MESSAGE AS A BRAND CUE Aligning a brand with a particular message helps increase brand recognition When a message is closely associated with a specific brand, performance for other brands tend to suffer when they support that same message Copyright © 2012 The Nielsen Company. Confidential and proprietary. EXAMPLE: “TOUR OF ITALY” (OLIVE GARDEN) BRANDING INDEX against database: 147 Against restaurant category: 130 https: //www. youtube. com/watch? v=5 -Ws. Crzt 6 IY 11
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Copyright © 2012 The Nielsen Company. Confidential and proprietary. 6 STEPS TO STRONGER BRAND ADVERTISING PRACTICES es – early and often and audio brand cues stent brand icon brand into the storyline wnable’ creative concept age as a brand cue Use brand cues early and often Leverage “ownable” creative 13
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