brand the brain

8/12/2019 Brand the Brain

1/20

Share of Mind = Share of Business!

How Brand Awareness Can Increase YourProfitability


2/20

Local Branding Research Citadel researched the Tri Cities Consumer.

Citadel is investing in research to become a better

business partner and a resource to local businesses.

The survey results will help business owners evaluatetheir branding position within the marketplace.

A position that is directly tied to profitability.

385 area residents were surveyed

25 Business Categories were researched

Results demonstrate Brand Awarenessfor Businesses


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What is Brand Awareness?

Write down the first business that

comes to mind when we say Cola

Fast Food

Soup

Home Improvement Store


4/20

Did you write down Coca-Cola?

3 out 4 do

McDonalds?* 3 of 4 do

Campbells? 9 of 10 do

Lowes? 64% do

How Did They Do It?*Local market results differ due to category competition


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Would you believe that the business withthe highest brand awareness percentage

always outsellsnumbers 2 and 3

combined?

Its True!Why?

99.2%* of people surveyed said theyd bemore likely to use a business that came tomind first!

*Winter 2006 Branding Survey


6/20

Business CategoriesThe X survey identified two types of business categories:

Mature

Dominant leader

established

Low no-response rate,

nearly everyone isfamiliar with a business in

the category

Lowes is a category-

king but 10-15 years

ago, the HomeImprovement category

was non-mature

Non-Mature

No dominant leader

established (yet)

High no-response rate,

many people dont know ofany business in the category

Example: Typically the

Chiropractor category has

an 85% no-response rate

No Category king it will

be less expensive todominate a category now,

you could be this category

leader in 10 years!

Is your business in a Mature or Non-Mature Category?

Whats unique about your business that will distinguish you in your category?Is there a leader in your Category?


7/20

Locally, How Do You GetBrand Awareness LikeLowes?

Consistency in your message andmarketing

Influence consumers with Intrusive Media

Get More Relational Customers For HigherProfitability

Avoid The 5 Causes of Advertising Failure


8/20

Achieving Brand Awarenesswith Consistency throughout

the Product Cycle People encounter about 3,365 advertisements daily

Will they close their eyes and miss yours?

Will they forget yours when they go to sleep?

Long-term, consistent advertising is essential tosuccess

With consistency you will be able to imprint your

business into consumers minds!


9/20

Consumers Are Either In or Out

However, they are always in the purchase cycle.

They fall into one of two groups:

1. They are in the market to buy right now

1. They arent in the market, but may be in thefuture. They may also influence others that are

in the market right now. (Word of Mouth)


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Two Forms of Media

Passive Media (Newspaper, Magazines,

Internet, Billboards & Yellow Pages) Useful only for consumers who are actively seeking product right now

Useless if consumer already has someone else in mind

Intrusive Media (Radio & Television) Reaches EVERY potential consumer, those who need it now or may in

the future

Establishes Branding Awareness!

Lowes is a leader in its business category, and they advertiseprimarily with Intrusive Media.

Look in the Yellow Pages, how big is the Lowes ad?


11/20

The Power of Radio

Intrusive Media is so powerful that that government ruled that

Tobacco couldnt use it to advertise, but 35 years later, most

people can still complete the slogans:

Id walk a mile for a Camel

Winston tastes good like a cigarette should

Can you finish this song?

Two all beef patties, special sauce, lettuce, cheese,

pickles, onions on a sesame seed _____


12/20

Consumers Said The survey showed that an

alarming 59.3*% of yellow pageusers already have a business inmind when they open the book!

Consumers pass over ads ofbusinesses unknown to them.

75.4%* of the people say theywould choose a business with asmall ad that they have heard ofover a business unknown to them

that had a larger ad. Only 8.0%* say they would

choose the unknown businesswith the larger ad.

Cutting back on the size of

a newspaper or yellow

page ad to buy Radio

increases overall:

Reach

Frequency

Impressions

Brand Awareness

Branding with intrusive media is what makes this happen!*Winter 2006 Branding Survey


13/20

Roy Williams:

Reach your core customer There are

Two Types of Consumers

Transactional Customers Purchase based on price alone

No business loyalty

Consider themselves to be the product expert Typically the type of customer that complains more, returns more etc.

Transactions yield less profits because they only purchase at marked downprices or rates

Relational Customers Find a business and are very loyal Seek a trustworthy expert; you as the business owner

Not as concerned with price savings as they are with the purchasingexperience

Appreciates the relationship established between themselves and thebusiness

Business yields more profitsbecause they will purchase at full or near tofull price


14/20

Influence is More ImportantThan Reach

You can influence the entire market population

10% of the way with little results

OR

You can influence 10% of the market population

100% of the way with greater results


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Every Business Can Do It!

Almost any business can afford to influence a

portion of the market

Its important to focus your concentration, then build from a

solid, consistent platform

Pals is a great example of a local business

taking a strong position within their category


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Your Results

See survey results

From these results, is your category

Mature, or Non-Mature?

Is your position what you expected?

Where would you like to be in the nextfive years?


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Will it be You?

Someone will become the dominant figure in each non-mature category

Someone will gain larger market share by finding a nichein each mature category

Everyone has the opportunity to boost their Mind Shareand Brand Awareness

A branding campaign will increase

Profitability

Are you ready to increase your Profits?


18/20

How Can You Increase Your

Awareness?1. Consistency

Build a long term relationship with your customers and potential customers

and brand with a consistent message.

2. Duration The desire for Instant Gratification is among the top reasons for advertising

failure. Stick With It! You cant stop! Long term advertising pays off!

3. Influence

1. Intrusive media can influence consumers in and out of the buying cycle----

There is no wasted advertising.

4. It isnt about Reach

Influence 100% of who you can afford, then Grow!

5. Increase Brand Awareness

Create a USP (Who, What and Why You?)

Consistently remind people using intrusive media.

6. Relational Customers

1. Are you reaching your core customer

7. Avoid the 5 Reasons for Advertising Failure


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The 5 Reasons Your Advertising CanFail

1. Targeting the wrong people

2. Your media schedule is so thin or fragmented that it doesnt

penetrate the minds of the target audience.

3. Bad CreativeThe message and presentation has to memorable

4. Marketing or internal weakness with your businessSignage,

location, sales-force, product, service, etc.

5. Your expectations arent realistic What will constitute success?


20/20

Thank you!

We look forward to helping your business

increase its share of mind and

profitability!

brand the brain

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