Karen Hayes’ Post

Can retail media effectively drive brand equity and brand awareness? At last week's Retail Media Summit UK we discussed retail media's role at the top of the funnel (we already know through tens of thousands of data points and studies via Plan-Apps how good it is at the bottom of the funnel in driving conversion) Field and Binet state that brand building efforts build mental brand equity, and sales activations exploit mental brand equity - so what about retail media - is it building or exploiting? Can a campaign do both? Brand teams often think the beautifully crafted ATL campaigns positively impact how consumers feel about their brands whilst in-store media can cheapen and even erode these benefits - how true is that? Byron Sharp states that most brands are effectively ignored. That consumers spend an alarmingly small amount of time (if any!?) thinking about the brands they buy and use - and that a huge job of todays marketer is to keep brands top of mind - what is retail media's role in doing that? and how effectively can it achieve it? And what about physical availability - can that physical presence in-store and online also drive awareness and positive brand associations? how significant is this? In partnership with MESH Experience and Path to Purchase Institute, SMG commissioned what may well be the largest study to date in this area There's a white paper (link at the end) and in short: We have conclusively seen the power of retail media to drive brand awareness - up to 3.6 times boost in brand awareness (and the power of in-store is especially effective at 4.9 times boost) When you combine this with the impressions and reach available through retail and how comparatively cost effective CPM's are - its an opportunity ready to be exploited far more than it is today We can see how important retail media is in keeping brands top of mind - at least a third of all paid encounters with a brand are through retailer channels We show how retail media is driving positive brand perceptions - building trust, driving brand recommendations to friends and family and creating positive brand reactions. Even superior to traditional media in these hard to achieve metrics. We see how retail media is persuasive, and relevant to customers. To sum it up - this landmark piece of research moves our understanding on significantly and underscores the ability for full-funnel retail media campaigns to drive short and long term metrics. This is just the start of, I hope, more examination in this space and there's lots more questions we have to answer. In no way is this intended to position a retail media OR traditional media, view or argument - I'm sure the most effective results are to be driven by using them smartly in conjunction with each other. Huge thanks to Fiona Blades Mark Thompson Cyndi Loza Jessie Bove Dowd Katie Streeter Hurle #RetailMedia #BrandAwareness #RMS2024 Download the free whitepaper here:

Retail remains one of the most important battlegrounds for brand visibility. Shelf space equals sales, and there's no substitute for being front and centre. But securing it (and keeping it) is TOUGH. Last week I spoke to a skincare brand last week that generated 30,000 reviews, increased awareness by 21%, and expanded shelf space at major retailers. All in 2 months. Here's how they did it. BACKGROUND: Faced with a highly competitive market, the brand needed to make a big move. They were preparing for a major campaign launch and needed to get their products into customers’ hands fast. The goal? Boost awareness, drive reviews, and secure better in-store positioning. Here’s the approach they used to achieve those outcomes: 1. Massive reach, measurable impact The brand executed a mass sampling campaign, ensuring they reached as many potential customers as possible ahead of their TV ad. This wasn’t just about volume, it was about strategic timing. The samples landed right before the ad campaign went live, creating multiple touchpoints that drove awareness by 21%. 2. Review generation at scale The campaign didn’t stop at awareness. By leveraging post-sample follow-ups and review syndication, the brand generated 30,000 verified reviews across key retail platforms. This was a crucial factor in convincing retailers like Boots to give the brand more prominent shelf space, driving even more in-store visibility. 3. Retail expansion through data With 30,000 reviews in hand and strong customer engagement, the brand leveraged the data to create a strong category story and pitch more space. They use their insight and results to translate directly into increased sales and stronger retailer relationships. What made this campaign so successful? - Strategic scaling The decision to go big on sampling ensured the brand reached critical mass right before their TV launch, creating a wave of product awareness across multiple channels. - Data that matters By collecting high-quality reviews and consumer insights, they turned a sampling campaign into a powerful tool for retail negotiations, ultimately securing better store placements. - Long-term brand growth The campaign didn’t just generate buzz, it built a foundation for ongoing growth. With the data in hand, the brand can now optimise future launches and continue to expand its footprint. Suffice to say, they are coming back for round 2. Want to learn how strategic sampling can unlock your retail growth? Let’s connect.

https://lnkd.in/eCAKaWmk CMOs have to ensure their strategies are geared toward #growth. Yet, in an age of intense competition & channel #fragmentation, the best approach isn’t always clear. The key to unlocking the way forward could be brand equity. Kantar’s “Blueprint For Brand Growth” report broke the data into 2 parts: attitudinal & purchase. The attitudinal bucket included 5.4 billion data points and encompassed 21,000 brands, 540 categories and 54 markets. The purchase bucket included 1.1 billion data points and encompassed 20,000 brands, 100 categories and 25 markets. Data was collected over 10 years. The findings suggest a 3 pronged approach when it comes to brand growth: predisposing more consumers to a brand, being more present in the consumer lifecycle and exploring new spaces for growth. Finding meaning (and difference) Market #penetration remains at the heart of #brand growth, per the research. However, reaching more target consumers is easier said than done. With more options available to consumers than ever before, making a brand stand out is key. Meaningful differentiation pays off even more, with 5 times the market penetration today than those who have not meaningfully differentiated themselves. Meaningful #differentiation boils down to building stronger emotional & functional connections with consumers. Building this difference can help predispose consumers to a brand, thus increasing purchase intent. Brands which consumers are more predisposed to have 9 times higher volume shares of the market, 2 times higher price paid and 4 times the likelihood of value share, or making more money than the competition from a product. “Being meaningful is actually addressing your consumer…if you’re meaningful to the right consumers, the right buyers, that’s going to set you up for success,” said Potter. One of the key ways brands can build meaningful differentiation is by being present across all of the places where buying choices are being made. Those who are consistently present attracted 7 times the number of buyers than brands that are present at just half of purchasing occasions. Taking up space One of the easiest ways to reach out to new consumers is by expanding into new markets. Another way is finding additional uses for existing products. Brands that are able to find new uses for their products have twice the chance for growth compared to other brands, per the research. Additionally, those who increase uses for a brand by 10% are able to drive 17% growth. BRAND GROWTH 17% Increase in growth for a brand finding 10% more use cases, however, pushing into new spaces takes both time and effort. Proven methods include meaningful & differentiating innovation, expanded distribution and communication.

Brand growth with promotions? The event on the topic of brand growth by the market research specialist DVJ Insights took place once again in 2024. The core question CEO Lucas Hulsebos put this time: Do promotional activities support brand growth? Exciting lectures from science, practice and consulting were invited. The key take aways: Keynote from professor Laurens Sloot (EMFI Business School): 1. Looking on price promotional activities, price promotion pressure is high (between 18 and 25% core EU countries). 2. Science states, that over all, short term effect may push categories (+58% show positive effects), but on the long run it does not (98% zero). 3. Because it works in the short run, complexity for supply chains happen, which may be costly 4. But nevertheless, promotions often are rule of market, so participating is necessary from practical experience. Example (JCPenney) showed how difficult switch from HILO to EDLP can be. 5. Cherry Picking is rising. Large and small income households tend to be more affected by promotions. 6. Retailer leaflets / offers are stilkl working to reduce complexity. Jori van de Spijker showed selected results from the huge Brand Growth study (2,100 participants, entreprise survey EU / USA) 1. Last years, marketing budgets are rising again after crisis, but focus on profitability and efficiency has risen. 2. Overall, 33% of marketing/commercial budget is in some way related to promotion. 3. Doing promotion is not dividing winners from losers, but there is a difference in the kind of promotional activity. 4. Success also depends on the position in the market (category). When buying patterns can be influenced, promotion effects may occur, it can push trial. 5. Combining promotion and advertising is more often happening for winners Rozemarijn Koppenaal, CMO Rituals, introduced the world of rituals and gave three examples, how promotional activities work for the brand. 1. Black Friday also works in this category 2. Celebrating news with the fans, by doing exclusive events, invitations to shop openings or workshops works well to reach out to fans. 3. Summer beach bags are spent to customers when reaching certain sales volume. The bags are further more produced by generated life-changing income to indian women. Mischa Coster MA MSc ⌆ as behavioral psychologist finally introduced the how decision making is working and being influenced. From Prof. Daniel Kahneman´s findings of fast thinking to concrete mechanisms usable for promotions like scarcity, endowment, priming, odd pricing and anchoring. Overall, an inspiring webinar on the topic of promotion and brand growth. As expected, there was no general answer, but there was an incentive to always carefully consider promotions to achieve benefits for sales and the brand. 😀 #promotion #brandgrowth #DVJinsights #insights #marketresearch #marketing #Sales #retail #consumer #leifheit #food #nonfood #brand #EBI #EhrenbergBassInstitute

E-commerce brands often face the challenge of standing out in a saturated market. The Bain Brand Accelerator provides some compelling insights on how to refine your brand strategy and enhance your market presence. Start by identifying your core brand values and how they speak to your target audience. Regularly revisiting these values ensures your messaging stays relevant and resonates with consumers. In addition, it's important to leverage data analytics to better understand customer behavior and preferences. This knowledge will empower you to tailor your offerings effectively, creating a more personalized shopping experience. The result? Increased brand loyalty and potentially higher conversion rates. By applying these principles, you'll not only connect better with your customers but also elevate your brand above the competition. I’d love to hear how others are enhancing their brand strategies! What tips or experiences can you share? https://lnkd.in/eTQNrnBZ

CPG Marketing Leader- Think fast: what does Pickleball have in common with Brand Positioning? Tonight I played in a pickleball🎾league I recently joined, and while I’m improving as I practice, it hit me that there are some habits I need to unlearn if I’m going to get A LOT better. Given my question…you can probably guess what I mean...Beuhler? OK, I’ll just tell you: 𝙞𝙩’𝙨 𝙜𝙚𝙩𝙩𝙞𝙣𝙜 𝙩𝙝𝙚 𝙁𝙤𝙪𝙣𝙙𝙖𝙩𝙞𝙤𝙣 𝙧𝙞𝙜𝙝𝙩. 🏨 I raise this often in my posts, because the importance of building-- and RE-b uilding-- a solid foundation is so broadly applicable.  The thing is, seasoned leaders on established brands may not keep this top of mind, or may think “if it ain’t broke...” 🛠 I get that. But just like you go for a physical every year 👩⚕️ (don’t you?!) even when you feel fine: ask yourself: When was the last time you stepped back to 𝘢𝘶𝘥𝘪𝘵 𝘺𝘰𝘶𝘳 𝘉𝘳𝘢𝘯𝘥 𝘍𝘰𝘶𝘯𝘥𝘢𝘵𝘪𝘰𝘯 for clarity, integrity, and durability? These 3 Brand Health Basics are the building blocks 📦 that (IMHO) must be in super solid condition for meaningful, sustainable growth. ☑𝐃𝐨 𝐲𝐨𝐮 𝐑𝐄𝐀𝐋𝐋𝐘 𝐤𝐧𝐨𝐰 𝐲𝐨𝐮𝐫 𝐓𝐚𝐫𝐠𝐞𝐭? While demos and funnel metrics like CLV are important, there’s much more richness and opportunity with a deeper picture of your target.. In my work with clients, I use a 𝟯𝗗 𝗧𝗮𝗿𝗴𝗲𝘁 𝗣𝘆𝗿𝗮𝗺𝗶𝗱 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 that starts with basic stats, then moves up the pyramid with questions like:    ❓What do they buy and from where? ❓What’s really important to them? ❓What do they do/use/say that demonstrates who they are? 🤔 These are just a few questions to use as a litmus test on target insight.   ☑𝐈𝐬 𝐲𝐨𝐮𝐫 𝐁𝐫𝐚𝐧𝐝 𝐒𝐭𝐨𝐫𝐲 𝐬𝐭𝐢𝐥𝐥 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐚𝐧𝐝 𝐜𝐨𝐦𝐩𝐞𝐥𝐥𝐢𝐧𝐠 ? ❓Are you clearly stating your Mission & Values? Is it aligned with your Target? (see above) ❓Are you drawing on the compelling aspects of your brand’s origin or backstory? This can get lost when a brand has been around a while. Is it still relevant Today? ☑ 𝐓𝐡𝐢𝐧𝐤 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐥𝐲 𝐚𝐛𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐨𝐧:  ❓Who's the latest to come into your crosshairs? Are you equipped to defend or preempt? ❓Who/what else might still blindside you? Think broad, think ahead, think beyond the obvious. For a recap of these areas and more, 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗺𝘆 𝗙𝗥𝗘𝗘 𝗕𝗿𝗮𝗻𝗱 𝗚𝗿𝗼𝘄𝘁𝗵 𝗦𝗲𝗹𝗳-𝗔𝘀𝘀𝗲𝘀𝘀𝗺𝗲𝗻𝘁, a checklist of the top 10 principles in my Insight-Innovation-Impact framework. See link in comments or download from my featured content section below. 𝗜𝘀 𝘁𝗵𝗲𝗿𝗲 𝗮 “𝗕𝗮𝗰𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗕𝗮𝘀𝗶𝗰𝘀” 𝗺𝗼𝗺𝗲𝗻𝘁 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗹𝗶𝗳𝗲 𝗼𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀? #brandstrategy #brandpositioning #brandbuilding 

🚨 And back to the trend that keeps surfacing 🚨 - Brand Awareness: A Long-Term Play That Fuels Performance Brand awareness is not just a buzzword. It’s a long-term strategy that plays a crucial role in driving performance. I recently came across a report from TikTok for Business and Tracksuit, "The Awareness Advantage," which outlines the fundamental connection between consistent brand awareness and long-term success in B2B. The report highlights key insights: • Brand familiarity drives decision-making. • Building brand trust during non-purchasing moments is essential. • Buyers recall brands that tell clear, creative stories over time. • Continuous marketing during buyer ‘down periods’ ensures your brand is the first choice when they’re ready. This aligns perfectly with other key insights I’ve come across on LinkedIn: • "Better, Bolder B2B Branding: How To Unlock The Biggest Opportunity In B2B" by Kate Newstead — emphasizing storytelling and creativity for brand recall. • The 95-5 Rule by Tyrona (Ty) Heath — a strategy to stay top of mind with the 95% of buyers who aren’t ready to purchase today. • B2B Brand Building in the Era of AI with Jon Lombardo and Peter Weinberg — a thought-provoking discussion on the Uncensored CMO podcast. Brand awareness is the bridge between today’s non-buyers and tomorrow’s decision-makers. It’s about being the brand they remember when they’re ready to act. Read "The Awareness Advantage," report: https://lnkd.in/gWuqS8Xp P.S. How are you ensuring your brand remains top of mind for future buyers?

You have to know the benefits of brand awareness ads and which kind of products or Industries should run these ads: Brand awareness ads play a crucial role in establishing and maintaining a strong presence in the minds of consumers. Here are some benefits: Recognition: Brand awareness ads help consumers recognize your brand, making them more likely to consider it when making purchasing decisions. Trust: Familiarity breeds trust. When consumers see your brand consistently, they are more likely to trust it, especially when they perceive it as reliable and reputable. Competitive Advantage: In a crowded marketplace, having strong brand awareness sets you apart from competitors and helps you maintain a competitive edge. Customer Loyalty: When customers are familiar with your brand, they are more likely to remain loyal to it, leading to repeat purchases and long-term relationships. Word-of-mouth: A well-established brand is more likely to be recommended by satisfied customers, leading to positive word-of-mouth marketing. Perceived Value: Strong brand awareness can lead consumers to perceive your products or services as having higher value, allowing you to command premium prices. Expansion Opportunities: With strong brand recognition, it becomes easier to expand into new markets or introduce new products, as consumers are already familiar with your brand. As for the kinds of products or industries that should run brand awareness ads, virtually any product or industry can benefit from them. However, they are particularly valuable for: New Brands: For newly established brands, building awareness is essential to introducing themselves to consumers. FMCG (Fast-Moving Consumer Goods): Products like snacks, beverages, personal care items, and household goods benefit from constant visibility to stay top-of-mind for consumers. Retail: Whether it's fashion, electronics, or home goods, retailers benefit greatly from brand awareness to drive foot traffic and online sales. Tech Companies: With rapid advancements and new competitors entering the market regularly, tech companies need to maintain strong brand awareness to stay ahead. Service-based Businesses: This includes industries like healthcare, finance, and hospitality, where trust and reputation are paramount. B2B (Business-to-Business): Even in B2B industries, brand awareness is critical. Decision-makers need to be familiar with your brand when considering partnerships or purchases. Luxury Goods: Luxury brands heavily rely on brand image and perception, making brand awareness ads crucial for maintaining exclusivity and desirability. In essence, any industry or product category can benefit from brand awareness ads, as long as the goal is to establish and maintain a strong presence in the minds of consumers. #facebookads #googleads #brandawarenessads #ads #sales

Leveraging PromoNow for brand promotions and activations in 2024 As we approach a busy 2024, many brands and retailers have already set their seasonal calendars for 2024. Meanwhile, retailers and brands are deep into their brand promotion cycles. To stay competitive, forward-thinking businesses are not just planning—they are strategising how to harness the power of brand promotions & activations for the upcoming year. **How PromoNow Can Help:** **1. **Optimised Planning:** PromoNow provides tools and insights to identify key consumption occasions and the most promising shopper segments. This enables precise targeting and optimisation of your marketing mix, aligning it with emerging opportunities. **2. **Enhanced Collaboration:** Use PromoNow to facilitate better communication and collaboration with your teams and stakeholders. Our platform streamlines the integration of brand promotions and loyalty into your broader marketing plans, ensuring cohesive and effective campaigns. **3. **Efficiency:** PromoNow's analytics capabilities help in the intelligent allocation of your brand promotions ensuring that you drive maximum loyalty and engagement with your customers. **4. **Measurable Results:** With PromoNow, track and analyse the performance of your brand promotions and activations providing clear results and insights to share with your stakeholders and board. Ready to elevate your brand promotion and activation strategy for 2024? Let's discuss how PromoNow can prepare your team to excel in the coming months. **DM me for a consultation today!**

Brand growth drivers: Here’s what the numbers say https://lnkd.in/daj7XGXU A recent Kantar report reveals key drivers for brand growth based on 10 years of data. Brands that build strong emotional and functional connections with consumers see higher market shares and growth. Consistent presence across various buying channels and innovative strategies are crucial for attracting more buyers and driving growth.