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Posts Tagged ‘Brand News’

ImageAccording to single source studies, 50-70% of advertising effect on propensity to purchase is generated after the first exposure. Each subsequent exposure has a rapidly diminishing return on investment. This is a really scary statistic for any marketer still developing 5-8 plus media plans. So what’s happening?

The answer seems to be that in today’s bite sized, twitter headline world, we’re looking for ‘news’. Once we’ve received it, we are becoming increasingly skilled at shutting out unnecessary repetition.

This insight has potentially a profound impact on how future marketing campaigns should be devised. If news rules and pushing the repeat button on advertising copy is no longer enough, marketers need to start thinking about how they can generate more. How can they build more newsworthiness into the DNA of their products and their communications plans. This will impact NPD processes (think Apple), brand narratives (think Yeo Valley) and brand activities (think Red Bull)

The move to a more news orienatated agenda will also have an impact on the way clients buy services from their agencies. Increasingly, as we do at Good Relations, clients will want Brand Newsrooms set up to support the generation of a constant flow of authentic stories and content, for online and traditional channel consumption.

A ‘Brand News’ strategy requires broad company alignment and support to run effectively. Authenticity is a key component in it’s success. It does however have the potential to enhance the return on investment on traditional marketing plans.

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