The corner stone of brand growth is market penetration. Brands grow if they target the market and include the (forgotton) majority of light buyers properly. Media, like all other categories, also have light and heavy consumers. The complexity occurs because light brand buyers are quiet evenly divided among light and heavy media consumers. Let’s take the media approach and see what a typical cross media activation campaign delivers in terms of light, medium and heavy contact groups.
In the figure below the results of an anonimized campaign of which media investments were little over € 1mio. The campaign reached 93% of the market with an increasing average contact frequency (ACF) per group. The media investments per group are increasing in line with the increasing contacts within the groups. Immediately it is clear that in the high contact group (1/3 of total reach) over half of the total media investments have been spend. This underpins that by default there are light and heavy media users who get to experience less or more of any campaign.
This campaign had to do with sports subscriptions. Category and brand subscriptions are a bit higher in the high contact group, not as a result of the campaign but because the campaign had elements that were specially focussed on sports subscribers. Point here is that category and brand subscribers are significantly present in the medium and low contact groups. This underpins that targeting the market also demands strategies to reach light media consumers, because they constitute a big share of that market.
Subscriptions do not tell us about the frequency people exercise. As expected in the high contact group heavy sports came out slightly above average, in line with the slight uplift of subscriptions. Important here is that heavy, medium and light sports frequencies are to be found in all media contact groups – quiet evenly. As with the subscribers, also with sports frequency groups it is important to develop a media strategie that takes light media consumption into account.
So, what effects were there on the brand? Clearly the brand is known by almost the whole market (Aided Brand Awareness – ABA). Also Aided Ad Awareness (AAA) is increasing. For both metrics growth is slowing down while investments go up, showing the phase of diminishing returns (AAA) and saturation (ABA). A very important result is the rise of Brand Intent, which occurs in the high contact group. Brand Intent seems to cut through and start growing with a high contact campaign.
But if we only draw conclusions from activation campaign results like these, the conclusion would probably be to have as many of these campaigns per year and optimize media within this set up. Again, this is not how we will reach the medium and light media consumers. In order to reach these groups and slowly build a brand, making it more popular and diminishing price sensitivity (having more people buy your brand at a fixed (higher) price), continuous reach is the solution, to be combined with activation flights, always on conversion architecture and smart point of sale communications.