When it comes to advertising, there’s no “one-size-fits-all” approach. What works in one industry or for one size of business may not work for another. However, there are many there are many key insights from Fortune 500 businesses that have built the foundation of Awarity's mission and driven results for brands like yours. Here are several insights from major brands that have played a key role in Awarity’s strategies for our own brand and businesses of all sizes we’ve worked with as we've made world-class advertising affordable to businesses of all sizes.
- The Customer Journey Is Complex – Big brands like Cheetos drive end purchases by staying top-of-mind. Using awareness channels, like Streaming TV advertising, Cheetos keeps their product active in your consideration set. When you visit a store next, you’re more likely to remember that you wanted Cheetos, and can then be influenced further by pricing and promotions to make a purchase. When it comes to display advertising, 27% of consumers conduct a search for a business after seeing a Banner ad, and there’s a 59% lift in conversion when users conducted a search related to a display ad1. In this process, each phase of the customer journey, and each marketing channel encountered along the way plays a key role in the end purchase.
- Awareness Drives Long-Term Growth – In order for customers to purchase, they need to know you exist. Some brands overlook top of funnel advertising because it can be harder to measure its direct impact, but major brands have learned the importance of building awareness. While a potential customer may not act on their first touchpoint with you, that initial interaction becomes key once they are ready to purchase. Awareness advertising is a key factor of long-term growth and can ultimately increase the impact of your lower funnel efforts by 70%2.
- Consistency is Key – Major brands roll out a host of different creative executions, but it all comes back to one key message or reason to believe. Finding at most 2 to 3 key points you can message to your target customer across all channels that hit their pain points and tell your story can help you ensure your messaging resonates and is remembered.
If you're interested in learning more about these insights and how Awarity's mission has been shaped by them, listen to our Founder and CEO’s episode on the Command Your Brand Podcast with Jeremy Ryan Slate.
