Post by account_disabled on Dec 19, 2023 6:42:17 GMT
In other words: by focusing too much on your brand and its promotion, don’t you risk missing out on a lot of customers and therefore business? In a previous article, I looked at the impacts on Afflelou's online activity following their partnership with Sharon Stone (Digital Strategy: Sharon Stone or Madame Michu? a>). From a data point of view, figures, on the basis of public data and without being in contact with anyone at the moment in the optical sector, opticians, ophthalmologists, glasses, the impact of the presence of the star in the brand's advertisements are not blatantly about business and seem to have benefited the star more.
A few days ago I published a post in which I talk about the Email Data brand Akena (verandas and pergolas) and its advertising campaigns in which media personalities are present: Chantal Ladesou, Franck Ferrand currently and Stéphane Bern in the past. Akena is a priori a CA of €160M in 2019 and an increase of 33% in 2020. Digital Strategy, Marketing, communication and spontaneous notoriety This partnership with personalities started in 2016 on the occasion of the 35th anniversary of the brand. I do not have data to measure the offline impact of such a partnership. On the other hand, there are many tools to get an idea of the online impact. Such a partnership is generally established with qualitative objectives (values, recognition, notoriety) and with quantitative objectives (turnover).
A simple and accessible indicator to use is the evolution of the number of Google queries around the brand. It’s quite logical: the more a brand is known/recognized, the more it is sought after by Internet users. Here is the evolution of these requests since January 1, 2015, to have a little history before the start of this partnership: At first glance, nothing obvious. We notice a first peak in March 2016 when the campaign started but if we look at the long term, we have more the impression of a demand which evolves according to the advertising campaigns than of a spontaneous notoriety which increases in the weather. It is very likely that if we put this curve in parallel with the curve of the brand's radio campaigns, there will be a very strong correlation.
A few days ago I published a post in which I talk about the Email Data brand Akena (verandas and pergolas) and its advertising campaigns in which media personalities are present: Chantal Ladesou, Franck Ferrand currently and Stéphane Bern in the past. Akena is a priori a CA of €160M in 2019 and an increase of 33% in 2020. Digital Strategy, Marketing, communication and spontaneous notoriety This partnership with personalities started in 2016 on the occasion of the 35th anniversary of the brand. I do not have data to measure the offline impact of such a partnership. On the other hand, there are many tools to get an idea of the online impact. Such a partnership is generally established with qualitative objectives (values, recognition, notoriety) and with quantitative objectives (turnover).
A simple and accessible indicator to use is the evolution of the number of Google queries around the brand. It’s quite logical: the more a brand is known/recognized, the more it is sought after by Internet users. Here is the evolution of these requests since January 1, 2015, to have a little history before the start of this partnership: At first glance, nothing obvious. We notice a first peak in March 2016 when the campaign started but if we look at the long term, we have more the impression of a demand which evolves according to the advertising campaigns than of a spontaneous notoriety which increases in the weather. It is very likely that if we put this curve in parallel with the curve of the brand's radio campaigns, there will be a very strong correlation.