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1、2023Seven secrets to advertising success during a downturnSeven secrets to advertising success during a downturn2Standing up to the pressurePeople all around the world are worried.The aftermath of thepandemic,the ongoing increase in the cost of living,the ramifications of war,the toll of climate cha
2、nge on the planet.There is no doubt that people all over the world are going through tough times.Meanwhile,consumers are challenged by decreasing purchasing power and are cautious with their budgets.Companies are also under pressure with their marketing spend and facing the challenge of maintaining
3、visibility and brand power despite shrinking budgets.Marketing spend:to cut or not to cut?Advertisers have different strategies for coping with challenging economic circumstances.Some brands are slashing budgets,while others are planning increases to battle the recession.Kantar analysis1 shows that
4、a drastic cut in the advertising budget is never the solution.Since the 2008 economic crisis,savvy marketers have learned a thing or two.Experts advise that you should maintain your marketing investment,if possible.Choose your advertisingstrategy carefully.This is sound advice,but it doesnt account
5、for every situation.If your category is slowing down and demand is fading for a product group,growing market share might not necessarily equal profitability.You must therefore be fully aware of whats happening in the market,in your category,and most importantly,be attuned to the new set of circumsta
6、nces for consumers so you can make the right decisions about your advertising.The art of prioritising spend.Consumers are very familiar with prioritising.Each person or family,finds their own optimal financial trade-offs;they save money in one area to spend more in others.As prices rise,this give an
7、d take intensifies.In fact,three-quarters of the global population admitted that they dont expect their incomes to keep pace with inflation,according to Kantars latest Global Issues Barometer study.People are taking steps to mitigate the shortfall.Businesses are also under pressure to manage these c
8、hallenges and re-prioritise too.1 Kantar,Modern Marketing Dilemmas:How should marketers stand up to recession?,Dec 2022Navigating marketing spend during uncertain times3Seven secrets to advertising success during a downturnSeven secrets to advertising success during a downturn4Seven tips to make you
9、r advertising budget work harder Like your customers,you may be forced to prioritise if your advertising budget is under pressure.One advantage you have as a marketer is that you can work smarter and make your media dollars work harder for your brand.Your budget may be finite,but your creativity is
10、not.1Based on in-depth analysis of our Link ad testing database,recent consumer surveys and decades of helping the world biggest brands,here are seven advertising tips every marketer needs so their marketing triumphs when times are tough.Henry FordCompletely halting your advertising damages long-ter
11、m positive brand associations and long-term sales.This leads to even higher spend over the long-term to recover the losses.Marketing investment is like a tanker ship,with forward momentum being the brands equity.If you turn off the engine for a short while,the inertia will keep the ship moving forwa
12、rd.But as it starts to slow down,it requires a lot more power to return the tanker to its former speed.Dont go darkStopping advertising to save money is like stopping your watch to save time.Seven secrets to advertising success during a downturn5KANTAR BRANDZ PORTFOLIOS VS S&P 500 VS MSCI WORLD INDE
13、XSource:S&P Capital IQ and Kantar BrandZ,April 2006-Feb 202220062000000192023Kantar BrandZ data2 clearly shows that brands that continue to invest outperform others and bounce back more quickly after financial and economic crises.A recent Kantar
14、 Profiles poll also demonstrates that people want you to stay connected with them.Only 5%of people think that companies should stop advertising during a downturn,and this sentiment is what set the post pandemic winners and losers apart.2 Kantar BrandZ,S&P Capital IQ,April 2006-Feb 2022Only 5%of peop
15、le think that companies should stop advertising during a downturn,and this sentiment is what set the post pandemic winners and losers apart.Seven secrets to advertising success during a downturn6While every ad is different,there are some prerequisite ingredients for a creatively effective advertisem
16、ent,such as strong engagement.This holds true over time and through both bear and bull market conditions.However,creative effectiveness becomes even more important during a downturn because youll often need to do more with less.A recent joint study from WARC and Kantar3 shows that better creative is
17、 the single biggest driver of getting noticed,and it ultimately delivers over 4x greater return on marketing investment.High creative quality will drive significantly better outcomes for your business.There are many different factors that contribute to advertising success,but our database demonstrat
18、es that the single biggest factor for success is strong branding.Your brand should be intrinsic to the story you are telling as demonstrated in this award-winning example from Heineken,Cheers to all.It is almost impossible to tell the story of this ad without mentioning the brand;Heineken is present
19、 in every scene,tackling gender stereotypes with a humorous tone throughout.3 Kantar,The art of proof:How creative quality drives profit,Feb 2023AVERAGE RETURN ON MARKETING INVESTMENT PROFIT WITH OVERALL CREATIVE QUAILITYSource:Kantars Link and WARC ROI database1.423.966.62LowMiddleHigh2Get the basi
20、cs rightClick to watch Cheers to all adSeven secrets to advertising success during a downturn7Its clear that creatively effective communications accelerate brand growth,even in a crisis.To be effective,its crucial that your creative communications connect to and resonate with your audience.As consum
21、ers are challenged with personal budget cuts,they are also more aware of how brands are spending their budgets.Understand your audiences needs,be sensitive,show empathy,and avoid appearing tone-deaf by misreading what matters to them.Getting direct feedback from consumers is the best way to ensure y
22、ou understand how their needs are evolving,and subsequently,that you can apply this to your advertising effectively.In the words of David Ogilvy“Never stop testing,and your ads will never stop improving”.This attitude is especially important when you are operating in the highly changeable environmen
23、t of an economic downturn.3Stay close to changes in your audiences prioritiesNever stop testing,and your ads will never stop improving.David OgilvyTest more with ultra-fast AI-powered creative effectiveness predictionsClearly understand the potential of your own or competitor digital and TV ads in a
24、s few as 15 minutes using Link AI.Combining brand lift,creative and behavioural predictions and based on the worlds largest database of ad tests you get reliable highly actionable insight.And using artificial intelligence means when time or budgets are tight you can assess ads that would normally go
25、 untested.Learn moreSeven secrets to advertising success during a downturn8When people are under pressure,sensitivity in advertising is key.People often dont want to be explicitly remind them of the challenges they are facing,and over half of the consumers surveyed in a recent Kantar Profiles poll4,
26、said that brands should offer a positive perspective.Kantar uses Affectivas emotion AI technology to understand how consumers are engaging with an ad.This technology uses facial coding to detect changes in facial expressions such as smile,brow furrow or raised eyebrows.What weve found is that people
27、 dont respond differently to ads in a time of crisis.By analysing facial coding data during both the pandemic and more recent economic downturn,we found that peoples emotional response remained consistent with responses during periods of prosperity.So,carry on doing what youre doing but be sensitive
28、.Again,if you arent sure,check.4 Kantar,Get your creative communications right in challenging times,February 20234Use the power of emotionHOW SHOULD BRANDS ADVERTISE IN THE CURRENT FINANCIAL CRISIS?Source:Kantar Profiles network poll 11 marketsOffer a positive perspectiveShow how they can help in th
29、e new everday lifeNow exploit the current financial situationCommunicate as they usually doAvoid humorous tonesI dont know52%51%34%26%14%7%Maximise ad impact with the worlds most flexible creative testing approachMake the most powerful ads possible with in-depth diagnosis of exactly what is and isnt
30、 working and why.LINK+allows you to test and optimise throughout the creative lifecycle from storyboard to finished film,focusing on the KPIs that matter to your campaign.Create strong digital,TV and static ads that can increase sales impact and build brand value with insights in as few six hours.Le
31、arn moreSeven secrets to advertising success during a downturn9Humour is a great way to build an emotional connection,and in fact 86%of people think the use of humour in advertising is appropriate in the current economic and social atmosphere4.Seventh Generations ad for recycled toilet paper uses hu
32、mour brilliantly to communicate its sustainable message.4 Kantar,Get your creative communications right in challenging times,February 2023The ad evokes more smiles throughout for Considerers,including during the save the trees call to action at the end.This segment of consumers are important to bran
33、ds with a sustainability message because although Considerers are on the fence about whether they can make a difference through their choices,if you can reach them effectively they will change their purchasing behaviour.For Seventh Generation,humour is a really useful tactic to get their message out
34、 to a broader audience.5Dont be afraid to be funny86%of people think the use of humour in advertising is appropriate in the current economic and social atmosphere4.Click to watch Seventh Generations adSeven secrets to advertising success during a downturn10THE HUMOUR ENGAGES SUSTAINABILITY CONSIDERE
35、RS MORE THAN BELIEVERSConsiderersBelieversSeven secrets to advertising success during a downturn11While you cant spend your way to success,brands with a share of voice(SoV)greater than their market share tend to grow.Conversely,brands with a SoV smaller than their share of market(SoM)tend to decline
36、1.Most companies spend 8%-12%of their revenue on marketing.But this benchmark is easily broken by businesses aiming higher.ByteDance,the parent company of TikTok,spent$19bn(31%of its revenue)on marketing last year going after the market share,they want rather than settling for what their growth traj
37、ectory indicated1.They have reaped the rewards of this boldness and grown incredibly quickly as a result.Evidence confirms that media spend plays a crucial role in gaining and losing market share.This data truth is even more valid during a crisis,when your spend will likely be filling awkward silenc
38、es from your competitors.1 Kantar,Modern Marketing Dilemmas:How should marketers stand up to recession?,Dec 20226Spend as big as you aspire to be Evidence confirms that media spend plays a crucial role in gaining and losing market share.This data truth is even more valid during a crisis.Seven secret
39、s to advertising success during a downturn12As consumers look to cut costs,higher-priced brands have a more difficult time defending their price position.To command a premium price,brands must be meaningful and different in the eyes of their audience.Communication that clearly delivers a meaningfull
40、y differentiating message will help to defend the brand choice of your brand in the current environment.This Cadbury Dairy Milk ad is a great example of the power of meaningful difference in action.The skilful emotive storytelling brings together many of the principles already discussed.The heart-wa
41、rming narrative between a father and daughter with just a few spoken lines,demonstrates an innate understanding of people which is highly relatable throughout the world.As a result,this ad won first place for digital advertising in this years Kantar Creative effectiveness awards.7Always be different
42、and meaningfulDifferentThe extent to which somebrands are seen to offer something that others dont and lead the waySalientThe mental availability of the brand:how quickly and easily it comes to mind when making a purchase or usage decisionMeaningfulThe extent to which brands build a clear and consis
43、tent emotional connection and area seen to deliver against consumer needsMEANINGFULLY DIFFERENT FRAMEWORKClick to watch Cadbury adSeven secrets to advertising success during a downturn13Best practices in good times and badIn most markets,the challenges of decreasing budgets and tighter spending cont
44、rols are likely to continue at least for the short to mid-term.Sometimes,you may need to fight to persuade stakeholders that your marketing plans are worth the investment.Whilst the seven secrets are important to heed when facing economic headwinds,keeping them in mind is also a great discipline tha
45、t will help brands to succeed and prosper when less challenging conditions prevail.To implement all these best practices requires the confidence in your choices and genuine confidence can only come from arming yourself with the consumer insights that will help you see through the uncertainty of curr
46、ent commercial context.Stay on top with smarter advertisingBold advertising strategies require decision-quality insights.Book a demo of Kantar Marketplace today to find out how you can build ads that will help you outperform your competition no matter what market conditions you are facing.Book a demo now!