The media that are the best for brand building are the so called ‘broad media’, according to Magnus Ohlsson. He recommends that you start by understanding your goals. If you want to build a strong brand you will need broad media, with high reach, as a part of your package.
Typical media with broad reach are tv and other streaming media, radio, outdoors, print advertising, direct marketing, digital advertising and sponsoring. Read more about how to compare media in the IPA report Effectiveness in Context.
IPA | Effectiveness In Context
[Free download for the members of IPA]
There is also a need to take the possible impact of the medium into consideration. One reason behind the lower effects, according to the IPA, was that the room for creative effectiveness was overlooked when the media choices were made.
We at Holmen Paper would like to point out some of the advantages of paper. When you print your own message, you have room for creativity, to make impact, and to tell your story. You stand out, in exactly the context you choose for yourself. Printed matters still stand out and create trust better than other media, according to for example the following research by Relevance and Magnetic.
Too much focus on ROI, return on investment, has lead to a short-term and narrow focus, which doesn't provide the effects we would like to have in the long run, says Magnus Ohlsson. Paul Bermann at Techfunnel recommends that marketers combine direct mail and online marketing efforts, to achieve higher brand awareness and recall and increase their future ROI. The opening rate of marketing emails, where recent figures state an average of 14.79%, contrasts with the 80-90% of consumers that will open direct mail, Techfunnel states.
Research from Harvard Review shows that response rate from catalogues has increased, and that the millennials’ usage of catalogues has also increased.
Brand building vs sales activation, media and channel strategies. How can you grow market shares?Watch seminar 1
Drawing up the next new normal retail landscape. We tap into the minds of the decision-makers.Watch seminar 2
We show and discuss different winning and losing strategies in these times of transformation.Watch seminar 3