How do you test and scaling advertising whilst making it profitable?
Firstly, when it comes to testing and scaling advertising while making it profitable, the age-old saying “you have to spend money to make money” comes to mind. However, spending smartly is the key here. Start with small-scale tests on different platforms with different audience segments, never assume that you fully know and understand your customers psychological drivers until you have fully researched, understood and consumed the same air that they breath.
Then it’s a case of tracking your key performance indicators (KPIs) very closely and identify what works best for your target audience. You may find that one platform delivers a much higher return on investment (ROI) than others, or that a specific audience segment is more responsive.
Consider the example of Husqvarna, and their brand Flymo, a leading provider of outdoor power tools. They wanted to position Flymo as a comprehensive supplier for garden care. Working closely with their marketing team and through a series of strategic marketing and promotional campaigns such as ‘Power for all’ and ‘Robotics’ we successfully created a robust, engaging and appealing brand identity. The results? They not only maintained their prestigious market position but also became the No.1 in robotics in the UK. High impact creativity was important, but testing, evaluation and improvement are key in optimising any campaign.
How do you constrain variables in order to understand the impact of changes and interpret data (we’re guessing a lot!)?
Constraining variables to understand the impact of changes and interpret data is a skill that comes with practice. When it comes to interpreting data, the key is to reduce noise. In the context of digital marketing, noise refers to the variables that can influence the performance of your ads but are not the focus of your test.
It sounds obvious but for example, if you’re testing two different ad designs (variable A) but using different audience segments for each design (variable B), it will be difficult to determine if changes in performance are due to the design or the audience. By constraining variable B (i.e., using the same audience for both designs), you can more confidently attribute changes in performance to variable A.
If we take the recent FiberLean brand launch campaign, we achieved extortionary high results by reducing variables including the creative approach. Our LinkedIn partner seemed very surprised at the level of engagement the webinar campaign achieved, with two stats standing out for him…
- The FiberLean campaign achieved a 1.4 engagement rate. The UK average rate (as an example for all B2B campaigns in November/December) was much lower at 0.45.
- 25% of viewers watched the entire FiberLean video from start to finish, the UK average for viewers watching a video type advert from start to finish at the time was only 7.5%.
It’s easy to get overwhelmed with data, and it’s equally easy to draw inaccurate conclusions if we’re not too careful. The key is to limit the number of variables you’re testing at any one time. This way, you can more confidently attribute changes in performance to the variables you’re manipulating. You can’t control everything, but controlling what you can, and adjusting accordingly, can take you far. This approach enables you to make incremental improvements to your advertising strategy while maintaining a clear understanding of what is driving those improvements.
What is the best way to build a brand cost-effectively?
Sometimes size doesn’t count and it’s the educated arse behind it that achieves the best results. Putting it bluntly in the world of marketing, money isn’t everything. Emotional connection, authenticity, and bravery often carry as much if not more weight than a hefty advertising budget. This is a key philosophy of ours and we like nothing more than creating a highly agile campaign for our clients such as Warrens Group in order to blow away their competitors who have bigger budgets.
To build your brand cost-effectively, you must first understand that your brand is not just your logo or tagline. It’s the emotional and psychological relationship your customers have with your business. This is where the power of storytelling comes in. A well-told brand story can create an emotional connection with your audience, making your brand memorable and engaging.
Consider leveraging user-generated content (UGC). It’s cost-effective and can be more impactful than professional photos because it shows real people using and enjoying your products. Furthermore, it’s a sign of bravery to put your brand in the hands of your customers, showing that you trust and value them.
Colour psychology can also be a cost-effective way to evoke emotion and build your brand. It’s not just about choosing a pretty palette; it’s about choosing colours that communicate your brand values and connect with your audience on an emotional level.
As in most of our case studies colour plays a crucial role in branding and marketing. When used effectively, colour can evoke emotions, influence purchasing decisions, and shape perceptions. For instance, red is often associated with passion and energy, blue is associated with trust and calmness, and green is linked to nature and health. Businesses can leverage these associations to create a brand identity that resonates with their target audience.
Moreover, it’s important to stay ahead of the curve. With the exponential changes in how people are receptive to colours, there’s been a rise in chromatic colours in colour palettes, interiors, fashion, and marketing. Embracing these trends can help businesses create a visually appealing brand that accurately represents their values and resonates with their audience.
Finally, remember that building a brand takes time. Don’t rush it. Be consistent, be authentic, and most importantly, be brave. As they say, fortune favours the brave, and in the world of marketing, bravery can indeed be quite rewarding.
In the immortal words of Advertising inspiration, and Artist Alan Page-Smith, “The most effective marketing comes from a potent blend of creativity and science. So, let’s focus on the creative first, then test, interpret, and build our campaigns diligently. When we get that right we are all being paid to do a job that we love doing and most importantly our clients are happy”.
If you have specific questions about any areas of marketing please get in touch as we are always happy to help.