Tag Archives: brand

Social Media’s Impact on Brand Awareness

While the Big Game maybe over, its impact will be felt for a long time to come.  Joe Flacco might have been the MVP, but the big winners of the night were really Audi, the Budweiser Clydesdales and the SuperBowlLights twitter feed (You can probably add Stevie Nicks as well – you know that Landslide is going to be racking up the downloads from kids just discovering it).  Audi’s “Prom” & Budweiser’s “Clydesdale” spots scored big with fans and caused a ton of social media buzz. The blackout gave social media a huge lift and extended the campaigns of many advertisers.  Both Oreo and Tide had great social campaigns up within minutes and the @SuperBowlLights account had over 12,000 followers inside of 10 minutes. Many companies found that social media can be an useful tool in generating attention during the big game, now new research is out that shows how effective social media can in creating awareness in general.
shutterstock_107413223•  44% of use consumers think that social media keeps them in the know about brands & products

• Women are 20% more likely than men to learn about products through social media

• Nearly two-thirds of adults under 35 feel social media keeps them informed about brands and products

• The affect of social media is felt more by those who are in higher income brackets – 46% say social media keeps them in the know about brands

• Social media can also help with B2B messaging.  Businesses owners and senior executive decision makers are much more likely to be influenced by social media

What Does This Mean To You?

Yes, it’s much easier to create a social buzz when it’s backed up by a $4 million commercial and an audience of over 111 million people.  But social media can help nearly every business connect with potential customers and create awareness.  It comes down to taking advantage of opportunities.
The Super Bowl blackout is a great example.  Everyone from electricians and contractors to anyone who sells batteries and light bulbs could have taken advantage of the unique situation.   Start by promoting your social media entities in your existing messaging.  Encourage people to “like” you on Facebook,
follow you on Twitter and join your circle on Google+.  The Big Game only happens once a year, but there are things that happen every day that you can
use to increase your awareness through social media.  For more information on how to create a social buzz, please your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Ipsos; Huffington Post; The Nielsen Company; Mashable

Mobile Making New Brands Relevant

It’s never easy to establish yourself with consumers. Competition is tight and consumer loyalty can be difficult to attain. Mobile devices are a double edged sword when it comes to this. Smart phones and tablets have made it easy for people to find to find your business, but it’s also made it easy for them to compare prices and find deals. New research has become available that shows how mobile device owners find out about new products and businesses.

shutterstock_110330516• Two-thirds of smart phone owners have geo-location applications on their device, this makes it easy for shoppers to see the places they want to shop and how close your store may be to them

• Nearly 80% use search engines to find new products

• Over 30% use online ads and digital product reviews to discover new brands or products

• Just under a quarter have found new products through either Facebook posts or ads on Facebook

• 7% used twitter posts or ads and 6% saw a new product on Pinterest

What Does This Mean To You?

Technically, mobile should be thought of as a platform and not a solution. There are many solutions that can be classified as mobile. Geo-location apps, shopping apps, QR scanning apps are all native mobile solutions but there are other solutions that are becoming mobile-centric. Because email, search and social networking are all becoming more mobile in nature, marketing via these channels could also be classified as mobile. It’s more important to look at them in the way consumers are using them and develop campaigns that way. For more information on making more money through mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Forrester

Social Causes Drive Sales

During the holidays, people tend to reflect upon their own good fortune and are more likely to be charitable.  Many brands are finding that aligning themselves with positive causes can bring results throughout the year, not just at the holidays.  A recent report looks at how consumers view socially responsible brands and how it affects purchasing patterns.

shutterstock_95719285• Worldwide, over half of all consumers say that a brand’s association with a social purpose is a purchase trigger

• Since 2010, the number of global consumers who say social purposes cause them to make a brand purchase has increased by nearly 30%

• Nearly half of consumers make a purchase from cause supporting brands on a monthly basis

• The number of shoppers who make monthly purchases from cause supporting brands has increased 47% since 2010

What Does This Mean To You?

Supporting good causes helps to increase your awareness and how you are viewed. When looking to get involved with social causes, there are several avenues your business can pursue.  You can get involved in annual campaigns, event related causes or calendar-based charitable opportunities.  You can also look to locally or nationally-based causes.  Getting involved with locally-based causes may be the most beneficial to your organization.  Besides helping out a cause or charity that may not get nationally support but is doing great things, the fact that it is local will increase affinity towards your brand.  Consumers feel more connected to local causes and can see the differences being made.
When choosing a cause or campaign, you should avoid anything that is too political.  By nature, political causes are very divisive and may actually cost you customers.  In tomorrow’s post, we’ll look at how socially responsible brands are viewed by consumers.  For more information about partnering with great local causes, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Edelman; eMarketer