The application of brand lift depends on a well-structured strategy. To do this, it is necessary to divide the sample into two groups . The first is made up of people who have already been exposed to the campaign. The second is made up of those who have not yet seen the ad.
From there, you need to send out the questionnaire. Future results should be compared to determine the campaign's lift . Therefore, it is necessary to consider the following variables.
Quiz Questions
The questionnaire needs to be well-designed to have the desired el salvador phone number resource effect. It must include questions about recall , awareness , attitude towards the brand and purchase intention. Some examples are listed below.
Do you remember seeing an advertisement for [BRAND] in the last two weeks? If so, where was it?
When you think of [BRAND], what comes to mind?
Would you buy a [BRAND] product the next time you need [PRODUCT]?
On a scale of 0 to 10, how likely would you be to buy the product again?
On a scale of 0 to 10, how likely would you be to recommend the product to a friend?
Evaluation metrics
The strategy needs to be based on indicators to determine the next step to take. The main metrics to be evaluated include:
recall : identifies whether customers recognize your brand in advertising campaigns;
awareness : analyzes consumers’ perception and knowledge of the brand;
attitude towards the brand: considers buyers’ assessment of the company;
purchase intention: whether there is a purpose of closing a deal, that is, purchasing your products or services.
Channels
Your company can use different means to execute brand lift , but you need to understand the main digital marketing channels , how they integrate into the campaign and how they work. For example, a TV marketing video is not very interesting for the internet. A billboard campaign is not always valid for creating a sponsored ad on Google.
As we talked about video marketing, watch the following video and discover the importance of audiovisual media!