Want better recall for your ads?
After getting a lot of “I don’t remember” and “uh, I think it was for Lindt…”, they did some math to find out how much brand recall would change given different numbers and types of mentions. (Go math!)
Increasing the number of mentions increased the chance of recall for all types of mentions, from a 17% boost to a 56% boost.
Is customer satisfaction overrated?
Like, does it really matter if people say they’re ”highly satisfied” with your brand?
It turns out the evidence is… mixed.
Are expensive spirits sold in heavier bottles?
Shouldn’t nicer spirits be sold in thick-walled, faceted, hefty bottles?
Turns out there’s less than a 20% correlation between price & weight. (The Rsq of the linear regression is a measly 0.039. 😂)
As a marketer and brand scientist (and the proprietor of a speakeasy), it baffles me that bottle weight isn’t used more often as a symbol of quality for the liquid inside.
Does click-through rate actually matter?
Did CTR correlate with ad recall? Nope. Less than 1%, in fact.
How about brand awareness? Nope. Or purchase intent? Nope nope. Both less than 1%.
But surely ROI? Ha. ROI had a -0.07% correlation with CTR. 😂😂😂
Are there small brands with high “loyalty”?
Like, are there brands with low household penetration but high buy rate?
The TL;DR: no. Not really. Like hardly ever. Like nearly never.
F’rinstance, Colgate is for sale around the world. But it’s in a different situation in each country.
Turns out, penetration moves in lock-step with buy rate. Like, really really tightly too.
Running radio ads? Fix your brand linkage!
If someone hears your ad on the radio, can they even say what brand it’s for?
System 1 Research & Radiocentre tested 131 radio ads in the UK.
Shockingly — I mean, it’s _right_after_the_ad_played_ — 40% of the ads had poor linkage.
Did “Got Milk?” Got Sales?
The “Got Milk?” campaign is famous, lauded, & iconic.
Nearly 300 celebs participated over 2 decades. Even Yoda had a milk mustache in ‘99.
But did it work? “Look at the data, you must.”