Is Brand Exposure Missing From Your Growth Plan?

Marketers know that growing a brand isn’t something that happens overnight. According to a new study, only 6% of brands gain noticeable market share in a one-year period. This week’s episode looks at what goes into the right mix of exposure, activation, and experience to grow brands more quickly. Plus, special guest Alexander Lewis shares his ideas for how to create more exposure for your brand overnight. Tune in for all that and more.

As marketers, we’re constantly being pressured to drive company growth. Sales wants more leads to drive revenue to help hit numbers for leadership. Leadership wants revenue to make investors happy, and investors want revenue so they can get some of that sweet sweet ROI.

And yet, a new study by Kantar points to growing your brand if you want to grow sales. Consider this:

  • Consumers are willing to pay 14% more for brands they perceive to be “meaningfully different”
  • The percentage of sales tied to brand depends on brand clarity; brands with high brand clarity was responsible for 17% of sales while low brand clarity only drives 10% of sales
  • It’s a lot easier for smaller brands to grow than it is for larger brands unless the category itself is growing

Getting the Marketing Mix Right

Having the right mix of exposure, activation, and experience, despite sounding logical, is rare. Just 4% of the brands Kantar studied overachieved in each area, but they did end up being the brands that grew the fastest.

We wanted to know how exposure, activation, and experience can help brands grow, so we reached out to Alexander Lewis, a copywriter and marketing consultant at Lewis Commercial Writing, to ask him a few questions about how marketers should think about brand growth. Watch the episode to see Alexander answer these questions:

  • How much do you think brands should spend on exposure, vs. activation vs. the experience?
  • What are some of the best ways to get free exposure in 2019?
  • What are some of the best ways to get quality paid exposure in 2019?

How much of your time and money is spent on exposure, activation and experience? Is it equal across all three areas or does your company tend to focus on one or two? What are the pro’s and con’s that come with it?

Share your thoughts in the comments might just win yourself some new Brandish Insights gear.

Author: Josh Braaten

CEO - Brandish Insights

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