Brand Tracking data is an important way to measure the effectiveness of your marketing activities - and determine if they're hitting their mark
Determine if a Campaign Was Successful
Consider brand awareness among the general population - we can use this as a baseline. A general increase here is great, but it should not be the deciding factor as you evaluate campaign performance. Instead, we suggest looking at your target audience to see how they reacted.
The way your target audience responds is a key indicator to success; and if you've run a good campaign, it should leave them feeling like they can see the value in your product/service, and that they need to have it. This is the group that will retain the most information about your brand, and who you should focus on bringing through the brand funnel.
As hinted at above, focusing on the general population isn't necessarily going to help you determine if your actions are making the positive impact you'd like them to. That is why taking a closer look at the brand tracking data for your target audience is a good starting point - as this is where the true insights are going to lie. However - we would like to stress that the more niche your target audience - the larger the fluctuations in awareness levels are going to be. But don't worry, this is normal as these audiences are more likely to be exposed to competitor campaigns in their search for products and services.
Make Changes to Your Marketing Activities
Static campaigns are likely to generate static results in brand awareness levels for your target audience. Why, despite continuing ad strategies that have previously worked, would this be likely to happen? To start, this is an indication that you should definitely make some changes to your marketing activities.
Now, this doesn't mean that you have to change the entire campaign to something fresh and new. It could be as simple as altering the tactics you've previously been employing. Here's a short example: Your brand launched an attention-grabbing billboard campaign a few months ago, and initially was very successful. Your Latana brand tracking results have even risen as a result. This is great! So you decide to extend the life of the campaign, but lately it seems that it hasn't been generating the same results.
In our experience, advertising the same advert in the same place is going to hit it's threshold earlier than anticipated. Eventually, this will results in the about same people viewing your ad day in and day out. Your brand awareness will then stop increasing, because the number of people who are exposed to your ad has been limited. In fact, this could potentially have the opposite impact on your brand awareness levels.
Now, we aren't trying to suggest that initial increases you observed aren't something to celebrate - because your target audience may have been directly impacted by your ad for the first couple of views! This is when awareness it at its freshest, most top-of-mind, and where they've been able to build a level of recognition for your brand. However, when these same people see the same ad (billboard) every day, it becomes harder for them to explicitly describe its features or pick it out among alternatives.
To test this theory, UCLA conducted a study to learn more. In their experiment, they tested peoples memories in regards to where the bright red fire extinguishers were located in their office. Despite their highly visible placement, many people were unable to accurately remember where these extinguishers were located, or if they had even seen one - even those who had been working in the same office for 25 years!
The moral of the story: seeing something is not the same as noticing something.
Don't be afraid to switch it up with your campaigns. Change their locations. This is a key strategy to help you build brand awareness and avoid going static.