Even if your business sells the most obviously useful product or service, remember: the laws of consumer perception still apply.
A fundamental principle among consumers is a dislike of the unknown. It translates in this basic way from a marketing perspective: People are more likely to do business with companies they know. If someone is unfamiliar with your company, it will be much more difficult for them to choose you over a competitor they feel they know better.
Particularly for the segment of people you hope to gain as customers, it’s important to understand how much they know about your company. It can tell you a lot about how to shape your marketing efforts.
The Knowledge factor within Discida’s Brand Health Score measures how familiar people are with your brand, as well as the depth of that familiarity. During a Brand Health survey, we ask your target population questions that go beyond name recognition to gauge how fully your target understands what you can offer.
Although our data scientists have found a strong correlation between a high Knowledge score and a high overall Brand Health Score, we still advise clients not to despair when the Knowledge score is low. Instead, embrace it as an accurate picture of where you are today. Getting a low initial benchmark Knowledge score is not unusual, particularly when marketers are in a testing, beta or pilot phase… or, if they are simply looking to establish a starting point in a long-term branding initiative.
That said, everyone wants to change a low score. Here’s how you go about it.
Changing a Low Knowledge Score
If your knowledge score is lower than desired, there’s a strong rationale for increasing the saturation and aggressiveness of your marketing efforts. Flooding the market with information can change a Knowledge score rather quickly.
Brand Health Score research uncovers what an audience values most in a brand. This is critical information to help marketers create alignment between an audience, company priorities, and marketing messages. Companies benefit most when they measure first to obtain benchmarks and identify deficiencies. Next comes the implementation of marketing efforts to exploit strengths and address deficits. Marketers then measure again to see how the needle moved – that’s the fun part!
Take, for example, a financial institution that wants more Millennial customers. One of the first constructive steps it can take is testing the current level of brand knowledge. While the initial number may be low, the financial institution is now armed with a benchmark starting point. The score will also give them a better idea of what millennial banking consumers want, allowing them to develop highly targeted new products and marketing campaigns with confidence.
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Also published on Medium.