As a Sales, Marketing or Digital Manager you are certainly aware of management’s demand for proven results of your investments. And of the difficulties to provide exactly that. The issue is simply too complex for simple answers, an age-old dilemma in the advertising world.
To mitigate this rather embarrassing knowledge gap, the Swedish Advertisers organization has developed a common definition and industry standard how to measure advertising effect. The objective is to:
- Create common ground for evaluating marcom, and thus being able to improve it for increased effect.
- Establish clear, shared objectives to improve cooperation between all parties involved.
- Reduce complexity and clarify key performance indicators (KPIs)
- Find the balance between long- and short-term (strategic and tactical) marcom investments.
Now the organization offers its member companies as well as organized advertising and communication agencies a comprehensive training course about communication effects. Qualified insights with full documentation, a digital knowledge test, and an official certificate valid for two years.
A strong, easily recognized brand brings several benefits: The audience is more likely to notice your messages and offering in the crowd; listen and believe what you say; accept a slightly higher price; accept flaws or complications more easily, and talk more fondly about you in the neighborhood.
THE BALANCING ACT
Even without attending this course, it is easy to see the benefits of balancing investments in immediate sales promotion with long-term, brand-building effects. Also considering the intricate interplay between manufacturers and dealerships.
Traditionally, manufacturers marketed the brands and sub-brands while the dealers focused entirely on sales promotion, advertising the cars currently in their catalogue rather than the benefits of the dealership itself.
As car makers expand their interest in end customers/ car buyers, and multi-brand resellers increasingly compete, both with each other and with alternative forms of vehicle access, this is bound to change. Fast.
Car makers typically have specialized knowledge, experience, and resources to develop and promote strong brands. For most car dealers it is still a new challenge and, indeed, opportunity.
AND
Everything we say and do communicates. Branding campaigns also support sales, and sales campaigns add meaning and value to the brand. As long as we do it right. If, for example, you present your cars in stock (all of them) in the most honest, engaging, and attractive way, car buyers are likely to 1) buy it from you, and 2) think of you as a first choice supplier and service provider.