21-11-2019
Without brand awareness, your product won't sell, no matter how good it is. If you want to measure how well you are known by your target group and what value your brand has for potential customers, then brand awareness research offers a wealth of information.
Brand awareness has different levels. Top-of-mind, spontaneous brand awareness or helped brand awareness give an indication of how well your target group knows your brand. The familiarity of your brand compared to that of your main competitors is a good indicator of your position.
Below are three tips to get the most out of your research.
1. Select a specific target group
Limit yourself to your real target group: those who you want to reach with your marketing efforts and who may want to and are able to buy your product. Draw up a buyer persona profile (example buyer) that is as concrete as possible. So not only: farmer or non-agricultural; but also: livestock farmer or arable farmer or horticulturist, dairy cattle or beef cattle or pigs or poultry, farm size, age of farmer, region, ...
2. Ask the right questions
Ask only those questions that are relevant for your marketing strategy. Don't make your survey too long-winded by asking more questions than necessary. You risk that the interviewee gives up and quits the survey.
Ask questions in the right way
Think carefully about the way you ask the questions. For example, keep in mind that the brand name may not mean anything to the interviewee, but he or she does recognize the logo or the packaging of the product. Adding images to your questions using 'helped brand awareness' ensures that you do not miss any relevant information.
3. Identify relevant marketing efforts
It is interesting to know how your target group knows you. This supports your marketing policy or provides new points of departure. You can use multiple choice or open questions.
Do you want to know the relevant questions you should ask to investigate the brand awareness of your agricultural organisation, product or service and how to implement the results of the research in your marketing strategy? AgriCommunicatie can help you with defining your research question, choosing the optimal research method, formulating research questions, selecting the sample or address files, the statistical processing of the results up to and including conclusions and recommendations.
Call us for an appointment or send us an e-mail with your question.