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On the basis of a case with a top three telecom retailer, Pervorm shows that a branding budget can have a positive effect on sales. The case combines the use of a structural sales campaign and a thematic branding campaign.

Aim

More sales thanks to thematic branding deployment
A top three telecom retailer refrained from online activities for a period of six months. Pervorm was then asked to use display and search to increase the visibility of the brand, the main aim being to realise sales in both the webshop and the physical shops.

Solution

Supporting sales with thematic branding deployment
It was decided to combine a structural sales campaign and a thematic branding campaign. The thematic presence consisted of three takeovers in a short period to realise a high-impact start, after which standard banners (focusing on branding) were used. In order to identify the clear effect of thematic campaigns on structural deployment, the two campaigns were first examined separately from each other.

Campaign thematic branding deployment

Campaign 1:
Start of online branding activities,
including 3 Home page takeovers
• Objective: Branding
• Period: 6,5 weeks
• No historical data available
• Deployment: HP takeovers (1 on MSN, 2 on Marktplaats)
• 60 percent of the budget was spent on the takeovers (1 on MSN and 2 on Marktplaats)

Campaign 2:
Started 1.5 months after campaign 1,
with no Home page takeovers
• Objective: Branding
• Period: 6,5 weeks
• Historical data of first campaign available
• Deployment: standard banners focusing on branding
• 100 percent of the budget was spent on standard banners

For both branding campaign 1 and branding campaign 2, the graphs display the amounts of sales that were generated by means of thematic deployment.

Analysis of sales issuing from the thematic branding campaign

  1. The home page takeovers in campaign 1 have a positive effect on sales, mainly in the weeks immediately after the takeovers.
  2. Campaign 2 produces fewer sales but remains stable due to continuous optimisation of the deployment.
  3. Continuous analysis is required to manage fluctuations. One of the things that makes this customer conspicuous, for example, is that most of its sales are at the start of the week, to which the media pressure is then adjusted.
  4. The takeovers have a positive instantaneous effect on the direct sales resulting from the branding campaigns. The campaign without takeovers displays fewer conversions and also does not grow as fast in percentage terms.

Design of the structural campaign

The sales campaign is an ongoing campaign aimed at realising sales. The following data relates only to the period during which the thematic campaign took place. The graph shows the effect of the branding deployment on sales.

Analysis of the sales campaign

  1. Sales campaign 1 benefits from the deployment of the takeovers in branding campaign 1 and the effect is visible mainly at the start of the campaign.
  2. The growth of both campaigns is approximately the same. Despite the lack of historical data, the takeovers in branding campaign 1 produce positive growth for campaign 1.

Conclusion

The analysis shows not only that the branding campaign has a direct effect on its own objectives (such as visibility, sales or a visit to a page with an overview of all the physical shops), but also that the branding campaign has an indirect effect on the sales result. The sales campaign therefore benefits from the branding campaign. This is demonstrated because there is a statistically significant relationship (P-value 0.0124) between the greater visibility of the branding campaign and the success of the sales campaign (ρ : 0.412).

Pervorm’s recommendations

Deployment for branding and sales objectives must be closely aligned with each other and cannot be considered separately from each other. After all, good branding should ultimately lead to faster or long-lasting sales, for example. Insights that have been gained into both types of campaigns must therefore be deployed parallel with each other and not separately from each other. So it is important to determine in advance how the deployment can be used more effectively for the various objectives to ensure that a greater effect is realised with the other campaign. For example, if a sales campaign works well on Sanoma, why would you also deploy a thematic branding campaign there (or not)?

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