Well, marketing masters are forced to play this game, too.
I heard a couple of them talking about their plight in a podcast last week.
How unfair, they said.
How arbitrary, they said.
Ever-moving targets are frustrating, they said.
Forget that one size fits all stuff, they said.
They sounded just like us discussing state mandated standardized tests!
(It was kinda fun!)
The two were talking about the meaning of “top of mind.”
In the same serious manner we use to analyze and compare our test scores, they questioned the value of conducting annual “top of mind” surveys.
(At this point I stopped having fun… I didn’t even know what a “top of mind” survey was!)
Come to find out these surveys are a big deal when it comes to measuring BRAND AWARENESS in the minds of consumers.
For example, when asked to name a soft drink, most people will say “Coca Cola.”
This is their speedy-kwik “top of mind” response.
And this isn’t surprising since Coca Cola pays dearly to promote and maintain its unrivaled “top of mind” position.
Now here’s where the podcast got interesting.
The marketers said surveying for BRAND AWARENESS in 2016 – still considered a marketing must-do – was practically useless.
It’s time to accept we are living in the age of the individual.
The best “top of mind” surveys to conduct today are those which measure BRAND PREFERENCE, not awareness.
Who cares if zillions of people can immediately blurt out “Coca Cola” when asked to name a soft drink?
The better question to ask is what people PREFER to drink when given they’re given the choice.
There is where the marketing gold is found.
With PREFERENCE surveys!
They’re the best at helping you spot the trends that can tighten up your strategy.
Does this make sense?
I hope so.
Their call for marketers to lead the charge for using better metrics that really matter rang true for me.
And uh, oh…
This now leads us right back to our discussion of state mandated standardized tests.
Sorry ’bout that!
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