There is a difference between a product/service and a brand. According to an old marketing saying, a product lies on a shelf, whereas a brand is nested within your brain. That said, we cannot emphasize enough the importance of making people aware of who you are, what problem you solve for your clients, and why you solve this problem better than your competitors. Before potential clients can take your product/service into consideration and develop a preference for your LS&H brand, they need to know who you are.
Stand out or stick out
Competition is everywhere. The proliferation of media means that your competitors have many tools to reach their potential clients – and yours. Whether you are a pharmaceutical brand selling OTC drugs or a CRO specialized in organoids, you will always be competing in the digital space.
For example, if you carry out a Google search on a relevant keyword for your business (e.g., gastric acid or organ-on-a-chip), you will see yourself surrounded by many other brands. If you rank highly (one of the services we provide by doing lead generation), potential customers will be more likely to click through to your brand. While your ranking is important, the following three things are of paramount importance: to what extent your potential client (1) recognizes your name; (2) takes you into consideration; and (3) prefers you above others. The bottom line: if you want to generate leads, you need to make sure your audience knows you first.
Make brand activities measurable
Some people will say that lead and sale generation are measurable, but that branding and awareness are not. At Sciential, we strongly believe that all aspects are measurable and can be proven by data, as long as there is a measurement strategy in place. When it comes to branding and awareness, it all starts with what you strive to measure. Often, we start with a baseline measurement to map the status quo in terms of awareness, consideration and preference. From there, we can easily measure the effect during and at the end of the campaign. To do this, we have designed a dedicated service – Questions That Matter – to measure and validate rapidly.
Tools for awareness generation
In order to make the right impact, we use state-of-the-art tools to convey the right message to the right audience at the right time. Our preferred tools to achieve this are as follows:
- (Premium) banners on third-party websites
- Social media marketing
- Online video
- Digital out-of-home