The age-old question with advertising – does it work? Will spending money on brand awareness lead to greater sales?
We admit we have a bias toward believing in the power of advertising. But it’s always good to be able to present examples of how advertising has been successful to help bolster our belief and perhaps sow doubt in the minds of skeptics.
A recent example we came across is the market leading position of Grey Goose vodka. According to a February press release from NPD, Grey Goose is the number one choice for vodka consumed away from home, across gender and age categories. And compared to the other brands, Grey Goose is the only brand to have the strong preference across all groups.
So what is Grey Goose doing well? A clue may come from an interview that MediaPost’s Marketing Daily had with Grey Goose brand director Michelle Beauchamp, in which Beauchamp discussed how the company had doubled its summer 2011 ad spending with the goal of having a number one share of voice during that time period.
We’re not going to state that this single decision had the direct effect of Grey Goose’s achieving a number one preference for away from home vodka consumption. But we think it would be equally naive to believe that the spending had no effect. The creative was well executed, and the media plan seemed like a good one. And we also recognize that Grey Goose has been a leading premium vodka brand for over ten years. But we do think that the decision to strategically use advertising for a specific goal was a good one, and the results speak for themselves.
Have you experience with brand advertising been successful? We’d love to hear your stories.