Brand Awareness Survey 101 for Your WAHM Business

Several WAHM companies are now investing in a brand awareness survey to measures the efficacy of their brand management strategy. You have spent a lot of time and even money to build a brand image for your business but how will you know if your efforts have really yielded the desired results? A tangible measure such as the increase in the sales figure is just one aspect or metric to determine the success of your brand management initiatives.

What Is It?

It is a survey conducted to measure the metrics of brand management to gauge the impact that a marketing campaign had on consumers.

How Is It Conducted?

It is very common to conduct online surveys. The response thus achieved is good and so it is an accurate measure of the impact and efficacy of specific marketing efforts.

Why Should You Conduct a Survey?

Most marketing campaigns take months to devise and incorporate. Not to add the high price tag associated with such campaigns and after all this if the efficacy of such marketing efforts are not measured, it can threaten the time and the resources invested in the marketing efforts. An awareness survey can go a long way in providing insight on core topics such as the strengths and weaknesses of your product, the image of the parent company in the minds of the consumers, and the services offered by your company including:

• Information about products that are ‘currently top of the mind' in the market
• The attributes of your product versus those of the competitor's products
• Customer perceptions abut your brand versus the competitor's brand

The result of a survey can prove to be the basis for brand leveraging initiatives and the relaunch of products.

What Is The Most Common Misconception About A Brand Awareness Survey?

People often assume that a brand awareness survey is merely conducted to measure the brand recall and the ability of the customer to associate the products or company with its brand. However, in reality, these surveys are geared to reveal several important intangibles such as the emotions and perceptions that people harbor about a brand, their likeliness to buy the products from a specific company, and their impression about the products offered by the competitors.

A Sample Brand Awareness Survey

Rate the overall brand reputation of company X

Rate the brand on a scale of 1 to 5 for the following

Passive vs. competitive

New to the market vs. established

Profit focused vs. consumer focused

Hard to deal with vs. easy to deal with

Which mode of communication influences your image of a brand the most?

Press articles, online advertisements

Print advertising

Televised advertisements

Trade shows

Conferences

Word of mouth, etc

What Are The Alternatives To A Survey?

A company can also use keyword tools to analyze the success of a campaign for a fraction of the amount spent after in conducting traditional brand awareness surveys. These keyword tools will tell you if your campaign has managed to peak consumer interest in your product your services because after reading about them in the newspaper or magazine, they are likely to gather more information about them online, all of which will reflect as an increase in the number of searches for a particular set of keywords.

Another way is to use web analytics. If you own a website, you can measure factors such as the number of visitors, any increase in this number after the campaign, the number of conversions after the marketing effort, etc.

Testing and optimizing is an ongoing process of marketing. Use a brand awareness survey to measure the success of the brand marketing strategy for your WAHM business and adjust it accordingly.