Impressions in Marketing
I have been working recently with the marketing department at Danby on impressions. I hope they have a good impression.
An impression in marketing is someone seeing the product or brand.
The number of impressions needed for a consumer to "know" a brand is between 7 and 15.
The theory in impressions and marketing is "Impressions build brand through recognition".
The impression formula is complex. It is a combination of Number of impressions (N), Strength of impression (S), Appropriateness of impression (A), Timing of impression (T), Feeling of impression (F), and Repeat of impression (R)
N - Number is easy. Just the raw number of impressions
S - Strength - tougher and more subjective. Partly it can be objectively measured by time spent but it will vary from person to person. Use a scale of 0 to 1.
A - Appropriateness. Most marketers use demographics and surveys to figure out if someone is an appropriate target. This ties into the concept of Overspray in Marketing. Use a scale of 0 to 1.
T - Timing of impression. When people are close to buying a product, the value of the impression goes up. Advertising air conditioners in the winter is an example of poor timing. Again use 0 to 1.
F - Feeling of impression. If people have a good feeling when they see your brand, the impression is a good and valid one. If a company makes a poor product and every time the poor product is looked at the associating is a bad one, it negates the impression or since the person can actually negatively influencer. Use a scale of 1 to minus 10.
R - Repeat of impression. You cannot ever get over a full impression point for one person. So someone who wakes up and sees a Danby dishwasher daily or who drives past a Danby plant daily may have full recognition and adding more impressions does not add to recognition. (In any case where recognition is 100%, the marketer goal is to work on the F (feeling).)
I always wanted to have a score named after me, so I will call this the Estill impression score. So the formula becomes:
And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. = N*S*A*T*F*R
So an example:
1,000 people see a mention of Danby on Twitter. (and we know often less than 1% of the Tweets get read so this would be a Tweet to 100,000 people)
N = 1,000
Twitter tweets tend not to be real strong so S=.1. Perhaps only half the people on Twitter would ever be a Danby type product buyer so A=.5. And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. And most people are fairly neutral on Twitter feelings so F=.5. Many people who are seeing Tweets see them often from a brand they know so R might be .1.
This tweet would be:
1,000*.1*.5*.05*.5*.1 = .125 Estill impression score
Another example:
1,000 people have a Danby Compact Fridge in their office. Assume they have 30 staff see it regularly (those would be low R) and 50 visitors through their office. So 80,000 impressions.
Product impressions tend to be weak since they can be background so S=.05. 80% would be buyers so A=.8. And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. Unless the person in the office raves about their Danby, F might be .5. R might be .2 depending on how many of the people have "maxed their Danby impressions".
80,000*.05*.8*.05*.5*.2= 16 Estill impression score
Note how this really gives the advantage to the market leader and companies which have many products in the market.
In summary - impressions count. But make them good ones to appropriate people with appropriate timing. Grow your impressions and grow your sales.
An impression in marketing is someone seeing the product or brand.
The number of impressions needed for a consumer to "know" a brand is between 7 and 15.
The theory in impressions and marketing is "Impressions build brand through recognition".
The impression formula is complex. It is a combination of Number of impressions (N), Strength of impression (S), Appropriateness of impression (A), Timing of impression (T), Feeling of impression (F), and Repeat of impression (R)
N - Number is easy. Just the raw number of impressions
S - Strength - tougher and more subjective. Partly it can be objectively measured by time spent but it will vary from person to person. Use a scale of 0 to 1.
A - Appropriateness. Most marketers use demographics and surveys to figure out if someone is an appropriate target. This ties into the concept of Overspray in Marketing. Use a scale of 0 to 1.
T - Timing of impression. When people are close to buying a product, the value of the impression goes up. Advertising air conditioners in the winter is an example of poor timing. Again use 0 to 1.
F - Feeling of impression. If people have a good feeling when they see your brand, the impression is a good and valid one. If a company makes a poor product and every time the poor product is looked at the associating is a bad one, it negates the impression or since the person can actually negatively influencer. Use a scale of 1 to minus 10.
R - Repeat of impression. You cannot ever get over a full impression point for one person. So someone who wakes up and sees a Danby dishwasher daily or who drives past a Danby plant daily may have full recognition and adding more impressions does not add to recognition. (In any case where recognition is 100%, the marketer goal is to work on the F (feeling).)
I always wanted to have a score named after me, so I will call this the Estill impression score. So the formula becomes:
And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. = N*S*A*T*F*R
So an example:
1,000 people see a mention of Danby on Twitter. (and we know often less than 1% of the Tweets get read so this would be a Tweet to 100,000 people)
N = 1,000
Twitter tweets tend not to be real strong so S=.1. Perhaps only half the people on Twitter would ever be a Danby type product buyer so A=.5. And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. And most people are fairly neutral on Twitter feelings so F=.5. Many people who are seeing Tweets see them often from a brand they know so R might be .1.
This tweet would be:
1,000*.1*.5*.05*.5*.1 = .125 Estill impression score
Another example:
1,000 people have a Danby Compact Fridge in their office. Assume they have 30 staff see it regularly (those would be low R) and 50 visitors through their office. So 80,000 impressions.
Product impressions tend to be weak since they can be background so S=.05. 80% would be buyers so A=.8. And only 5% of the people are likely to buy an appliance in the next 90 days so T would be .05. Unless the person in the office raves about their Danby, F might be .5. R might be .2 depending on how many of the people have "maxed their Danby impressions".
80,000*.05*.8*.05*.5*.2= 16 Estill impression score
Note how this really gives the advantage to the market leader and companies which have many products in the market.
In summary - impressions count. But make them good ones to appropriate people with appropriate timing. Grow your impressions and grow your sales.
posted by Jim Estill @ 9:18 AM 
7 Comments:
This is a great way of breaking down how a person can "know" a brand. It is also a great way of tying into a consumer's path-to-purchase. These impressions can be the stimulus they need to have that "zero moment of truth," as displayed below:
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The Estill Impression Score might seem complex at first, but if you focus on A, T and F, influencing variables which are in a Marketer’s control, you can not only make sure your impressions count but you will also grow your impressions and sales.
As campaigns themselves become more measurable and the results that ensue become more clearly attributable to ROI, the original question of marketing as a means of creating a customer ends up hanging in the balance. Just because a keyword led someone to a landing page, which led him or her to click on a link and take a specific action, is that the reason they bought something?
The Estill Impression Score begins to dissect this reason and expands traditional ROI (Return on Investment) to a more accurate ROI (Return on Impression).
An interesting and effective method for calculating the way a brand leaves a mark on its audience. Often difficult to measure, the 'Estill Impression Score' removes some of the mystery behind the success of marketing and brand recognition.
This post did a great job of providing a comprehensive analysis of the ROI – return of impressions. What really stood out to me was that you should not measure the impact of impressions solely based on its face value (the value for ‘N’).
For example, let’s say a tweet managed to attain 20,000 views (N= 20,000) and compare to an Amazon ad that only received 1,000 raw impressions (N=1,000) one could only assume that the tweet was a lot more effective…right? No. Due to a weaker S, poor audience targeting, and bad timing, that tweet might only have achieved an Estill score of 12.5 (see below). On the other hand, the ad on Amazon was able to target consumers who bought a similar product (A=.4) and generally people who are on Amazon are looking to purchase a product within the next 14 days (T=.25). As a result, the Amazon post had a much higher Estill score despite a lower number of raw impressions (see below).
Tweet:
N= 20,000
S= .1
A= .25
T=.05
F= .5
R= 1
12.5 = 20,000 * .1 * .25 *.05 * .5* 1
Amazon Ad:
N= 1,000
S=.4
A= .4
T= .25
F= .5
R= 1
20 = 1,000 * .5 * .4 * .25 * .4 * 1
Tying back into Jessica's response, companies don’t build brands these days. Consumers do by experiencing those brands and developing feelings for those brands. Consumers develop emotional connections and talk about those brands and emotions with other people via social media, word of mouth, etc.(http://www.forbes.com/sites/work-in-progress/2012/05/14/understanding-the-new-roi-of-marketing/).
Consumers want to feel good about a purchase and brand choice which comes directly from their "impression". A marketing opportunity might not add to a company's bottom-line today or can be hard to measure the direct ROI (Return On Investment), but the indirect marketing opportunities lead to people talking and sharing it across the internet which can make that marketing initiative worth the effort and time.
An example of a great emotional impression is Budweiser anti-drunk driving ad. They didn't even have to show alcohol to grab the audience's emotions. I am sure a lot of consumer's had a high ROI (Return on Impression) from this campaign... I certainly shared this on my Facebook!
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