At our Business Breakfast on the topic “Media Strategies for Building and Growing a Brand,” we joined marketing professionals from various sectors to discuss the latest trends and proven practices in media strategies that help brands grow and achieve long-term success. How can marketing budgets be planned effectively? When is it worth targeting broadly, and when is it better to focus on detailed segmentation? How can seasonality be leveraged, and why is it important to monitor the signaling power of media? What were the key takeaways from our participants in the moderated discussions?

1. How to Effectively Plan Media with Different Budget Sizes.

How to Allocate the Media Budget?

One of the main topics of discussion was media budget allocation. Participants agreed that brand-building budgets should be an integral part of the overall marketing strategy and not be underestimated in favor of performance campaigns. It was also noted that in many companies, the size of the budget is still primarily determined by the finance department, which can lead to underinvestment in long-term branding efforts.

Brand Building vs. Performance Campaigns

The importance of a balanced approach between branding and performance marketing was another key point. Without a strong brand, performance campaigns are less effective, and their return on investment can be lower. Therefore, brand building should be seen as an investment in future growth.

Marketing Outside the High Season? Yes!

An interesting insight was the timing of campaigns. Many companies focus on peak seasons, but we highlighted the benefits of running campaigns during less competitive periods, such as January and February. With lower competition, it’s possible to achieve better visibility at a lower cost.

Spotify: Surprisingly Good Results

The discussion also touched on advertising on the Spotify platform. Some participants shared interesting experiences with high click-through rates and reach of these campaigns. This channel could therefore be a valuable complement to traditional digital strategies.

How to Measure the Effectiveness of Influencer Marketing?

The topic of influencer marketing and its measurement sparked lively discussion. If classic tracking tools such as discount codes don't work, how can we determine the real impact of influencer collaborations? Participants agreed that the key lies in a combination of metrics, such as increases in organic traffic, changes in brand awareness, and follower engagement analysis.

Voucher Spiral: The Risk of Discount Strategies

Another compelling topic was the danger of the so-called "voucher spiral." A warning was raised that using discount coupons too often can lead customers to wait for discounts and avoid buying at full price. This approach can gradually weaken the brand’s value over time.

2. Media Planning with a Focus on Seasonality, Attention, and Target Group SpecificsBroad Targeting Beats Sophisticated Segmentation

While customer segmentation used to be a core pillar of marketing strategies, there’s a growing recognition today that broad targeting can actually be more effective. This shift is driven primarily by increased reach and greater efficiency in brand building. Marketers are realizing that overly narrow segmentation can limit brand growth and reduce overall market impact.

SOV and ESOV as Indicators of Future Growth

Monitoring Share of Voice (SOV) is not yet standard practice, but where it is used, it proves to be a strong indicator of future market share growth. The extended concept of Excess Share of Voice (ESOV) further shows that brands with a higher share of communication relative to their market share tend to grow faster.

Category Entry Points and Strong Messaging in Campaigns

Building on earlier discussions, the use of Category Entry Points (CEPs) and brand attributes presents a great opportunity. The key to successful communication is focusing on one strong message per campaign. This approach increases brand memorability and helps build long-term customer relationships more effectively.

Seasonality: The Benefits of Traditional Campaigns and Counter-Cycle Strategies

Seasonality in marketing manifests in many ways – from summer sales and back-to-school to Christmas or established promo events like “Marianne Days” and Black Friday. While ignoring these events may mean losing customers to the competition, strategically leveraging less crowded periods can help increase SOV. Marketers are increasingly aware that consistent, long-term communication is key to building a brand, and therefore combine an always-on approach with seasonal opportunities.

Signaling Power of Media: A Key Factor for Premium Brands

A new and compelling concept is the signaling power of media, which plays a key role especially for premium brands. It’s not just about the creative message itself but also the context in which it’s delivered. Brands focused on exclusivity and prestige must carefully choose the media in which they appear to maintain their desired image.

Attention Planning: Still an Untapped Opportunity

Planning based on attention is still a relatively new concept that's just starting to find its place in media strategies. However, using it effectively when selecting media can significantly enhance campaign impact, making it an interesting area for further marketer education.

Brand Safety and the Importance of Social Listening

Brand safety is a key concern for marketers. Companies strive to prevent their ads from appearing in inappropriate contexts and also recognize the importance of crisis communication. In times of crisis, it's essential to monitor brand sentiment and adapt media strategy to avoid deepening the situation with campaigns that are still running. Social listening has therefore become an essential tool for protecting reputation and effectively communicating with customers.

Thank you to all participants for your insights and discussions. We look forward to the next inspiring meeting!