for a brand in their lifecycle .
For brands with low TOMA , you might decide to invest ahead in SOV in order to drive long time gains on the brand . It is a long time investment behind the brand . You are not likely to see immediate results . It is also important to explore new and emerging platforms like social media platforms like Instagram to continuously engage with your consumers .
For clever markerters and brand teams , it is more about a balance between your presence as a brand in the consumer ’ s list of choices ( and trust you me , they are quite many for lager beers in Nigeria ) and delivering on your brand promise from an emotional and functional point of view ( where you ensure the market factors like distribution , pricing , promotions are well aligned ).
Can you then use SOV to predict TOMA ? This is a tricky one because SOV would be driven by the size of the budget that a brand has and what role it plays in the business portfolio . So you might have a high SOV but that does not translate into TOMA . What is key is to observe SOV trends over time ( at least four quarters to reduce the impact of seasonality ) and then match what has been the corresponding gain or loss in TOMA to check if the correlation is consistent .
SOV definitely has an impact on TOMA but this needs to be a clever effort between the brand team , media and creative agency , activation team , sales and eventually , at the beer parlour , where the sum of all the consumer experiences come to live when they chose brand A over brand B .
In conclusion , brands should invest more in keeping consumers engaged by coming up with clever , shorter ads ( between 5 and 15 seconds ) that are engaging and easily shared ( and memorable ) that will ignite their desire to consume the brands . Matching the brand proposition and eventual excitement ( or disappoinment ) will always yield great results that impact the bottomline .
These are independent thoughts from a consumer perspective by Josiah Kimanzi , who currently consults for Gfk East and West Africa . He ’ s the immediate Past President of PAMRO and passionate about finding new ways of engaging consumers through neuroscience , big data , mobile technology while delivering compelling insights to help clients win across Africa . You can engage him via mail at : Kimanzi . Josiah @ gmail . com .