WWO: Case Study in Creating Future Demand
This week’s blog post from Cumulus Media | Westwood One’s Audio Active Group looks at a Joplin, Missouri hardware store’s successful efforts to create future demand through long-term 
advertising on AM/FM radio. Using quality creative – catchy and humorous jingles – Henkle’s Ace Hardware built unaided awareness of 47%, ad recall of 19%, and brand favorability of 25%. These very strong numbers are capped off with an impressive 23% of people in Joplin having ever used Henkle’s Ace Hardware and 10% saying they would use Henkle’s Ace Hardware if the need arose. As the blog notes, creating future demand is advertising to that much larger group of consumers who are not in the market and are not ready to buy now but will be in the future. The goal is making them feel familiar with and positively toward your brand to get them to gravitate toward them when they enter the category. See the full blog post here.
more ads that communicate dry features/benefits. Additionally, research indicates that converting existing demand and creating future demand require different creative/copy approaches and different media strategies. Converting existing demand is most efficiently achieved by tightly targeting those “in the market” with rational messaging of product and price information that persuades them to choose the advertiser’s product over others. Creating future demand is most efficiently achieved by targeting very broad audiences of “all category buyers” with emotional messaging that is designed to stand out and be enjoyed by consumers, creating positive memories of the brand that will influence future purchase decisions. Finally, podcast consumers are invested in the success of their favorite shows. Half of weekly podcasts consumers said they wouldn’t mind a couple of extra ads per show so their favorite podcasts could continue.