Brand Perception and Tools for Measuring It

22 May 2024

Before deciding to buy a product, it is natural for a customer to do so based on emotional considerations. Usually, it is difficult to change the attitudes that a brand has adopted, especially regarding its associations with consumers.

When measured as a metric, this can be something that you may be able to control, but is also out of your control. Different from brand awareness, customers who show whether they like or dislike a brand form a brand perception.

In order to be able to understand it as part of optimizing marketing strategy, see the complete explanation regarding brand perception.

What is Brand Perception?

Brand perception is a metric that focuses on awareness, reach and sentiment from customers towards the brand. Customers not only need to know about the existence of your brand, but they also need to express opinions about their liking for the brand.

You can form a narrative regarding brand identity, but the perception achieved by the market is something that is inevitable. Factors that can influence brand perception include product quality, customer service, competitors in the market, changes in market trends, and advertising and marketing.

Measuring brand perception is also often done through sentiment analysis on social media and websites in general. There are several marketing tools that can be used to identify conversations from customers about your product brand.

However, it is important to remember that analysis of customer sentiment is not a science that can be measured perfectly. The difference between one product and another is relatively difficult to decipher using machine learning alone.

Brand Perception Measuring Tool

Even though its nature is in the form of sentiment which is not an exact science, you can still use data to understand how consumers view brands. You can combine metric measurements from reviews, experience, engagement, customer use, reputation, to functionality. The following is a method that can be used as a measuring tool.

1. Survey

You can measure brand perception to find out what people think about your business. Through surveys, you can also find out business competition compared to other businesses in the midst of market competition.

Survey questions to measure brand perception touch on emotional, cognitive and action-oriented factors. Below are some examples of survey questions that can be asked to customers.

  • What do you think about the “Ayam Gledek” menu in terms of the quality of the products we offer?
  • On a scale of 1—10, what was your overall experience when visiting or ordering from Nyayur Grocery Store?
  • What was your first impression when you heard or saw the "Cute Clothes" brand?

2. Social listening

You can also use social listening tools like Google alerts or Meltwater to track mentions on various social media platforms. You can track media comments, online reviews, forums, relevant hashtags, including mentions in news media.

As your brand grows, that data set will continue to grow. You can create a system to handle negative things related to mentions of your brand, product or ongoing product campaign.

3. Brand audit

Brand-related evaluations can show brand perception compared to your competitors. This must include research regarding primary and secondary target audiences. You can also conduct a competitive analysis of products or services with a thorough evaluation of communication strategies. Also carry out a complete audit to gain an in-depth understanding of your brand positioning.

4. Customer data

Getting to know customers is the right way to get insights regarding products and brands. By researching the customer journey, you can find out how buyers search and find information, evaluate products, compare with competitors, make purchasing decisions, and post-purchase interactions with brands.

Recognizing the factors that shape brand perception can be done through surveys, audits, or using customer data analysis. In strengthening business strategy, it is important to have an in-depth understanding of the elements of a brand and how to form a brand identity, which executives can learn through Strategic Brand Management.

Get to know CTA, an effective strategy to increase conversions
21 June 2024

In the world of digital marketing, CTAs are an effective strategy for increasing conversions. CTA or call-to-action itself is a mandatory element for every website in the world of digital marketing.

One of the functions of CTA itself is to attract consumers to a goal that has been set in the digital marketing strategy.

Is CTA only used on websites or can it be used in other media? Read this article to find out more about CTAs and also know how to create them effectively for your business!

What are CTAs?

As mentioned, CTA is an abbreviation of call-to-action. CTA is a term used in the marketing world to refer to the steps that marketers hope their prospects will take.

Regarding goals and needs, usually CTA can also be called a lure to direct consumers or users to a destination. These destinations can be various, such as sales pages, coupon pages, product information pages, and many more.

Functions of Using CTA

Creating various CTAs in various media certainly has its own goals and functions. Before deciding to look for the right CTA, first understand its function. Here are some CTA functions that can be taken into consideration when creating them:

Reducing the Bounce Rate Number

For those of you who have a business and use a website, CTA is an important element. Imagine when your potential customers are confused about buying a product but there is no purchase button, they will choose to leave the website.

The departure of consumers or users from the website results in a high bounce rate. The use of clear and effective CTAs can overcome this because the audience can follow clear instructions and spend longer on the page.

Simplifying the User or Buyer Journey

Another CTA function is to simplify the user or buyer journey so that it is shorter. Effective use of CTA will make users or consumers return to the page where you promote your business or product.

Increase Conversions

When you use the right CTA, more and more target audiences will definitely come to the page or click on a particular link. As a result, more leads, customers or prospects can be obtained.

Adding Content Value

If you are currently still confused about determining which CTA is relevant to the content, it could be that you don't understand the purpose of the content being created. With a CTA, it makes it easier for you to understand what kind of content needs to be created to promote your business on digital media.

In other words, using CTA functions to add value to the content you create.

Types of CTAs

Not only does it have many functions, there are also various types of CTA. The use of CTA can be adjusted to the promotional objectives that can be determined as a marketer. Several types of CTA below can help you as a marketer to have effective promotional content!

Form filling

After entering the landing page, visitors to your website or content will usually be given a form to fill in their personal data. The part of the button that leads to this form is called the CTA.

The sentence used for this CTA button also needs to be found to be the most effective, the aim is of course to attract the audience to provide personal data or leads.

Lead Generation

CTA is also a useful element for generating leads from content on a website or landing page. Leads itself is a term for a group of people or companies who are interested in the product or type of business you offer.

Make sure you place the CTA in a visible place on the website so that it can get the desired leads.

Button "Read More"

Not only in the form of leads, CTA can also be in the form of a button that directs you to a page to contain more information. Usually the "read more" button as a CTA is used for informative websites.

The goal is to direct the audience to other articles to clarify the information that has been provided.

Product and Service Offerings

The purpose of creating content on digital media is to promote a business or product, right? It turns out, with a CTA on a marketing website page it can be directed to a sales page.

The condition is that the use of the CTA sentence must be clear and placed in the correct part visible to the user or consumer.

How to Create Effective CTAs

As we know, convincing the audience to do what we want on the website is not easy but not impossible. Here are tips for creating CTAs that can help promote your business or product!

Choose Short Words or Phrases

Use to-the-point CTAs on your website pages to attract users to take further action. Choosing short words or phrases not only attracts users but is also aesthetically better when combined with the design.

The technique of selecting words or phrases for CTAs aims to increase the fear of missing out (FOMO). As a result, users will click on CTA more quickly that directs them to the page the marketer wants.

Must be striking and unique

If you want to have a CTA that is striking and easy to see, the determining component is color. Choosing a striking color will help users understand what action is expected from the page they are visiting.

The form of the CTA is also quite decisive. Some websites use button-shaped CTAs to make them clearly visible, while others use hyperlinks with striking colors.

You can choose the form of CTA according to your business goals and preferences according to your tastes.

Writing must be clear on various devices

A research says smartphone users account for quite a lot of total internet users. So, in making CTAs you need to prioritize shapes that are visible on smartphones more.

Make sure the CTA used can be seen and displayed on the smartphone screen. Not only display, make sure the resolution is also sharp to support aesthetics.

Using CTAs in digital promotional media will really help you get or divert users to do the desired thing. Make sure the CTA used is in line with business goals and can accommodate those goals.

Apart from using CTAs in digital promotional media, other developments can also help you make the business you run successful. Currently, Prasmul-Eli is opening various short programs to help you sharpen skills that are useful for your business.

Click this link for more information!

Customer Relationship: Meaning, Benefits, Types, How to Build, and the Difference from Customer Service
17 June 2024

The relationship between business and consumers must be a primary concern and continue to be maintained. Building strong customer relationships is one way.

Consumers always expect business commitment to provide the best products and services. Consumer loyalty is a result that will be directly proportional to business profits.

In this article, you will learn in depth about customer relationships, from the meaning, benefits, types, to how to build them.

What is Customer Relationship?

Customer relationship is a method used by companies to ensure customer satisfaction and loyalty. This method, citing HubSpot, requires companies to proactively provide the best service, solutions to consumer problems, and ensure their needs are met.

Companies with the best products or services are not limited to what they sell. Because today's consumers also want to know the image of the product and the level of company awareness after the product or service is purchased.

Therefore, strong customer relationships will ensure business success in the future.

Benefits of Customer Relationships

In addition from bringing business success, also know the benefits of customer relationships in your business in the short and long term.

  • Consumer loyalty to buy any product sold.
  • Know and understand consumer needs.
  • Becomes important capital in making business decisions.
  • Understand what problems they face and how the product can help them.
  • Improve the overall reputation and image of the company.
  • Make your brand or business at the top of consumers' minds.
  • Improve customer experience and satisfaction.
  • Creating opportunities for businesses to have more diverse products.

Types of Customer Relationships

Depending on the business, type of product, and type of consumer, there are three types of customer relationships. Summarizing HiverHQ, here is the complete explanation:

Proactive customer relations

Proactive customer relations is directly building customer relationships proactively. Companies must contact consumers before any complaints or problems occur. From the start, companies must:

  • know who the consumers are
  • what are the needs
  • what is the thought process before buying
  • what kind of product is expected
  • what image is expected
  • understand how to keep them satisfied

You can run this type with a variety of rewarded surveys. Make sure the survey is run consistently, for example every quarter (3 months).

Reactive customer relations

Different from the previous type, reactive customer relations is a way for businesses to respond to, understand and resolve problems experienced by consumers. Therefore, you must know all the problems and complaints that consumers convey in various forms and platforms.

Several strategies that businesses can implement to produce positive reactive customer relations include:

  • Validate consumer complaints and input.
  • Apologize and make sure the business is ready to resolve the complaint.
  • Understand the problem and offer the best solution.
  • Follow up even though the problem has been resolved and show concern.

Strategic customer relations

Strategic customer relations means that the company's culture and references are based on consumer needs and satisfaction. Every product made is always confirmed and tested by loyal consumers. Usually this type is carried out by companies that already have a special image in general.

How to Build Customer Relationships

Follow these steps to build good customer relationships:

Build a strong foundation in communication

Good relationships are based on clear and open communication. Convey all information as it is and use sentences that are easy to understand. Avoid jargon or difficult words.

Be realistic and don't lie

Don't give false and unrealistic hopes. Make sure the solution offered makes sense and can be done easily by consumers.

Receive and collect input from consumers

Always record and pay attention to every input, suggestion, and complaint submitted. Use this as a reference for development and solving various problems.

Track the problem resolution process

As long as the problem is not resolved, consumers should not have to report the same thing again. Also track the problem resolution process with the relevant team. Continue to convey how far your team is working.

Anticipate consumer needs

Even though the problem has been resolved, consumers will continue to use your product or service. By understanding consumer habits and profiles, create a list of needs that may arise in the future.

Make the relationship more personal

Make consumers feel like you are a friend who helps them solve problems. You can also call consumers by name in each communication process.

Monitor consumer changes

Monitor consumer changes and check for possible problems that may occur. These problems can be related to how the product works, the taste of the product, the impact of the product on consumers, and even the image of the product.

Competitor analysis

Find out how they build relationships with consumers. Especially competitors in the same industry. You can build stronger and better relationships to attract new consumers.

Understand market changes

Understand market changes and consumer needs. Changes that occur in the economy, ways of thinking, and needs will influence the company's customer relationship strategy.

Reach new consumers

Reach potential consumers who can become loyal consumers in the future. You can expand the range of services or products marketed or add product lines.

Difference between Customer Relationship and Customer Service

In short, here are the basic differences between customer relationship and customer service:

  • Customer service focuses on the process of solving consumer problems directly.
  • Meanwhile, customer relationship focuses on the process of building and maintaining long-term relationships with consumers.

Both play an important role in business and consumer relationships.

Customer relationship is a concrete step to ensure consumers continue to use your product in the long term.

Building customer relationships requires time and the right strategy.

Want to learn more about customer relationships and how to build them?
Join our class and learn how to build good customer relationships, click here now!

Pricing Strategy: Definition, Goals, Factors, and How to Do It
06 June 2024

To create a pricing strategy, you need to do in-depth research, consideration and calculations.

You can't set prices based solely on the company's wants or needs. There are various important factors and ways to determine prices.

The following is a complete explanation of pricing strategies.

What Is a Pricing Strategy?

Pricing strategy is a method of determining the best price for a product or service.

According to HubSpot, this strategy must be based on many things, such as:

  • company business strategy
  • target consumers
  • needs of potential consumers
  • prices offered by competitors
  • current market or economic conditions

Pricing Strategy Objectives

Pricing strategy is not just about finding and determining a number. There are various goals or targets that will be achieved.

Attract consumers' attention

Quoted from Indeed, the price of a product will influence consumers' views and opinions. Later, they will compare your product and competitors.

Meet consumer expectations

In connection with the previous point, the process of comparing the prices of your product and competitors will answer; Is the price commensurate with the product's values?

Shows the value of a product

The more expensive it is, the better it is, or vice versa. Functional values ​​and what makes your product superior compared to competitors.

Determining company profits

The pricing strategy must refer to the income and profits obtained by the company. This strategy must be able to answer whether consumers like it and become loyal buyers.

Determining Factors of Pricing Strategy

The pricing strategy you create must be flexible to ensure consumer needs are met and company growth is guaranteed.

Here are some important factors in making it:

Economic conditions

Many businesses have to think twice when economic conditions decline. Decreased purchasing power is also included in this. An example is when consumers who are in weak economic times will prefer cheaper products.

So, an example of a pricing strategy that you use is focusing on profits and not considering price. So, if you are reluctant to reduce prices or make adjustments, consumers will choose competing products or services with similar quality but more affordable prices.

Market needs

Economic conditions will certainly influence market needs. Consumers who previously could buy your products or services every day, may suddenly become once a week or even not at all.

Apart from that, changes in consumer habits and needs can also be a factor in changing market conditions. For example, you only sell one soap product, but there are many competitors with lower prices.

So, an example of a pricing strategy that you must implement is flexibility and a willingness to adapt. You can create new products such as affordable shampoo with quality and competitive prices.

Company revenue and profit targets

Of course, your company wants to maximize profits from a product. So, in the strategy it must be clear what your sales goals are.

If you want income in a short time, then examples of pricing strategies that you can use are discounts and bundle promos.

Meanwhile, if you want long-term profits, then the example pricing strategy you create must prioritize consumer needs with the main aim of getting loyal consumers.

Who are your competitors?

You can carry out in-depth analysis and research regarding companies or brands that sell similar products.

Make sure that in your research the following questions are answered:

  • What prices do competitors set?
  • What is the attractiveness of competitors?
  • What kind of products and services do competitors offer?
  • What is the position of competitors in the market today?
  • What things can attract consumers' attention?

The value of the product or service

Surely you have heard the term "There is a price, there is an item". This term can be interpreted as if a product or service is expensive, then the quality must be good. But it is not always true.

So, the value that your product or service offers can influence consumers' opinions and views of the brand. You can be known as a company that offers affordable products with high quality.

Applicable regulations and consumer demographics

Make sure you follow the trade regulations that apply in Indonesia. You must also be able to meet the conditions required according to applicable regulations to create loyal consumers.

You can also create a pricing strategy based on the demographics of potential consumers. Make sure you map their age, place of residence, educational background, and type of work.

How to Set Prices

It's better not to immediately think about the number that will be the price of your product or service. To determine the price of a product or service, according to Shopify, you must have the following three foundations.

Determine the sales unit

Value metrics will determine the sales units of your product. For example, what is the price of your product per product, per box, per 100 boxes, or a special price for loyal consumers later.

This sales unit is important so that you don't set the same price for personal consumers, wholesalers or other companies. Another reason is that you can determine how much revenue and profit target you want to achieve.

Determining consumer profiles

As mentioned above, consumer habits, needs and demographics are very important in determining prices.

Make sure you create a complete and detailed profile regarding your target consumers. Also make sure the profile is in quantitative form (numbers).

You can record or target how many target consumers are in the profile you have created.

Examples of profiles in pricing strategies are:

  • Consumer profile A (high potential)
  • Age: 25-35 years
  • Gender: Female (80%) and Male (20%)
  • Location of residence: Jabodetabek, Surabaya, Makassar, Medan, Bali
  • Occupation: private employee, civil servant, and business owner

Estimated number of potential consumers:

  • Jabodetabek: 1 million
  • Surabaya: 750 thousand
  • Makassar: 100 thousand
  • Bali: 100 thousand

Conduct in-depth research and experiments

After you have value metrics and consumer profiles, it's time for you to do in-depth research on market conditions, consumer spending habits, and competitor analysis.

Don't forget to experiment with prices. With a flexible pricing strategy, you can change prices and sales units. Also analyze the results of your experiments, to gain insight and new values ​​regarding the product.

The right and appropriate pricing strategy will help your product become more valuable in the eyes of consumers. After that, you will get loyal consumers who will of course support your income and profits.

Want to learn more about pricing strategies and how to structure them?

Join our class and learn how to create the best pricing strategy and get examples.

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