All businesses face the challenge of balancing brand media and acquisition media. Both strategies are crucial for building a successful, sustainable business but what mix is right for your business and how do you test that? This article explores how Kiwi businesses can leverage both approaches for maximum impact, drawing insights from marketing experts.

The Yin and Yang of Marketing

Brand Media: The Heart of Your Strategy

Brand media is designed to:

• Foster long-term brand awareness and loyalty
• Build brand identity
• Create emotional connections with the audience

Think of iconic long-term campaigns from brands like Whittaker's or Air New Zealand, which offer an experience beyond just selling a product.

Acquisition Media: The Sales Engine

Acquisition media drives immediate results by:

• Focusing on conversions (clicks, sign-ups, purchases)
• Heavily reliant on direct-response advertising like Google Ads and Meta campaigns
• Designed to push customers down the sales funnel

The Importance of Balance

Marketing experts emphasise the danger of focusing on just one strategy:

1. Mark Ritson warns against short-termism, where businesses focus heavily on immediate returns through acquisition media while neglecting long-term brand building.
2. Les Binet and Peter Field's research suggests an ideal 60:40 balance in favour of brand building for sustainable long-term growth.

Why Balance Matters

1. Brand Trust Drives Conversions: In New Zealand, where trust is paramount, investing in brand media creates a foundation that enhances the effectiveness of acquisition efforts.
2. Sustained Growth: While acquisition media can drive immediate sales, brand media ensures sustainable growth by creating "future sales" through emotional connections.
3. Adaptability: A strong brand identity allows for greater agility in adapting acquisition strategies to market changes.
4. Cost Efficiency: A strong brand reduces customer acquisition costs over time. In simple terms, more people search for your brand rather than for your product (where your competitors are, too).

Top Ten Tips for Balancing Brand and Acquisition Media

1. Understand Your Audience: Tailor your messaging to align with your customer's values and needs.
2. Set Clear Objectives: Define specific brand and acquisition media goals.
3. Integrate Your Strategies: Ensure brand and acquisition efforts complement each other.
4. Measure and Adjust: Regularly monitor performance using metrics like brand awareness surveys and conversion rates.
5. Invest in Creative Storytelling: Create emotional narratives that make your brand memorable.
6. Leverage Data: Use analytics to refine your acquisition strategies.
7. Maintain Consistency: Ensure your brand message is uniform across all platforms.
8. Balance Budget Allocation: Adequately fund both brand and acquisition media.
9. Stay Agile: Be ready to adapt strategies based on market trends and consumer behaviour.
10. Localise Your Content: Ensure your content resonates with the Kiwi audience.

Conclusion

For New Zealand brands, mastering the balance between brand and acquisition media is crucial for long-term success. By fostering enduring relationships through brand media and driving short-term results with acquisition media, businesses can build a sustainable path to growth.

Remember, as Binet and Field's research suggests, businesses that strategically balance their efforts are more likely to grow sustainably. Whether you're a startup or an established brand, mastering this delicate balance is the key to thriving in the Kiwi market.