Bio-Zentrale successfully builds awareness with audio
In a current audio effect case study in the Brand Effect module, audio marketer RMS shows how audio advertising whets the appetite for the products of the organic headquarters. First highlight of the study conducted by Bonsai Research: The brand awareness of Bio-Zentrale more than tripled through audio contact. The willingness to buy also increased significantly.
In order to increase brand awareness among the general public, the organic headquarters decided to use an audio campaign for the first time. With success, as Bonsai Research found out on behalf of RMS. The effect was recorded after recognition, i.e. after contact with the campaign. The Brand Effect module was used for this audio effect case.
Audio advertising makes the difference
Another highlight of the study: the campaign has a very positive effect on the likelihood of purchase: 58 percent of the respondents with audio spot recognition state that they are very likely to buy products from Bio-Zentrale in the near future. In the group without campaign recognition, on the other hand, the value is only 18 percent. The proportion of consumers for whom Bio-Zentrale is the first choice for organic food is even six times higher.
"In particular, the strong activation of previous non-buyers is confirmation for us that we made the right decision with Audio," emphasises Dennis Lange, Head of Marketing at Bio-Zentrale.
"Advertising impact studies are always useful because they show how the advertising investments pay off on the important and correct impact parameters," says Michael Voß, Client Partner Media & Analytics at Bonsai Research: "It is particularly useful when we check in advance of a national placement in regionally limited test markets whether the campaign achieves its goals or whether there is room for improvement. We can do this both empirically and on the basis of real sales data".
About the Organic Centre
Founded in 1976, biozentrale is a pioneer of the trend for products from organic farming. The more than 200 food products of the biozentrale - Kraft der Natur and BioKids brands are available in Germany in almost 6,000 shops - including EDEKA, REWE, Kaufland, real and Rossmann. In addition, the products of the organic full-range supplier are exported to more than 25 countries worldwide.