The Power of Non-Branded Strategy

Episode #069 - Can brands harness adaptable advertising techniques to drive profitability while still cultivating a recognizable brand presence across digital marketplaces? In this episode, Justin welcomes Advertising Specialist Zach Bican to discuss a transformative advertising strategy for a boating brand. They talk about how Zach shifted the brand away from heavy reliance on branded spend towards a more category-driven approach, aligning with seasonal opportunities to boost RoAS and enhance market share.

"Allowing organic to cover that for us and reinvesting into the main category terms was key to becoming more profitable." – Zach Bican

Some of their key takeaways: 

• Shifting focus from branded to category targeting can drive incremental growth and outperform short-term RoAS-centric strategies.
• Educating clients about the long-term benefits of non-branded exposure is crucial in fostering understanding and patience during initial RoAS declines.
• Leveraging strong creatives, such as commercial-grade videos, can significantly enhance category targeting strategies and improve overall campaign effectiveness.
• Sustained advertising strategy adjustments with emphasis on top-of-search visibility can lead to significant organic sales growth and efficient spending.
• Brands ready to invest in top-of-funnel advertising can further capitalize on category dominance to expand market share and reinforce brand recognition.
• External marketing efforts, such as social media ads, can strengthen brand presence and drive both Amazon and direct-to-consumer sales.

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