How Brands Can Turn Excess Share of Voice into Effective Share of Voice

In today's world, market competition is fierce. With brands all competing for the attention of their consumers, the challenge for marketers is to make their message stand out in the clutter. One way he does this is by having a higher share of voice (SOV) than his competitors. 

However, a high SOV is not enough. Brands should focus on converting excess share of voice into an effective share of voice (ESOV) to drive business outcomes. 

So what is excessive share of voice? This is the difference between a brand's actual share of voice and its "fair share of voice" based on market share. If his SOV for the brand is excessive, he spends more money on advertising than necessary to maintain market share. 

That could be a good thing, as it allows brands to dominate the market and keep their competitors out of the limelight. can also be a waste of money. To convert excess SOV to ESOV, brands need to focus on two key areas: Media strategy and creative effectiveness.

Media strategy

To make the most of the glut of SOVs, brands need a solid media strategy. That means investing in the right channels and targeting the right audience. Brands should identify the most effective channels to reach their audience and allocate their budgets accordingly. They also need to be aware of the latest trends in media consumption and adjust their strategies accordingly. Brands should also focus on creating a media plan that aligns with their business goals. This means understanding the role each channel plays in the customer journey and making sure your messaging is consistent across all touchpoints. This allows brands to increase the effectiveness of their advertising and achieve higher return on investment (ROI).

Creative effect

Another key area brands need to focus on to convert excess SOV to ESOV is creative effectiveness. This means creating ads that are memorable and effective in driving desired behavior. Brands must ensure that their ads are relevant and emotionally appealing to their target audience. You can do this by using engaging storytelling, humor, or other creative techniques.

Brands also need to make sure their ads are memorable. That means creating ads that stand out from the crowd and are easily recognizable. You can do this by using distinctive branding, unique visuals, and catchy slogans. 

In summary, excessive opinion sharing is good for brands, but only if used effectively. You can turn it into a meaningful SOV and drive business outcomes. To achieve this, brands must invest in the right channels, target the right audience, create media plans that align with business goals, and create effective ads that are memorable and drive desired behavior. there is. This allows brands to stand out from the crowd, increase market share and generate a higher return on investment.