The halo effect in marketing isn’t some mystical force – it’s a very real, strategic advantage that brands can tap into.
This phenomenon occurs when positive perceptions from one part of a brand’s activity bleed over into other areas, creating a ripple of benefits. For hybrid brands – those that straddle both the B2C and B2B worlds, a well-executed consumer campaign can do far more than just increase individual product sales. It can elevate overall brand equity, giving the business side a boost as well.
When Microsoft pushes a flashy consumer ad for its Surface tablets, it’s not trying to just boost consumer sales. It’s also reinforcing its image as a cutting edge tech giant, which can play a key role when enterprise customers are weighing major IT investments.
In today’s marketplace, the line between consumer and business audiences is becoming more and more blurred. Hybrid brands must deftly navigate the complexities of both spaces, often sinking substantial resources into consumer-facing campaigns, while still needing to engage the lucrative business clientele.
Here’s the million dollar question for these brands: how can they accurately measure the halo effect-the positive spillover from consumer campaigns onto B2B sales? Understanding, and more importantly, quantifying this effect, isn’t just a ‘nice to have’. It’s crucial for optimising marketing budgets, messaging, and overall strategy.
Why Measuring the Halo Effect Matters
If brands are not measuring the halo effect, they’re flying blind. Without knowing the full impact of consumer campaigns, brands might dramatically underestimate their ROI. Brands run the risk of pulling back on consumer branding, which, in turn, could damage business relationships in ways brands don’t even realise. Even worse, it could waste resources in the wrong places without knowing what’s truly driving sales. Having a clear picture of the halo effect can guide integrated marketing efforts, ensuring the right message resonates with both consumer and business audiences.
We’d all love it if measuring the halo effect were a breeze, but the truth is that it’s complicated. B2B sales cycles can be long, drawn-out affairs involving multiple decision-makers, making it difficult to draw a direct line between a consumer campaign and an uptick in sales. Add to that a myriad of other influencing factors – from sales team efforts to broader industry trends, and it’ll be a tricky situation to dissect. Then there’s data silos, which don’t help either. Consumer and business data often live in separate worlds, making a holistic analysis that much harder.
How to Measure the Halo Effect: Proven Methods
Despite these challenges, it’s far from impossible to measure the halo effect. In fact, several tried and tested methodologies can help brands get a clear view of how their consumer efforts are impacting B2B sales. Here are a few:
Correlation Analysis Between Campaigns and Sales Data
Brands looking for a solid way to start need to look at the data. By tracking sales trends before, during, and after a consumer campaign, brands can identify patterns that suggest a halo effect. If, say, L’Oreal sees a notable spike in B2B sales (think salon products) after a major consumer ad blitz, that’s worth digging into. Of course, it’s crucial to consider other potential factors, like seasonal trends or competitor moves. Initial insights can come in weeks, but ongoing monitoring with advanced analytics software is a must for truly accurate assessments.
Surveys from B2B Customers
Why not ask business clients directly? Engaging them through well crafted surveys can reveal how consumer campaigns are influencing their decisions. Lavazza, for example, could ask its corporate clients if their recent consumer ads make the brand more credible as a coffee provider for office environments. Just be sure to design these surveys carefully to avoid bias. Running them pre, and post campaign, with a large sample will help ensure reliable insights.
Brand Perception Studies
Another way to measure the halo effect is through brand perception studies aimed at a B2B audience. These studies-using focus groups, interviews, and sentiment analysis, can track shifts in brand image that tie back to consumer campaigns. Visa might discover that its eco-friendly consumer ads are making waves with corporate buyers who are also looking for sustainable partners. Brand perception is layered, so brands need to isolate the specific impact of certain campaigns. At WPP, we have the world’s largest brand analysis study, called Brand Asset Valuator, which gives us unparalleled insight into these shifts.
Attribution Models
For those who like their data precise, advanced attribution modelling can be a game-changer. By assigning credit to various touchpoints in the customer journey, brands can determine the contribution of consumer campaigns to B2B sales. Microsoft, for instance, could discover through multi-touch attribution that its consumer ads play a significant role in driving 20% of its lead generation for enterprise solutions. It’s all about connecting the dots.
Digital Analytics and Website Traffic
Tracking website traffic is another effective way to gauge cross-segment interest. If a brand sees a surge in visits to B2B pages after launching a consumer campaign, it is probably seeing a halo effect in action. It’s not just about the first click, either – follow the customer journey. If they land on a consumer-focused page but then browse wider B2B offerings, that’s a direct link between consumer branding and business engagement.
Here’s the takeaway: the halo effect is real, and for hybrid brands, it’s a powerful force. Understanding how consumer campaigns influence B2B sales isn’t just about justifying marketing spends – it’s about shaping smarter, more integrated strategies that work across all segments. By employing the right measurement techniques, brands can uncover valuable insights that allow them to refine their campaigns, ensuring they hit the right note with both their consumer and business audiences.
Bernat Riera heads a dynamic team at Wavemaker, specializing in innovative B2B strategies. With over 15 years of marketing experience, he has honed his expertise in strategic planning and activation across all paid media channels.
By blending data-driven insights with smart creative approaches, Bernat delivers tailored solutions that consistently exceed business objectives. His impactful work has benefited top-tier companies, including Apple, TikTok for Business, GE, Deloitte, and Nokia.
