HOW MEANINGFUL ARE “LIKEABILITY” RATINGS?
Target customers are often asked if they “like” a particular ad?
It generates a “likeability” score, which many believe correlates with sales. Specifically, they associate a higher likeability score with more sales.
However, I’m not altogether convinced that “likeability” correlates with sales and, if it does, that it’s a better measurement than “intent to purchase, prescribe or use.” I choose the latter over the former any day. It addresses our real interest, the potential impact on sales.
When I think of the term “likeability,” I believe it falls far short of another one, “desirability,” to address the potential effectiveness of a brand’s advertising.
The ad’s execution heavily influences likeability. It was entertaining. It featured celebrities I follow. The music is cool. It made me laugh. Whatever!
Desirability gets to the heart of the advertised brand. Is it something I desire to have, own, use? It stirs something in me, awakens something, moves me to want it. If it is highly desirable, I’m going to purchase it, use more of it, and/or recommend it to others.
Likeability might make for an acquaintanceship. It may suggest that you haven’t ruled the advertised brand out of your evoked set of choices—particularly if you are incentivized.
Desirability can lead to a deep relationship. It’s the one you purchase and come back to purchase again and again and again.
Case in point, Budweiser plans to run “A Clydesdale’s Journey” during Super Bowl LVI. You can find it here: https://www.youtube.com/watch?v=nPBxJ2yar-A
Do you like it? Hey, what’s not to like? It pulls our heartstrings—that is, anyone who has a heart. I imagine it will do well on the “likeability” ratings.
But now, the critical question is, does it make you desire Budweiser? Will you switch from your brand to a Bud?
I’m sorry, but it falls far short in making me want to reach for any beer, and, even if it did (which I don’t see how), it doesn’t pique my desire for a Bud versus my brand, Yuengling.
Let’s go deeper than merely celebrating points for “likeability.” Instead, work to achieve “desirability” to make your brand advertising matter more where it counts—driving sales.
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Peace and best wishes,