Bosch’s brand recognition strategy during the COVID-19 pandemic was helped by a decision in 2017 to incorporate an out-of-home (OOH) in its marketing mix.
Jess Deuscher, senior brand and communications manager at Bosch, says the decision to bring OOH into the mix came largely from looking at iconic triggers for buying behaviour, and the role that mass advertising has in influencing this.
“The growth we’ve seen over the years, particularly in unaided brand recognition, is nothing short of incredible," says Deuscher.
"We’re extremely proud of the brand equity we’ve managed to build, and we believe that the support from oOh!media has been an important reason why we’re weathering the turmoil through the pandemic.
“Although the market slowed due to COVID-19, Bosch's sales have remained stable today, which is a testament to the strategy we’ve implemented.”
Bosch’s brand presence over the last three years has been directly related to its OOH buying strategy, which included a mix of some of the most iconic sites across major arterial roads along the eastern seaboard and key placements close to retail partners.
The long-term brand awareness strategy increased Bosch’s brand perception to the point it is now considered a household name in the whitegoods sector.
“We decided to include some industry award logos in our large-scale billboard ads exclusively, and it’s been reassuring to see customers come into store specifically asking for those award-winning products as a result," says Deuscher.
The stores love seeing the support in the form of billboards near their stores to help drive sales, she says.
Tim Murphy, chief sales officer at oOh!media, says the results speak for themselves.
“We look forward to continuing to do great work with Bosch as audiences return to normal post-pandemic," he says.
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