and help to attract more customers.
The word awareness has a variety of meanings and connotations depending on its use. Awareness can be easily confirmed by an observer without necessarily implying an understanding.
For example, if a passerby asks another person where the nearest candy store is, what usually comes to mind is the one closest to their chance meeting.
Awareness used in a business conversation about marketing, means how do we create a perception and feeling about our company’s products and services that create a purchase?
The answer, which usually surfaces to the top is advertising. Whatever channel you select to create awareness, you are dealing with very large numbers.
In the use of direct marketing strategies, awareness coupled with attraction, may open a door just a bit by a prospect or customer.
Let’s look at two sentences I extracted from an online dictionary of the words “awareness and attraction.“
Awareness is the ability to directly know and perceive, to feel, or to be cognizant of events.
Attraction is the action or power of evoking interest, pleasure, or liking for someone or something, such as, “the timeless attraction of a good tune or a good advertisement.”
The Budweiser Clydesdale commercial over the Christmas Holidays presents a good example.
Shall we paint you a picture?
Just because you can increase awareness of your product line, it will not always mean a sale. So, some advertisers determined they needed to increase their awareness to more people. For example, I remember when a less than 1% response rate for a direct mail campaign was considered a victory. Seriously.
Why not give more attention to your present marketing contact’s? Try better copywriting to draw more inquisitive readers? Call-to-actions that are clever? Collect more data and start analyzing it. Maybe start a segmentation process with a goal to give you more ideas for better awareness and attraction marketing in future advertising.
Now use the marketing channels toward relationships and engagement.
Sales and marketing in the 21st century had to change because the business world has changed. As each generation enters the work force, it’s their time to exhort their values. If you have a product or service, it’s more important meet your readers needs on their terms.
In B2B and small business marketing, there are a lot of challenges daily. The B2B sales force and the marketing team, are likened to the comparison of oil and water. In many other small businesses, marketing is everything a company must do to acquire and keep a customer. There is no room for failure.
Awareness is nice, but it won’t pay the bills. Yet, awareness and attraction labeled on your contacts may offer a very useful way to classify segments in your database.
Measuring marketing campaigns and using analytics to learn more about customer actions is gaining strength in more B2B companies and small businesses, but many still struggle. It’s not that difficult people. Start simple and stay the course. The data will teach and inspire you to get more customer engagements.
Measurement and analytics can answer many marketing questions. One answer may lead you to hire people with special business savvy and creativity. Creativity is extremely important when reviewing and managing the data to reach more people.
I remind people that marketing is challenging because you need to treat awareness as an introduction to your company, a first step toward a creative relationship with prospects and customers.
A marketing person must keep learning, testing and trying something different to capture more customers. How to make people purchase is a winning combination by using the techniques of attraction.
The smallest change may have the biggest impact. That’s what should keep the marketing team interested. Strive to learn something new every single day. If you don’t try something new, you and your marketing team may never succeed.
Takeaway: Awareness can be easily confirmed by an observer without necessarily implying understanding.
What does the word awareness mean to you and your marketing team?
Thanks for reading and please share with others – except your competition! It is truly appreciated.
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Thanks again for reading. Questions?
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.