By Steven Imke
Brand Awareness has two goals. The first is moving the knowledge of your product or service from the unknown or unconscious mind to the conscious mind. The second is making a positive association with the brand.
According to John Jantsch in his book “Duct Tape Marketing” a customer needs to Know, Like, and Trust you to make a purchase. Brand awareness helps with the “Know” part and may contribute to the “Like” part of your marketing effort.
A prospect’s awareness of your brand aids in the sales conversation but does not necessarily produce a sale. Brand awareness helps to associate the company’s name with the brand’s message. The rule of seven applies to brand awareness. Therefore, brand awareness requires a constant effort and can not be done just a few times and abandoned because it has not produced sales.
Direct marketing, often confused with brand awareness, by contrast, has one goal: to convert the prospect into a customer through direct means. Direct marketing accomplishes the “Like” and “Trust” part of the marketing effort. Direct marketing need not always be done face-to-face or on the phone but can include direct email, interactive websites, etc.
If the prospect is aware of your product and thinks positively about it, it is infinitely more likely that that s/he will buy from the company when they are a viable buyer. When it comes to sales, direct marketing alone without any brand awareness is far more difficult.
Free Marketing Ideas to Create Brand Awareness
Brand awareness often is not directly responsible for making sales, but aids in the conversion rates of more direct marketing and sales efforts. The brand’s message has to be constantly repeated to cross the divide from residing in the unconscious mind to the conscious mind before it becomes effective. Therefore, brand awareness is a constant effort. It cannot be done just a few times and abandoned because it has produced no sales.
That being said, here are 5 ways to create brand awareness for free.
- Write a Press Release about a new product or newsworthy event and distribute it using the many free Press Release Services.
- Create a human interest message and contact your local news stations to see if they are interested in running a human interest piece on your business. Local news programs are always looking for stories to run on slow news days. When I started my Invisible Fencing business I got all three major networks at the time (ABC, NBC, and CBS) to come out and do a story on us.
- Market your human interest message to your local newspaper. I contacted the writer of the business section of our citywide and neighborhood newspapers, which like the news stations were looking for story ideas and were eager to help us get our message out.
- Find a complementary business and exchange advertising posters to cross-promote each other’s stores. For example, a sporting goods store and a golf course or a fabric store and sewing machine repair service could make good pairs.
- Take out an ad on Craigslist to promote Go to the full article.
Source:: Business 2 Community