Some habitancy believe that spending big money on marketing will all the time produce brand awareness. Although this seems plausible it is surely false. In fact some poorly targeted marketing can even decrease awareness. One thing that can surely make or break a campaign is getting noticed, which is why brand awareness is such a discussed topic. No matter how much money a firm spends on advertising and marketing they won't see results unless the brand is successfully noticed and recognized by the target audience.
Getting noticed has all the time been a challenge, but it may even be harder today. This is a world where ads are permanently enticing you with low prices, dazzling imagery, convenience, beauty, simplicity, and even joy of life. While the amount has not been estimated exactly, it is safe to say that the mean American is exposed to hundreds of ads a day from many different media sources. Some study has even estimated over a thousand ad exposures a day. At first this seems hard to believe. Let's take a look at at an mean American's morning. Julie has been asked to article all brand sway encountered in the first 5 minutes of a quarterly morning.
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Mother, Wife, and curative Assistant, Julie wakes up at 5:30 Am to her Bose Wave Clock/Radio. She turns on her Panasonic Tv and immediately sees the Lifetime logo taking up roughly a fourth of the lowest right hand angle of the Tv screen. Julie then gets up from her Serta Mattress and walks to the bathroom while three commercials play in the background for McDonald's breakfast, Best Buy, and Nike. While in the bathroom she grabs a new roll of Charmin, and has a seat. Gazing at the floor she notices her husband's New York Times newspaper from the day before. At 5:32 Am she washes her face with her Olay Facial Cleanser and a Ralf Lauren wash cloth. When looking into the sink she encounters other brand sway when she notices the Kohler logo nearby the drain. At 5:34 Am three more commercials begin for Jimmy Dean, Build-a-Bear Workshop, and Dell. While this is going on she walks over to wake her husband up and, oh, there is a Reebok logo on his shirt and Jockey on his boxers. At 5:35 Am she walks to the kitchen and opens the pantry, you can only dream the amount of sway behind that door.
This experiment by all means; of course shows how easy it is for you to encounter a large volume of brand sway each day! In just the first 5 minutes of Julie's day she encountered more than 15 ads. At that rate she will encounter about 180 ads an hour. This is the clutter that marketing has to overcome in order to reach the habitancy needed to generate great numbers. With so much clutter in the marketing environment, how can a firm ensure that their ads are seen, and seen again, and again?
This is a big demand in advertising and marketing that fellowships pay a lot of money to have answered. While there are many possible answers to this demand there is one tactic that has gained popularity and is still achieving brand recognition by the habitancy who matter, the brand target. I am speaking of Guerrilla marketing. This is a non-traditional form of marketing that creates high visibility of your brand with exiguous resources.
This kind of advertising is often done outdoors, like on streets, buildings, billboards, subway stations, and in any place habitancy wouldn't expect marketing in the communal sphere. Guerrilla marketing is also very prevalent on the internet which allows fellowships to target very exact markets for exiguous money and sometimes for free. Guerrilla marketing online can also lead to viral marketing. Marketing that goes viral can have high impact because this can often be done through W.O.M (word of mouth) which adds additional credibility to the brand. The biggest advantage to Guerrilla Marketing is the "ahh" factor. The unconventional marketing gets habitancy to pay attention, the brand to be noticed, and can even get national media coverage on some occasions.
Brand awareness can be consuming but the techniques to make it happen have increased with our new technology. Communication itself has not only changed, but grown to contain the old ways of reaching consumers, plus, the exponentially growing new ways of reaching consumers. Just remember, the first step to creating brand awareness is getting the prospect's attention.
Creating Brand Awareness - Step 1 - Get the Prospect's concentration
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