Awareness

“My name is Nigel; now give me your money.”

The misunderstanding of brand awareness is the single biggest reason for marketing budget wastage. Let’s start with the hypothesis that:

Awareness does not equal sales!

Companies all over the country spend a fortune on what is known as awareness advertising. Sponsorship is a typical medium for this.

Now let’s try a little experiment. Next Monday, ban the lunch break for everyone in your office and draw up a simple questionnaire to ask three basic questions.

1 Name a current war going on.
Are you planning on joining up to fight in it?
2 Have you heard of Frank Sinatra?
How many of his records did you buy?
3 Have you heard of the Egyptian pyramids?
Have you started saving hard to visit them?

Your answer should be clear.

There is a difference between knowing of something and wanting it!

There is also a difference between wanting something
and suffering the hassle factor to actually buy it!

Most things well-known to people are made famous by pushing hot buttons, not just by constantly making them aware.

Imagine an extremely boring political argument that runs for months on end. Constant debate is held on the television and in the newspapers; grinding on day after day (yes, another one). Breaking out in a cold sweat, you determine to avoid it at all costs, and when you succeed, it’s out of sight, out of mind. The subject may be extremely important, and you may be totally aware of it – but who cares; it has no hot button.

It’s the same with corporate advertising. A Managing Director of a not small international company recently gave me this shrewd observation. ‘Corporate advertising is for those companies that don’t really know what else to do.’
Clever marketing people know this. The best you can play for when dabbling with the concept of awareness is…

AWARENESS DOES NOT EQUAL SALES.
AWARENESS OF A HOT BUTTON,
RELEVANT AT THE RIGHT TIME,
JUST MIGHT EQUAL SALES.

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