24 Nov 2022 by David
Brand Awareness Is B****cks
๐ฝ๐ง๐๐ฃ๐ ๐ผ๐ฌ๐๐ง๐๐ฃ๐๐จ๐จ ๐๐ฃ ๐ฝ****๐๐ ๐จ ๐ฒ
ย Iโm sorry, and I know marketing people wonโt like this, but I just hate it when Event businesses start talking about โ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐๐ฎ๐ฟ๐ฒ๐ป๐ฒ๐๐โ as something that they are aiming for in their marketing.
โ๐๐ตโ๐ด ๐จ๐ฐ๐ฐ๐ฅ ๐ง๐ฐ๐ณ ๐๐ณ๐ข๐ฏ๐ฅ ๐๐ธ๐ข๐ณ๐ฆ๐ฏ๐ฆ๐ด๐ดโฆโ, they say when putting out another bland post or advert with anther photo of an event that looks exactly like all the other photos of events that every other โbrandโ puts out there.
No ๐ข๐๐๐๐ฅ, no ๐๐๐๐๐๐ฅ๐๐ก๐ง๐๐๐ง๐ข๐ฅ, no ๐ฆ๐ข๐๐๐๐ ๐ฃ๐ฅ๐ข๐ข๐ and often not even a ๐๐๐๐ ๐ง๐ข ๐๐๐ง๐๐ข๐ก.
Really?
โBrand awarenessโ????
You think anyone actually recognises your brand, or cares about your brand if they donโt already know you?
Brand Awareness is good if you are Coca-Cola or Mercedes or Nike โ they spend millions of dollars each year on Brand Awareness and it works for them, but absolutely, unequivocally it doesnโt for โAce Adventure Eventsโ or โDaisyโs Party Planningโ from Peterborough.
No-one not looking for you is going to become aware of your brand from some a โBrand Awarenessโ campaign โ it is just not possible.
The average person gets something like 3000 attempts ๐ ๐๐๐ฌ to get their attention for some brand or another, what is the chance that they are going to become aware of you just because you post a nice picture of an event you have done once a fortnight?
๐ง๐๐๐ฌ ๐ช๐ข๐ก’๐ง.
Anyway, as an SME you arenโt really interested in people being aware of your existence, you are interested in people wanting to actually buy something from you. You want leads, enquiries and briefs for events that are actually going to happen.
So forget โBrand Awarenessโ, never ever mention it again in your marketing conversations, it means nothing.
Build your campaigns to hit your Target Market with actual stuff that you know they are interested in buying, make it interesting, make it relevant to them, make it clear.
Target Market, Awareness, Belief, Solution. ๐ง๐๐๐ฆ.
