24 Nov 2022 by David
Brand Awareness Is B****cks
𝘽𝙧𝙖𝙣𝙙 𝘼𝙬𝙖𝙧𝙚𝙣𝙚𝙨𝙨 𝙞𝙣 𝘽****𝙘𝙠𝙨 😲
I’m sorry, and I know marketing people won’t like this, but I just hate it when Event businesses start talking about ‘𝗕𝗿𝗮𝗻𝗱 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀’ as something that they are aiming for in their marketing.
‘𝘐𝘵’𝘴 𝘨𝘰𝘰𝘥 𝘧𝘰𝘳 𝘉𝘳𝘢𝘯𝘥 𝘈𝘸𝘢𝘳𝘦𝘯𝘦𝘴𝘴…’, 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 ‘brand’ puts out there.
No 𝗢𝗙𝗙𝗘𝗥, no 𝗗𝗜𝗙𝗙𝗘𝗥𝗘𝗡𝗧𝗜𝗔𝗧𝗢𝗥, no 𝗦𝗢𝗖𝗜𝗔𝗟 𝗣𝗥𝗢𝗢𝗙 and often not even a 𝗖𝗔𝗟𝗟 𝗧𝗢 𝗔𝗖𝗧𝗜𝗢𝗡.
You think anyone actually recognises your brand, or cares about your brand if they don’t already know you?
Brand Awareness is good if you are Coca-Cola or Mercedes or Nike – they spend millions of dollars each year on Brand Awareness and it works for them, but absolutely, unequivocally it doesn’t for ‘Ace Adventure Events’ or ‘Daisy’s Party Planning’ from Peterborough.
No-one not looking for you is going to become aware of your brand from some a ‘Brand Awareness’ campaign – it is just not possible.
The average person gets something like 3000 attempts 𝗔 𝗗𝗔𝗬 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?
Anyway, as an SME you aren’t 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 ‘Brand Awareness’, 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. 𝗧𝗔𝗕𝗦.