Brands and advertising are ubiquitous nowadays. Sometimes it feels like they’re inescapable! Therefore building a brand awareness strategy is essential to keeping your company in the public’s attention and fighting off competitors.
For an effective brand awareness strategy, you need to recognize that your different audiences respond to different information about your brand. Use the Segment Target Position (STP) approach to send the right messages to the right people.
Collect information about your market. Look at your social media audiences and use Google Analytics, a service that monitors and reports website traffic, in order to get an overall picture of your customers. Note that this will not help gain an understanding of specific users.
Online surveys are a good method of gathering information of specific customers. Ask details about their profile i.e. gender, age, favorite products of your company etc. and this information will help you gain a better understanding about how to advertise your products in a more targeted manner, therefore improving brand awareness. But it is important to not harass customers for personal data as this can repel them from making a purchase. Run competitions or offer coupons to consumers that fill out the surveys in order to incentivize people to do so.
Segment your market
Once you have collected a sufficient amount of customer data, your market must then be segmented. Popular ways to segment your market include breaking down by any combination of age, gender, income, race, marital status and occupation. You can also segment your market according to emotions and social behavior linked to purchase choices, for example hobbies and personality.
This widely used strategy is applied in order to help marketers identify and prioritize their most important markets and then devise and deliver personalized and relevant messages that are targeted to their different audiences. For example, Adidas produce a variety of trainers and have therefore segmented their market by sports (further broken down into football, rugby, running etc) and fashion (broken down into gender, age, income etc).
Target your best customers
Now it is time to look at which segments are the most attractive. Here you must pay attention to which customers contribute most to your bottom line. Plus, how big are these segments and is there potential for steady growth? This allows your brand to engage in the most effective way with your most attractive audiences as it helps deliver more applicable, appealing advertising messages to the right groups of people.
Position your offering
Here you must identify how to position your products in the market, working out how you can win market share from established players and gain brand awareness. The objective is to create an offering that is better or more valuable to a particular market segment than what your competitors are offering. For example, Volkswagen positions its brand as an affordable, spacious, family vehicle whereas Ferrari positions itself as luxury and targeted at high-income businessmen.
Implement marketing tasks
Your most attractive customers have been targeted and your brand correctly positioned; now you must utilize the correct marketing tools to further boost brand awareness. Select media commonly used by your target group to design advertisements that introduce your brand to new customers and develop your brand image. For instance, if you are a wine manufacturer you may choose radio, TV, magazine, or Internet to reach your target market of middle-old aged, middle class men and women.
Advertising using emotion to appeal to audiences is also a very powerful and impressive marketing tool when executed properly as it appeals to nearly all target markets. These types of advertisements will not encourage you to take any form of action (CTAs). They merely expose the brand name in an explosive, often poignant way. We all look forward to the release of the new John Lewis extended version of the Christmas advert. Few companies can demonstrate effective emotional appeal advertising better than these guys!