I’m currently rewatching Mad Men. Not for Don Draper’s attitude or for Elizabeth Moss’s transformation into one of the biggest actresses to date, but for the marketing. The show covers marketing in it’s most raw form. Utilising brand awareness campaigns to influence an audience into making a decision.
I feel like in this age of digital advertising we’re playing the same game, but with different tactics. Brand awareness campaigns are still about changing perceptions of organisations, but as brand awareness campaigns are so easy to set up we, as marketers, are guilty of rushing into them without thought, then blaming other parameters that we cannot control for their demise.
Here are the top considerations to make the most of a brand awareness campaign, that won’t take long and will make a difference.
1. What do your audience currently think of you?
You may or may not know this before the campaign. Well done if you do, but it’s definitely worth revisiting before EVERY brand awareness campaign. A goods way to get an idea is, quite simply, by asking people. Send out a survey, ask people who no longer use your service why they didn’t and incentivise them to tell you why. People may not be honest with you initially, but after open questions, they will become more honest with their feedback… this information will feed number two!
2. What perception do you want to change?
I could have phrased this better, but using the information from step one what do you want to change. Your brand awareness objective may be completely different. You might not need to change anything, but inform them about a new product or service you offer. In which case that’s what you need to communicate.
3. How are you going to measure it?
This is where Mad Men may fall a little short. Sure the marketing guys will say that their advertising campaign contributed to an increase in sales. But was it the build-up to Christmas that saw an increase in toy sales? Was it the end of the financial year that caused the IFAs to consider your investment fund? Measuring a brand awareness campaign can be a case of ‘What are the metrics! but every marketing campaign needs quality analysis (not necessarily metrics) as well as quantity.
4. What can we take out of it
“Did it work? Who knows. Let’s buy more impressions in the hope that it does.” – A painful conversation with a media buying agency.
Realistically, your brand awareness campaign won’t drive traffic to your website. It won’t generate thousands of product enquiries. What it will do is change your audience’s perception of your brand. All these steps will help you measure as long as you relate them to your overall campaign objective. Like the Mad Men of Madison Avenue, we need to focus on two things. Campaign objectives and our audience’s needs. That’s what will make your marketing cut the mustard in 2019.