by Lea
Nathan
Marketing strategists agree that
brand awareness in any industry gives that company an edge. Brand awareness
accomplishes several objectives for companies seeking to increase sales in the
marketplace. A brand awareness campaign needs to be flexible enough to grow
with the company and adjust if needed. The company should seek to build
customer awareness, promote its website and add value.
Brand awareness follows a certain
process, although customers do not usually think through these steps when
choosing a product. First, the customer has a perceived need for a product. In
many cases, he will seek information on what product to buy. He will often
evaluate his alternatives, although in some cases, such as in buying a drink,
he may simply buy what’s convenient. At the same time, he will place a value,
both financial and personal, on the product he plans to buy. After he buys your
product, he will review his purchase and make adjustments. Sometimes these
adjustments will be immediate; in other cases, they are long term. For example,
if he doesn’t like the drink he bought, the next day, he will choose a different
drink. But if he doesn’t like the vehicle he purchased, it could be two to five
years until he makes a different purchase.
Build
Customer Awareness
Target the desired customer base.
From there, the business can more easily assess what it needs to do to increase
customer awareness. For instance, a customer awareness strategy will focus on
different audiences depending on if the product is toys, car products or
walkers for those with mobility issues. In each case, the business will use
different advertising campaigns to increase customer awareness. Every business
needs to overcome certain challenges so the customer understands the benefits
of working with that particular company.
Promote
the Website
A website helps create a worldwide
customer base. Customers no longer limit themselves to buying from a specific
geographic location. A customer might research a product and then follow up
with a catalog or phone order instead of a personal visit to the company
location. Hiring a graphic designer can assist a business in projecting the
type of image they want to portray. Coordinating business cards, marketing
materials and additional advertising all further enhance customer awareness.
Consistency in design helps customers connect that logo with the business and
product.
Add
Value
Every customer will determine value
in different ways. Brand awareness can give your business that “edge” in making
your customers aware of the extra value your company offers. This might be in
the form of service, such as three free oil changes in a year with the purchase
of a motorcycle. Your packaging might be slightly larger, which brings
increased quantity. Your location might be unique and easily accessible. The business
may sponsor special events, promote volunteer service or support a worthwhile
organization. You will need to decide which one of these avenues will work best
for your company.
Finally, give the business the time
needed to develop brand awareness. In most cases, this process does not happen
overnight. While the ultimate goal is for the company to identify the success
level of brand awareness campaigns, the business should always continue to
appreciate and track even the slightest progress.
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