If someone mentions your product to a friend and the initial comment of said friend is “what the hell is that”your product may need a little awareness advertisement.
The crux of advertisement awareness is to provide potential consumers an educational experience about your product.
Isn’t that what an advertisement in and of itself supposed to do? Well, yes, but awareness advertisement has a focus on introducing a new product to the market and how it is different from the competitor’s product.
As the name suggest “awareness” is the principal focus of the effort.
Awareness advertising seeks to increase the name recognition of your small business in the minds of consumers across your target market area.
These advertising objectives are particularly useful in the early days of your company when you don’t have as many customers as your competitors.
Awareness advertising is a marketing strategy designed to increase consumer familiarity with your company’s overall message and the services or products it offers. How awareness advertising develops goals and objectives for your small business depends on your target consumer market and the company image you wish to portray. According to the Small Business Notes website, these goals are essential to developing your awareness advertising strategy and determining how much money to spend on your promotional campaigns.
Increasing Brand Awareness
Brand awareness is an overarching objective of your awareness advertising strategy. This marketing phenomenon is the extent to which consumers recognize the brands of your small business and can correctly associate these brands with particular product offerings, according to the Business Dictionary. Increasing brand awareness is a primary aim in the early months of small business life, when your company is attempting to enter the local marketplace and garner consumer attention. Raising brand awareness through advertising keeps your small business in the minds of consumers, which can lead to increased traffic at your place of business.
Conveying Strong Messages
The message your small business chooses to convey cannot be vague or easily misinterpreted. The more room you give consumers to confuse your company message, the easier it will be for your target market to make false assumptions about your brands and products. Conveying a clear, strong message through your advertising campaigns gives consumers your product messages in ways that are easily understandable and memorable. This allows for greater retention of your message and easier recognition when consumers come across your company’s products or enter your business locations.
Increasing Market Share
Your company gains customers and increases sales over time by acquiring a greater percentage of market share. Awareness advertising seeks to increase your company’s market share by increasing consumer knowledge of your small business’s products and services. Your advertising campaigns saturate the market in an attempt to drown out the voices of your competitors
Perfect examples of awareness advertisement are the copious advertisements that come on at 3am and showcases novel technologies that make everyday life easier.
Due to their novelty, these devices need to make the public aware of the device’s capabilities and how it compares to what their consumers have now.
These innovative devices are extremely beneficial to making life easier, but due to limited funding to provide effective awareness advertising, they fail to reach the full potential of their sales potential.