A product awareness strategy is crucial for new or under established businesses and can have a wider reaching effect than other objectives, as less time is required nurturing relationships with potential customers. This objective generally aims at educating groups who have an interest in the product/ service and providing information on the benefits of using your company over your competitors. Although this is partially relationship building in nature, the focus is on providing informative product information to as many relevant people as possible.
Product awareness is interchangeable with ‘company awareness’ depending on the importance of the businesses brand, but promoting the business and product brand at the same time is confusing and ineffective.
The below image shows how brand communication flows between the website and each of the proposed marketing activities. Although in reality the website is actually the marketer, this illustrates how the information distributed in the marketing effort reflects that provided on the website. This ensures that when people visit the website that the brand message is reinforced, rather than give potentially conflicting information.
Consistency is particularly important when raising product awareness as people are likely to search for additional information on the product. When the same information is found through other sources, it is trusted.
The “looped communication model” seen in the diagram is different to the unidirectional flow set up to drive lead generation and data capture. This is because here we are managing the awareness that is being generated and ensuring it is positive. Display advertising can quickly and easily raise product awareness and drive to the products page to provide more information.
Understanding the impact this marketing activity is having on awareness is important for measuring the campaign’s effectiveness. This is why buzz monitoring is used. Buzz Monitoring allows us to tap into when the company or product name is mentioned, as this indicates the source is aware of the product.
Buzz Monitoring also has the added benefit of facilitating follow up communication that might make a sale or meet another business objectives. It is core in developing the communication loop that allows instant adjustment of the marketing communication, or emphasis placed on the product benefits. These benefits appeal to different groups depending on their interest. Awareness generated within these groups occurs through an understanding of which benefits to communicate to each.
The above image shows how the brand communication (logo, imagery, text etc) is taken from the website and added to the social marketing elements that will drive product awareness. You can also see that when the product is mentioned on a different website that this is picked up through buzz monitoring. Coffee Marketing would then approach this community (if it is relevant) and promote the offer on this site as well. This helps spread the awareness and allows the message to travel virally.
Again each of these marketing components can be increased or decreased depending on the budget available for such activity. Ultimately the more budget that is available the more awareness is generally created in the market. Some products have greater scope to create campaigns that ‘go viral’. However please be aware that most viral campaigns today use a large investment to ‘seed’ the viral content and paradoxically isn’t viral without a significant budget!