The word awareness has a variety of meanings and connotations depending on its use. Awareness can be easily confirmed by an observer without necessarily implying understanding. For example, if a passerby asks another person where the nearest candy store is, what usually comes to mind is the one closest to their chance meeting.
Awareness used in a business conversation about marketing, means how do we create a perception and feeling about our company’s products and services that creates a purchase?
The answer which usually surfaces to the top is advertising. Whatever channel you select to create awareness, you are dealing with very large numbers.
In the late 20th century, when I created my first company, advertising could mean placing an ad in a newspaper, on the radio, in a business directory, just about anywhere you would find people. A company’s potential customer was always out there, somewhere, among some very large numbers.
Just because you are able to increase awareness of your product line , it will not always mean a sale. So advertisers determined they needed to increase their awareness to more people. I can even remember when a less than 1% response rate for a direct mail campaign was considered a victory.
Yes, you read right. So if that mailing went to one million potential buyers, 10,000 may have done something, such as giving consideration to purchase a life insurance policy. If the direct mail piece cost around $0.65 each, that’s a lot of money to create awareness for a commodity such as life insurance.
First, there was a lot of message slinging in that era. Advertising experts told marketers that people are bombarded with 2500 to 3000 messages per day. It’s important your message stands out and then hope someone makes a purchase.
Secondly, in 2001, the US Mail volume was the highest year ever at 103,526, The number of first class mail pieces delivered to the nearest million! Mail has been on a decline every year since.
The smallest change may have the biggest impact. That’s what keeps me interested. I learn something new every single day. If you don’t try something new in marketing, or any other business tactic, you may never succeed.
Takeaway: Awareness can be easily confirmed by an observer without necessarily implying understanding.
What does the word awareness mean to you and your marketing team?
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