Posts tagged brand awareness
The weather has been crazy all across the U.S. and the rest of the globe. Western U.S. has seen a terrible drought resulting in wildfires. The Midwest has seen numerous deaths from way-above-average temperatures. The south has seen a lot of flooding. As climate change becomes more obvious, it alters how consumers think. What impact will global changes in the climate have on your future marketing endeavors?
Here are a few things you need to think about.
Seasonal Marketing Campaigns
We often market products seasonally. However, changing seasons are making that more difficult. For example, many locations that are popular winter vacation spots for enjoying winter sports are seeing less snow than ever before. This is shortening the ski season and making it necessary to alter the timeframe of campaigns.
Healthcare Marketing Is Also Affected
The weather is also having a tremendous effect on the areas where disease-carrying insects can live. Some diseases that were under control are now reaching an epidemic state again as the climate helps the disease to spread. As a result, marketing for certain medications, such as seasonal allergy medications and flu relief products, are seeing a shift in the timeframe when the products are most needed.
The Emergence of the Eco-Conscious Consumer
People care more about how products are sourced, the practices a company is involved in to protect the environment, and the role of recycling in a company’s efforts. Therefore, it is important to be more transparent in marketing about what a brand is doing for the environment, even in small ways such as using some recycled material in product packaging or using new packaging that creates less waste. Eco-related scandals are now more likely than ever before to hurt a brand’s reputation.
In fact, brand perception is the number one factor when it comes to adjusting marketing to climate change. If you want your brand to stand out as a champion of the planet, you need to take action and let consumers know what you are doing to preserve the Earth for future generations. You’re not just marketing to tree huggers anymore. Today, the average consumer cares about the environment.
Let’s face it: Social media is not a great way to make direct sales for most businesses. However, there is something that a brand can gain on social media that they would struggle to find anywhere else. It is basically the Internet’s version of “street cred.” When you engage consumers on social media, it can dramatically affect brand perception and awareness.
A Counterintuitive Form of Marketing
Let’s take the wedding industry as an example. Say you are a wedding planner. What do you post on your social media accounts? You may actually provide tips on how to save money when planning a wedding. Isn’t that counterproductive? Why encourage your potential customers to try and save money?
Your prospective customers may determine that you are the right planner for them, based solely on the fact that you know these tips and tricks—and aren’t afraid to share them. Your article may be the first contact they have with your business. Without the social post, they may never have even come into contact with your brand. And so the relationship begins.
Can Your Business Use Social Media in this Way?
That’s a simple example, but you can apply this to any type of business. For example, a food cart may provide recipes on their social sites. Does that mean no one will ever come to their food cart again because now they can make similar dishes at home? Of course not. People grab lunch on the go more often because it is convenient than because they can’t do it themselves. The recipe engages consumers, shows off expertise, and introduces the cart to those who may not have been aware of it before.
Now the world of social media suddenly starts to take on new life. Before, you may have wondered how social media fits into your marketing strategy. Now you can begin to see that social is less about selling—and more about giving consumers something to share with others. By focusing on shareability instead of profitability, your social media accounts will attract more attention, and also be a good influence for the consumer’s perception of your brand.
Long Term Customers: Creating Brand Awareness
Any experience that a customer is going to have with your brand begins with their learning of its existence. It’s too early to be thinking in terms of dollar amounts when you first catch a consumer’s eyes and ears. This is the time to set-up your business and to be the one that a consumer remembers when they need the product or service you provide. You have to have the long term goal of turning potential customers into loyal, long term customers.
Back in the glory days of marketing, all you needed was a catchy radio ad with a jingle, or maybe a brief TV spot, and the whole world knew about your company. Now, people are experiencing the world in so many different ways that it can be tough to guess how, when, and where you will make your first contact with a consumer. Will it be a TV ad, or perhaps a social networking post that gets re-tweeted by one of their friends?
Awareness is no longer the only secret to making a sale. Consumers are faced with an endless line of products and services that are available to them, and with a wide range of prices and qualities. How will you stand out from the rest of the crowd? Have you found a certain niche to cater to within your industry?
Today, creating awareness is about seeming ubiquitous. You expect to see a Starbucks® everywhere you turn. You don’t even ask for a tissue, you say Kleenex®. These are the goals a company looks for when creating awareness. How can you do it?
Find a target audience. Make yourself the name brand for a certain age group, location, profession, or niche. Strong awareness, coupled with good feedback, will drive sales in your targeted group.
Be sure to track figures to ensure awareness is on the rise. The ability to create long term customers means knowing how many people search for your product, how often your company is mentioned in social media or the press, keeping track of unique and organic website visits, and knowing how you stand compared to the competition.