Puromarketing 3 key points to understand brand Awareness or Brand Awareness

Today in a dialectical act, I would like to invite, the always important reader, to reflect on three simple questions that are directly related to the overwhelming theme that we happily love today delving into today.

Are you ready?I hope so, but here you have a complete sentence to prepare.

Good, ready or not, here we go;

One, what is your first year teacher?

Two, what is the name of the favorite series you saw as a child? And

three;What is your mother's birthday date?

Could you answer them all?

Maybe you got all three;Maybe your first teacher was the same one that you had until entering your years at school and something you remember of her name.Without a doubt, you remember at least a series of TV that you saw more than once and that somehow was significant for you.

However, I am sure that, in your conscience, there is the notion that your mother turns years old every year, as the rest of the mortals do present here.Perhaps you are not 100% sure of the exact date or the year in which your parent was faced with the oxygen we breathe, for the first time, but you do know for sure the month in which you celebrate the onomastic.(Otherwise, what shame!).

Anyway, all this what diantres has to do with the Awareness, because it has to do to exemplify three key aspects to understand the concept of marketing in marketing.

For Spanish -speaking marqueters, sometimes not only costs us to understand the concept of Awareness, even more than one gives them work to pronounce it and worse, do it aloud to others.The reason for this is that, in my opinion, many times due to ignorance or fear of making mistakes, we have systematically subtracted this concept in teaching, which is not only an important error, but a way of restricting the approach onHow marketing works in relation to sales and quantitative impact it has for business, independent of the nature of the business we face.And it does not matter if it is to sell clothes to consumers through a website or a financial Big Data application, for global corporations, the Awareness is the start foot to specify the precious sales and business goals, which so much relevanceThey have to keep our salary, the team and the maintenance of the company in time.

Well, and then what do we understand by Awareness?

The three questions enunciated, demand an effort to collect from our memories, and bring to the conscience two names and a date.The wonderful thing is that they not only invoked these names or dates, but most likely, they would have brought memories, images, sounds and even smells, of situations (real or not) that today relived in the unknown world of our minds and consciences.

And this unknown is interesting, because even when we have generated important advances in science regarding our brain and the way of remembering and generating awareness and self -awareness, even the path of knowledge with these human areas, is long and not as enlightened asother parts of our body.

Ok, not to deviate anymore, the Awareness is precisely what we call awareness, it is to be aware of a brand, which is still going to know the brand, that is, as the mother's birthday or the name of the teacher,Those valuable data are housed in the remote world of the beloved reader.

Now, these data, when are they activated?Perhaps for the birthday of our Holy and Divine Mother, they are useful the month in which this happens, in order to have the necessary time to buy a gift and probably give ourselves the time to prepare pisco-socially to meet relatives that we see once eachthree World Cups.

In other words, the frequency with which we remember the event is at least once a year, but the name of the teacher?Perhaps once every 10 years when there is a meeting of former teammates that you see today, more peeled and some rather "manufactured", and the TV series?Perhaps its frequency is a little larger and goes afloat when we met with friends and remember anecdotes or when we play Tutti Frutti (stop, high the pencil, chantón, 1?movie or series.

So how are we building this Awareness?And why is it still key to successfully execute any business strategy?

The most plausible answer to the first question is frank and directly through advertising, which is the mostly known and proven way to undertake with this objective, where the role of the marquetero is key to building that level of Awareness that helps considerationof the brand at the moment when the consumer identifies his need and the zero time of the purchase begins.So what are the basic considerations for our advertising to generate the level of Awareness that we require?

First, let's go back to Mom's birthday;that is cooler in our memory for various reasons;

It is significant;What makes it memorable, occurs with a periodic frequency once a year and we have been experiencing it since we were aware of it (much of our life) and three there is a context that makes it easier for you to remember it;either the weather, the family or sadly your mom.

That is, it has three ingredients that we must remember and consider when generating our initiatives to increase or maintain the brand's Awareness:

Significance, frequency and context.

In order to establish these three variables in an efficient and structured way, we need to be clear about the consumption insight (which we will explain in a subsequent entry), the consumption situation and the brand's values for the consumer, which will help us understand eachOf these contexts, generating an idea of the concept of each "ingredient".

Significance;

For the task of this writing, we will define it as the relevance and communicative meaning that the consumer gives to the particular advertising piece;What we will evaluate from the marketing perspective, that is, if the piece transmitted what we try to communicate, not if the piece tells a good story, or if the story is emotional enough to generate tears.

A piece of advertising will be significant, if it connects the association node that the consumer has in his head with the brand, the product or service we are advertising.

That is, consciously the consumer rescues positive learning from the brand, the product or service we are advertising.

In other words, it is able to identify with the problem presented (frustration or opportunity), understand how the brand solves that problem and over time manages to associate it with the brand.

Is it easy? Absolutely it is not!More if we take into account the taste of agencies to propose advertisements that seek to attract awards and awards in the publicity guild.

But, ultimately, the key is to focus on that and not forget that the objective of creativity and communication is there and not generating an "entertaining" story, that it is not clear what the benefit is or worse, what was itThe brand they were advertising.That said, it is interesting to do the exercise that when someone tells the valuable reader, that an advertising was great! The reading patient answers with a simple question.

Yes, what brand was it?

If the answer is vague, confusing or not very clear (probably accompanied by a...), the first assertion is remarkably wrong, for the objectives that compete us.

This significance can be obtained in different ways, for example that consumption insight is solid and relevant, so that the consumer when consuming advertising manages to identify and seem relevant, or that the situation where advertising is consumed is in acontext in which the consumer is alert of the problem that the brand solves, for example a graph of a hand -disinfectant gel brand, which accounts for the risks of contracting a disease, for the simple fact of touching a public handrail, locatedStrategically in train support or train metro.

Frequency

It is always a complex issue.In the times of yesteryear when large masses of consumers sat in front of a television at a certain time and were almost obliged to be interrupted by advertising in order to continue enjoying the open television content, the big companies, according to their elaborate studies they definedA frequency estimate of 3 times that the consumer saw advertising, thereby estimating that communication had been convincing enough to generate the necessary brand Awareness to generate or increase the purchase consideration of a certain service or product.

However, today the scenario is totally different and much more complex than that, since today it competes with a context where the consumer is with an overconsumum of content that has been generating an abulia and an increase in behaviors not aware of media consumption.In addition, digital platforms are sensitive to consumer's negative responses to advertising, therefore, build an average frequency above 3 times, it seems that it could only be purchased through a purchase by frequency, that between us, we know thatIt is not the most efficient way to buy if we want to build Awareness in the largest number of target consumers.In addition to the sensitivity of the platforms, we are aware that we do not want.That said, I believe that the key is to have a strong communication that has the relevance and significance necessary to, at the expense of a low frequency, to be able to generate an association with the brand, consistent and more solid in the long term.Without prejudice to the above, it is important to consider for the construction of the frequency, the context of consumption of the good or service, that is, for example, if we have a brand that works strongly rooted to seasonality, it is probably a good idea that the frequency ofadvertising is directly related to this seasonality, or if our objective is to generate a call to action (call to action cta) for a certain period of time, such as a promotion, it is also plausible to increase the frequency the previous daysand end to the duration of said promotion.

Context

When we talk about context, we refer to the circumstances that are surrounding the situation of the consumer around the purchase;that is to say the season that exists, the economic situation of the country, the consumption trends in the category, the initiatives of the competing brands, and everything that according to our category may positively or negatively affect the behavior of purchase of the consumer and thatIt is feasible to be able to use it.I keep this last sentence, because it has a lot.And yes, since it makes no sense to say that our brand is innovative or challenger, if in each milest.That is, does it make sense to make promotions of Father's Day if we sell hygienic wipes?Maybe yes or maybe not, but it depends on the values of the brand with which we work.