Be In The Know Blog

Building the Best Brand Awareness Strategy

Posted by Jesse McCambridge on April 27, 2016 at 1:32 PM

Best brand awareness strategyAre you having a hard time attracting customers because they just don't know your business exists? Are you trying to grab the attention of local consumers? Are you trying to get noticed?

If you answered "yes" to any of these questions, you could probably use some help building a solid brand awareness strategy. Luckily, there is a whole suite of multimedia marketing solutions here to help you.

Radio: We Love You

Let's start with the tried and tested solution — radio. You may think of radio as having been dethroned by TV in conventional advertising, but think about how you might turn to one type of media or another depending on where you are and what you're doing. You might get the news on your phone when you're on a break at work, watch your favorite show at home on your TV, and tune into the radio for local news, traffic and weather when you're in your car.

Data reported on by LinkedIn from a recent Nielsen and Katz Radio Group study found that consumers reached with a radio ad as part of an integrated campaign were 43 percent more likely to remember a slogan and associate it with a brand, demonstrating that radio can cut through the saturated field to establish brand awareness. When combined with paid search advertising and targeted landing pages, a radio ad can go a long way to driving engagement and conversions.

Television: The Power of Reach and Frequency

Don't rule out TV advertising, either, especially if you're running a broad marketing campaign. MarketShare completed a study in 2015 that looked at five years of metrics and found that TV outperformed several outlets in terms of driving certain KPIs efficiently. Used in combination with digital video and display ads, it can really add some punch to your campaign. For example, if you own a restaurant chain that covers a number of cities, you can run a broad marketing campaign on TV, but then finesse your landing pages using IP targeting to appeal to visitors on a local level. If you have a branch on the coast, you might want to emphasize dishes with the day's catch; for a branch in Texas, you might want to emphasize steak or ribs.

Print: The Best of Old and New

Don't forget: Many consumers regularly read newspapers and magazines, so work with your local and national publications' advertising sales reps to create prominent, attention-grabbing advertisements. Select publications that appeal to your target customers, and then inquire about online advertising or native advertising on their websites.

You can extend your local presence by forming local partnerships with businesses and hosting local events, seminars or festivals. You can also sponsor local sports teams and donate to charity events. Combining this traditional method with links to your website will help drive traffic and give you an opportunity to provide great content, infographics and blogs to further engage your customer. Driving customers from local events to your website or social media sites will give you an opportunity to build brand awareness, present special offers and increase customer engagement.

These days, there's a whole host of multimedia marketing solutions at your disposal to help you develop the best brand awareness strategy, both online and off. With the right combination, you can harness the best of all the media types and make sure you're getting noticed by your target customer.

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Topics: Integrated Marketing

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