Differentiate between 'Campaigning' and 'Spreading Awareness'
Answers
They may have launched a new product or service and are looking to build awareness and boost exposure.
They may be more established and looking to drive leads or increase purchases online or in-store.
Then there’s a combination of the first two answers: Many clients express dual goals of lifting awareness while concurrently driving conversions.
Regardless of whether you call this third type of media campaign a hybrid, a combo, or a mix, the majority of our clients seek to generate a blend of awareness and conversion outcomes. As media planners, we have a range of tactics at the ready to help our clients achieve their desired objectives.
Awareness Campaigns
Awareness campaigns are designed to expose target audiences to the unique characteristics (otherwise known as key differentiators) of a brand, product or service. Paid media advertising raises awareness in the marketplace and helps companies differentiate themselves from their competitors. Typically awareness ads answer the query, “Why is this product or service beneficial to my target audience?” Awareness campaigns address the “What’s in it for me?” question that consumers often ask.
Awareness ads take an informative and educational approach. The purpose is to create a buzz, generate excitement and raise interest in order to move target audiences along the knowledge timeline. For that reason, awareness ad creative is typically very brand-specific and the messaging is simple and clear. Awareness ads will pay off the statement, “This is who we are and this is why we think you should learn more about us.”