How can we create awareness among consumers ?
Plz give me ans of this question its urgent
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As a marketer, if your product is the obvious solution to an obvious problem, your job is relatively straightforward. You simply need to show the customer why your product is the best one out there. Often the easiest way to do this is by demonstrating your USP; sometimes you can also compete on price. Either way, if your customer is already looking for the product or service you offer, and not attached to any particular brand, all you have to do is convince them that your brand does it best.
This is where the old saying comes from: "Build a better mousetrap and the world will beat a path to your door."
But the reality is, a lot of us don't sell products that fill an obvious need. Even if your product or service does fill a genuine need or solve a real problem… do people actually realise that they have that problem? And do they know that a solution exists?
The three stages of consumer awareness
A lot of marketers today are facing this conundrum: "How do I sell the benefits of my brand over those of my competitors when my customer doesn't even know they need my product?" There's no point shouting about how you are the best at 'whatever-it-is' if people don't know they need it. The harsh truth is: no one cares.
How do we make them care?
This is where it gets a bit tricky. The immediate response you are likely to get when you ask this question is a fun one: "we need to increase brand awareness!!" After all, marketing blogs are full of posts about how digital marketing is all about brand loyalty, warm fuzzy feelings towards brands, brands as people, and so on. But for this type of situation, brand awareness actually isn't the right answer.
When people don't know they need something, you don't need increased brand awareness... you need increased need/want awareness, followed by solution/product awareness, and only then should you be looking to raise brand awareness.
This leads to a 3-stage customer journey:
Creating awareness of the need/problem. At this stage the customer is both product and brand agnostic; they don't realise they have a problem or need which requires a solution. Your job at this stage is to show them that they have a problem or need. They may not be aware that this is a problem at all; or they may perceive it as an annoyance but not a problem they care enough about fixing. Raising awareness of this need or problem can be done through either an emotive or a logical message but either way the focus should be on the customer, not on you.Demonstrating the basic solution to that need/problem. At this stage the customer is still brand agnostic; they are now aware of the problem but not yet sure what the solution is. Your job at this stage is to present your solution as the best way to solve their problem or meet their need. However, the first step is simply to show them that this type of product or service is a good solution to their problem or need. Again, at this stage, you are focusing on the customer and his or her need. Don't try to sell them on "you" just yet.Selling your solution and your brand as the best version. At this stage, the customer knows they have a problem, and they know their preferred approach to solving the problem is through using the product or service that you provide. Your job now is to show that they should choose to buy that solution from you, and to link that solution with your brand in the customer's mind. This is the point at which talking about yourself is allowed. :)
Take one step at a time
The temptation which a lot of brands face is to try and create brand messaging and content which can do all three of these things at once. This can be due to a fear of inadvertently promoting their competitors, or sometimes a directive from above which dictates that we 'push the brand' regardless of the stage of the customer journey you are currently targeting, or any number of other reasons. Sometimes it happens because the marketers themselves are keen brand advocates and love talking about how great the brand is and what they do. But this is a mistake.
This is where the old saying comes from: "Build a better mousetrap and the world will beat a path to your door."
But the reality is, a lot of us don't sell products that fill an obvious need. Even if your product or service does fill a genuine need or solve a real problem… do people actually realise that they have that problem? And do they know that a solution exists?
The three stages of consumer awareness
A lot of marketers today are facing this conundrum: "How do I sell the benefits of my brand over those of my competitors when my customer doesn't even know they need my product?" There's no point shouting about how you are the best at 'whatever-it-is' if people don't know they need it. The harsh truth is: no one cares.
How do we make them care?
This is where it gets a bit tricky. The immediate response you are likely to get when you ask this question is a fun one: "we need to increase brand awareness!!" After all, marketing blogs are full of posts about how digital marketing is all about brand loyalty, warm fuzzy feelings towards brands, brands as people, and so on. But for this type of situation, brand awareness actually isn't the right answer.
When people don't know they need something, you don't need increased brand awareness... you need increased need/want awareness, followed by solution/product awareness, and only then should you be looking to raise brand awareness.
This leads to a 3-stage customer journey:
Creating awareness of the need/problem. At this stage the customer is both product and brand agnostic; they don't realise they have a problem or need which requires a solution. Your job at this stage is to show them that they have a problem or need. They may not be aware that this is a problem at all; or they may perceive it as an annoyance but not a problem they care enough about fixing. Raising awareness of this need or problem can be done through either an emotive or a logical message but either way the focus should be on the customer, not on you.Demonstrating the basic solution to that need/problem. At this stage the customer is still brand agnostic; they are now aware of the problem but not yet sure what the solution is. Your job at this stage is to present your solution as the best way to solve their problem or meet their need. However, the first step is simply to show them that this type of product or service is a good solution to their problem or need. Again, at this stage, you are focusing on the customer and his or her need. Don't try to sell them on "you" just yet.Selling your solution and your brand as the best version. At this stage, the customer knows they have a problem, and they know their preferred approach to solving the problem is through using the product or service that you provide. Your job now is to show that they should choose to buy that solution from you, and to link that solution with your brand in the customer's mind. This is the point at which talking about yourself is allowed. :)
Take one step at a time
The temptation which a lot of brands face is to try and create brand messaging and content which can do all three of these things at once. This can be due to a fear of inadvertently promoting their competitors, or sometimes a directive from above which dictates that we 'push the brand' regardless of the stage of the customer journey you are currently targeting, or any number of other reasons. Sometimes it happens because the marketers themselves are keen brand advocates and love talking about how great the brand is and what they do. But this is a mistake.
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