Last month, I started the conversation about Awareness Advertising vs Direct Advertising…
Awareness Advertising: Is making people aware that you exist — educating them that they may have a need or want, and you can fulfill that. It also begins building trust.
Direct Advertising: Is being where people will find you when a want turns into a need, when they are ready to buy.
Awareness ads are seen by lots of people, but often don’t have measurable, tangible results. This lack of tangible results probably doesn’t feel good, and we ask “why spend the money if I can’t immediately see results.” The answer is: We use awareness advertising to introduce ourselves and begin building a relationship… we want to stick out in people’s minds later when they need us.
You wouldn’t just run up to someone and ask them out on a date, right? Instead, you introduce yourself, find common ground, and build from there… awareness ads are introductory ads.
When choosing Awareness Advertising options, we look at:
Impressions and reach — how many people see us and where are they located
Frequency — how many times the same person will see us… the higher the frequency, the more likely they are to remember us.
Ok — so, get to my point. Focusing here on the actual ads (since that is what I do here at Strategy 3!)
It doesn’t necessarily matter where the ad will appear, they all need the following:
1. Catchy Headline: something that stops them and gets them to look closer — a business owner knows they need to stand out to be picked by customers
2. Sub-headline: we want to pull them in further to the ad, introduce them to us/our service
3. Content: We like to talk about benefits to our potential clients/customers. — In this case we want to show respect, honor someone’s knowledge, and identify that we fill a gap — and that it is a team effort to help you reach your goals.
4. Images: This is such a great pic, you want a marketing person that is clever, fun, and smart — and this picture radiates!
5. Contact info & Call-to-Action: I probably missed a point with not having a call today type statement here, but we have a lot of content… but all of our contact info is easy to read.
The main thing with Awareness Advertising is that we are introducing ourselves, catching attention, and helping potential clients identify a want or need, we want them to feel comfortable with us, when that want turns to a need. When they do their google search, we want them to remember our name when looking at their search results.
Till next month! Enjoy the sunshine!
