Is brand awareness the wrong goal for retailers?

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Is brand awareness the wrong goal for retailers?

Aug 12, 2019 12:00:00 PM by Frode Nortvedt |0 Comment Add Comment

AdobeStock_138764455You want your business to be what a consumer thinks of, when they need a product or service you offer. It gives you a heard start over the competition. Unless competitors are able to make up the ground you have already established, the consumer will purchase your product again and again.
This directly points to the importance of brand awareness. It doesn't mean a consumer will always buy your product, but it does increase the potential.
However, is brand awareness the wrong goal for retailers?
Should you focus your marketing approach on something different, or should it stand as the main drive for your advertising department.

Brand Awareness is the Right Goal, But What Does Brand Awareness Mean?

You can go into all sorts of definitions for brand awareness. However, your business needs to determine what it means for the company itself. Everyone within the business needs to then understand what brand awareness means to the company itself. This is where problems often arise. Without a unified goal, the marketing department might go one way, while sales and customer service go another.

Your business needs to bring the heads of all departments together in order to determine the exact definition of brand awareness for your brand. This way, everyone has the same goal and the same vision. Brand awareness is the right goal for retailers, as long as it is the unified goal.

Some ideas of brand awareness might include increasing referral traffic, improving outside media coverage or improving direct traffic.

Avoid the Pitfall of Immediate Demographic Expansion

Your business has a very specific brand demographic. There are certain individuals who fit the mould of the target audience. Whether this is age, gender, income level, where they live or so on, much goes into identifying what the consumer looks like and who is most likely to buy your product. However, in an effort to boost brand awareness, don't fall into the trap of trying to connect with a larger audience.

Many retailers are struggling with their bottom line these days and may be tempted to target a wider demographic in order to increase exposure and boost sales. This increased marketing spend could end up increasing exposure to demographics that have no interest in their products at all. This would be a very expensive marketing blunder, all due to a goal of boosting brand awareness. Avoid the pitfall of immediate demographic expansion, as no matter how much you might want it, you can't force uninterested consumers into liking your product.

Don't Try to do Everything at Once

There's nothing wrong with a goal of improved brand awareness. However, don't try to do everything at once. A single advertisement isn't going to rank well on media sites, remain organic and evergreen, boost conversions while staying under a small budget. Pick one goal per campaign. The problem with trying to do too much at once is it usually ends with you doing everything poorly. It's like going to a restaurant with a menu as thick as a phonebook. Sure, there are plenty of options, but none of them are usually very good. Focus efforts on one goal at a time and build brand awareness slowly.

Strong brand awareness stands as the culmination of excellent marketing, a fantastic product and exceptional customer interactions. All of this leads to consumers looking favourably to you and your business. While producing the very best product should stand as your top priority, if you execute customer relations and marketing well, in turn, it will lead to improved brand awareness. In the end, brand awareness is the ultimate goal for retailers, it just takes dedication to varying avenues within the business to achieve.

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