Category: brand awareness

B2CRM News

8 Examples of what Diversity and Inclusion Can Mean…

Now more than ever before, brands are taking the pledge to integrate diversity and inclusion (D&I) into their workforce, product offering, and marketing campaigns to show a full representation of age, sex, race, size – as expected by customers.

And while countless brands already realized the much-needed change, a few always manage to catch more headlines. Here are eight broad and timely examples of brands doing the D&I thing that will explain how all-encompassing it all is.

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Best Buy

Just this week, we told you here on PostFunnel how Best Buy has pledged over $44 Million towards a 5-year plan and has publicly committed to doing better. Check it out to see what a genuine commitment from a brand looks like.


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The social media platform has undertaken a significant reassessment of its internal approach, teaming up with NAACP to establish a new advisory council to guide its internal policy direction.

“As part of an ongoing commitment to create a safe and equitable workplace, Pinterest announced today the formation of a new Inclusion Advisory Council in partnership with the NAACP. This external council will bring influential voices together to guide the company on its journey to foster a culture where all can thrive and are valued for their unique perspectives,” the company explained.

H&M, Miss Selfridge, Shein

PostFunnel also recently covered how smart brands have started to #CommitToChange, with H&M leading the way by offering customers clothing that ranges between XL and 4XL. Miss Selfridge and Shein are among other fashion eCommerce platforms committed to showing a full representation of all body types and races – being inclusive to all.


Paying off for lululemon, which then announced that it has started expanding the sizes of the workout gear it sells, was an increase in sales of 22% last quarter in women garments, reaching pre-COVID-19 growth levels.

“No other high-end brand has offerings that can be worn by so many,” Sam Poser a Susquehanna Financial Group analyst wrote. “Lululemon continues to attract more customers to the brand, retain its existing customers, and take market share during the pandemic.”

What’s more, lululemon has an entire D&I webpage on their site dedicated to addressing this issue.

Atlanta’s Marketing Community

The AMC has taken the pledge to acknowledge the disparity in the advertising and marketing industry across the entire state.

“The pledge is an effort to challenge the Atlanta advertising and marketing community to match the diversity of their team to that of Atlanta by 2030,” said Tawanda Carlton, an account executive at already-pledged agency Media Frenzy Global.

Cleveland’s Baseball Team

This past summer, amid BLM protest, numerous brands started answering to the call for change by removing stereotypes and racism in their names, taglines, and logos. Aunt Jemima, Uncle Ben’s, and Lady A are just a few that already took action. Even Washington’s professional football team is no longer called Redskins.

Now, after a months-long process of consulting with stakeholders, the Cleveland sports team plans to drop the word “Indians” following the 2021 season.

“As a result of that process, we have decided to move forward with changing the current team name and determining a new, non-Native American based name for the franchise,” the club said in a statement.

Has your brand thought much about D&I? If you answered, “not yet,” now is the time to put your D&I efforts into motion as it’s clear that customers worldwide are expecting it.


The post 8 Examples of what Diversity and Inclusion Can Mean for Brands appeared first on Post Funnel.

B2CRM News

“We Will Do Better”

Best Buy has pledged over $44 Million towards a 5-year plan to address Diversity and Inclusion and other community efforts. Along with creating new career opportunities for youth, expanding college prep, and emerging talent, Best Buy is focusing on hiring BIPOC and women employees. 

Among other positive effects of such a strategy and focus is its impact on the brand’s public perception. Creating a proof-in-the-pudding set of brand values will undeniably help foster more meaningful relationships with customers. 

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“We know it’s incredibly important to our employees, customers, and communities to show that we are committed to doing all we can to further economic and social justice,” said Corie Barry, Best Buy CEO. 

“In many ways, we have engaged in these issues for years — but now we’re being bold about our commitments to hold ourselves accountable for this work we’ve promised to do.” 


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recent Forbes article states that research conducted by Catalyst and DiversityQ finds: “Now, more than ever before, companies need an agile and diverse workforce, guided by inclusive leaders who can draw out their people’s fullest potential.” 

It’s one of the results of the year we’ve all been through. 

D&I isn’t just considered nice to have anymore. It’s up to business leaders and key stakeholders to make a systemic change – today – that prioritizes social justice and opens opportunities to all. And it is of absolute key importance to the business. 

These goals play a part in how Best Buy hopes to attain its business goals by 2025. Together with various committees like the Employee Resource Groups (ERGs) and the Inclusion and Diversity Steering Committees (IDSCs) network, Best Buy will advance underrepresentation, technology inequities, and educational and career opportunities for those who need it most. 

The consumer electronics giant plans to reach 30,000 teens from disinvested communities across the nation to further economic and social justice. The retailer also plans to create a 100 Best Buy Teen Tech Centers network to teach, develop, and invest in youth. 

Additionally, Best Buy will create a scholarship fund for 400 high school interns from the Teen Tech Centers, along with 340 jobs across the company. 

“We have spent the last several months making plans for how we can make meaningful impacts, including setting major company goals to address how we recruit, hire and retain our employees, and how we’re expanding opportunities for youth across the country,” said Barrie. 

Up in Canada, Best Buy just announced its Retail Technology Strategy with NCR to provide flexible and convenient purchasing options that result in the most compelling customer experience. 

“As we transition our POS platform, we are adopting a strategy and design that is focused on customer experience that will add significant incremental value to Best Buy’s in-store purchase offerings,” said Dave Evans, Best Buy Canada CTO and VP Technology. 

Supporting Action on Climate Change 

Other actions the brand is taking RN have to do with supporting climate change. Together with another 1300 organizations, Best Buy is signing the We Are Still In joint statement. The goal is to advance equitable climate solutions, build resilience to climate change, and so much more. 

“We are a purposeful, values-driven company,” said Hugh Cherne, Best Buy Associate Director of Sustainability. 

“Our decade-long CDP engagement has led to a deeper understanding of climate risks and opportunities, and it has reinforced our commitment to safeguard our communities’ well-being.” 

More action plans on the matter from the Best Buy blog: 

  • “We set a science-based goal to reduce carbon emissions in our operations by 75% by 2030 (over a 2009 baseline).  
  • We recently signed onto The Climate Pledge, joining other leading companies committed to being carbon neutral by 2040.”  

 Overall, it’s pretty amazing to see this level of commitment from such a significant brand. We know customers will show their appreciation over time. And we can only wish more brands will go these routes. 

The post “We Will Do Better” appeared first on Post Funnel.

B2CRM News

Arm & Hammer Promotes DIY Gifts for the Holidays

When flour is more sought after than flowers, the old FTD slogan is reinvented by Arm & Hammer. As it is 2020, the slogan is rendered into a hashtag: #SayItWithBakingSoda.

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Of course, hashtags imply a plan for sharing. Each share of a picture of one of those gift ideas that features the hashtag earns $1 (up to $25,000) to the children’s charity organization One Simple Wish.

I got an email from the brand with that rather surprising proposition. Along with the picture above, it featured this text:

“We’re always grateful to be home with you to help with your baking, laundry, cleaning, and crafting. As a special thank you this year, we want to help with your holiday gift-giving too by sharing our new ARM & HAMMER™ Say It with Baking Soda gift guide.”

The downloadable PDF contains instructions on turning plain old ARM & HAMMER baking soda into a wide variety of products. The genius here is linking the ideas with one edible product like Holiday Cornflake Cookies and one nonedible one like Relaxing Bath Melts to an appropriate type of recipient.

Those two products are the suggestions for the recipient described as “The Ultimate Multitaskers.”  Quite a number of us fall into that category under COVID19, according to the description: “For the teachers on video calls with 7-year-olds and the parents working remotely.”

There are also more specific types of personalities listed like Holiday Enthusiasts, Risk-Takers, Wellness Warriors, etc., making up eight personas with two gift ideas each for a total of 16 instructions. They all come with full explanation and illustrations, as well as tags like “Good for shipping.”

All in all, it’s a nice idea. Even if recipients don’t intend to use any of these things as holiday gifts, they still look like fun projects or tasty treats that can be enjoyed within one’s own family.

The two main advantages of this campaign are: the surprise factor of the slogan that is bound to attract attention combined with a guide that actually does deliver on its promise with the understanding that one gift does not fit all. The charity idea is nice, as well, given ’Tis the Season for Giving.

The post Arm & Hammer Promotes DIY Gifts for the Holidays appeared first on Post Funnel.

brand awareness

The Dos and Don’ts of Meme-Based Marketing

Every advertiser hopes that a marketing campaign will go viral, and what’s more viral than memes? But there’s a right and wrong way to leverage memes when speaking on behalf of a brand. By following these dos and don’ts, you can have some fun with existing customers while appealing to a much broader audience.

Do: Align memes with your brand voice

Memes may be jokes the entire internet laughs along with, but they still need to reflect your brand values. If one of your core traits is positivity, funny yet nihilistic memes probably aren’t going to land the way you expect. On the other hand, self-awareness of how jokes reflect your brand can help your audience grow.

This example is not theoretical. When Arby’s realized it was the subject of a parody Twitter account called “Nihilistic Arby’s,” it knew responding in kind conflict with its laid-back persona. Instead, it flew an executive out to bring food and an adorable puppy to the account creator. The result of this kill-them-with-kindness strategy was more goodwill for Arby’s that subverted the memes without dismissing them outright.

Do: Know your audience

Contrary to popular opinion, memes don’t translate universally to all online audiences. Instead, they spread through internet cultures that are familiar with the reference point. Memes are rooted in language conventions and shared understandings that trigger a response to share them. This behavior is precisely why some of the biggest memes tend to revolve around movies and TV shows in the popular zeitgeist — it makes us all feel like Captain America in the Avengers.

Marketers are already familiar with this concept, as it applies to every marketing campaign. Knowing your core audience is the quickest way to determine what messaging will resonate or which deals will convince them to make a purchase. For a brand-made meme to take off, that same understanding of online culture is crucial.

So, if your audience is millennials who love to talk about movies on social media, memes based on pop culture might strike the right tone. If they’re more academic, jokes about higher learning in 2020 may go farther than you think, including this one created by Western University instructor Yimin Chen.

Don’t: Chase trending memes because they’re trending

Memes are sharable, so when a marketer sees one going viral in real-time, it’s tempting to chase the trend with your own hasty contribution. Please. Do. Not. Do. This. As a marketer, your role is not to force branded messaging into any popular meme. Instead, filter through them to find the one that will have the greatest impact.

Still, you might wonder what the harm is, considering anyone can produce memes at literally no cost. Why not leverage that freedom to drive more views for your brand? Unfortunately, not all attention is good attention, and misreading a trending meme can ensure the focus is negative. BMW learned this the hard way when it latched onto the “OK Boomer” hashtag, not realizing the meme is dismissive of boomers — a significant portion of their audience.

That’s not to say marketers should ignore meme trends or only use the most inoffensive examples. The issue is when marketers don’t understand the origins or cultural insensitivity of a given phrase. Pay attention to what will resonate with different audiences and internet subcultures, and you can be more than the punchline of a hashtag.

Don’t: Overdo it

Memes can be valuable marketing tools, but they are not always effective marketing tools. Yes, they drive brand awareness, but they are exclusively top of funnel content. Spending too much time on memes may inflate your social media following, but it won’t necessarily drive conversions if you don’t balance it out with messaging and lead generation techniques.

On top of this challenge, becoming too reliant on memes can backfire horribly. Wendy’s and Denny’s both became popular for edgy posts with viral appeal, but on occasion, they became overconfident about whether a joke would land. Denny’s ended up in hot water when a meme made light of waitress tipping — which was in poor taste given Denny’s low wages. Social media goodwill is fickle, so focus on a few good memes and move on.

Do: Experiment with meme formats and challenges

We often treat memes as a catch-all term for funny pictures shared on social media, but that’s only part of the story. At their core, memes are simply a process of mimicking and remixing concepts — taking something recognizable and putting a unique spin on it.

This detail is essential because by that definition, memes don’t have to be limited to images. These formats are evolving alongside internet culture, and marketers who wish to use memes effectively have countless opportunities at their disposal. Outside of still images, other examples of popular memes include:

  • GIFs
  • Reshares of social media posts
  • Hashtags
  • Short videos

If you’re looking for an excellent place to start, be on the lookout for meme challenges. These viral events take a simple, broadly applicable meme and put a personal spin on the concept.

Some recent examples include 2020 mood boards and how it started and ended comparisons, both of which drove impressive turnout from brands. Meme challenges have a short shelf life, but they’re an excellent platform for experimentation.

Of course, you’ll still need to follow the advice above — a meme challenge can go badly if you neglect your brand voice or audience expectations. But memes are a fixture of online culture and can benefit your long-term marketing strategy if you leverage them effectively.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

The post The Dos and Don’ts of Meme-Based Marketing appeared first on Post Funnel.

B2CRM News

How About Staying in A Christmas Movie Come to…

It’s a holly, jolly Christmas! Vrbo, the American vacation rental online marketplace (recently announced to be merged with its sister brand, HomeAway), just announced a collaboration with Lifetime, the American cable channel – to make almost everyone’s childhood dream come true.  

For just $100 a night, guests have the chance to stay at the real-life version of a holiday movie-inspired home called, It’s a Wonderful Lifetime Holiday House 

We saw a similar nostalgic marketing initiative with $4 A Night for The Ultimate 90s Sleepover at the last standing Blockbuster store in the world. 

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CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
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But this is extra magical. Together with the star of “The Christmas Edition,” Carly Hughes, the Vrbo team wanted it to “Resemble a house made of gingerbread and be a small-town escape, preferably within walking distance of a bakery or coffee shop.” 

Additionally, “Every room of the house had to be covered in Santa’s workshop amounts of holiday decorations – no fewer than five Christmas trees, 10 wreaths, and two larger-than-life nutcrackers to stand guard.” 

To complete that extra special holiday getaway – customers can watch all 30 Lifetime Holiday films over and over again during their stay if they like.  

Or enjoy: 

  • Magical Christmas trees with twinkling lights 
  • Fake snow on command – a winter wonderland! 
  • A nook for writing to Santa Clause 
  • A backyard polar bear lodge – with delightful weather 
  • A gingerbread house selfie station – perfect for Instagram 
  • Giant nutcrackers from A Welcome Home Christmas


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The Greenwich, Connecticut 2100 sq. ft home was to be available for rent between November 23 and December 27, exclusively on Vrbo, with a three-night minimum stay. 

Guide to reengaging churned customers

So, if the idea got you excited after reading this and you’re thinking to book the place, too bad – the property is no longer available. 

But it could still inspire you for future marketing plots! Being able to pull off such a cheerful way to catch your audience’s attention is always worth a shot. 

The best part, though? The $100 a night and all rental fees will go directly to charity. It’s a wonderful way to humanize your brand, which is a staple in building meaningful customer relationships. Kudos, Vrbo! 

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B2CRM News

Beyoncé Partners with Peloton

The fitness brand Peloton that gained notoriety in its holiday ads last year bounced back with a vengeance when COVID-19 hit and gyms closed. The demand for home gym equipment and virtual workouts soared, as did Peleton’s sales.

CNBC reported that the fitness brand enjoyed “218% growth year over year from the midpoint – way ahead of expectations for $506 million.” The company also anticipates a strong 2021 with “sales of between $3.5 billion and $3.65 billion.”

Peloton is banking on the introduction of some new products but also the strong appeal of what may be the biggest name in musical performance today: Beyoncé. Accordingly, on November 10, it proudly announced: “Beyoncé  and Peloton Team Up for Unprecedented Partnership”.

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CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
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The brand didn’t even have to do external research to realize how popular Beyoncé is. She is “the most requested artist” on its platform that it says comprises over 3.6 million members.

Beyoncé confirms that the partnership is on brand for her, as well, declaring, “Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys.”

The partnership is not just about the inspiration of music but about promoting the cause of Historically Black Colleges and Universities (HBCUs). In normal years “Homecoming” festivities take place to celebrate and promote these institutions, but this year, everything had to be virtual.

Among the virtual offerings is “a series of themed workout experiences to help extend Homecoming to Peloton members via classes across multiple fitness categories, including indoor cycling, running, strength, bootcamp, yoga and meditation.” In addition, students at these institutions will be getting a gift of a two-year Peloton Digital membership that gives them access to the classes through the app.

Peloton wants to not only hitch its brand to the star but will also align itself with her values. The partnership with Beyoncé then is meant to also show that the brand is not just about the privileged few who can shell out thousands of dollars for an exercise bike as a Christmas gift.


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B2CRM News

Conference Call Makeup in a Click

One of the things The Jetsons got right about its vision of the future was the use of video in calls. It also got right that not everyone always wants to show her face. Jane Jetson’s solution was a full-face mask (not the kind we’re wearing when physically among people) to appear neatly made up and coiffed.

Indeed, the top comment on that video clip on YouTube is: “Now that everyone is working from home due to Covid-19, this should be a thing…”

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CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
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Loreal Paris realized the problem of living at a time when “Our cameras are always ON.”
It addressed the topic by launching a new line of virtual makeup it calls Signature Faces.

See its video on the brand’s site or on YouTube.

With a modern take of turning lemons into lemonade, the makeup brand declares that it

“embraces our new digital lifestyles and creates looks that can only be achieved online, unlocking a whole new experience of modern makeup.”

That gives users all the fun of experimenting with filters built around three themes and awesome new looks. Of course, without having to get out the tubes and brushes or wash everything off afterwards. It’s like magic, and that’s exactly how the brand describes it:

“Undefined by physical limits, a range that breaks the boundaries of classical makeup to sign your digital look with confidence & audacity… achieve the impossible in one click.”

To cover all bases, L’Oreal Paris has set up filters under the handle @lorealparis that bring up Signature Faces looks on both Snapchat and Instagram. It even added in an option that works on Google Duo for video calls on that platform.

So, you can leave your masks for going out and just click on your face for your video calls. Jane Jetson would have loved it.

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brand awareness

The Ultimate Guide to Brand Awareness

Have you ever heard people refer to themselves as “Apple people,” “Nike people,” or “Trader Joe’s” people?

This is what brand awareness can do for a brand: embed itself into consumer lifestyles and purchase habits so that they don’t have to think twice before becoming a customer — time and time again.

This guide will help you better understand brand awareness, establish it among your audience, and build campaigns that allow it to continually grow and morph with your business. Let’s dive in.

Brand awareness might seem like a vague concept, and in truth, it is. For those marketers and business owners out there who like to gauge success with neat and tidy numbers, brand awareness will likely ruffle your feathers.

But just because it isn’t a metric that can be perfectly determined doesn’t mean it doesn’t carry value. Brand awareness is incredibly important for business success and overall marketing goals. Here’s why.

Brand awareness fosters trust.

In a world where consumers rely on extensive research and others’ opinions before making a purchase, brand trust is everything. Once a consumer bonds to your brand, they’re more likely to make repeat purchases with little to no forethought –– which then bridges the gap between trust and loyalty.

Brand awareness establishes that brand trust. When you put a proverbial face to your brand name, consumers can trust easier. Brand awareness efforts give your brand a personality and outlet to be sincere, receive feedback, and tell a story. These are all ways that we, as humans, build trust with one another. The human/brand relationship isn’t any different.

Brand awareness creates association.

When you’ve had a paper cut, I bet you’ve put on a Band-Aid. When you had a pressing question, I’m sure you’ve Googled it. When you needed to make a few copies, I’m guessing that you Xeroxed them. And when you’ve packed for a nice picnic, I’m willing to bet you grabbed a Coke to drink.

Am I correct? Most likely. But … notice how the some of the words above are capitalized. These are brands, not nouns or verbs.

Speaking in brand-less terms, Band-Aid should be referred to as bandage, Google, as a search engine, and Xerox as a copier. But it’s more fun to refer to the brand itself, even if we aren’t using their specific product.

That’s what brand awareness does. It associates actions and products with particular brands, subconsciously encouraging us to replace common words with branded terms. And before you know it, simple paper cuts or picnics are doing the marketing for us.

Brand awareness builds brand equity.

Brand equity describes a brand’s value, which is determined by consumer experiences with and overall perception of the brand. Positive experiences and perception equal positive brand equity, and the same goes for negative notions.

Here are a few valuable things that come from positive brand equity:

  • Higher prices due to higher perceived value
  • A higher stock price
  • The ability to expand business through product or service line extensions
  • Greater social impact due to brand name value

How does a brand establish (and increase) brand equity? By building brand awareness and consistently promoting positive experiences with the brand. Brand awareness is the foundation of brand equity.

Once a consumer is aware of a brand, they start to recognize it without assistance, seek it out to make a purchase, begin to prefer it over other similar brands, and establish a loyalty that not only spurs on other purchases but also inspires recommendations to family and friends.

That, my friends, is why brand awareness is so important. It establishes trust with your customers, creates positive associations, and builds invaluable brand equity that allows your brand to become a household name and consumer staple.

How to Establish Brand Awareness

Brand awareness among your audience and the general public doesn’t happen overnight. It also doesn’t happen from a simple advertisement or marketing campaign.

Strong brand awareness is a result of multiple simultaneous efforts that extend beyond trying to get paying customers.

If you expect to raise awareness of your brand by running a few product advertisements on Facebook, you won’t get very far. Not only will the consumer be focused on the product (not the brand), but the ad will also lack impact beyond a simple sale.

Here are some ways to establish a solid brand awareness foundation and make a lasting impact with your audience:

Be a person, not a company.

When you get to know a new friend, what do you like to discover about them? I like to learn about hobbies, passions, likes and dislikes, and more. I also pay attention to how they speak, what they like to talk about, and what stuff gets them excited.

These are the traits your brand should determine and promote about itself. To leave an impact with your audience, you’ve got to define yourself as more than a company that sells stuff. How else would you define yourself? What words would you use if you had to introduce your brand to a new friend?


Introvert or extrovert, outgoing or quiet, all humans benefit from social contact and spending time with one another. It’s how we stay connected, learn new things, and become known by others.

The same goes for your brand. If you only attempt to connect with others when trying to make a sale or get support, you won’t be known as anything beyond a business with a singular intention (and the same goes for a person).

To raise awareness of your brand, you’ve got to be social. Post on social media about things unrelated to your product or services. Interact with your audience by asking questions, commenting on posts, or retweeting or sharing content you like. Treat your social accounts as if you were a person trying to make friends, not a business trying to make money.

Research shows that over 50% of brand reputation comes from online sociability. Being social leads to greater awareness and simply being known.

Tell a narrative.

Storytelling is an incredibly powerful marketing tactic, whether you’re marketing products or promoting your brand. Why? Because it gives something real for your audience to latch onto.

Crafting a narrative around your brand humanizes it and gives it depth. And weaving this said narrative into your marketing inherently markets your brand alongside your products or services.

What should your narrative be about? Anything, as long as it’s true. It can be the narrative of your founder, the tale of how your business had its first product idea, or the little-engine-that-could story of how your small business made it in this big world.

People like hearing stories about each other. Authenticity is impactful, and it can lead to a big boost in brand awareness.

Make sharing easy.

Whatever your industry, product offering, or marketing strategies, make it easy for your audience to share your content. This could be blog posts, sponsored content, videos, social media posts, or product pages. It doesn’t matter what it is, as long as it’s shareable.

Word-of-mouth marketing is the most effective way to establish trust and familiarity among customers. If someone sees that a friend or family member is recommending a product or service, they’ll take notice of that product … and brand. Is this a brand worth exploring? Do they have other great products I can rely on? What are their social accounts like, and what do they talk about?

If you make it easy to post about your stuff, consumers will raise brand awareness for you by simply clicking “Share”.

Brand awareness is about impact.

It’s about interacting with your audience in ways that don’t only ask for money, participation, or loyalty.

Imagine if you met a new person who wanted to be your friend. If they asked for any of the above, you’d probably laugh and walk away, right? Not only is that a shallow approach to friendship, but it also leaves no lasting impact on you.

The same goes for establishing brand awareness among your audience.

How to Increase Brand Awareness

What about expanding your established brand awareness and building on that strong foundation? What can you do as a brand to campaign for awareness and constantly increase it?

Here are a few campaign ideas to boost your brand awareness:

Offer freemium.

Freemium is a business model that offers a basic product or product line for free, only charging for any products deemed premium or enterprise-level. It’s a popular pricing strategy for software companies, like HubSpot and Trello.

Offering a freemium option allows customers to get a taste of your brand and product before making a purchase. It’s a try-before-you-buy opportunity that can, technically, last forever (as opposed to a free trial period that some companies choose).

It’s common to offer a freemium option with the condition that the brand’s watermark will be shown on any public-facing parts of the product or service. This makes freemium a win-win situation: The consumer gets the product for free, and the brand gets free advertising when consumers use it. 

TypeForm is another great example of this. TypeForm offers a freemium option of its survey software, but customers must include a thank-you page that features the TypeForm logo and message.

Depending on your type of business and product offer, Freemium may be the best way to raise awareness of your brand among your audience.

Create free content.

Nowadays, creating content is easier than ever … which is a good thing because today’s consumers turn to the internet for any and all questions, concerns, and DIY projects. 

Content is a fun way to raise awareness of your brand because it’s the easiest way to show personality and share opinions and positioning on issues — two major components that personify and humanize your brand.

Content doesn’t have to be in written form, either. You can also create videos, infographics, podcasts (which we’ll cover below), and more. Sure, written content like blogs and downloadable guides are arguably the easiest, but they’re definitely not the only option.

Content doesn’t have to live on just your website, either. Guest posting and sponsored content provide opportunities to get in front of new audiences and diversify the type of content you create.

If your brand isn’t creating content, you might be missing out on some major brand awareness opportunities. Content provides an amazing way to authentically connect with your audience while getting your brand name in front of people.

To learn more about content creation, check out our guide here.

Sponsor events.

How many festivals, concerts, fairs, and exhibitions have you attended? These types of events are typically not possible without the help of brand sponsorships. (Take a look at a t-shirt, koozie, or string backpack you likely grabbed from the event. See any brand names?) 

Sponsoring events is a surefire way to get your brand in front of hundreds, thousands, or millions of people that likely fall into your target audience. From banners to flyers to water bottles, your brand name will be everywhere if you sponsor an event.

Sponsoring an event also allows you to pin your brand name on an event that matches your personality, interests, and passions, meaning consumers will then associate your brand with that event and its aesthetic and character.

Consider Red Bull. Red Bull is an energy drink, and without any brand awareness efforts, we’d simply consider it an energy drink. But, thankfully, Red Bull took their marketing to the extreme — literally — by sponsoring extreme sporting events like cliff diving and motocross. They also sponsor athletes. Now, we inherently associate Red Bull with daring and adventurous … and believe that, if we drink it, we can be the same.

brand awareness-red bull

Give your brand a personality.

Treating your brand as a person and defining your narrative are the first steps to giving your brand a personality. The next step would be infusing this personality into your marketing efforts. 

When you market your products and services with personality, you can’t help but boost your brand awareness because your brand will shine right through. Sure, your consumers will take note of the pants or pasta you’re marketing, but they’ll also experience your personality through your advertising.

This is a great strategy when mixing your traditional marketing campaigns with brand awareness campaigns. They don’t always have to be one in the same, but they definitely can be. 

Consider Old Spice. (Did you just picture the man on the horse? I did.) Their advertisements for their hygiene products are overflowing with personality and humor, and they still mention their products throughout. The advertisement not only makes an impact on its viewers, but a mere mention of the “Old Spice man” also sends consumers back to YouTube to watch the commercial … and to the store to buy some deodorant.

Produce a podcast.

More than one-third of Americans 12 and older listen to podcasts regularly. There’s no doubt podcasts play an important role in our lives … and marketing efforts.

Podcasts used to be a complicated process, only created by those with a studio and fancy microphone. Now, it’s easier than ever to create and release a podcast, and doing so can do wonders for your brand awareness efforts. 

Why? Because podcasts, like written or visual content, provide a way to connect with your audience authentically. Instead of blatantly promoting your product or service (which we’ve agreed isn’t the best way to go about boosting brand awareness), podcasts give you the opportunity to educate, inform, entertain, or advise your audience and build trust by doing so.

Here are some examples of great podcasts produced by brands you know and love:

  • #LIPSTORIES by Sephora
  • Trailblazers by Dell
  • The Growth Show by HubSpot

See how these brands have chosen podcast topics that relate to their 1) overall brand message and 2) products or services? Doing this helps them relate the podcast back to their brand and continue to raise awareness, too.

For more information on podcasts, check out our guide here.

Building and growing brand awareness is a never-ending process, just as maintaining a friendship or relationship never really ends.

 Boosting your brand awareness through campaigns gives you a chance to dabble in marketing and advertising opportunities you’d otherwise not invest in — meaning new, powerful ways to connect with your audience.

How to Measure Brand Awareness

How do you know if your brand awareness efforts are working? How do you know if you need to change direction, top the competition, or fix a crisis? Just like any other marketing metric, you measure it.

Wait … I thought you said brand awareness couldn’t be measured!

Aha! You’ve been listening. I appreciate that.

You’re right — brand awareness can’t be measured in the traditional sense. But, you can still review activities and metrics that’ll help you gauge where your brand stands in terms of popularity and consumer awareness.

Here are a few ways to gauge your brand awareness and learn where you can tweak your efforts:

Quantitative Brand Awareness Measures

These numbers can help you paint the overall picture of your brand awareness. To measure quantitatively, check out these metrics:

  • Direct traffic. Firstly, direct traffic is the result of people intentionally typing in your URL and visiting your website. Your direct traffic number will tell you how much your marketing is prompting people to visit your website. This is an important metric, as many consumers today discover brands through social media, advertisements, or by typing in keywords related to your brand or product. When consumers go directly to your site, it means they were aware of your brand beforehand.
  • Site traffic numbers. This number just reflects overall site traffic, which will tell you how much of the general internet population is checking out your content and spending time with your brand. It won’t quite tell you where people came from, but that doesn’t matter, because they’re aware of your brand enough to check it out.
  • Social engagement. Engagement can refer to followers, likes, retweets, comments, and more. It’s a reflection of how many people are aware of your brand and socialize with it, as well as how impactful your content is. For instance, sites like Sparktoro can give you a specific score for your Twitter impact.

Qualitative Brand Awareness Measures

This step is where your brand awareness “score” gets a little murky. But these tactics can still help you gauge who and how many people are aware of your brand. To measure qualitatively, try:

  • Searching Google and setting up Google Alerts. Doing this gets you up to speed with how your brand is being talked about online. It will alert you to any news or mentions by third-party press. As your brand grows, its internet real estate will expand beyond your website, so keep an eye on that.
  • Social listening. Social listening is monitoring social media management tools for organic mentions and engagement. Who’s tagging your brand, mentioning it in comments, or using your hashtag in their posts? These tools can help you discover that. And the more your audience is discussing your brand on social media, the more they’re aware of it.
  • Running brand awareness surveys. This process involves getting direct feedback from your customers and audience and can be incredibly helpful with not only understanding who knows of your brand but also what they think of it. You can release surveys through SurveyMonkey or TypeForm and share them on social media or directly with your customers. This guide will help you create and promote them.

These quantitative and qualitative metrics will help you understand your brand awareness among your audience and the general public. It’ll never be a perfect number, but keeping your pulse on this measure will help influence campaigns and stay connected to your audience. Regardless of how you gauge brand awareness for your company, avoid these common mistakes when measuring brand awareness.

Over to You

Brand awareness is a powerful (albeit vague) concept that can have a major impact on your marketing efforts, consumer perception, and revenue.

Follow these techniques for establishing and building awareness for your brand, and you’ll find yourself with a loyal audience that recognizes your brand among competitors, chooses your products time and time again, and recommends their friends and family do the same.

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