A few ideas for good brand awareness channels

Any good marketer knows that in order to create a brand and keep it in the minds of consumers, it is important to plan how you reach the maximum reach of your target audience.

Often this is related to investments that do not directly affect the final customer’s purchase. This is why brand awareness campaigns are often underestimated and dismissed by business owners and CFOs.

Brand awareness campaigns can be used both when introducing a new brand and maintaining good brand communication. It is important for such campaigns to be carefully considered, to set the right goals and the infrastructure around them, and subsequently to build on communication.

For us as a digital agency, it is often a challenge to convince business owners of the importance of brand awareness campaigns on a long-term vision for brand development.

Television– If we talk about Bulgaria, good old television, it was and still is the best way to gain awareness. It is still relatively inexpensive and, with good planning, can target niche channels with good audience coverage. But … this is true if you sell products that are for the general public or at least for a wider group of people.
If you are targeting a narrow audience, then you can skip this part and go down. But before that, think about outdoor advertising, radio, subways… that is, traditional channels. Some of them are still in use and have good audience coverage.

Events – personal contact is very valuable. Events are a great way to position yourself in front of the right audience and at the right time. Active presence as lecturers, sponsors, exhibitors, and sometimes just as attendees, enhances communication with the brand and creates a sense of personal presence.

Training– for many sectors, this is the key to awareness. People are thirsty for new knowledge and are often willing to pay for it in one way or another. If you are good enough and do not bother to reach the public, giving lectures is a great way to expand your presence in the minds of your users.

Google Search Advertising– People Search. Every day, several times, and often they don’t even know exactly what they are looking for. And Google has established itself as a monopolist in this consumer behavior. Target properly, build your strategy based on people’s searches, and you’ll be able to attract some of your competitors’ customers to your side.

Social media-Facebook, Instagram and LinkedIn remain the preferred channels for many brands. There, with an optimal price, you can get a pretty good result to reach a wide range of people. The bad news is that these channels are currently full of creatives, their cost is rising, and a much more in-depth approach is needed to get the most out of them.

Blogs and deposits – we love them. Yes, they are time consuming, but they stay time consuming, help with optimization and create a great brand image if done constantly and purposefully.

Video Advertising – Video is becoming more and more popular with consumers for many reasons. From short 6 second bumper videos, through TikTok videos, Facebook Stories to longer YouTube videos. People watch and listen. Creating a video is expensive, but it’s worth the investment if you make it with your mind and use it in several channels.

Remarketing – An easy and fast way to get right in the goal. Unfortunately, the bad thing is that if you only use it, you’ll work with a limited audience, which is by far the best way to build awareness.

Influencers- we will admit that they are not our favorite channel, but if you prepare your homework, it may turn out well. Study them – how they do, what brands they work with, what their followers are, what image they have and whether it fits your brand, how ethical they are with the brands they work with.

If you are wondering how to build your brand awareness campaign, give us a call. Our team is experienced not only in the field of digital advertising, and we will be able to successfully advise you on how to build your strategy.