Brand awareness is used as a marketing term to describe the recognition of a product by the consumers, by the product’s name. It helps to promote a new product in the market or revive an older product. The purpose of brand awareness is to show the qualities of a particular product that distinguishes it from its competitors in the market.
Another word that is used for brand awareness is audience awareness. This means that one should know their audience before they jump into the market. Audience awareness will help one to get all the information about the audience’s needs and what should be the brand type. Apart from this, reaching a particular target audience is very important for the brand. Target audience, here, refers to a particular group of customers for whom the product is made. This type of audience may be based on age, gender, income, various interests, location, etc of the customers. These are the people who will most likely want to buy the product and therefore, they should see the brand awareness campaigns.
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Finding the best target audiences for a brand awareness campaign can be tiring and a difficult job. One can determine this based on the brand and deciding which part of the demographic population might be interested in it. The following are some of the ways to find the best target audience for a particular brand:
- Interest: There are various groups of people who have various hobbies, interests, and different entertainment preferences. So, depending on these interests, a brand can promote its brand awareness campaigns and ads among these groups of people.
- Social media: Nowadays, almost everyone can afford a mobile phone to be active on social media like Facebook. Thus, brands can easily reach out to their target audience by creating campaigns and brand awareness on Facebook. This is an innovative way to target the audiences who are frequently active on social media.
- Recognizing the cultural filters: A particular brand can be appealing to people from various factors like class, gender, education, religion, customs, values, etc. The way a particular brand recognizes these cultural filters can help it to reach the target audiences.
For example- If a particular product like a walking stick, is developed for the use of elderly people, then the brand has to focus on that part of the demographic. It should start its brand awareness campaigns by showing ads about how this walking stick is different from that of others and what its special features are. Social media also can help here. The brand can start a broadcast campaign on social media where people from a particular age group can join and have a look at the product and its details.
This is how the best audiences in a brand awareness campaign can be determined to make the product popular.