The Awareness Angle Companies Miss Out On

When companies aim for “awareness” they are mainly looking for attention: “How can I get people to acknowledge my brand, product, service?”.

The problem with that approach is that it limits the view and results by having the company/ brand in the center or stage with as many people as possible “watching the show”. Then, those of us that successfully become “aware” of brand X wonder: “Is this what we want to see? Am I interested?”. As a result, many people would either stay or disengage and leave.


What happens to the huge awareness opportunity that a company gets by becoming “aware” of each one of the members of their community? What would happen if more companies would stop rocking for a second and made an effort to learn about those folks in the front row, and continue with the rest? Wouldn’t the audience be prepared to give them real-time feedback? Wouldn’t the brand/company be in a better position to show on stage great stuff that their audience is dying to see?

Awareness can’t be unidirectional. Our friend, Dale Carnegie would say: “The world is full of people that are grabbing and self-seeking. So the rare individual that unselfishly tries to serve others has enormous advantage. He has little competition…”

Comments ( 2 )
  • Connor Keppel says:

    Great post Fred. u00a0I love the analogy of the rock concert. u00a0Would you potentially say that social media is helping some clued-in businesses to become more aware of their audience through engagement? u00a0’Shouting’ via Twitter etc. is no use. u00a0engaging people and letting them come to their own conclusions via self-generated persuasion is key. u00a0Don’t tell with a sell – inform me and let me make my own conclusion. u00a0The same applies to a brand – don’t ram it down my neck, but place it so it can be found by the right people in the right place.

  • Anonymous says:

    Thanks Connor.nnI honeslty don’t think that a platform can necessarily educate you on being more open or understanding social media. You learn this by talking to others, reading blogs and books on the subject and exchanging opinions. Many companies still see Twitter, LinkedIn, Facebook, etc as a “distribution channel”. They are totally missing the point. Viewing the value from the right angle comes before the technology (platform). In other words, you care about your customers and value their opinions first and then you carry on with your business activitities. You can’t shaw that you “care” during the sales campaign only… The difference comes on how you see things before engaging.

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