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…”