Awareness Means Nothing

Creating awareness and attention means nothing in a world where loyalty and relevant meaning is the currency.

Of course the world is more nuanced than this, and strongly category dependent, but getting someones attention is extremely expensive if you don’t use it to create recurrence. In 2009 you want to spend less money to earn more money and the best opportunity you have to do this is to create loyal, returning customers.

Graham Brown’s 50 Youth Marketing Trends slideshows, which is filled with a range of brilliant thoughts, brings attention to the weakness of the campaign methodology in advertising. Because investing in someones attention for a limited time span is futile when they will forget about the brand almost the instance that the advertising disappears.

The advertising campaign model is constructed around the cost of media placement, not the usefulness or logic of marketing. And by that it has become an awareness and anticipation model, not a loyalty model.

Which to some degree is fine for brands using display advertising to create traffic and attention to stores or products that build the loyalty for them, but are we seeing the full potential in advertising if we do this? And is this the best advertising model for every category?

The solution is aiming to become a part of the customers values, help them say something about themselves that give them the identity and ads to their unique and personal brand.

View Graham Browns 50 Youth Marketing Trends, part 1 and part 2.

View SlideShare presentation or Upload your own. (tags: teens kids)
View SlideShare presentation or Upload your own. (tags: blyk djuice)

Via ThreeBillion.com

HelgeTennø
Visit helgetenno Website.

11 Responses to “Awareness Means Nothing”

  1. Rob @ Cynic says:

    Awareness was a metric created by marketing and adland to ensure they could maintain their indulgent approach to communication rather than focus on their ultimate goal which is to ultimately ‘sell stuff’ …

    I always say to clients if they want ‘awarenes’, I’ll run down the street naked screwing a frozen turkey with their brand drawn on my back …

    Funnily enough, no one has taken me up on the offer, but that could have more to do with how I look naked than the fact they appreciate awareness would have no direct benefit to their business, quite the opposite if they were to adopt my suggestion.

  2. Rob @ Cynic says:

    Awareness was a metric created by marketing and adland to ensure they could maintain their indulgent approach to communication rather than focus on their ultimate goal which is to ultimately ‘sell stuff’ …

    I always say to clients if they want ‘awarenes’, I’ll run down the street naked screwing a frozen turkey with their brand drawn on my back …

    Funnily enough, no one has taken me up on the offer, but that could have more to do with how I look naked than the fact they appreciate awareness would have no direct benefit to their business, quite the opposite if they were to adopt my suggestion.

  3. Rob @ Cynic says:

    I have no idea why my comment appeared twice … apologies … but if you don’t mind, this post about research/awareness may be of interest and if it’s not, just delete it.

    Ta

    http://robcampbell.wordpress.com/2008/06/27/is-research-as-deluded-as-advertising/

  4. helgetenno says:

    Hi Rob, thanks for posting. I appreciated your contribution so much I had to let both duplicates appear.

  5. [...] Stuff Together, Awareness Means Nothing The 50 youth marketing trends 2009 – shock and awe rather than [...]

  6. Rob @ Cynic says:

    Well it worked for New York so I’ll take it as a compliment ;)

  7. [...] This morning I discovered these two pearls of wisdom: “Inspiration may get us started, but it never keeps us going. And that’s where motivation works.” …It’s a fantastically interesting way to think about what’s wrong with advertising today, constantly trying to inspire the consumer to buy in fleeting forms, without doing the generally harder and more difficult to measure work of consistently motivating a person to purchase. – Paul McEnany Creating awareness and attention means nothing in a world where loyalty and relevant meaning is the currency. …getting someone’s attention is extremely expensive if you don’t use it to create recurrence. – Helge Tennø [...]

  8. [...] * Pepsi Promotion Plasters Times Square With New Logo (Adrants) * Awareness Means Nothing (180360720) * Brands, social, clutter and the sundae (Seth’sBlog) * Inventory Up & Costs Down–Are [...]

  9. [...] energy as a lifestyle, Pepsi insists on plastering Times Square with a bandwaggon statement. Industrial brands think Awareness, Social think relevance. The Second Life brand graveyard and the poor results in mobile operator [...]

  10. [...] Dosh) * Pepsi Promotion Plasters Times Square With New Logo (Adrants) * Awareness Means Nothing (180360720) * Please Stop This Pop-Up Store Nonsense (PSFK) * PART 1: 50 Youth Marketing Trends for 2009 [...]

  11. [...] Facts) * Pepsi Promotion Plasters Times Square With New Logo (Adrants) * Awareness Means Nothing (180360720) * Brands, social, clutter and the sundae (Seth’s Blog) * Inventory Up & Costs Down–Are [...]

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