(light music) In these lessons, we'll discuss brand awareness strategies, how you can develop or adopt a strategy, and how to choose the appropriate media channels. You'll learn about the benefits of using traditional media, online media, and social media. You'll also explore different brand awareness strategies, like partnerships and sponsorships. A brand awareness strategy needs two essential elements, a strategic plan of action, and appropriate media planning. Unplanned or ill-targeted brand awareness efforts can be a waste of resources. Your brand awareness strategy can be divided into the following general steps. Identify your target audience or the prospective customer segment who may buy your product or service. Having no identified targets can negatively affect your campaign. If you market a cyber security software to farmers, it may not generate many sales. Select appropriate media channels. These refer to the mediums you'll use to transmit your marketing messages. To make prospective customers aware of it, your brand must be seen, so it's important to choose media channels popular with your target audience. Placing your advertisements with little intention can be a waste of effort if your potential customers aren't using any of your chosen media channels. Allocate your budget before starting any marketing activities. It's important to understand your available resources before implementing any strategies. Create powerful messages that are trustworthy, exciting, and memorable. Your messages are what will initially spark the audience's interest. If you don't have the correct messaging to connect people to your brand, you risk missing opportunities to create lifelong customers. And set achievable performance goals. Tracking your results can provide you with objective feedback about your brand awareness strategy. You might find that you got the highest response rate from a social media campaign, and you spent the most resources on an organizational blog. By tracking these outcomes, compared to your initial goals, you can measure your success. Media is how you connect with your customers. So it's important to have appropriate media planning in your brand awareness strategy. Media planning involves, identifying the most appropriate media that will reach your target audience, conducting cost benefit analysis for those media channels, determining the most effective media combinations, allocating your budget for media, and scheduling when and how often you'll deliver messages to your target audience. Keep in mind that using multiple channels for promotion can help brands reach more viewers from various customer segments. For some audiences, the radio might be the most effective media channel. For others, it might be television or social media platforms. It's important to consider the preferences of your target audience when creating your strategy and determining your media channels.
