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The Alternative To Winning The Awareness Game

filed in Brand Story, Brand Strategy, Marketing

The top 200 advertisers in the U.S. spent $137.9 Billion on ads in 2014. When you’ve got those resources it’s easy to play the awareness game.

What if newspaper presses came to a stop and banner ads were abolished on the grounds of inciting mindless consumption? Imagine a world where billboards were torn down to combat visual pollution and TV channels stopped interrupting programs with commercials.
What would our options to woo our customers be then?

There is more than one way to become both top of mind and close to heart. Patagonia employs 45 full time technicians to repair customer’s old and damaged clothing for free. Warby Parker offers a 5 day home try-on service. Tenzing Men’s Skincare sends free samples to prospective customers. Our local cafe invests in staff training to ensure that customers experience the best service in the world. Lululemon holds complimentary yoga classes and events. And these businesses link their sales to giving impacts with the help of B1G1.

What could you commit part of your advertising budget to in order to get closer to your customers?

Image by Shinsuke Ikegame.