Are awareness campaigns necessary If you are a small business or independent professional trying to grow revenues and keep your nose above the water line? Well, let me answer that with another question. Do you want prospects to be aware of your business or to in fact buy your goods and services now?
I believe the answer would be the latter. The most pressing issue for most small business owners is keeping their sales pipeline filled and closing business. If this is you, then you best focus your energies on generating leads and following up diligently. A more effective and immediate strategy would be to conduct a direct marketing program that targets prospects who possess your ideal customer profile.
Use letters, email, flyers structured with good copy that elicits an immediate response. This is what will create sales and cash flow in your business. Awareness and visibility campaigns are great as a component of your marketing mix when your budget allows for it. They should not be the main component if cash flow is an issue.
Awareness campaigns are effective over time, but if your trying to get your business moving choose a more direct and fast acting marketing strategy.