Awareness and preference
It's not just about brand awareness-it's about building
preference for your brand. The ingredients for becoming preferred
are believability, self-reinforcing and self-spreading. Nothing
creates this like the beautiful, free, authentic word-of-mouth. In
general, people believe other people over advertising.
Many online consumers today are creating Web site content through social media
channels. They're blogging, v-logging and publishing their own
personal Web sites. When the community-created content talks, it
often talks about products and services.
Those who try your product or service, like it and talk about it
to others are promoters. Those who don't talk about it either way
are neutral and those who don't like it and talk about it are
detractors. When you subtract the detractors from the promoters,
you get a net promoter score. The goal of an awareness and
preference campaign is to drive up that net promoter score, which
correlates directly to profits.
Make them like you
When your prospects and customers genuinely like you, they
self-select your products and keep talking about it for years. Make
them like you, and buying from you becomes a natural form of self
expression. This is the soft sell method of awareness and