First of all, it should be noted: A high brand awareness is an illusive benchmark for marketing. A promotional event is successful, in particular, only if the target persons associate the product name also with the positively evaluated characteristics. A greater brand awareness tells nothing about what the persons concerned think about a product.
Nevertheless, in present times, pure brand awareness often plays a very major role. If the image of the product/service is positive, a higher turnover is brought about. Indeed indirect, but sustainable for it.
For increasing brand awareness, the combination of several communication tools plays a special role. Attention must be paid to the coordination of content, timing and form:
- Direct marketing and media advertising: The first contacts generated by media advertising can be used for direct marketing campaigns. In practise, it often works best with prize-draws and contests, which are widely advertised.
- Direct marketing and public relations: Direct marketing tools could be implemented to support the PR measures. Thus, for example, using email, specific journalists, investors and politicians can be made aware of a specific topic.
- Direct marketing and trade fairs/exhibitions: Using direct marketing in the forefront of trade fair presences, potential customers can be persuaded for a visit. And similarly, as in media advertising, the first contacts thus generated could be strengthened.
Important features when selecting the tool:
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| Important features when selecting the tools |
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| Dialogue ability |  | |
| Personal approach |  | |
| Presentation possibility | | |
| Combinability |  | |
| Speed | | |
| Response measurement | | |
| Low contact costs | | |
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| Suitable tools and response elements |
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| Field work | | |
| Direct Mail | | |
| Catalogue | | |
| Phone | | |
| Email | | |
| SMS | | |
| MMS | | |
| E-Coupons | | |
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