Why Did You Launch Brand Awareness?

Short Answer: I launched brand awareness campaigns to warm up my existing client list so that when I call them to generate appointments, they are already familiar with my brand and have seen my logo on Facebook.

Full Explanation

The main reason for launching the brand awareness campaign was to prepare my previous clients for outreach. By running this campaign on Facebook, I aimed to get my logo and brand in front of them multiple times. The idea was to build familiarity and recognition so that when I personally contact them, they are already somewhat engaged and receptive, rather than hearing from me out of the blue.

Running this experiment showed that the cost per a thousand impressions (CPM) on brand awareness campaigns was significantly lower compared to the cost of traditional lead generation campaigns. This made the approach cost-effective and valuable for warming up an already interested audience before making direct contact.

Step-by-Step Breakdown

1. Identify the existing client list that you want to reach out to.
2. Create a Facebook brand awareness campaign targeting this list.
3. Run the campaign to get many impressions and exposure for your brand and logo.
4. Monitor the cost per thousand impressions as a benchmark.
5. After the audience has been familiarized with your brand, begin calling them to generate appointments.

Real Examples

In my recent campaign, I specifically chose to focus on brand awareness rather than lead generation because it allowed me to engage my previous clients at a fraction of the cost. Seeing my logo multiple times meant that when I reached out by phone to schedule appointments, they recognized the brand and were more likely to respond positively.

Common Mistakes

• Skipping the warm-up phase and calling clients without prior brand exposure, which can reduce engagement.
• Assuming that lead generation campaigns are always cheaper without considering the value of familiarity.
• Not measuring the cost per thousand impressions (CPM) to evaluate efficiency.

FAQs

Q: Why not just run lead generation campaigns?
Lead generation campaigns often have higher costs compared to brand awareness campaigns. By warming up the existing client list first with brand awareness, you reduce costs and improve the chances of appointments when making personal contact.

Q: Is this approach only effective on Facebook?
This explanation is based on Facebook experiments, but the principle of warming up your audience before direct outreach can apply across platforms.

Key Takeaways

• Launching brand awareness campaigns helps warm up an existing client base.
• Brand awareness campaigns on Facebook can be more cost-effective than lead generation campaigns.
• Familiarity with your brand before direct calls increases appointment success.
• Running marketing experiments is valuable to understand cost and effectiveness.