Alternative media strategies for building brand awareness

From: Creating Brand Awareness

Peter Sealy, an adjunct professor at UC Berkley, contrasts the more accessible media markets of nearly 40 years ago with the intensely fragmented media markets of the 21st century: In 1965, Proctor & Gamble could successfully reach 80 percent of their primary target audience (18 to 49 year-old women) with three 60-second commercials aired during prime time on the three major networks.

In contrast, today’s cluttered and fragmented media would require 97 prime time commercials to attain the same outcome. Since the prime time scenario of the 21st century is out of the financial reach of all but the largest brands, successfully building awareness for upmarket brands requires both insight and innovation.

There are numerous examples of brands that have been successful at building awareness using unusual media strategies, such as Ketel One Vodka (buzz marketing), Wonderbra (events), Amazon.com (public relations), America Online (direct mail), E-Trade (internet marketing), as well as many other notable names.