CHANNEL 15: – Ads, Print, Swag- Discovery
Customer’s Perspective
They are discovering that they have a problem or a desire. They do not know you exist.
Data Point To Watch
There are zero data points connecting them to you.
Your Goal
Get found.
Content Topics
Customer Interests, future vision of themselves, their desires, and the problem.
Description
Channel 15 represents ads that are shown to a broad audience based on demographics and interests rather than behavior.
Strategy For Use
Ads at this level are the most expensive and are not recommeded unless you have a significant budget. Ads are needed at this level if a business is so new that they do not know who their ideal customer is, where they are, or if the business is trying to test a new market.
Additional Commentary
Digital ads for customers who are in the “DISCOVERY” level of their journey are, from a technical perspective, likely shown to people who have not previously interacted with your brand on the platform hosting the ads. There are different digital ads that you can use to reach the people who have already engaged with you.
For this reason, paid ads to increase awareness are the most expensive, as they are shown to a wide range of people who may not be your target customer. You might see awareness ads for businesses with deep pockets, a long lead time, and high priced services such as home building, or for products that you can’t go out and buy yourself, like pharmaceuticals.
There is an exception to my advice to try to avoid running ads for awareness. If your business serves mainly a small local geographic area, or your target market is extremely unique, you do have a good chance of establishing brand awareness through ads without spending a huge budget because the total population will be limited.
Tip:
See what ads other businesses are running! Did you know that both Facebook and Google have a transparency tool that allows you to look up and view the ads that any business is running?
View The Google Transparency Tool
View The Facebook Transparency Tool
Next In The Journey:
If a customer clicks on your ad and lands on your website, you need to be prepared! What do you want them to do? What is an alternative action they can take that requires less of a commitment? Your goal is to try to collect their email address or a sale or to fill out a contact form. If they have landed on your website they can be included in a retargeting ad (Channel 25).
Channel 15 Superstar: Thinx |
| www.thinx.com
Founder: Miki Agrawal, Rescued by Maria Molland Overview: Thinx creates period underwear for women that eliminate leaking. If you are a new company with a product that does not exist anywhere, you have no choice but to run ads for awareness. This was the case with Thix. One of my favorite brands to have utilized ads to completely disrupt an industry and introduce a previously unknown product is the period underwear company Thinx. They launched a series of gorgeous and provocative ads that brought the subject of menstruation right out into mainstream conversation. Their ads became the news. Now Thinx underwear are so well adopted that there is a section at Target for their product. |