How to Build Brand Awareness For Your Business in Boston
Building brand awareness is one of the most essential, top-funnel marketing strategies for building and growing a successful brand. It is an opportunity to leave a positive, lasting impression on your viewers to engage and draw them into your sales funnel. As a homegrown Boston company, we know our city, how to build brand awareness in it, and ways to achieve results. If you’re looking to boost your brand in Boston, read on.
What is brand awareness?
Brand awareness is how familiar your target audience is with your brand. The greater your brand awareness, the more people will recognize and remember your brand, its messaging, products, and benefits.
Benefits of brand awareness
Let’s look at the Marketing & Sales Funnel. Awareness is the first step any prospective customer takes, so it’s worth investing some time to cast a wider net at the top of your funnel and grow the number of people making it to the point of purchase. That being said, it’s no surprise that 89% of marketers say brand awareness is their top priority.
Building Brand Awareness in Boston Using Outdoor Advertising
There are many ways to build brand awareness in general. Even if you’re targeting a single geographic region, like Boston, there are a plethora of actions you can take. Here are five tried and true tactics to boost your brand’s awareness in the City of Champions.
1) Sponsor an event in Boston
Without sponsors, events like music festivals, conferences, and sporting events would not be successful. It’s a win-win situation for both parties involved—you support the event and give the resources needed for its success and in return, you have your brand in front of the attendees that lie in your target audience.
A booming city like Boston has events in every nook and cranny. One can sponsor big events like Boston Calling and the Boston Marathon or even smaller events that align with your company’s values. To find these events, we suggest using The Boston Calendar and Eventbrite.
2) Work with local influencers
If you’re having trouble reaching your audience, consider working with an influencer. Influencers have an established audience that trusts them, making their opinions of more value.
There are many Boston-based influencers catering to various, diverse audiences. Use this list to start exploring and reach out to influencers that resonate with your brand.
3) Sponsor community assets
A community asset is anything that improves the quality of community life. These assets make an impact on every person who lives, works, and plays in a given area. Community assets can range from bike-sharing programs to promote health and micromobility, parklets that enhance a city’s functionality and beauty, or even local communication tools.
Today’s conscious consumer pauses before making a purchase, contemplating whether the range of brands to choose from makes either a positive impact or not. Think about the brands you actually get excited to purchase from. If you dig deep enough, chances are you’ll find your own values echoed in their marketing presence.
Boston’s Brookline Bank used a local sponsorship to amplify their presence in key neighborhoods. Through field testing, Soofa was able to find that local residents appreciated the Sign’s real-time information delivery, increasing positive associations with Brookline Bank’s branding.
Contact us to sponsor Soofa Signs in Boston!
4) Run Geo-targeted Paid Social Campaigns
Step up your social media presence by running a geo-targeted brand awareness campaign on a social media platform like Facebook or Instagram. When you launch a brand awareness campaign, you reach new people who may be interested in your brand by targeting their specific behaviors, preferences, and geographic location. Most social media platforms allow you to select an audience, location, interests, behavioral activity, and budget to get started, making this an effective, measurable option.
5) Launch an Outdoor Advertising campaign
You can reach your target audience out in the real world with Out-of-home (OOH) advertising. OOH, behind digital, is the fastest growing form of advertising worldwide. What’s so powerful about OOH is that people see brands in their own communities on their way to work, with friends, and waiting for their bus.
Dr. Sheffield’s Toothpaste used OOH to engage with their Boston audience. As the official toothpaste of the Boston Red Sox, they hoped to make an impact on the city during the 2020 baseball season. However, with a new game schedule and precautions around fan attendance, they had to readjust their tactics.
To raise awareness and keep their brand top of mind, Dr. Sheffield’s posted simple and impactful content on Soofa Signs, promoting their partnership with the Boston Red Sox and driving foot traffic to local CVS retailers for purchase.
With these tips, you should be on your way to building a strong brand in Boston. You’ll create a stronger audience that will remember, recognize, and choose your brand over other alternatives.