The Grafton Regional Gallery (GRG) re-opened for business back in March this year after a major refurbishment and celebrated with a party for their dedicated fans. They also launched a brand awareness campaign to reinforce the news with the wider local community of the Clarence Valley through cinema advertising and a digital marketing campaign. The Gallery has very clear aims to develop and enhance the diverse culture of the region through dynamic exhibition, education and collection programs and was looking to re-establish their position in the regional arts marketplace. The team at GRG developed a promotional video based on those aims and pitched it to the community using the tagline 'Grafton Regional Gallery - Where Amazing Things Happen' for broad cinema advertising placements. They then called on Zakazukha to repurpose the video for the digital component of their brand awareness campaign through the Google Search and Facebook Ad networks. The Clarence Valley region has a population of approximately 51,000 and our Google Ads campaign reached more then 26,000 of those, while the Facebook Ads reached more than 22,000 through its user network. Without getting too granular without the client's data, it's fair to say that approximately half of the region's community were 'touched' by these ads, raising the awareness of the re-opening as well as current and future events and exhibitions, which was the goal.
WHAT IS BRAND AWARENESS?
It is best to think about brand awareness as a way in which potential consumers, whether close ties or distant connections, are led to recognise and remember your business. The greater the brand awareness you have, the more audiences will be familiar with your logo, messaging, products, and services. This definition is broad, but so is brand awareness. It's an all-encompassing term for how aware and informed people are about what your brand has to offer.
Why is brand awareness important?
Brand awareness helps audiences to understand, recall, and become comfortable with your branding and products. If you can build brand awareness among your target demographic, you can help your brand become top-of-mind when these consumers are ready to research and make a purchase. In the case of Graton Regional Gallery, they really wanted to boost their visitation and quickly. They could not simply rely only on the word of mouth from their dedicated followers, which whilst extremely valuable can be a slower build-up of awareness, so the digital campaign was an ideal way to get the message out and fast to the region's art lovers and aficionados.
How does digital marketing increase brand awareness?
As people today spend a great deal of their time online, the internet is a safe bet to drive brand awareness by getting in front of consumers where they are through search engines and social media networks. From Facebook 'users' to Google 'searchers', the opportunity to get your brand or business in front of the audiences that matter to you are readily available, with the help of a good plan, good content and a sound knowledge of digital marketing.