How To Drive Traffic To Your Brand Using Public Campaign

Your brand is your asset. Your reason for being in the market place is because of your brand. your capacity to employ any staff is because your brand enjoys consumer patronage. 

Now, the ability of an organization to sustain that patronage is because of the right key to traffic generation. Listen, a brand without traffic is fast approaching the grave, believe or not. But yours can never be if you can just take time to learn from this piece.

One little strategy that has worked for so many bigger brands in Nigeria is the trick to ride on the back of education. Guess what? The impact of brands in public education or enlightenment cannot be underestimated. This is due to its potency to create brand visibility and positive perception.

The power of “brand to educate” can be better understood looking at the Dettol campaign which runs on TV. The effectiveness of the campaign is said to manifest through our children who would echo one after the other, "We should wash our hands with Dettol soap". I had not taken their comments seriously until they persisted.

It is important to state that brands that are dedicated to enhancing the quality of life, build a sustainable image over a long period of time. Public education campaigns go the extra mile to connect directly with the public. It creates an instantaneous acceptability for ones brand due to its advantage of knowledge sharing to the public. The Dettol Health campaign is a perfect case study, indeed an eye opener to what brands can do to promote public good and influence them to take concrete steps to better their lives. This type of strategy has soared the sales of Dettol brand and will do same for yours.

When brands enlighten and educate the public, such brands remain in the hearts of the consumers making them become brand loyalist. The functional benefits of such brands are also properly promoted to the consumers. There is no way such a brand will not occupy distinct advantage in the market.

With the campaign which is targeted at the school pupils, the brand is being positioned to make them become influencers on their parents. Through the published educative manual, the school pupils have automatically become health champions. The branding campaign is a well structured communication dedicated to public awareness in maintaining health standard..

One major fact that companies with consumer brands should realise is the need to embark on a long term investment on their brands. Some companies tend to focus on profitability alone without considering the interests of consumers. When brands are consumer driven, activities are embarked upon to promote public good.

Brands should seek to activate educational and enlightenment programmes that will impact positively on the brand's image and on the long run benefit the public. When brands are consumer driven, the consumers will always be the focus of all brand activities and programmes.

We need brands to educate and enlighten the consumers more on issues that affect them directly. This tells the consumers that brands are not only after their purchase alone but also their welfare. Brands can develop and thrive when they offer consumers something that they want and need which are beneficial and relevant to their lives. The ultimate result is that consumers will have intimate and powerful relationship with such brands.