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Awareness: meeting someone who has never heard of you
6 minutes · 8 steps · workout 2 of 6 in this module
What you'll be able to do
By the end of this workout, you'll be able to set up an awareness campaign for the right audience and judge it by reach, frequency, and CPM instead of sales.
A first look: Warm-up: Someone who has never heard of you
A person in the awareness stage doesn't know you and isn't looking for anything right now. They're scrolling Reels, watching YouTube, or asking ChatGPT or Gemini a question. At this stage, the goal isn't to sell. It's for the right person to notice you and remember you. You measure success with reach (how many different people saw it), frequency (how many times each person saw it), CPM, and video view rate.
Example: Corner Coffee's goal: coffee lovers aged 25-40 who live or work near the shop see the brand a few times within a month and remember it.
What this workout covers
- Warm-up: Someone who has never heard of you
- The algorithm does the targeting, you win the attention
- Frequency and CPM: how often, and for how much?
- Case: Balance Pilates' scattered budget
- Set complete: The awareness report card
A question from this workout: Balance Pilates' scattered budget
Balance Pilates, a neighborhood studio, ran Instagram ads for a week for its new reformer classes. The ad was shown to all women aged 18-65 across the whole city. Sofia, the studio owner, says there were lots of impressions, yet almost nobody reached out.
- Daily budget
- $30
- Location
- The whole city
- Reach
- 52,000 people
- Frequency
- 1.2
- Profile visits
- 85
- Questions by DM
- 2
What do you change first?
- Raise the daily budget to $90. If more people see it, more people will ask
- Stop the ad and only post organically
- Narrow the location to a few miles around the studio and make the message local too
- Lower the age range to 18-24. Young people work out more
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: C. Narrow the location to a few miles around the studio and make the message local too
Pilates only works if people come to the studio regularly. Someone who lives an hour away won't cross town twice a week. The budget is spread across the wrong people. When you narrow the location, the same money shows you more often to people nearby, and frequency goes up too. Raising the budget just makes the same mistake three times as expensive.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 4 short concept cards
- 2 multiple-choice questions
- 1 campaign case with real-looking numbers
- 1 guided calculation
Part of the module: The Marketing Funnel
The journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.
More workouts in this module
- What is a marketing funnel?
- Consideration: the "why you?" question
- Conversion: from click to sale
- Loyalty: the hidden bottom of the funnel
- A metric for every stage: CPM, CTR, CVR, CPA, ROAS
Programs that include this workout