Comments on: Are you aware of this post?

By: The case of the vanishing caribou: Is awareness-raising a good goal? » 42 Points on a Double Word Score

Mon, 05 Oct 2009 16:32:38 +0000

[...] blogged / tweeted / ranted before that raising awareness is a bullshit objective. The issue is what you [...]

By: The Mrs.

The Mrs. — Fri, 15 May 2009 18:53:39 +0000

You’re aware of the post-Family Matters career of Jaleel White? I don’t think so.

By: Chris Neil

Chris Neil — Fri, 15 May 2009 13:24:27 +0000

Nicely said. And yes my hand was up. Too often we fall into the trap of measuring something that does not actually help us achieve our goal. You have to start with a clear objective and the acid test for that is to ask “Why?”

Our goal is to raise awarness. Why?

So that more people know who we are. Why?

So that they will visit our website. Why?

To buy our stuff. ah… conversion is the objective! So measure that.

By: Joe Boughner

Joe Boughner — Fri, 15 May 2009 13:07:51 +0000

Short answer: yes with an if. Long answer: no with a but.

By: Vero

Vero — Fri, 15 May 2009 13:00:01 +0000

Today I will edit all my past and current comms plans’ objectives to say “To raise the right kind of awareness of…”.

Now I’m an awesome communicator, right?!