They know about us, who cares if they don’t buy? Would any company ever say this?? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. Better phrased, they would not be satisfied with that answer. They’d want more information. They’d look at the whole product cycle–from development, to placement, to price, to promotion and beyond.

So, why, fellow health marketing and do-gooders do we settle with “awareness-building?” To be frank, every time I’m in a meeting and I hear the word awareness, my skin crawls. Awareness is great–but there’s a time and place for it. I’m aware of Ritz crackers, but I buy Wheat Thins. I’m aware of Powerade, but I buy Gatorade. There are times I might know about your cause–but I won’t donate. Other times I might know you need help, but I won’t volunteer. I know exercise is healthy, yet I’m still sitting here typing this blog post. There is a reason to these behaviors and decisions. There are motivations, barriers, incentives, costs, and more.

If our friends in the private sector won’t settle, we shouldn’t either. Thus, in the comments, let’s suggest questions to ask when awareness fever strikes our next meeting. Ready, Set, Go.

Questions to Prevent Awareness Fever

1. How do we turn awareness into action? submitted by Holly Grande
2. How do we measure awareness? submitted by Holly Grande
3. What does awareness mean for the campaign? submitted by Holly Grande
4. So, what do we want people to do with all that awareness? submitted by Mike Newton-Ward
5. Why do you want to increase awareness in the first place? submitted by Steve Radick
6. Why does the general public need to know what your division/branch/organization is doing? submitted by Steve Radick
7. Why should people care? submitted by Steve Radick
8. When did awareness change anything? submitted by Craig Lefebvre
9. How can we move people towards action? submitted Fard Johnmar
10. What are you really offering people that’s new in exchange for the change you want in their routine? submitted by Peter Mitchell
11. How are you so sure people don’t know this already? submitted by Peter Mitchell
12. Are people seeking out this kind of information? submitted by Peter Mitchell
13. Wouldn’t it be better to offer people something they already want? submitted by Peter Mitchell
14. who is already aware, and what they need in order to move them along to the next stage on the path to taking action? submitted by Nedra Weinreich
15. Is awareness given, but no action taken? submitted by Christiane Lellig
16. Is awareness of the sender’s problem necessary for audience to take an intended action? submitted by Christiane Lellig
17. Once we raise awareness in the room, what ACTIONS are the people in the room going to take in their lives? If we can’t answer the question, START OVER with a new plan. submitted by Mike Domitrz
18. Your turn. Yes, you–the person nodding their head who’s frustrated with this very same thing. I know you’re out there. (I’ll update this list below with your questions and give you some link love.)

flickr credit: Leo Reynolds