Top Down: The Importance of Brand Awareness Marketing
It's lonely at the top of the funnel.
Now that we have all this measurable data to tell us whether our marketing efforts are really driving conversions, the C-suite wants results. Many companies dump their entire marketing budget into mid-funnel and bottom-of-funnel activities, knowing that they can drive ROI...but too often, those holding the purse strings forget that potential customers can't buy from you if they don't know who you are. And these days? It takes an average of 8-12 touches before they become a customer anyway.
This is where brand awareness comes in. Join us with Chava Ziff of Transamerica, who will talk about the critical importance of brand awareness and top-of-funnel activities, making sure people even know who your brand is and what it's all about before hoping they put down the AmEx for your goods or services. We will be at WeWork LoHi on 9/19, from 5:30 to 7:30 PM, with quality networking, thought-provoking discussion, adult beverages, and action items you can take back to your office the next day.
Director of Brand and Digital Marketing, Transamerica
Chava’s 15 years of brand marketing experience spans a large range of well-known brands, including FedEx, Kraft, Wrigley, Pepsi, Visa, Susan G. Komen for the Cure, Viagra, and Transamerica. From total rebranding to integrated campaign creation, Chava’s worked on a variety of noteworthy projects at advertising agencies in Washington DC, New York City, Los Angeles, Sydney Australia, and now Denver. From the East Coast originally, she moved to Denver a couple of years ago to escape the big city and find some nice people. You can find her at Barre classes, exploring the Highlands (her new neighborhood), and trying to learn to Ski.