Written by Jessica Bennett
You’ve probably heard a client say, “We just want to get our name out there” or “We just need more customers coming in”. It sounds simple enough, but as a media seller, you know there’s real strategy behind that request. What they’re asking for is brand awareness: the level of familiarity people have with a brand’s name, look, values, and overall identity. It’s the starting point of every customer journey and the foundation for long term loyalty. And the good news? It’s something your media platform is perfectly positioned to deliver.
When a client wants more customers but doesn’t have a clear plan, this is where you can shine. Try saying: “Before someone buys from you, they have to know you exist. We can help you stay top of mind, so when they’re ready to choose, you’re the one they think of first.” It’s a simple message, but it reframes what you do in a strategic, customer focused way.
Now let’s talk about measuring it. Many clients assume brand awareness can’t be tracked, but there are clear, accessible ways to show results especially when media campaigns are involved. One key metric is branded search traffic. If more people are Googling the client’s name directly, that’s a strong indicator your campaign is working. Similarly, look at direct website visits. Are more people typing in the URL instead of finding them through search or ads? That shows name recognition.
Social media metrics are also helpful. Track increases in followers, mentions, and shares during and after a campaign. Is the brand being tagged in community posts or gaining traction in local conversations? That’s part of the awareness puzzle too. For on-air or digital campaigns, call tracking and customer surveys can be powerful. Ask, “How did you hear about us?” and measure how many mention your station or the campaign itself.
In retail and service industries, foot traffic and first-time customer inquiries are big signals. Encourage your clients to keep track of how many new faces are walking through the door or calling in after your campaign launches. Even anecdotal feedback from frontline staff can give insight into brand lift. You might hear, “We’ve been getting a lot of calls lately from people saying they heard about us somewhere” that’s the ripple effect of awareness.
As Jeff Bezos said, “Your brand is what people say about you when you’re not in the room.” That’s why consistent, smart media placement matters. It’s not just about visibility; it’s about being memorable.
As a media seller, your job is not just to place ads but to help clients understand what those ads are doing for their business. When you can show them real movement in name recognition, search trends, and social buzz, you’re not just selling airtime you’re demonstrating value.
At the end of the day, brand awareness is not just a buzzword. It’s the first measurable step toward building a loyal customer base. And you have the tools to make it happen.