[Case Study] How to Run an Awareness Marketing Campaign

In this episode, we dive deep into the art of running a successful awareness marketing campaign, inspired by none other than the giants of entertainment, Star Wars, and our very own adventure at the Over Forties Cricket World Cup in South Africa. If you're keen on understanding how to capture and engage your audience, create lasting memories, and leverage your personal experiences to boost your business or brand, this episode is your goldmine.

Timeline Summary:

• [00:00:20] Star Wars Acolyte Campaign
• [00:02:10] Cricket Matters Awareness Strategy
• [00:03:04] Three-Pronged Authority Approach
• [00:04:03] Vlogging for Viral Success
• [00:07:01] The Acolyte's Timeline

Key Takeaways:

1. Leveraging Popular Culture: We kick off with a nod to Star Wars' latest series, "The Acolyte," to illustrate the power of a well-executed awareness campaign.
2. Behind-the-Scenes Vlogging: Learn how personal experiences and vlogging at the Over Forties Cricket World Cup were used to create a buzz and establish authority in the cricket community.
3. Strategic Content Creation: Discover the importance of creating content that resonates with your audience, serves a purpose, and fosters community engagement.
4. Building an Online Presence: Insights into how viral content can significantly increase website traffic and lead to higher engagement rates.
5. Future Plans for Cricket Matters: A sneak peek into upcoming strategies for Cricket Matters, including website redesign and targeted content creation.
6. The Power of Networking: Understanding the impact of networking and how it can lead to new business opportunities and collaborations.
7. Call to Action: Encouragement to think about how you can apply these strategies to your own business or personal brand for increased awareness and growth.

Websites and Links Mentioned:

• Cricket Matters
• Free Strategy Call

Quotes:

"If Star Wars and Disney are doing it, why aren't you?" - James Breese

"Creating authority, expertise, and credibility through a three-pronged approach: player, coach, and content creator." - James Breese

"Over a hundred thousand views on Facebook alone for our vlogs. It's about creating memories and sharing experiences." - James Breese

"What network are you a part of, and how can you embed yourself more into that network as a trusted expert?" - James Breese

"Our purpose is to create memories for these guys to share their memories. That's what I try to do." - James Breese

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Chapters

• 0:20 Star Wars Acolyte Campaign
• 2:10 Cricket Matters Awareness Strategy
• 3:04 Three-Pronged Authority Approach
• 4:03 Vlogging for Viral Success
• 7:01 The Acolyte's Timeline

Transcript

[00:00:00] James Breese: Strength Matters Media. Video. Print. Podcasts. 

[00:00:05] Josh Kennedy: Today's topic is a case study, how to run an awareness marketing campaign. James has recently been to the over forties cricket world cup in South Africa, and he's done lots of vlogging. But before we do that, James, you wanted to shoehorn in a random Star Wars reference, didn't 

[00:00:20] James Breese: you?

[00:00:20] Well, I was going to bring it in at some point. Yeah, exactly. I didn't know where I was going to bring it in, but I wanted to absolutely bring it in. So as of this morning, which is posted, actually, let's have a look on my, on my, you know, 10 hours ago, actually, it was just posted this morning. There's a trailer.

[00:00:35] For the acolyte, a brand new Star Wars series that's coming out this summer. So as the words in their post is, the force is strong with the acolyte as their trailer breaks. Lucas film records with 51.3 million views in 24 hours. Talk about an awareness campaign. Do you think they've [00:01:00] achieved an awareness objective right there to tell people about their new TV series, The Acolytes?

[00:01:07] Quite possibly. Yeah, that is a, that is Awareness Campaign 101. So what they've done is they've created a trailer based on the new upcoming TV series. Obviously Star Wars is super popular. We all love it here at Strength Manners too, just if you aren't aware of that already, but the point is, it is. They wanted to get eyeballs on this because they know they're gonna make money from the Disney subscriptions.

[00:01:32] They're gonna make money from the, all the things to sell with, you know, Star Wars merchandise down the loan. All that sort of stuff, right? The potential books, the spin off films, all these things. They've got this new TV show, which is all gonna be all about the dark side, the start of the dark side by the sound of things.

[00:01:47] Think something dark side. Exactly that thing, right? So they've created this trailer. They've probably spent a lot of money in making the film, but they spent a lot of time getting the trailer right. Cause they wanted to tease excitement and [00:02:00] awareness. So they've done it. If Star Wars are doing it and Disney are doing it, why are you not creating awareness around your products and services?

[00:02:10] So what we're gonna do is now is a little mini case study. Because as I always keep promising you guys, we're going to tell you what we're doing behind the scenes to grow Cricket Matters because we split the company up in two, if you're not aware of it. Strength Manager is all about health and fitness digital marketing for you guys to help you grow your fitness businesses.

[00:02:26] And Cricket Matters is our fitness business. So we are still a fitness company. We're just focusing on cricket players, but we're going to tell you how we're growing this business through Strength Matters. Okay, so I went to the over 40s World Cup and it's all about, you know, creating authority, expertise and credibility.

[00:02:44] So the fact that I'm a player still, as well as a coach, because you don't get up very often and I'm over 40. Right. I wanted to create this credibility of me being a player. I'm one of them too, as well as a coach. You've 

[00:02:56] Josh Kennedy: got the, you've got the three pronged attack there, James, player, coach. [00:03:00] 

[00:03:02] James Breese: Exactly. So that's what I'm trying to go with.

[00:03:04] Is that three pronged attack, you know, to make, create this. Like authority, expertise and everything else about it here now so they can trust what I'm saying. So what did I do? So onto the Over 40s World Cup. I've created an awareness campaign. People may not know it's an awareness campaign, but it really is.

[00:03:22] I have vlogged Throughout their behind the scenes. Why? Because it was a hell of an experience. A lot of the players who went there want the memories from that experience. And it's also me networking with all the other players and all the other teams. Now think of it like this. Each of these players who play in the World Cup are respected members of their clubs.

[00:03:43] Okay, their clubs are the feeder to the national side. At each of these clubs, they have approximately 500 members. There was 12 teams at the World Cup, right? I was vlogging amongst all these other players and members. I'm now tagging these members and I've created these vlogs [00:04:00] sharing the experience of the World Cup through my eyes.

[00:04:03] It is going viral on Facebook, right? Which I'm using. 

[00:04:07] Josh Kennedy: We're not getting 51 million views or anything, but in terms of numbers, how's it going? 

[00:04:12] James Breese: Over a hundred thousand views. Over a hundred thousand views on Facebook alone for all three videos. And it's been shared Over 200, 300 times. I've lost count. I haven't even checked today to honestly, last time I checked was a couple of days ago when I was in Bulgaria, but the point was it has been shared.

[00:04:31] Now, am I capturing email addresses? No, not really, but inadvertently it's driving traffic to cricketmatters. com. So if you've seen a massive surge and spike in searches for Cricket Matters, right, and they're downloading our free ebook. Our lead magnet, just like Arnie does, right? Just if you haven't listened to that episode, check out that episode about Arnie, the one before.

[00:04:52] So that's what we're doing. It's an awareness campaign. Now, what are we doing with Cricut Matters long term? Well, we're going to do a whole redesign of the website, create better [00:05:00] lead magnets and go for specific keywords. So But at the moment I'm creating awareness around me. They're following me on social media.

[00:05:06] They're following me on Facebook. Now they're befriending me on Facebook. I've had loads of friend requests, which I'm accepting by the way. Cause I only accept friend requests on Facebook if I've met people in person these days. That's, that's how it works. But that's what I'm trying to do is create this awareness campaign so I can then start creating other content.

[00:05:22] Right. So it's the awareness into the content decision making stage of things we're going to get to. So yeah, that's our strategy at the moment. 

[00:05:31] Josh Kennedy: Exactly. So we're driving people to the website and then we're going to be obviously creating more content on the website, like lead magnets, as you say, free workouts and stuff for 

[00:05:39] James Breese: cricketers.

[00:05:40] That's exactly. So we are really going off. It's a lead magnets for cricketers, blog posts for cricketers, useful tool videos, like we're doing on strength on strength matters. com. These short videos, we're going to do short term videos for the. for cricket players too. It's all these things. We're starting to build this picture and create awareness where the whole point is we can try and sell strength and [00:06:00] conditioning services for cricket players.

[00:06:02] And that's our niche, what we're going for. But it started with a vlog series. Now, should you be doing vlogs? Maybe, maybe not, but you can create at least some content. For a network you're part of to help you get into that network, or at least embed yourself even more in that network. So you see, you're seen as a trusted expert and authority in that.

[00:06:21] Josh Kennedy: Absolutely. Uh, who's excited about the new Star Wars series, by the way, I haven't even caught up with the Mandalorian completely. So, or Ashoka. So. Gotta get on that first. 

[00:06:32] James Breese: Yeah, a little bit behind the eight ball myself, but yeah, it's gonna be as good. It's gonna be as good as everything else, isn't it? If not better.

[00:06:40] Well, I was doing all the research, actually. So here you go. So this is what I've done, right? So I've literally watched the trailer yesterday, got really excited about it. Went onto Google, started searching for like, what the plot's about, what things about, who are some of the characters. It's got Carrie Anne Moss as well from The Matrix, is one of the Jedi Masters.

[00:06:59] So it's got a lot of [00:07:00] things in there. But anyway, it's all about the dark side. So 

[00:07:01] Josh Kennedy: when's it, when's it, I know this is totally off topic on the podcasts of awareness campaigns, but we'll just wrap up. When's it set James? I want to know. June. 

[00:07:08] James Breese: Oh, it's like a hundred, I think over a hundred years before the Phantom Menace.

[00:07:13] So it's well before that time. It could, they're hypothesizing it's how Emperor Palpatine Came into power and it's like his backstory. Nice. I like it. So for those who don't know Star Wars, yeah, sorry 

[00:07:29] Josh Kennedy: about that. We've gone off a random tangents, but 

[00:07:32] James Breese: look at this, but this is the awareness. This is the awareness campaign we're talking about.

[00:07:35] We're creating even more awareness around it. So what the guys on that cricket videos have been doing is they've been sharing these videos with their friends, their family, their club members, and they're all coming back to me. And already I've had members of a committee approach me wanting to start creating videos for them to share the story.

[00:07:53] So it's actually become a business tool. And I'm only doing is creating awareness so far, and we've got another four or five videos to go out to. So. [00:08:00] Three down and we've we've actually published on strength matters actually got a strength matters youtube channel at underscore strength matters because we're trying to get that at strength matters one, but Somebody who's not using it anymore isn't, is, is, has got it.

[00:08:12] So, very annoying. So, we are trying our best to, you know, so we have uploaded the videos there so you can see what we've done. So you can potentially copy the ideas and do it with your network. But, what network are you a part of? What can you embed yourself into? And what expertise and authority and, um, relevance, potentially.

[00:08:30] Relevance and also, What can you, what of use can you be to your network? So my, my purpose is to create memories for these guys to share their memories. That's what I try to do. There you go. That's our little awareness campaign behind the scenes of Cricket Matters. It's 

[00:08:46] all 

[00:08:46] Josh Kennedy: about awareness. That is it for today.

[00:08:49] Please don't forget to rate, review and subscribe. And if you want help getting more clients or patients or creating an awareness campaign, then book 15 minute strategy call with us by going to strengthmatters. [00:09:00] com forward slash strategy.