Which Promotions Truly Increase Awareness?

I’ve found that some promo vehicles,
when they can’t prove
they increase sales,
default to claiming
they increase awareness.

Ahhh… NO.
That’s not how it works.

There are plenty of promo vehicles
that do neither.
They don’t increase sales
and they don’t promote helpful awareness,
awareness that will lead to
future sales.

I look at who
the promo vehicles
directly touches,
who they increase awareness with.

With a blog tour,
for example.
I study the list of blog hosts.
Does the blog host
have a healthy following
on social media?
Do other readers/writers know of her
and in a positive way?
Could this person’s knowledge of my existence
lead to sales to others
in the future?

If the owner of the promo vehicle
can’t point to at least one specific person
they’ve increased awareness with,
I walk away.

Awareness can be tracked.
It isn’t a marketing black hole.

You should be able
to uncover at least one person
the promo vehicle has touched.
If you can’t do that,
assume the promo isn’t effective
at promoting awareness.