Automated transcript:
I do not consider buying it. For example, I know McDonald's, but I do not want to buy any junk food, so I will never consume any McDonald's products. And finally, you have the green circle, which is very thin, because most of the people already know McDonald's. Your brand is probably in the middle, between those two extreme situations.
And what we need to understand now is the size of those segments. Because if we zoom in on the circle, we will see that our converted audience, so the most qualified ones, is probably the smallest one. Then we will add the consideration audience that will be slightly bigger, our brand aware audience that will be even bigger, and the largest one, which will be the unaware audience.
So if we put now all of these audiences on, uh, an axis, Representing the targetable audience size. You will have the first audience from the smallest one, the converted one to the biggest one. Keep this in mind because we will get back to it later during this webinar. So now how leveraging campaign can help target these audiences.
And I want to show you that the goal of marketing is to help to grow the circle. Because basically when you are a new brand that just launched, How do you get to the McDonald's stage? It's simple. Quite easy, you have to grow your circle. So you have to make them as big as a McDonald's one. So what does it mean in concrete?
It means that you have to make prospects move from Bofu, uh, Tofu, so bottom of the funnel, and our audience, to Bofu, bottom of the funnel, so converted audience. If I want my blue circle to grow, I have to make people move from my green circle to my blue circle.