Tailoring messages to customer awareness

People rarely buy a new scientific instrument or reagent the first time they hear about it. Marketing literature distinguishes several levels of awareness that describe how familiar potential customers are with a problem and your solution. Understanding these stages helps you craft appropriate messages.

1. Unaware – People are not conscious of having a problem; they go about their daily work without realising inefficiencies. Content at this stage should educate them about underlying challenges and opportunities. For example, an article on wasted time pipetting raises awareness of automation.

2. Problem‑aware – Individuals have noticed a pain point but do not know what solutions exist. Marketing here should validate their frustration and discuss the consequences of not solving the problem.

3. Solution‑aware – Potential customers know solutions exist but may not have heard of yours. Demonstrate how different approaches compare and highlight why your method is compelling. Share case studies and testimonials.

4. Product‑aware (also called offer‑aware) – People know about your product but are not yet convinced. At this stage, show detailed specifications, pricing and purchase options, and address concerns such as compatibility or learning curve. An explicit call to action (contact form, demo request) should accompany these messages.

Effective marketing campaigns address all levels simultaneously. On your website, include educational blog posts for the unaware, problem‑solution comparisons for the solution‑aware, and clear product pages with technical details and contact forms for the product‑aware. Use analytics and customer feedback to identify where your audience sits and adapt your communications accordingly.