2.61% vs 17.65%

Michael James Brown

One of my favorite quotes:

“There is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things. For the reformer has enemies in all those who profit by the old order, and only lukewarm defenders in all those who would profit by the new order, this lukewarmness arising partly from fear of their adversaries … and partly from the incredulity of mankind, who do not truly believe in anything new until they have had actual experience of it.

Niccolo Machiavelli (1469-1527)

In my opinion, what the author is saying is that it’s simply not enough to have a good idea. You have to get out and show people how the new idea works, and even then they won’t be quick to adopt or use the idea because of what other people might think about them.

The hard part of the Other Awareness Project isn’t gathering the information; you can find all the “answers” on Wikipedia or other sources. In my opinion, the perception of racism is mostly still around because people of all colors can make more money with it than without it. The hard part of this project is showing marketing people, media companies and consumer brands that there is a market for a show/project that isn’t based on race at all.

The Other Awareness Project is about self-identification and is directed towards community involved, solutions oriented people. That’s it!

Here is some information from the Direct Marketing Association concerning response rates for various types of advertising. The average response rate for the 1,122 industry-specific campaigns that the DMA studied was 2.61%.

Within sectors, nonprofit fundraisers enjoy the most success with direct response, getting rates of 5.35%. Close behind are retail stores (with 3.36%) and establishments selling services to businesses (3.34%).

Manufacturing delivers 3.17%; personal and repair services 3.07%; and travel 2.98%. The two sectors at the bottom of the list — computer/electronic products and packaged goods — still get better than 2% response.

Throughout 2009, with a budget of $0 dollars, using only a 10-minute video clip, I added approximately 1300 Facebook friends. Most were extended an offer to join the Other Awareness Project group. 280 people did.

280 of 1300 = 21.54%

On December 14, 2009, I created a page for the Other Awareness Project. The page is more easily accessible to people not in my group of friends and has a greater ability to measure analytical information, run ads, etc. From 12/14/09 to 1/14/10, 252 people became fans of the project page.

252 of 1428 = 17.65%

I joined Facebook to connect with old friends, but also to be a more arbitrary confirmation of the data that I get from the traffic on my regular site (otherawarenessproject.com.) I think it is clear that a response rate of 17.65%, with a very limited budget, shows that the direction of the project connects with a substantial number of people, across all current demographics.

In my opinion, the only thing this project is missing is the support of a major brand, regional sponsors, media outlet, etc., to help get the message out to a wider audience.

Michael James Brown


Author: otherawarenessproject

Former Director of Operations for News America Marketing, former Marketing Operations Manager for ING Advisors, former Pre-Press manager for Deluxe Check Printers. Currently self-employed and serving on the boards of non-profits in Southern California.

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