By BGprod Strategy · 2026-01-29
When does a company need a public awareness campaign rather than marketing?
Short answer
When the people who must accept your product are not the people who buy it. In mobility, energy, health and public infrastructure, community acceptance is a precondition of the sale, and it cannot be bought at the point of decision.
Outline: procurement authority versus social licence.
Outline: why the campaign has to precede the RFP by quarters.
A reputation, a pipeline, a market position, a launch. Pick a way in.