One of the simple truths of marketing is that if people are unaware of your product or service then they can’t possibly buy it. I know this isn’t “rocket science” but over the years I’ve met many clients who seem to have forgotten this and who trust in some semi-mythical process by which this will happen.
One approach that can pay real dividends is to associate with specific events without paying sponsorship fees. Capitalizing on these events by “piggy backing” off them. This is technically termed “ambush marketing” but don’t worry, you won’t actually have to hide in the bushes to use this technique!
There are many, many “awareness days” (some would say far too many!) However they do present a great opportunity for maximizing your brand awareness.