Six
Secrets to Effective Marketing Campaigns
There are several keys to every ad regardless
of the media you’ve chosen to deliver it.
Relevance
If you want to attract
someone’s attention (and hold it) your message has
to have relevance. Today’s world is like being
in a mall at Christmas. The background noise
is staggering. However our brains are
programmed to filter out key sounds. Your name
for instance, described as one of the most beautiful
sounds to the person to whom it belongs. You
can be engrossed in conversation at a party and tune
out all the background noise but when someone speaks
your name your brain keys in on it and you look up
to hear what was said about you.
Now you may think this is a
useless piece of information as it isn't possible to
use everyone’s name in a radio ad. However you
can personalize mail or email. And coming back
to the mall analogy, watch what happens when a child
yells “Mom!”
Mnemonic anchors
People are able to
memorize long lists using mnemonic anchors.
Anchors are words, concepts, images, sounds,
experiences or smells that your brain is already
well aware of. If you can attach an idea or
word to that anchor it becomes easier to remember.
Often ads will present a common negative experience,
something they know the individual has experienced.
Then show how their product or service will prevent
this negative experience from happening again.
The other common use is an object with emotional
attachments. TELUS uses cute fuzzy animals in
ads. What does that have to do with phone
service? Nothing. But if people are bombarded with
the TELUS logo and message accompanied by cute,
warm, fuzzy animals there will be a warm emotional
association with the company.
Once you make a ‘mental note to
yourself’, you’ll see the unlimited applications.
If you have a trade show and your product or
service is related to entertainment, rent a popcorn
maker and give away popcorn. The smell of
popcorn for most people represents movies and good
times. A familiar rhyme or song whose words
rhyme with your message or company name will stick
with people as well.
Repetition
The more often you are exposed to a message,
the more likely you are to remember it. Your logo,
unique selling proposition, branding message and
contact information must be in and on everything you
do. Sounds basic but so many businesses don’t
do it.
How many times have you been introduced to
someone and forgotten their name within minutes
while you’re still talking to them. If
however, you use that persons name a few times
you’ll find it sticks in your head.
You have to repeat your message over and over
to the same person. Papa John’s likes to run
their television ads twice separated by another
business’ ad. Firstly, they are almost certain
to get the same individuals twice, second, the first
time it happens, even if you didn’t pay attention
to the first commercial, your brain says ‘Hey,
didn’t I just see that commercial?’ and starts to
pay attention.
Multi media
Picture, if you will that
I stand before you on a podium and ask you to
remember as many of the words that follow as you
can. I will say ten common names and when I
say ‘Cindy’ I’ll hold up a sign that says ‘Cindy’.
Everyone will remember that name. This works
for a couple of reasons. Yes, Cindy got twice
the exposure – that’s repetition. But ‘Cindy’
also received exposure through a different sense –
sight not just sound. The more different
senses you can light up in an individual the more
likely your message will stick.
There is another
reason for using multiple media as well. If
you hear a rumour from one person you may not
believe it. After all, it is just a rumour.
However, if you hear this same rumour from two or
three different people (sources) you will begin to
give it more credence.
Targeting
You need to determine who your best clients
are and what and/or who they are reading, watching
and listening to. You’ll get a much higher
return on your marketing investment speaking to the
1,000 people who care rather than 10,000 who don’t.
Dominance
Size matters. Not absolute size, but relative size. To demonstrate your brand is worth being one of the top three choices you need to dominate the medium you use. If the competition is a quarter page be a half page, if they run 3 radio ads/hour, run six/hour, if you are advertising on television, dominate the television show. Define your target market and while you have their attention, be the biggest. For that period of time, you will establish yourself as number one.