Anywhere the eye can see, it’s likely that it will see an ad. Yankelovich, a market research firm estimates that the average person living in a city will see up to 5000 ad messages in a single day while only about 12 will make a lasting impression. Marketers are having to deal with the problem of sensory overload. It is quite the daunting task to create a campaign that is going to stick with customers. Here are a few ways to help produce a memorable and effective campaign that will help your brand to stand out among the others.
- Get to know the individuals in your target audience
To be effective when marketing your brand or product, you need to know your demographics inside and out. Rather than just collecting quantitative data on your audience take a personal approach. Get to truly know the needs of the people you’re aiming your product towards. Rather than casting blindly what you think customers would like to see and hear, this technique will give an accurate reading as to what will capture the customer’s attention and encourage them to ultimately purchase whatever it is you are marketing. A great example of giving your audience the opportunity to be a part of your marketing is the Elf Yourself Campaign. In 2006, Office Max came up with the idea to allow people to be the stars of an interactive ecard. By uploading images of themselves, friends or family people watch themselves turn into a crazy dancing elf. The campaign has become a holiday tradition and quite literally a virtual phenomenon with over half a billion shares to date. This creative marketing approach had all the elements it needed to be successful. The customers became involved with the brand and Office Max has been able to keep the tradition alive each Christmas with fun new updates and promotions. By making your audience feel connected to your brand or product, you are on the fast track to a very memorable marketing campaign.
- Appeal to Emotions
Selling a product alone is no longer and option. You must sell the lasting experience that the product provides. Studies have shown that emotional responses to ads are more influential on a person’s intent to buy rather than the actual content of the ad. Emotional marketing is memorable marketing. We want to ensure that we are associating the right emotion along with our brand. Emotional marketing creates meaningful relationships that results in people becoming loyal to your brand. You want to be able to inspire customers in such a way that they feel pride in being a part of your brand. Nike has mastered the art of inspiration in marketing. They rarely focus on the actual product they’re selling but rather focus on a story that tells us we can do anything, if we “Just do it.” Each Nike ad is carefully designed to evoke specific needs that only Nike can provide. The local angle can also be a great way a brand can connect people with their passion about where they live. Making a huge brand seem smaller can actually be a huge asset to marketers. Campaigns featuring local entities such as sports teams or colleges can help to connect your brand to a community. Recently, country music star Kenny Chesney came out with a new music video for his song ‘Get Along’ and it was filmed entirely in Tampa Bay’s Raymond James Stadium, home to the Tampa Bay Buccaneers professional football team. During the video Kenny joins the crowd during the tailgate before his concert and uses live footage of people having a good time enjoying his music to portray what it really feels like to be at one of his concerts. The video also shows multiple clips of the Bucs pirate flag logo. Kenny is able to connect his song ‘Pirate Flag’ which is widely associated with his brand, with the Bucs pirate flag. Through connecting with the residents of Tampa, Kenny’s music video did an amazing job marketing not only his brand but himself. By appealing to emotions, connecting your brand to your customers becomes much easier to leave an impression.
- Make Your Campaign Interactive
A great way to drive customer interest and engagement is to make a campaign interactive. Interactive marketing creates a two-way communication between the brand and the customers. Adidas #MyNeoLabel campaign was a Snapchat competition in which customers were able to design their own sneakers using Snapchat. Adidas promised to fly the four winners to its headquarters in Germany to bring the designs to life. Through this interactive marketing campaign Adidas successfully brought awareness to the fact that their brand heard the needs of their customers. The personalization factor of interactive marketing makes it very beneficial for marketers because it has major potential to increase customer satisfaction. Another company that has made huge strides with interactive marketing is Coca-Cola. Since it’s arrival in 2009, the Freestyle beverage dispensing machine has become very popular. The touchscreen dispensers provide customers with an array of more than 150 drink choice options and creative mixtures. Not only is this a fun interactive tool for customers, but it also benefits the restaurants using the machine by boosting sales and increasing guest traffic. Restaurants all over are installing these drink machines that serve a combined 14 million drinks per day. Giving individuals the ability to interact with your brand or product provides endless opportunities in marketing.