Thursday, December 8, 2016

3 ways to stand out in a sea of messages

By: Noelle Cutler, Leonard & Finco Public Relations

5,000. That’s the number of ads/branding messages we’re exposed to every day. So how in the world are you supposed to get your business’s message to the surface? 

Choose your messages wisely. If you’ve ever watched Indiana Jones and the Last Crusade, you know the memorable line “Choose wisely,” from the scene where Indiana is trying to choose the cup that will heal his father. There are a lot of beautiful cups to choose from, but Indiana can choose just ONE. When choosing the focus of your advertising or outreach, remember to KISS. Keep It Short and Simple. That very acronym is short and to the point. I understand it; I remember it.  So, if you want to get through to your audience, choose ONE simple and memorable message. 

Get with the program. Or more accurately, get in the program. I always think of American Idol judges holding Coke cups during the show, as an example of this. Instead of a Coke commercial outside of the show that could be muted, this product integration can’t be ignored without missing the whole show. Not to mention, Coke gained some credibility when viewers saw celebrities using and enjoying the Coke product. Taking this principle away from the TV screen, perhaps your business needs more than just a sponsored logo at a trade show that could be ignored; instead someone from your business could give a presentation on a trade topic. Now your business is associated with an expert in that field. Not only is getting in the program more memorable than a logo or a flat-out advertisement, it builds credibility. 

Be a social media butterfly. Time to transform your regular social media posts into posts that get noticed. Start with a little research to find out which of your posts have gotten the most views and highest engagement rates. Then start experimenting with social media advertising. The key to social media advertising is choosing an already well-performing post and then spending a little dough to target it to a specific audience outside of your follower base. Targeting a post about your electronics recycling drive to users who like recycling means your audience is already interested in the issue. They’re primed to notice a post with a message they’re already interested in and less likely to tune you out. 

Targeting your simple, hard-to-ignore message to the right audience will no doubt help it stand out from the other 4,999 ads.

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