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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