Is Your Brand Message Completely Lost?
At last count, there were more than 500 publicly traded retail chains in the U.S. and more than 2,000 publicly traded consumer goods companies (not brands). And if you believe Yankelovich, the average American is exposed to between 3,000 and 20,000 brand messages per day (the difference partially attributed to varying numbers of grocery store visits). However, neuroscience has proven that the human brain simply cannot recognize or store that number of daily messages. So…is your brand invisibly awash in the vast and deep ocean of marketing communications?
No self-respecting marketer would argue that it’s easy to break through today’s communication clutter. Within just the past 25 years, there has been an explosion of media and messaging outlets. At present, there are more than 1,000 TV channels, 10,000 traditional radio stations, 5,000-plus print publications and more than 400 social media platforms (not to mention back-of-the-stall bulletin boards). How on earth can a brand break through? With these three important steps:
First of all, you must know who your customers and key prospects are. This knowledge is a combination of demographics, ethnography, behavioral targeting and psychographics. Secondly, you need to understand exactly how and when they consume information around your category, both online and offline. Third, you need to apply frequency, testing and measurement. Like comets colliding, message and medium must intersect at the right moment in the right place. Follow these steps, and we guarantee your brand message will be no longer lost; it will be found.