Take a moment and go back into your memory of the last TV, direct mail or phone advertisements you were exposed to. How did the advertisement capture you? Was it through humor, interesting facts, a musical jingle or shocking delivery?
Many of us can remember certain ads as they made an impression onto not only our short term memory, but long term memory. Short-term memory allows recall for a period of several seconds to a minute without rehearsal. By contrast, long-term memory can store much larger quantities of information for potentially unlimited duration.
The impression and exposure to the ad integrates into our memory so we are more likely to recall that experience later. In fact, not only are we able to recall the ad, but remember specifics about the ad enough to talk about with a friend. Now that is a successful and viral affect!
Why do certain ads stand out more than others? Why does the human brain recall one ad over another even when exposed within minutes of each other?
The brain works in an amazing way in regards to memory. Memory is the ability to store, retain and recall information. What can you do to increase the chance of your target audience remembering your marketing piece? Here are my top five suggestions for immediate improvement:
- Your ad campaign must have a likable style and yield personality. Your personality and style must be consistent in the branding of your product or service. Consistency is great for retention.
- Your ad must stand out from your competition. Your ad must be unique, memorable, have credibility and an incentive to move forward. This should represent why the consumer should go with your company than the “other guy.”
- Give the client a way to review who you are. How can they find your product? Online? By phone? Mail? Your client must have a call of action and know where and how to seek your service.
- Your ad must speak to the correct target audience. By selecting the very best mailing, telemarketing, or email list you have the ability to speak with your ideal client. Do not choose a general audience if your product or service pertains to one consumer versus another.
- Design your ad to pertain to the audience you are speaking to. Do not be confusing. Be professional and concise with your advertisements. Your ad should demonstrate the reason you are advertising to them.