TAMPA BAY, Florida, February 22, 2021 / PRNewswire-PRWeb / – American consumers are determined in their own way when it comes to brands. In fact, they typically buy the same 150 items, which represent about 85% of their family’s household needs. This is one of the main factors explaining why 75% of products introduced fail every year. (1) The key then is to make your brand unforgettable, so that when a consumer sees it again, they will recognize it and buy it. . How can marketers make a brand unforgettable? “It’s not always about being a priority, but it’s about triggering people when you want them to be,” explained Cassidy Sky, host of the If You Market They Will Come podcast.
Amber Kemmis is the Vice President of Business Operations at Revenue River and a marketer specializing in building unforgettable brands. She also works with SmartBug, a smart inbound agency and an elite sponsor of HubSpot. Kemmis talks about the psychology of ‘Marketing Unforgettable’, sharing the techniques, tips, and psychology that make brand marketing unforgettable in Episode 108 of the If You Market podcast “Be Unforgettable, with Amber Kemmis. “
How a brand can be unforgettable
- Positive Match: People need to be exposed to a brand enough times, in a positive and consistent way, to keep the name or product imprinted in their memory.
- Keep it simple: what people don’t understand they won’t remember, so keep it simple. The more the marketing message aligns with what the company / product does, the more likely a person will remember it.
- Stand out from the crowd — Standing out is good, especially for smaller or lesser-known brands. But that doesn’t mean the marketing message can be everywhere. It still has to be consistent.
- Tell a great story: Stories are a great way to get people to remember a brand. But it should be something that makes sense for your brand and that people can relate to. Next, engage with a solid content strategy aligned with potential buyers.
Kemmis has a background in psychology and she stumbled upon marketing through college work. A data driven person, she entered the marketing world just as it had become data driven, and her background has helped her understand how the world and buyers are changing. “Most of my career has focused on small and medium-sized businesses,” she said. “They have a greater ability to build relationships with their customers in a way that is going to have an unforgettable impact.”
To this end, Kemmis uses demographic data to determine whether a consumer is a good match for a brand. For example, if the data shows that the person is not responding to emails, they can pivot their efforts to use social media as the primary channel to target the consumer. Collecting data allows him to bring his knowledge of psychology and use any information gathered to personalize a better experience for the consumer by understanding what motivates them.
5 rules to create an unforgettable brand
1. Promote your brand across multiple channels. The more a brand is presented to people, the more likely they are to remember it when they need it. Using a combination of multiple channels means that a product / brand is exposed in multiple places, and being seen twice has a big impact.
2. Focus on positive associations. There is a balance to be struck when it comes to repetition. Brands that focus on marketing campaign ideas just to stand out might court bad association. Negative associations tend to be powerful and are often more difficult to forget than positive ones.
3. Avoid fear. Motivating people with fear is not effective in the long run, in fact studies have shown that it can do the opposite and discourage people. Today’s consumer is generally smarter: they see a fear-based tactic coming and are not motivated by it.
4. Create stories around the product. Many brands have focused on the origin story of their business. What’s more effective and more likely to resonate with the consumer is when a brand’s story is about the buyer the brand is trying to attract. Then the consumer feels like they can identify more with the product and are more likely to remember it.
5. Look at the data. Marketers today have many free data tools they can use to uncover trends in human behavior. From this information, they can create a hypothesis, test it, modify it as needed, and achieve their goal, even if they are working on a small budget.
“All you have to do is resonate with the right person,” Kemmis said. “We live in an age where human behavior is changing rapidly, and as people change you are probably going to have to change your ways and the way you resonate to continue to be unforgettable to them.”
Karla Jo Helms, chief evangelist and anti-PR ™ strategist for JoTo PR ™ and co-host of the If You Market They Will Come podcast, agreed, “The world of marketing is constantly changing today and to make a brand unforgettable, it understand how the world and buyers change, while ensuring that your business stays ahead of the game. “
The If You Market podcast is a 45-minute conversation about B2B marketing: new trends, best practices and pitfalls to avoid. Each episode features a conversation with an expert guest on topics like content marketing, account-based marketing, social media, marketing automation, public relations, and more. The podcast is broadcast on iTunes, Stitcher, Google Play, and TuneIn Radio.
About the If You Market, They Will Come podcast
Meet If You Market podcast host Sky Cassidy, an accomplished B2B marketer and his co-host, a disruptive PR evangelist Karla Jo Helms. Together, they chat with industry experts to analyze B2B marketing tactics in an aperitif atmosphere. Sky is also the CEO of MountainTop Data, which is based at Los Angeles, CA, and provides data and data services for B2B marketing. Karla Jo Helms is the CEO and chief strategist of the anti-PR agency, JOTO PR Disruptors ™, based in Tampa, Florida. Visit them via http://www.ifyoumarkettheywillcome.com.
About Amber Kemmis
Amber Kemmis has a passion for people, psychology, MarTech and revenue growth. During her career, she has worked both internally and in agency and helped generate a 192% revenue growth rate over three years, built and optimized client sales and marketing funnels, built and implemented inbound, sales activation, B2C and ABM strategies, served as a HubSpot expert and much more. She currently works as Vice President of Business Operations at Revenue River.
1. Schneider, Jeanne and Julie room; “Why Most Product Launches Fail”; Harvard Business Review; april 2011; hbr.org/2011/04/why-most-product-launches-fail.
Karla Jo Helms, JOTO PR Disruptors (TM), 727-777-4621, [email protected]
Daniel Whispers, JOTO PR Disruptors (TM), 727-777-4621, [email protected]
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