Do you have a marketing campaign idea in the bag? Then you’ll definitely want to make sure it’s one that appeals to the customer psyche. You want to stand out, feel unique, and be memorable in the long term. But that’s where the first problem comes in – what do customers remember about marketing campaigns?

Of course, everyone remembers a marketing campaign that’s ‘memorable’, but it’s far easier to say that than to design such a campaign! After all, we all remember different things about the marketing we come into contact with day by day. While some adverts seem to be universally loved and remembered, you’ll hear a hundred different examples before someone mentions one that’s been brought up already.

So you head online to find some information you can act on, but then another problem comes into play: oversaturation. If you’re a small business owner just putting their name out there for the first time, it’s easy to be overwhelmed by all the marketing advice you can come across.

We want to make it much clearer for you. When a customer comes across your marketing efforts, what do they need to see and experience to form a favorable opinion of you? The points down below are the ones to focus on.

Emotional Tethers

Marketing needs to appeal to the customers’ needs. That means you need to work on their emotional level, and find out what it is your target market is frustrated about. This is how you can find out what it really is that they want, need, and are willing to pay for to benefit from.

Not only does this involve marketing from their point of view, with a customer centric focus that forgets all about how amazing you personally believe your product to be. It also means taking that frustration and addressing it via the means of your product, which can be a fine balance to try and strike. Again, we’re here to help with that though!

So, forget asking about what your customers could need from you. Instead, ask, ‘What problem in their life can my product address?’ These are the kind of emotional based questions that inform a good marketing campaign.

As such, you need to focus on the answers and run them in your static posts, ad banners, reels, and TV adverts, etc. Whatever kind of marketing you’re interested in doing, and whatever marketing the research has told you would be most effective, needs to rely on these customer centric emotions.

That emotional tether is what makes a customer feel understood and empathized with. You want to come across as a business who is able to help, and that you have a valuable solution for them. That’s what makes you more relevant and relatable.

Accessibility

There are many businesses out there that forget the importance of convenience. You don’t want customers to have to go out of their way to access you – contact you, place an order, send a message, etc. No matter what kind of marketing campaign you’d like to put together, you need to ensure it’s as easy as possible for the person seeing it to get in touch.

It’s why PPC ads are best linked to a product page with a one-click checkout, or a landing page with a sign up form built into the page. No one should have to go too far to find what they were looking for; it needs to be just on the other side of their click.

That’s also why so many social media adverts take a scroller straight to your DM inbox, where you can pre assign a call to action letting them know exactly what details you need from them. Let them know what’s needed from them within the first second of them getting to where you want them.

Accessibility is the one thing in marketing that will take your leads from first contact to placing an order. Time and time again this is underestimated, but when you interrupt the natural flow of someone using the internet, they’re far less likely to give you any meaningful attention.

They’re going to consider your marketing inefficient, and at worst, intrusive. They’re not going to find it natural or easy to work with you, even if they sign up to your mailing list or hit follow on your Instagram.

Quality Materials

No one likes a product that feels cheaply made, even if the development process was as cost effective as possible. You know you’ve paid for worthy materials, but it needs to feel that way too.

People need to know they’re spending their money on quality items. From marketing materials like business cards, to the very packaging you wrap your products in before shipping them off, people love to see quality.

It’s the same reason metallic foil flyers have always been popular; there’s an extra element of quality to the flyers you hand out. Even in passing, if someone is handed something made of foil, rather than just paper, they’re more likely to hold onto it. It feels thicker to the touch, it has a higher sheen to its appearance, and that’ll stick out in their mind.

Remember, every decision you make about the makeup and appearance of your product is part of your branding. Investing in quality materials will make a big difference to how memorable you are to your customers.

It adds another layer to that high-level customer experience you want to provide, which can guarantee success for businesses like yours. 

A Local Touch

Running a small business often requires a dependence on your local area. This is where your first portion of customers will come from, and you’re much more likely to get repeat custom from those who live around you.

After all, there’s a drive to shop local right now, and you have a better chance of landing a good impression on those you can actually physically interact with. Marketing is often made up of those in-person interactions that allow you to come across as a real person, who is kind, smart, and friendly.

There’s less pressure in these interactions, and it’s much easier to have a normal, casual conversation when there’s no digital interface. It’s how you get good reviews, which can then be displayed online, and that can feed back into the success of your marketing campaign overall.

Word of mouth is a powerful type of marketing, even when you’re online. Remember, people want to hear from other, real customers who are just like them. Investing in your local outreach, like offering exclusive offers to local customers, focusing on local social media hashtags, and interacting with your local community, will bring this attention your way.

Will Your Marketing Campaign Be Memorable?

Marketing is a difficult task. Something different works for everyone, and what works for another business just like yours may not have the same legs when you try it. It’s what makes a task like this such a confusing, error laden thing, even for bigger businesses who have all the resources in the world.

But there are still various things you can use to make your marketing memorable. People respond to a lot of different things, but the factors we’ve listed above are general rules that tend to always work.

Use them to design your next marketing campaign. Remember, appeal to the emotional nature of your customers, promise quality and deliver it, and make it as easy as possible to respond to your calls to action.

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