Think About It

We live in a short-attention-span world.

We face a barrage of information unlike any previous generation has known. As the newest facts and stories fight their way into our consciousness, they push out the ideas that held our focus yesterday.

This spring we were gripped by the worst shooting in U.S. history, on the campus of Virginia Tech. But by summer, those murdered students slipped out of our minds as we became occupied with the story of one former Virginia Tech star, Michael Vick.

This phenomenon also happens in the world of marketing. The day our spectacularly designed, perfectly targeted communications piece lands on someone’s desk, it may win them over. They may be completely sold on our product or service.

But before they get around to taking action, something happens. Maybe they have a crisis with their biggest client, or their computer system crashes, or their kid gets the flu. Or, your competitor’s communication shows up.

Stuff happens. And when it happens, things that were important yesterday are pushed out of their consciousness. And once those bits of information slip out, they tend to stay out.

That’s why we have to keep communicating. We can’t have one marketing blitzkrieg and then sit idle. Yes, there are times when we need a flurry of activity, like when we’re opening a new business or introducing a new product. But even then, it’s crucial to keep following up with more communication, to fight the inevitable loss of mindshare.

How can you keep a brand alive in their brains? Here are a few ideas:

1. Build an ongoing relationship using online tools such as blogs, e-mail newsletters or podcasts
2. Extend new offers via direct mail
3. Run ads in local media
4. Conduct search engine optimization, so when they get back to looking for what you offer, they’ll see your familiar name
5. Send a survey about your product or service
6. For business-to-business companies, write and promote a case study that demonstrates the value you deliver

Tactics like these should be built into a comprehensive communications plan, which will help ensure that you stay in touch with your audience at the right time and frequency, but not too frequent -- over-saturation yields diminishing returns on your marketing dollars and is just plain annoying, sullying your brand’s relationship with the audience.

If you keep communication rolling and consistently use brand-centered messages, you can win, despite the unrelenting competition for your audience’s brainwaves.

We know. It’s how we helped Bocktown Beer and Grill become the talk of the town during their grand opening and keep the buzz going long after. Read more about our work for Bocktown in this case study.