The world of marketing is constantly changing today and to make a brand memorable one needs to understand how the world and the buyers are changing.
TAMPA BAY, Florida (PRWEB)
February 22, 2021
American consumers are their own way of thinking about brands. In fact, they typically buy the same 150 items that make up about 85% of their family’s household needs. This is a major factor in the fact that 75% of imported products don’t make it every year. (1) The key then is to make your brand memorable so that a consumer will recognize it and buy when they see it again. How can marketers make a brand memorable? “It’s not always about being up to date, it’s about people being triggered when you want them to be triggered,” said Sky Cassidy, host of the podcast, “If you market, they will come.”
Amber Kemmis is Vice President of Business Operations at Revenue River and an experienced marketer specializing in making brands memorable. She also works with SmartBug, a smart inbound agency and an elite HubSpot sponsor. Kemmis talks about the psychology of “memorable marketing” and shares the techniques, tricks, and psychology that make marketing a brand in episode 108 of the If You Market podcast, “Be Memorable With Amber Kemmis”.
How a brand can be unforgettable
- Positive Pairing – People need to be exposed to a brand in positive and consistent ways enough times to keep the name or product on their brains.
- Keeping is easy – what people don’t understand they won’t remember, so keep it simple. The more closely the marketing message matches what the company / product is doing, the more likely a person will remember it.
- Differentiate – Outstanding is good, especially for smaller or lesser-known brands. But that doesn’t mean that 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 to your brand and that people can relate to. Then, commit to a solid content strategy that is geared towards potential buyers.
Kemmis has a psychological background and got into marketing through a college job. She came into the marketing world as a data-driven person just as she had evolved into a data-driven person, and her background has helped her understand how the world and buyers are changing. “Most of my career has been focused on small and medium-sized businesses,” she said. “They have a greater ability to relate to their customers in ways that will have unforgettable impact.”
To do this, Kemmis uses demographic data to determine if a consumer is a good fit for a brand. For example, if the data shows that the person is not responding to emails, they can focus their efforts on using social media as the primary channel for targeting the consumer. By collecting data, she can bring in her psychological background and use any information gathered to create a better experience for the consumer by understanding what motivates them.
5 rules for creating a memorable brand
1. Promote your brand on multiple channels. The more people standing in front of a brand, the more likely they are to remember it when they need it. Using a combination of multiple channels means that a product / brand is visible in multiple places and seen twice has a big impact.
2. Focus on positive associations. There is a balance that needs to be achieved when it comes to repetitions. Brands that focus on marketing campaigns to stand out might be courting a bad association. Negative associations are usually strong and often harder to forget than positive ones.
3. Skip the fear. Motivating people with fear is not effective in the long run. Studies have even shown that they can do the opposite and put people off. Today’s consumer is smarter overall – they can see a fear-based tactic and aren’t motivated by it.
4. Create stories around the product. Many brands have focused on the history of their company. What is more effective, and more likely to resonate with consumers, is when the story of a brand is about the buyer that the brand is trying to attract. Then the consumer has the feeling that he can relate more to the product and is more likely to remember it.
5. Look at the data. Marketers today have numerous free data tools that they can use to spot trends in human behavior. From this information, they can create a hypothesis, test it, adjust it as needed, and achieve your goal – even if you’re on a tight budget.
“All you have to do is resonate with the right person,” said Kemmis. “We live in a time when human behavior is changing rapidly, and when people change you will likely have to change your habits and your response to keep them memorable.”
Karla Jo Helms, chief evangelist and anti-PR ™ strategist for JoTo PR ™ and co-host of the podcast “If you market, they will come”, agreed: “The world of marketing is constantly changing today and making a brand memorable Understanding how the world and shoppers are changing while making sure your business is one step ahead is required. “
Please visit https://ifyoumarkettheywillcome.com/2020/12/01/108/ to listen to the podcast episode on Using Marketing Automation With Amber Kemmis.
The If You Market podcast is a 45-minute conversation about B2B marketing – new trends, best practices, and pitfalls to avoid. Each episode will have a conversation with an experienced guest who will discuss topics such as content marketing, account-based marketing, social media, marketing automation, PR, etc. The podcast will be broadcast on iTunes, Stitcher, Google Play and TuneIn Radio.
If you market, they’ll come across the podcast
Meet If You Market’s podcast host, Sky Cassidy – a savvy B2B marketer, and his co-host, disruptive PR evangelist Karla Jo Helms. They talk to industry experts to analyze B2B marketing tactics in a cocktail hour atmosphere. Sky is also the CEO of MountainTop Data, based in Los Angeles, California, 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, FL. Visit her via http://www.ifyoumarkettheywillcome.com.
About Amber Kemmis
Amber Kemmis is passionate about people, psychology, MarTech, and is driving sales growth. Throughout her career, she has worked both internally and on the agency side, helping to achieve a three-year revenue growth rate of 192%, creating and optimizing sales and marketing funnels for clients, creating and implementing inbound, sales enablement, B2C and ABM Strategies, served as a HubSpot expert, and more. She currently works as Vice President of Business Operations at Revenue River.
1. Schneider, Joan, and Julie Hall; “Why Most Product Launches Fail”; Harvard Business Review; April 2011; hbr.org/2011/04/why-most-product-launches-fail.
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