Marketing promotion: 6 ways to make your ads more memorable

Let’s look at two pieces of information first:

1. A bag of popcorn contains 37 grams of saturated fat.

2. The fat content of a medium box of butter popcorn is greater than that of a bacon and eggs meal + a Big Mac meal + a steak meal

Which of the above information impressed you more?

Most people would choose option 2.

(Yes, that question just now was just a polite remark)

The reason why everyone chooses the second piece of information is because it is more memorable.

Every day, thousands of ideas emerge in this world. Most ideas are quickly drowned out, but a small number of ideas are remembered.

From these easy-to-remember ideas, some people have summarized some rules and characteristics:

▲ Keep the information as simple as possible

▲ Break the shackles of thinking and be unexpected

▲ Concrete expression

▲ The content should be credible

▲ Make it profitable

▲ Storytelling/Scenario-based

1. LESS IS MORE

The less you say, the simpler it is. Simple means that people can find the core information at a glance.

We often see many advertisements that try to include all the features of a product, but in the end, no one is remembered. Therefore, when delivering information, remember that too much is as bad as too little. The most important thing is to make consumers remember it.

Once the information is simple, communicate it to consumers in a clear, concise and meaningful way. This teases the audience's memory center.

Recently, an "AI calorie detection" advertisement for Huawei Mate 20 left a deep impression on many people. It did not say how good the Huawei Mate 20's camera is or how high its performance is, but only focused on the AI ​​calorie recognition function. Huawei communicates with consumers through an interesting, humorous and reversed story of a groundhog and an eagle. I believe you will be impressed by this new feature after watching it.

Whether it is P&G's #LikeAGirl that makes us start to re-examine the meaning of this sentence; or Airbnb's "Celebrate My New Year" series of advertisements launched during the Spring Festival, which makes us realize that reunion during the Spring Festival is not just about going home, but being with family is a kind of reunion wherever you are. These cases have broken the shackles of our thinking and made people realize that we can look at problems from this perspective. This feeling of sudden discovery and sudden awakening will deepen people's memory.

So, if you want to make your ideas more memorable, you should find ways to break people’s conventional thinking and then use your ideas to fill the gap you opened.

3. Some information will be more clearly expressed using concrete elements

Have you heard the stories of "The Fox and the Grapes" and "The Boy Who Cried Wolf" in Aesop's fables? The reason these stories are so popular and memorable is because of the way they are written.

They use the images of fox and grapes, wolf and child to convey some simple truths. When people mention these stories, they evoke concrete images in their minds - grapes, the fox's dismissive comment on sour grapes - these concrete expressions make the messages conveyed by the stories more popular, and these concrete messages can also better help people understand new concepts.

For example, in Nike's classic "Just Do It" commercial from 1988, an 80-year-old runner named Walt Stack crossed the Golden Gate Bridge while telling the TV audience that he ran 17 miles every morning. Nike encourages people to exercise in this way, and also helps people better understand the spirit of "Just Do It".

4. Communication is about building trust

There is no doubt that people will only choose to buy if they believe in it. What is it that makes us believe a message? We believe this because:

1. Our friends and family believe

2. We have personal experience

3. We trust authority

In fact, from our own experience, we can also find that sometimes no matter how perfect an advertisement is, it is not as good as a recommendation from someone around you. Therefore, for marketing, it is important to build word of mouth . There are many ways for a brand to build its reputation, such as inviting authoritative figures or celebrities to endorse it, using scientific data to endorse it, creating strong product power, etc. This is why marketing is now all about the word "planting grass". Many brands will use some professional and high-quality content to subtly influence people online. This has also led to the emergence of some Internet celebrities and big Vs, and their ability to bring goods is no worse than that of celebrities.

5. Let your audience gain something from your advertising content

People care about each other. But at the same time, people are profit-oriented. There is a WIIFT principle here: What's In It For Them.

What ultimately guides purchases is consumer demand. Their actual needs are mostly obvious, and these are linked to the functionality of the product. For example, in Alipay's Koi event, generous prizes are a common demand of most people. People's potential needs need to be explored in depth. These potential needs may be emotional satisfaction, identity recognition, or creating new needs for people.

6. Tell a story with flesh and blood

Better than a cold advertising slogan

The sense of story will make people involuntarily put themselves in the situation, imagine how they would react, or imagine that they have certain abilities in the situation. This is a common technique in advertising nowadays. Many advertisements use stories to create a new atmosphere and environment for people, allowing everyone to immerse themselves in it.

Just like this year's first screen-sweeping case "What's Peppa Pig?", it uses the absurd and humorous story of an old rural father who goes to great lengths to find "Peppa Pig" in the whole village because his grandson said, "I want Peppa Pig," bringing people into that interesting atmosphere, and finally uses the reversal of Peppa Pig as a blower to bring everyone into that tear-jerking emotion. This way of using stories to convey a grandfather's love for his grandson is easier for people to relate to than those who only rely on text to tell the story. (We are talking about the dissemination attributes of "What's Up Peppa Pig" here, not its final sales)

Okay, now you have memorized these 6 features that can make your idea easier to remember. One thing worth noting is that the above-mentioned 6 points will not appear alone in many cases, they are more of a complementary relationship.

These summarized common points can help us achieve twice the result with half the effort in marketing. They can give us a direction to think about, and these basic marketing principles will also give us a deeper understanding of marketing. Therefore, these reflections and thoughts are necessary at work.

Source: Big Creative PITCHINA