Getting potential customers to remember and like a brand is a marketing art that is sometimes referred to as “sticky marketing.” Here are a few great suggestions for making any small business marketing efforts “stick” in the hearts and minds of potential customers.
1) Sticky Brand Name- Instead of choosing a name that is too dry or is difficult to remember, choose something that sticks. Here are a few ways of making a brand name sticky.
- Imagery- a name that creates an image in the mind of the consumer will help them to remember the name.
- Short & Sweet- Short names are usually easier to remember than long names
- Funny or Cute- There is a toilet seat brand that named them “Cushy Tushy.” I heard about them a few years ago and never forgot the name simply because it’s funny and cute.
2) Sticky Marketing Message- A great marketing message that sticks should be something that people can connect to and appreciate. Telling a story is a great way of getting your marketing message across, because people enjoy and remember stories. For example, a story about how your business got started to fulfill a need, how you learned important lessons, came through in spite of difficulties, or is successfully carrying out a mission is a sticky marketing message. On the other hand, a business message that boasts of “being the best in the field,” doesn’t stick.
3) Sticky Slogan- Once you have developed a sticky marketing message break it down into a few enjoyable words- that’s your slogan.
4) Sticky Business Cards- When I say that your business cards should be sticky, I am not recommending that you pour maple syrup on them. Most business cards get thrown away when the business card recipient cleans out their pockets at the end of the day. However, by producing a business card that is too good to throw away you can increase the chance that your marketing efforts will find a home inside of the recipient’s wallet or on their desk. Also, having a great business card sends the message that you are confident about your business and that instills confidence in others too.
5) Use Snail Mail- Email marketing is an efficient and simple way to be in touch with an unlimited number of people just by the click of a button. Today email marketing is all the rage. On the other hand, recipients of mass emails also realize that there is nothing personal about emailed newsletters. Although I am highly in favor of using email marketing for most of communications with customers, I think that it pays to add a personal touch with snail mail also. If you want to really make an impression with a “thank you for your business,” letter or something of the sorts, a snail mail letter will leave a much stronger impression.
Making your small businesses marketing efforts stick will encourage new customers and returning customers. The advantage of the sticky marketing strategy is that it not only gets your audience’s attention, it also keeps them engaged in the long run.
Susie Brown is a FastUpFront Blog contributor and business consultant. Fastupfront offers business loan alternatives and working capital based on future sales.
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