Wednesday, November 14, 2012

The Campaign Effect

Use design, layout and presentation to create brand recognition.

Have you ever seen an IBM commercial?  They’re the commercials with the blue bars running across the top and bottom of the television screen.  Have you ever wondered why they include those in every commercial they produce?  Why do they put those two, rather plain and seemingly useless bars on the screen?  Why?… brand recognition

Brand recognition is one of the results of carrying out quality marketing initiatives.  The whole purpose of marketing is to move potential buyers closer to the decision to becoming actual buyers.  This is done through a process of educating your target audience about the value and benefits of your products or services.  The key point here is that it’s a process.  Educating prospects into the position where they are ready to buy happens one step at a time.  So, wouldn’t it be great if there was a way to instantly establish your brand every step of the way and with every promotional piece?  There is a way and it’s what marketers refer to as “The Campaign Effect.”

The campaign effect happens when you create a series of advertisements or promotions with the same, or very similar, visual and/or audio elements.  IBM uses those two blue bars to visually make the connection.  Before one of their television commercials even starts to convey a message, you’ve already seen the blue bars and have probably made the connection to their company.  The more often you see one of their messages, the more likely you are to recognize the next one.

The quicker you get your prospects to recognize your brand, the sooner they can concentrate on the message you are trying to convey.  You can significantly decrease the amount of time it takes to recognize a message from your company by using visual cues like the same pictures, fonts, colors and position of page elements.  As a matter of fact, all of Curry’s Marketing Matters reports have the same title, header, footer, logo and fonts.  And have you noticed the blue swoosh on the right side?  That’s on every report too!

People recognize patterns.  Create similar design elements in all your promotional pieces and you’ll help others to instantly recognize your brand.


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