Join Brad Batesole for an in-depth discussion in this video Staying top of mind with print, part of Offline Marketing Foundations.
- We've all see custom branded matchbooks, most often acquired from a local bar or restaurant, with a logo and a phone number or website prominently displayed on the front and back cover. But have you ever given these matchbooks much thought? Now I'm not a smoker, but I find myself pocketing matches from time to time and using them around the house to light the fireplace, a candle, or the barbecue, and every time I use a match, I notice the logo of the venue. This serves as a brand impression, much like a display banner on the web would do.
Each impression creates a moment where I recall the company and it helps the business stay top of mind. And it marketing, it's all about being top of mind. And this concept of top of mind awareness, refers to a brand being first in a consumer's mind when they're thinking of a particular industry or product and this is incredibly valuable. You want people to think of your business when they're getting ready to make a purchase or when they have a problem that you can solve. Even if it's not right now, by working to keep your brand fresh in their mind, they'll think of you first, or at least give you consideration when it's time to make a decision.
With the matchbook, it's unlikely I'll forget about that restaurant or bar. Next time in the mood for something to eat or wanna grab a drink with friends, I'll have a long list of choices. But you better believe that the business on that matchbook will be on that list, because I have a familiarity with it that's been conditioned over days, weeks, and even months. Think about it, have you ever driven by a restaurant and thought, oh, we haven't been there in ages, I completely forgot how much I liked that place? In a world of choices aided by a search on Yelp or Google, we get bogged down with information.
A business that doesn't invest effort in staying top of mind, is going to struggle with retention. In the digital space, we see these efforts playing out in the form of retargeting, email campaigns, SEO, display ads, and so on. In the offline space, this is about promotional materials, printed pieces, local ads, radio advertisements, direct mail, coupons, and even door hangers. Don't think about all of these as only one time acquisition strategies, but rather as an ongoing effort to stay top of mind.
Once a customer has come to enjoy your product, don't let them forget about you. Matchbooks are a great example of keeping a presence in the mind of your customer. Now, I'm not saying you need to literally start marketing on matchbooks, but instead, I wanted to draw your attention to how matchbooks represent top of mind awareness and how you can carry this idea into your print marketing efforts.
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