Ledonne Creative Blog

What is Memorable Relevant Advertising?

December 9, 2008 – 4:46 pm

Memorable Relevant Advertising is the theory of emotionally connecting marketing campaigns with the lives of the target audience or audiences.

Fundamentals of Memorable Relevant Advertising

Let’s break down the fundamentals of Memorable Relevant Advertising beginning with Memorable. When you make a marketing campaign memorable, it stays on the top of the target audiences mind longer then all the other images and messages that they encounter throughout the course of the day. When you make a marketing campaign relevant, it connects the product or service to the lives of the target audience on some sort of emotional level.

Create a Memorable Marketing Campaign

The best way to create a memorable marketing campaign is to develop a tangible or non tangible unforgettable image and connect on an emotional level through either humor or a heartfelt connection. I can remember campaigns like the Budweiser “Wazzup” that really made me laugh out loud or Ikea, which made the connection between product and family and touched the heart. Memorable is such an important part of a brand’s marketing success and it is a part that is more often then not overlooked or not really understood.

Make the Brain Remember

The brain is like a hard drive and stores information much the same way and blocks similar information together. When the brain encounters information that is new, it blocks that information alone which stands out without similarities to other information. If you are walking down the street and see everyone walking you would probably not pay much attention and that situation would really not stand out in your mind for any period of time. Now, in that same situation, you encounter a guy running down the street in an ostrich costume. You would probably remember that situation for sometime and it would be fresh in your mind because this is new information that your brain has not processed before. And, on an emotional level, you may have laughed; that is a great reason to remember this encounter.

The Effects of Memorable

A memorable experience like this in marketing has many more positive reactions then just remembering the situation. It carries word of mouth and social ramifications. The individual that has just seen this situation will most likely tell multiple friends and family about the encounter; in person, through text, with a phone call or on a blog. Hopefully the individual was quick with the camera phone and captured a video to share with the world – imagine if your agency created a marketing campaign that would spark this sort of attention.

Make the Marketing Campaign Relevant

The relevancy of a good marketing campaign is an enormous factor in its success. This is where research comes into play. It is our job as marketers to understand the relevancy of a product or service to the target audiences lives. Is a roofing hammer just a roofing hammer to a roofer? Is a pair of AE jeans just a pair of jeans? The answer is no. There is a relevant connection that can be made. And, if we do our homework, we can make a relevant and emotional connection that will resonate with the target audience.

How to Find a Relevant Connection

To find the relevant connection you have to find the common thread between the products emotional bond with the target audience. For instance; are jeans just a pair of pants that we wear or part of our image that makes us feel good, sexy or rugged? If you can tap into the consumer’s emotional appeal to the product, you will have a winner. All products and service have some sort of relevant emotional tie in no matter how minute it may seem; software makes our lives easier. Facebook.com helps some of us reconnect with old friends. The smell of a candle helps us relax. These are some common threads that once you identify them, you explore the relevancy further till you develop a campaign that becomes relevant to the targets life.

Develop a Memorable Relevant Campaign

Now that you understand the theory Memorable Relevant Advertising, you should easily be able to develop a great campaign that stays in the minds and the hearts of the target audience. And by developing a great Memorable Relevant marketing campaign, you will build brand loyalty among the core target audience.

If you would like to learn more about Memorable Relevant Advertising services from LeDonne Creative you can call 412.853.4932.