Make your customers keep your brand name and products in mind


People keep in mind much better if they've to complete something: putting people into a position exactly where they feel as if they're already using the product can be a powerful way of getting them to keep in mind the brand.

This is not always simple - car dealers do it by offering individuals test drives, but for numerous products this really is simply not feasible.

One way of doing it is to find a scenario where people are already acting in a way that would remind them concerning the product, and then nudge them a little additional.

Correct Guard is really a well-known deodorant, widely accessible but with numerous competitors.

Perhaps surprisingly, there are still numerous individuals who hardly ever, or never, use deodorant: the issue for Correct Guard was to promote daily use of deodorant in a marketplace where the correct Guard brand is one of the market leaders.

Accordingly, Correct Guard arranged to refit a entire London Underground train, replacing the straps that commuters hold with Correct Guard cans. Commuters are already aware of body odors - especially when others raise their arms to hold the overhead straps.

Holding the correct Guard can with arms raised in the position people adopt to make use of the deodorant generated a very powerful message.

Naturally, the train's interior advertising cards and exterior livery were also converted totally to Correct Guard - and it certainly did no harm that "Right, Guard!" was at one time a common way of signaling the train's guard that all passengers were aboard.

Think about how people use your product. Find some other activity that generates comparable behavior. Be ready to be inventive and make an effort to create exactly the same circumstances for individuals. Back up your promotional ploy with publicity - let the press and news media know what you're doing. Attempt to make it newsworthy!

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