Strategy
Thought Leadership Builds Trustthe adult attention span is now 8 seconds … You still there?
number of ads seen daily by consumer
The average consumer sees at least 5,000 ads a day, and if you’re lucky, will remember three of them. In fact, only 14 percent of people can remember the last ad they saw, and if they do remember, a mere 8 percent can recall what the ad was for.
%
of consumers Can recall last ad
Smart marketers are using analytics to identify successful campaigns that can be repeated in new channels – eBook, infographic, blog posts. LinkedIn suggests a mix of 75% your top performing content and 25% new, experimental content.
%
of content should be brand building
Brand consistency at every touchpoint improves ad recall through pattern recognition. Even charts and graphs need your visual identity. Make it easy for your customers to remember you, and you have better odds of standing out.
Case Study: United Way Campaign
When UniSource Energy Corp CEO Paul Bonavia was chair of the United Way Campaign for southern Arizona, he asked me to manage both the internal and external marketing campaign for UW. Here is a sample of the stand ups of Paul that were used at community events and the bus stop shelter advertising.
The Southern Arizona chapter of the United Way had suffered negative publicity for letting its administrative costs get too high, reducing the amount of funding passed through to the nonprofits it supports.
The print, radio and TV ad campaign featured prominent business leaders to demonstrate that UW had restored trust in the community under its new leader, CEO Tony Penn. That year, the Campaign reached its $10m goal.
John C. Brown
Marketing Communications Consultant
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