How many times has it happened to you? You browse through YouTube and run into a compilation video of weird commercials from the 90s, 80s, 70s, and older, and among the many you recognize, there are plenty of those you simply do not remember. And to make matters worse, they’re commercials for brands you know of, but just didn’t buy any of their products.
And no, it’s not due to the quality of the product, but simply because the commercial was so unappealing that you either blocked it out or forgot it completely — as if you have amnesia.
Of course, that’s not new; advertisements are everywhere, so it’s no wonder we want to block them out as much as possible. For instance, we mute the TV when we see those commercials on or flip through the channels until they pass, and we do the same with radio ads. And let’s not forget that there are many ad-blocking services for internet advertisements. In other words, we have more than a few ways of not paying attention to ads, if we can help it.
But does that mean that advertising is ineffective in 2022?
Actually, it’s quite the contrary. Advertising is still just as powerful as it was for decades, centuries even. You just have to know how to approach it.
Who Remembers What?
Back in 2017, Promotional Products Association International conducted a consumer study related to what people remember most from advertising. The participants were split into three distinct groups:
- Baby Boomers
- Generation X
When discussing advertising, the participants were asked whether they recalled: the branding, the messaging, or the call to action from the logo branded promotional products they had previously received.
A whopping 90% of them stated that the corporate branding was what they remembered the most. In other words, they could always recall the name of the brand and the associated logo (ex. McDonalds and its famous arches, Puma and the namesake animal in its logo, Adidas and its famed three stripes). Comparatively, around 80% remembered the brand messaging (the slogan and the tagline) while 70% remembered the call to action.
Speaking of calls to action, let’s examine the particular details. Among the participants in the study, the Baby Boomers generally recalled contact information or website domains the most. Gen Xers, on the other hand, mostly remembered directional calls to action, i.e. the ones with specific purchase instructions. Finally, Millennials overwhelmingly remembered the social media pages of each brand.
How to Avoid Branding Amnesia
So, with the available information, how will you make the clients remember your brand? Should you only focus on the logo and the brand name or should you cover the other aspects too?
The answer is simple enough — do both. After all, most people did remember the brand logo and name but don’t forget that 70% also remembered the appropriate calls to action. That’s still more than half of the potential customers.
However, you do have to focus on making these lacking elements a bit more catchy. If possible, make your calls to action sound natural. Evoke emotions and stay with the buyer long after they have already bought the product.
Of course, your #1 priority will be to continue to have your name and logo viewed in as many different places as possible. Promotional products such as custom logo printed water bottles or branded pens and notebooks are, therefore, your best advertising tool. Not only will they prove to be a useful item for the buyer, but the fact that your company’s name and logo are on them means that the buyer is not likely to forget you. If anything, it’s a surefire way that they’ll recommend you to other potential customers, or that someone will spot the item in their home and wish to own one, which will again lead to you having new clients.