Consumers can barely blink without seeing an advertising message in some way, shape, or form.
So how can your brand cut through the clutter? How can you ensure your message is capturing attention? How do you motivate prospects to buy your product or service?
Gain share of mind—not share of voice.
For simplicity, let’s say there are 10 advertisements in your industry and marketing area, one of which is yours. You have 10% share of voice.
Now let’s say that all those other ads are the typical bland, boring ads everyone else does. But your ad is a bright, shiny, alluring ad that blows those other ads out of the water. When people see your ad, it will capture their attention and imagination and stand out in their minds. When they think about the product or service you offer, your brand will be the one that they think of. That’s share of mind.
Let’s go back to our example. With your one ad out of ten, your share of voice in the market is 10%.
But, people group like things together. So all those other bland and boring ads get lumped together in consumers’ minds, leaving your razzle-dazzle ad in a category of its own. Now you have two distinct groups: boring ads and your ad—giving you 50% share of mind.
Jeff Sexton explains more about the difference in share of voice and share of mind (with great visuals!) over at his blog.
How do you ensure your advertisements have
what it takes to gain share of mind?