Have you ever read or seen something so unique that it just stuck in your mind? This phenomenon, known as the Von Restorff Effect or the "isolation effect," was first identified by German psychiatrist Hedwig von Restorff in 1933. The theory reveals that our brains are naturally drawn to and remember the one that stands out among a group of similar items. For example, if you highlight one item on a shopping list in bright yellow, your partner is more likely to remember and buy it than any other item. In other words, the "sticks out like a sore thumb" idiom has scientific weight behind it.
Standing out is crucial in marketing for any business, but it's even more important for companies in competitive markets. The constant noise of 24/7/365 news, information, and marketing messages make this challenging, if not next to impossible.
Smart and thoughtful digital and traditional marketing tactics are vital to activating your unique brand. The goal is to find individual touchpoints that engage and inspire your target audience. Every moment of interaction reflects interaction your brand. Use marketing tactics during these touchpoints to bring your brand to life. Every message, tactic, and touchpoint should be memorable, like a sore thumb, but in a good way.
This article will outline ten actionable tips for activating your brand with standout marketing tactics on the page, in pixels, and in person. No matter the medium, your marketing materials should amplify your brand and propel your business forward.
Gone are the days of relying on printed brochures and sales kits. Your marketing materials should be a mix of print and digital. Use a variety of formats. These include direct mail, in-store and point-of-sale signage, and branded promos. Also, use video, e-books, social media posts, blog content, newsletters, and emails. And, of course, brochures and sales kits if it’s appropriate for your customers.
Each format serves a unique purpose and will entice a different kind of customer at a unique point in their purchasing journey. For example, direct mail and e-books are great for customers familiar with your brand but still considering a purchase. Video attracts digital natives purchasing online, while in-store sales materials engage in-person shoppers.
No matter the medium, your marketing tactics should always work together to create a cohesive experience. Your target audience should be clear about your brand's mission and the benefits and value of your products after consuming different marketing materials.
You can read more about the synergy of print and digital marketing channels and tactics here.
Your brand is the starting point for your business, not an afterthought. Everything hinges on a thoughtful, strategic, and credible brand strategy, and with it, your marketing will stand out. This means deeply understanding the foundational elements of your brand, from your value proposition and unique positioning in the market to your visual identity and messaging.
The verbal and visual language in your marketing should bring your brand to life in a unique and pleasing way. Everything aligns when you craft an authentic brand strategy and pull it through your marketing tactics. Through elevated messaging and design, you'll tell a cohesive story that achieves your business goals.
Each marketing tactic has unique strengths and weaknesses. Choose tactics based on your specific goals. If your goal is to increase brand awareness, focus on tactics that reach new target audiences. If your goal is to drive revenue, tactics should appeal to existing customers or prospects close to the purchasing decision. Eye-catching brochures or interactive displays may be best for trade show sales. For ongoing customer engagement, consider social media or influencer campaigns. Select marketing tactics that match your goals. This’ll help you create standout materials and campaigns that support your brand strategy.
Your marketing choices depend on your target audience and the action you want them to take. Choose tactics that’ll meet your audience where they are and engage them in an authentic way. This includes picking the right tactics and choosing design elements, like imagery and messaging, that appeal to them. For example, if your business is a luxury apartment building, the photography should convey the lifestyle your target audience of affluent families is seeking. If you're positioning the property as a social destination, use images of people engaging in exciting activities.
In addition, make sure you understand the tactical differences in targeting B2B vs B2C audiences. For example, if your product is an educational game for children, you won't find millennial moms on LinkedIn. Instead, use Instagram or YouTube. Also, avoid falling for fads or gimmicks. Even though TikTok is a huge trend, it might not be the right channel for reaching a B2B audience. Read more about branding for B2B (specifically manufacturing) here.
Knowing your target audience gives you the information you need to help them imagine using your products in their daily lives. In essence, you're portraying your brand personality through the eyes of your target audience in your marketing.
Personalization is one of the easiest ways to achieve the Von Restorff Effect in any marketing tactic. None of us can resist seeing our name or other personal information in a message. We must explore further! Yet, personalization is more than just including a name.
Strategic personalization shows your audience that you know what they care about and need—essential considerations for their purchasing decisions. Don't use a one-size-fits-all approach. Tailor your tactics to your recipients' unique needs and preferences. Target your messaging around recent purchases or product recommendations based on previous interactions. Personalization makes customers feel seen and valued, creating a stronger emotional connection with your brand. In a sea of generic marketing, a personal touch stands out. An example of this would be a female viewer perusing Pinterest and seeing a DIY product ad in which a woman is installing her own doors.
Read more about the power of personalized marketing here. For more details about personalization in print marketing, read this blog.
No matter the marketing channel, tactic, or materials, the content within must serve a purpose that resonates with the target audience. In other words, it must be relatable, memorable, and useful.
With traditional marketing tactics like printed materials, create content that captures attention and draws the audience in. Instead of simply presenting information, tell a compelling story or highlight a unique value proposition though colorful imagery and bold headlines. Adding interactive elements like QR codes, personalized offers, or unusual brochure folds can encourage further action.
For digital content, interactive content offers users an active role. Quizzes, polls, and interactive infographics can be powerful tools to foster real connections. Interactive content also offers the added benefit of collecting valuable user data. Use this information to create customized content for future marketing strategies, improving your customers' experience. Our prediction that interactive content will gain prominence in B2B marketing this year highlights how impactful it can be.
Engaging content allows you to tell brand stories that place the audience at the center of the story, unlocking opportunities for awareness, education, and conversion. No matter the content or the context, design a pleasing balance of copy and visuals.
A balance of copy and visuals makes your content both functional and appealing. Start with a clean layout, using concise text and a clear hierarchy of information to guide the reader effortlessly, much like signs on a highway. Avoid clutter by breaking up large blocks of text with visual elements like icons, images, or graphics that reinforce your message. Standardizing headlines, subheads, body copy, and callouts helps with consistency and makes the content easier to digest. A good layout should flow smoothly, offering variety to keep the reader interested while maintaining enough repetition to feel cohesive and polished. It should also be optimized for the medium or channel.
When you design content, customize it for the specific channel or medium, whether print or screen. For digital content, consider whether your audience uses a desktop or mobile device. This detail affects your layout, font size, and overall viewing area. Other key factors include optimizing for landscape vs. portrait orientation, ensuring hyperlink functionality, and deciding if the content might be printed.
For print, the focus shifts to the tactile experience. The type of paper, texture, and specialty finishes can elevate the perception of your brand. Also, consider the format and interaction. Can the design make it memorable and worth keeping? This can be done through unique layouts, page sizes, or special finishes. You might need to make two versions of the same piece. Balancing these elements ensures your content stands out, no matter the platform.
The goals you set at the beginning of the planning process will inform the metrics you use to measure results. Whether your goal is to increase engagement, boost sales, or build awareness, each tactic should have a measurable objective. For digital campaigns, track qualified leads, page visits, and click-through rates. Conversions tracked to promotional codes on ads or direct mail measure sales results. Campaign-specific landing pages, QR codes, and gated content are great for measuring direct responses. Tracking these metrics can help you assess what's working. You can refine your strategy and ensure your marketing is generating valuable leads.
We warn you against falling for fads and gimmicks. Yet, you should stay ahead of trends to keep your marketing tactics current. Audiences are constantly shifting across digital platforms. New technologies continue to change how we consume content. Keeping an eye on predicted trends, such as the elimination of digital cookies, the rise of “phygital”, advancements in AI, or the growing importance of mobile-first strategies, will help you adapt your strategies and reach your target audience where they are. Staying flexible and forward-thinking ensures your marketing remains relevant, appealing, and unforgettable.
Creating integrated and comprehensive marketing materials becomes more manageable with a Marketing Asset Management (MAM) system in place. A MAM system organizes and streamlines the management of all marketing assets. These include logos, images, brochures, and presentations. It ensures your team can access up-to-date materials quickly and maintain brand consistency across all channels. MAM systems lower the risk of outdated, inconsistent branding. They make it easier to update content and deploy new campaigns. Centralization saves time and enhances the quality and coherence of your marketing efforts.
In a world of marketing noise and competition, making your brand stand out is essential. By thoughtfully combining digital and traditional marketing tactics, staying true to your brand, and keeping an eye on emerging trends, you’ll capture attention and leave a lasting impression. Whether through personalization, engaging content, or strategic design, every touchpoint with your audience is an opportunity to showcase your brand's uniqueness. With the right approach, your marketing efforts won't blend in but truly stand out.
The Phase 3 team are experts at creating marketing materials that pop. Contact us today for more information.