Aim for Everybody to Know Your Name

"Sometimes you know you want to go where everybody knows your name." That's a line from the opening song for the TV show, Cheers.

And what's good for a bar is good for business! Today's law states that: Job #1 of your advertising is to get your name known by more and more people.

Obvious? Perhaps, but how many times have you watched an entertaining TV commercial and then found you couldn't remember the product name? Happens all the time, right? What a monumental waste of money! And these are big, supposedly smart companies!

If consumers don't know your name, they can't look you up and call you. On the other hand, the more people do remember your name, the more they'll begin to feel they know you–and people like to call a name they know. They think, "These guys must be all right, I see their name around town a lot."

So how do you make sure your advertising engraves your name on consumers' minds?

Let's start with your vehicle design. A good example is the design SignZoo did for Butler Plumbing.



There are several "mental hooks" here that help stick the name in people's minds.

1. First, obviously, the name is big enough so you can see it from a distance.

2. Second, the name, "Butler," is reinforced with the image of the butler. This is more than just cute or clever. Studies show that people remember images better than words.

GEICO does the same thing with the "Gecko" character in their commercials. The word and the picture reinforce each other in a way that is unexpected and very memorable.

3. Third, the name is further reinforced with the phrase, "Tell your friends the BUTLER did it." Clever? Yes, but the main point is, it helps more people remember the name.

4. Fourth, Butler consistently incorporated these same ideas into all of their advertising, as David Butler explained:

"We knew we needed to brand ourselves to be able to grow our company like we wanted...Now, our truck wraps are the cornerstone of all our marketing efforts. And the logo SignZoo helped us create is carried through everything we do."

Of course, there are other things you want to accomplish with your advertising. Just don't overlook the importance of getting people to know your name. It's one way to cut through the jungle.

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LAWS OF THE MARKETING JUNGLE is written by Geoffery Moore, president of Geoffery Moore Marketing, which has created advertising both for big corporations on Madison Avenue and for dozens of smaller businesses and contractors. Geoffery is the author of Think Like a Customer to Market Like a Genius.

FREE MARKETING ADVICE. If you want to talk with Geoffery about how to make your advertising work harder, call him at 800-757-3049, email him a question at: geoff@geofferymoore.com. or check out his Website: www.GeofferyMoore.com.
By arrangement with Signzoo, your first consultation is free!