Branding has everything to do with identity – who you are and what kind of products and services you represent. Successful messaging then creates a voice for brands to connect with their target audience and create a memorable consumer experience.
The call to action in the messaging directs recipients to take action, thus enabling brands to directly interact and engage with consumers, capturing a response rate and measuring the results. Promotional solutions effectively deliver high recall between all three strategic advertising objectives.
When prompted with an unaided questionnaire, 83 percent said they recalled at least one brand and 23 percent recalled one message from a promotional solution they had received; however if aided (or given options), nine in ten on average correctly recalled branding, and eight in ten recalled messaging characteristics, which indicates that consumers are not always aware they are being advertised to when given promotional solutions.
So what type of call best resonates with each generation?
Millennials best recalled social media.
Generation Xers best recalled directional calls to action, or statements with definitive instructions.
Baby Boomers best recalled points of reference such as website domains, or contact information.
Excerpted with permission from PPAI January 2019
What is your brand identity?
How your brand shows up depends on your target audience. Do you think about how you want to present your brand to your audience as you choose your promotional solutions? We can help you build a solid marketing program utilizing memorable promotional products. Contact us HERE to ask for a consultation.
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