The Hammer of Memorability
Some small marketers break through the clutter with dramatic effect because they realize one small but critical function of marketing. The marketing toolbox needs to include the hammer of memorability, to drive the message deep into the mind.
One store has found its hammer: There is a bridal store on a county road in overtly rural Iowa called Hope’s Bridal Boutique. Its claim to fame is that it is located in a barn. And not just any barn—a pink barn. In fact, all the farm buildings are pink, allowing you to differentiate this bridal shop from the others, and helping you find it as you’re driving Iowa’s county roads.
It is true the product has to deliver once you’re in the barn, but if you can’t remember anything about the bridal shop, you’ll never get there. The next step is to make sure that all the keywords capture memorability, such as “pink barn bridal shop” or just “pink barn.” It’s great to be remembered, but you also need to be found—in the virtual world and physical world.