I took a look at important events that happened on this date in the past. This is the anniversary of the overthrow of King Hormizd IV of the Sasanian Empire. I am surmising you have never heard of Hormizd. Unless you are a professor of ancient Middle Eastern dynasties, you probably could not tell me anything about the Sasanian Empire. It was a dynasty in Middle Persia (modern-day Iran) and lasted a very long time - 427 years (179 years longer than the US has been in existence!).That is significant, but the House of Sasan is pretty much forgotten today. This leads me to my topic today – how memorable is your marketing?

It has surprised me as I get older how many significant people and events are quickly forgotten. I was talking with a customer the other day. In the past two years, she has been employed by a company we have worked with for over two decades. I mentioned their former CEO, a brilliant man who guided their company through very turbulent times. She had no idea who he was. Neither did she know anything about the troubled times. This man was an exceptional leader, but he has been forgotten. That is a shame, but that is the world we live in. What you are doing now is much more in the minds of consumers than what you did in the past.

I was asked by another client: does it matter that we have been in business for a very long time? The truth is, the marketplace determines your worth on what consumers can remember about you. If you have memorable marketing, and have been diligent about getting your brand in front of people, your longevity in business may have value. But if you are 100 years old and no one has ever heard of you, you are no better than a guy who hung out a shingle yesterday.

As fatalistic as this sounds so far, this latest Nailing Post article is not meant to drag you or your business down and make you feel like you have a worthless existence. It is meant to help you take a look a deeper look at your marketing to determine how it is helping or hurting you. Particularly when it comes to keeping your brand in the minds of the consumers, there are some steps you can take to help them remember you.

Who are you selling?

We often talk about a target market. In the larger marketplace of consumers, these are the people most likely to benefit from purchasing your products or services. Define your target market and get to know them well. What is important to them? How do they make purchasing decisions? The answers to those questions will help you determine not only who you should be marketing to, but where you should be marketing and what your message should be to gain their attention.

What makes a message stick?

We are bombarded with so many marketing messages, how do you get your message to stick with consumers? It has to tell a convincing story quickly and in a way that is easy to remember. What is the story? Your marketing needs to tell about your brand in a way that touts its ability to solve a problem for the consumer or give them something that will make life easier for them. It also has to differentiate your brand from your competition, but still align with the needs of the consumer. This can be a bit tricky but will help people remember you.

Making fans out of customers

In order for your marketing to be memorable, you must follow up with your current customers and give them a reason to buy your brand again and again. Make them a fan of your brand. Loyal customers are the best piece of marketing you will ever produce. They will help you sell the brand.However, the thing that will stick with customers the most boils down to trust. Can they count on this brand to solve their problems reliably? That typically comes down to four determining questions: Is the brand built on quality? Is it priced fairly? Can I get it delivered in a timely manner? Do I like the people who sold it to me? Don’t discount that last question. People that are brand loyal typically have a good relationship with someone in the company – the sales person, the customer service agent, etc. Customer relationships help make your marketing memorable.

Keep the marketing moving

One last thing, I see brands fall away when they stop marketing. Marketing is the oxygen of a business. If you stop, your business will die. People need to be reminded of your brand or they will forget you, just like we have with old King Hormizd of the Sasanian Dynasty.