…the nature of their attention.
The word is a noun. It is a word known to every American and is accompanied by a varying range of emotional responses. The word originates in Latin, with the meaning ‘anima advertere’ or translated: ‘to direct attention’.
Ultimately, the purpose of advertising in marketing circles, and subsequently the gauge of its effectiveness, relies on its ability to direct attention. Ultimately, the purpose is to direct attention to positive aspects of an experience in regard to the promotion of a product or service. This, of course, furthers the company’s cause.
It’s All in the handshake…the Name!
Advertising permeates various aspects of our day-to-day experiences…actually, thousands of times each day. Advertising’s effectiveness relies greatly on its ability to direct, and/or capture, attention in a way that enhances a consumer’s connection with a product or service. In other words, to better the relationship one has with the brand.
That starts with the name.
The name is the first impression and the formal introduction to the brand. The brand’s proverbial handshake.
For example, I’m a Knoxvillian. I enjoy going to Market Square for the livelihood of the downtown experience and to enjoy a meal with friends. When walking into a restaurant on Market Square…sitting down with a group and beginning to peruse the menu…I might see two hamburgers listed: 1) The Knoxville Burger; and 2) The Beefy Burger.
Both are promoted as signature dishes and both names offer that ‘handshake’ that might reflect the brand persona of the restaurant. One name is localized. One is more generic. Considering that research from the University of Illinois at Champaign, reveals that descriptive labels given to menu items increase sales by 27 percent, both fit the bill. However, the localized description…the adding of geographical adjectives…not only boosts sales but can also increase the ole price tag. It makes sense, right? After all, the name ‘Knoxville Burger’ adds local flavor in more than one way! It creates an experience that enhances local pride and connection.
This would effectively direct my attention toward a hamburger option that transcends a mere patty of beef. It creates an experiential opportunity for me in a downtown setting for which the city is named. Nice handshake, right?
That’s just the start…
Of course, the name is just the first step in guiding the consumer through a positive experience with your brand. This means guiding their attention step-by-step through each touchpoint to ensure the relationship is prosperous for both parties for years to come.
Bottom line? A consumer’s brand experience relies on the nature of how their attention is directed…step by step…touchpoint to touchpoint. Beginning with the handshake and continuing on until a need arises once again that your brand can fill.
By Scott Trueblood, of BrandVision Marketing. BrandVision Marketing is a full-service marketing agency based in Knoxville, TN.