What Makes A Perfect Sticky Idea

What Makes A Perfect Sticky Idea

Introduction

During the campaign for a product, it is the desire for every advertising company to create a long-lasting sticky idea to their audiences. This can be a challenging task to manage since, as a company, one can barely understand the preference of each audience. Therefore, for an idea to stick, the audience has to do the following; Pay attention, Understand and remember, care, believe, and finally act. For marketers to develop a sticky idea, they have to follow through the framework concept of SUCCESs, which does serve as a guide to developing better plans for the audiences (Heath & Heath, 2009). This framework is defined as follows;

S – Simple

U – Unexpected

C – Concrete

C – Credible

E – Emotional

S – Stories.

Through this framework, the marketers are assured of a better chance of the success of having sticky ideas (Heath & Heath, 2009). Once the marketer is done analyzing this sticky idea concept, the next thing is to map together both the sticky ideas framework and what is required of these audiences. This is done as follows (Ranadive, 2017);

• The audience is expected to pay attention to the campaign so that they can be able to identify and relate to the unexpected idea.
• The audience is expected to understand and remember so that they can analyze the concrete yet straightforward ideas.
• The audience is expected to believe in the credibility of the campaign.

• The audience is expected to show care or concern to the emotions brought about throughout the campaign.
• The audience is expected to act along with the stories represented throughout the campaign.

How to Achieve A Sticky Idea

The following is a detailed explanation of the framework used in the Hans marketing company to create sticky ideas.

Simple. This means that the ideas have to be simple enough to make it easier enough for the audience to understand and remember. Therefore, the most important task here is to find the core of the given assignment. For example, in a campaign about a baby’s diaper, the company should go directly to the point using more relatable situations instead of using different concepts to address its benefits. This will make the audience love the product more due to their full understanding of the product.

Unexpected. The internet today is full of different and thousands of advertisements. Most of these advertisements are considered to be best due to their approach and quality of the advert. In such a time, the only secret to being at the forefront of these many adverts is to stand out by being the most attractive. This should be in a manner through which people are more drawn to the advert rather than the advert competing for its space in the congested public scene. The unexpected concept is achieved by creating remarkable features to be used in the advert. Such features quickly help to gain the interest of the audiences.

Concrete. A detailed message is more straightforward for the audience to understand and remember more about the concepts of the advert. An advert can be made concrete using visual images and by developing the customer’s persona. These two ways are best in creating a concrete advertisement. Pictures help to give a clear example of what the marketer really in the advert. On the other hand, the use of the customer’s persona helps to provide firsthand experience on the feedback from consumers, which allows different consumers to relate or be inspired by what they have experienced.

Credible. Not everyone instantly believes what they see or hear immediately. For this reason, every marketing company, such as Han’s, should be aware of both the internal and external ways through which credibility can be administered. The external credibility maximizes the use of celebrities and experts to help in talking about the product. This way, consumers can believe more in the product. The internal credibility includes the use of statistics and other specific details. Some of these audiences would believe more in a product or information once they have seen the statistics of the product information or have heard about other in-depth details of the product.

Emotional. Feelings provide a sense of inspiration that enables people to act. An emotional message will prompt the audience to care more about the product or information. Several ways can be used by every marketer to make their message more emotional. These methods include the following;

• Promoting the self-interest of the brand by featuring more of its benefits than its features.
• Appealing to the identity of the consumers
• Create an affinity for specific individuals.

Stories. It is vital to have a base story in developing a sticky idea. This is because stories provide a mental copy of the entire concept for the audience, which gives them the motivation to act. As a marketer, one can create stories based on a creativity plot, a challenging plot, or a connection plot.

Conclusively, by using these six framework concepts, anyone or everyone can be able to deliver proper sticky ideas that are recalled and lasting to their audiences.

References

Heath, C., & Heath, D. (2009). Made to stick. London: Random House Books.

Ranadive, A. (2017). How to Create Messages that Stick. Retrieved 20 March 2020, from             https://medium.com/@ameet/how-to-create-sticky-messages-79649c82e412