Jul 19, 2006

Brand exposure – How much is too much?

A cluttered marketing environment forces marketers to come up with innovative solutions to makes their brands seen. I’m beginning to wonder whether in the world of brands does the concept of ‘over exposure’ and the ensuing ‘consumer annoyance’ and the theory of diminishing returns hold true – or is it a matter of plain simple arithmetic

Greater Exposure = Greater no of touch points for the consumer = higher brand recall = Greater likelihood of brand in the consumer’s consideration set = Greater possibility of purchase

If I look at it as a consumer I would perhaps like to be reminded about
A) A brand at the point of purchase or
B) During the process of consideration (evaluating alternatives).

Some one please tell me…

Why would I want to be told of new content on TV while I am cooking breakfast?

Or think of what sun tan lotion would suit my skin while I am in a loo

Or the next time I need insurance - would I ever think of taking insurance from this company just because they hang a board outside my apartment politely telling visitors to not park in the driveway. I would not!

Don’t get me wrong. I do believe in the power of salience and its residual effect on my purchase but in an effort to make your brand visible don’t barrage my world with disconnected, meaningless exposure. There is a greater likelihood that efforts like this this and this which push the brand in my face and on my egg will result in residual discontentment.

The arithmetic is simple – though the from where I see it the equation looks a little different

To me…

More disconnected exposure = More clutter = Higher Irritation for the consumer = Greater numbness to ‘in your face’ advertising = More money and time spent on finding newer avenues for brand visibility = MUCH More clutter…

Untill today - I did not know such a word existed!

brand exposure, brand salience,

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