What recurring trigger could your brand stick to?

Most ads have a very predictable ‘exponential decay’ in their impact — if they get noticed at all. They spike & then fade away.

One brilliant thing you can do: link your brand to a RECURRING TRIGGER that comes up regularly in people’s lives.

Geico did just that with their ”Hump Day” spot, where Carl the Camel goads his colleagues into saying “Hump day”.

It was the most-shared ad of the year, and among the most-searched-for too. Because every… single…  Wednesday… people would search for it & share it.

What did hump day have to do with insurance? Nothing. But remember, the first problem for almost any brand is to get people to think of it AT ALL.

This is what I call a MARKETING LEVER. It’s something that you could “pull”, and that could work, but not always. And not every brand needs to pull it. 

So if you want your brand (or your ad) to come up over & over in people’s minds, consider sticking it to a recurring trigger.

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