Need some ideas on how to make your ad program more memorable?  This video should help.

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How to make your Make Your Advertising Memorable

So  –  what makes an ad or marketing campaign more memorable than others?  

The answer is pretty simple  –  It’s all about the message. 

When advertising messages are to the point, relevant, worthwhile, and compelling, it will move people to action.   And hopefully the action you want – which is buying your stuff.

Moving people is not magic–it’s all about effective communication. Anyone can achieve effective communication by using a simple tool that has the ability to pinpoint why any message works or doesn’t work, and how to improve it. It’s called the 4Cs Model, which stands for Comprehension, Connection, Credibility, and Contagiousness. 

The 4Cs Model was developed as an assessment tool for evaluating the impact of advertising.. National brands have used the 4Cs Model to develop campaigns that really spoke to people and built an emotional connection with their consumers.    I’d argue that when you get into the habit of applying the 4Cs to the messages that you generate, your customers will take notice too.   It will also help you to evaluate what’s working, what isn’t working, and why.   

• The First C: Comprehension

Does the audience get the message, the main idea, the point? What does the message instantly communicate? Can the audience play the message back? This confirms that they “get it” and the first C is working.   Need a couple of tips?   Make the message clear and sharp. And Keep it simple–don’t go too deep.

• The Second C: Connection

Making a connection means not only that the audience “gets it,” but that it resonates with them, has meaning and significance for them, and usually triggers an emotional response.   And When connection is achieved, you have a chance to get the behavior or action you’re hoping for. 

• The Third C: Credibility

The audience needs to believe you.   They need to believe what’s being said, and how it is being said. Otherwise, any connection begins to break down–immediately. Credibility is the critical C, because the audience may completely understand your message and even connect with it.  But if they don’t believe it,  they aren’t buying.    And you just wasted all your time and money.. 

• and finally  –  The Fourth C: Contagiousness

When it comes to marketing & communication, contagiousness is a good thing. You want your audience to “catch the message,” run with it, and spread it around. Think of the last time you saw an ad that was so funny or clever that you discussed it with your friends, or repeated the slogan or catch phrase in conversations. That’s contagiousness. 

To be contagious, a message has to be energetic, new, different, and memorable. 

I’d highly advise you to use the 4 c model as a filter to gauge your next campaign.   As you and your team brainstorm ideas, run it through the filter..  Comprehension;  connection,  credibility and contagiousness.    If it gets a green light, run a test.   If it doesn’t, time to head back to the drawing board.

So there you have it.  an answer to the question:  What makes an ad or marketing campaign more memorable than others.