Are you counting impressions?
We, marketers, use the term “impression” when our TV commercial airs, somebody clicks to our website or one of its pages, or, perhaps, even when a salesperson makes a call on a prospective customer. We tally impressions as if they were gold. But not all “impressions” impress.
The goal is not to get someone to view or listen to our message merely. Instead, it is to impress the target customer so s/he will purchase it. Otherwise, it doesn’t or shouldn’t count! In plain English, it is not an impression unless it impresses enough to lead to achieving your target customer behavior objective. The dictionary definition of “impress” means “to fix an idea in someone’s mind.” It also means “to make someone feel admiration and respect.”
While it’s a good start to use the dictionary definition of impress, I believe we marketers must strive to go further for it to count truly. We need to move customers to purchase our offering and be loyal to it. This purchase could come through conversion (i.e., switching from a competitive product), adoption (doing something new), increased utilization (using our brand for more occasions), among satisfying other behavior objectives. It hasn’t impressed—at least not positively—if it doesn’t lead to the intended behavior that rings the cash register and creates a relationship with our brand! Plain speaking, it needs to impact sales.
However, fixing something in someone’s mind or getting her to feel respect is admirable but not sufficient either. We need to get that someone, our target customer, to realize in her heart and soul that our brand can better satisfy his/her needs beyond what the product does. Our values are aligned with hers, and she will have a better experience with our brand. We need to make a connection on an emotional level.
There’s another definition of impress. It is “to make a mark or design using a stamp or seal.” This definition leads us to “branding.” The definition of branding is “the action of marking with a branding iron.” It marks the branded as a member of our herd or, more appropriately, our brand tribe.
We, marketers, need to connect so that our message resonates with the target customer. It wins her over heart and soul, so she feels compelled to take action consistent with our intention to win her purchase and loyalty.
An impression is not an event, regardless of whether it is a viewing of a commercial, click, or call. It’s not an impression unless it impresses the target customer to purchase and become part of our brand. Those are the only impressions that count!
Make your marketing matter (more)! Read AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. Learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors
Stay SAFE, and be well.
Peace and best wishes,