I Guarantee You're Going to Hear About This Again

Why repetition is key in marketing according to the Baader-Meinhof Phenomenon

“You know, we have met once and see each other around all the time but can’t remember each other’s name” I replied. 

At a recent event, a friend was making sure that I knew one of her friends. The two us had been introduced about a month or two ago . . . . and then started recognizing each other everywhere. Prior to introduction, we had in all likelihood passed each other or been at the same event a dozen times; however, we only started noticing it (and subsequently started feeling guilty) after we had been introduced. 

This is a perfect example of the Baader-Meinhof Phenomenon. 

Old time trains? That is something I wouldn't mind noticing everywhere again

After you learn about something for the first time, you start to notice it everywhere. Suddenly a particular product starts to appear everywhere; a catchy commercial (that your friend insisted was the absolute funniest thing ever) told you about plays every 20 seconds (it was meh); everyone is telling you about their visit a particular store. This happens for two reasons: Selective Attention and Confirmation Bias. Selective attention is when your brain reacts to certain ideas, words, and things. After seeing these things, confirmation bias kicks in - where you interpret these sightings are proof that the thing is ubiquitous.   

For small business owners & marketers, this is why repetition is key. Once someone learns about you, you want to make sure they start to see you everywhere. Let their selective attention and confirmation bias take over until they feel compelled to gain more information / visit your store / Google your product / (or ideally) purchase. Targeting using multiple platforms, sending personalized emails, using local messages via Cidewalk, and building a great referral program are all ways to capitalize on this.

Check in this weekend where I can guarantee you’ll hear from us again!