In the competitive world of startups and new market expansion, getting noticed is half the battle. But how do you make a lasting impression on potential customers who are bombarded with marketing messages every day? The answer lies in a powerful psychological phenomenon called the mere exposure effect.
Familiarity Breeds Trust: The Science Behind the Mere Exposure Effect
Imagine you’re walking through a forest and see a strange animal in the distance. Your natural instinct might be to feel cautious. But if you see that same animal every day for a week, it becomes less scary and more familiar.
The mere exposure effect is this principle at play. Simply put, the more we see something, the more likely we are to develop a positive association with it. This applies to brands as well. By consistently putting your startup in front of your target audience, you’re building trust and brand recognition, even if they don’t take action immediately.
From Minimum Dose to Marketing Magic: How to Leverage the Effect
Many startups fall into the trap of the “minimum effective dose” approach. They create a single marketing campaign and expect instant results. But the mere exposure effect thrives on consistency. Here’s how to move beyond the minimum and unlock the power of familiarity:
- Embrace the Rule of Seven: Studies suggest it takes around seven touchpoints for someone to make a purchase decision. This means your ideal customer needs to see your brand message at least seven times before they’re ready to buy.
- Email Marketing on Repeat: It’s a myth that bombarding your audience with emails will push them away. For specific industries, strategically timed emails (even multiple per week) can be a powerful tool to leverage the mere exposure effect. However, always prioritize value and tailor your content to your audience.
- Go Deep, Not Broad: Targeting a clearly defined niche market allows you to craft a more specific message that resonates with their unique problems and desires. This targeted approach fosters deeper connections with fewer people compared to generic messaging aimed at everyone.
Become a Fixture, Not a Fad: Building Lasting Brand Recognition
By leveraging the mere exposure effect, you can take your startup marketing from a one-night stand to a long-term relationship with your target audience. Remember, consistency is key. Consistently deliver valuable content, tailored messaging, and strategically timed interactions to build trust and brand recognition that will pave the way for long-term success.
Ready to put the mere exposure effect to work for your startup? Let’s discuss how Via Marketing can craft a marketing strategy that builds lasting connections with your ideal customers! Contact.
