While watching Inception in a packed theater several weeks after its release, I couldn't help but think of the many implications for marketing. Take for instance, the idea of deeply planting an idea. The mark needed to believe the idea was his own, so the team created a dream within a dream within a dream to deliver a message and reinforce it.
In the past, we've talked about marketing's repeat rule and connected the rule to research on human memory. That is, in order to reach your target audience, you must repeat the message at least 7 times. it doesn't have to be the same way each time, but people remember information that is reinforced and a message that resonates.
So, the Inception team begins by accusing the mark, heir to a corporate empire, of hiding information or not thinking hard enough to share it. In the second dream, the team brings the mark in on the scheme, telling him that others are after the information and he must unlock it first. And, in the third dream, the mark is taken to a vault in which he will discover his secret. At each level, despite the complications that arise in the story, the message is communicated to the mark in a distinctly different manner and reinforced through the team's tactics. And, he remembered that message.
How are you planting your message? How often? At the end of the year, will your target audience remember you? Do you switch up the delivery to better engage your target audience? More importantly, is there a plan?
Success doesn't happen overnight. Aside from the fact that it takes time, most of us don't have an Inception or White House arsenal at our disposal. However, with incremental strategic measures, anyone can leverage the repeat rule.
blog at weirdingword.com