Over the weekend, I went to the movies to catch Talladega Nights. The big marketing buzz preceding the movie was that it would break records in the areas of brand integration and product placement. And so it does. From the beginning to the very end, the movie is littered with brand placement in the typical NASCAR format. But even with NASCAR, it goes over the top in a celebration of the sponsorship/marketing rat race. What was particularly amusing were the types of products "branded" and what the movie tried to convey about Nascar, celebrity and some broader culture. Sterotypical, but isn't marketing in bed with the notion of stereotype?

 

Talladega, despite the over the top branding (which added to its comedic value), made a very salient point. If you show up in front of your target audience, they will be forced to "see" you. But that's only half the battle. What makes them remember you is the opinion they already have of you (or immediately create as a result of your recent effort) within their own consumer mind. Namely, their pre-existing "brand loyalty." 

 

I purposely made myself take off the marketing hat, and put on the consumer cap while I watched the movie. For each logo my eye caught, two immediate points for each was immediately processed: 

 

1. That's XYZ product.

2. I love/hate XYZ product.

 

Products that I didn't know? I didn't retain. Couldn't tell you their names if my life depended on it.  But what if I was a true NASCAR fan, where company sponsors = lower ticket prices? Suddenly, seeing XYZ product, aligning itself with something that means something to me means I'm feeling all sorts of warm fuzzies. So how do you build the branding effort that gets you REMEMBERED and not just seen?

 

?A brand achieves its potential when added values are so great that customers will not willingly accept substitutes, even when the alternatives are cheaper or more readily available.? ? Does Brand Matter: Whitepaper, Nia Creative.

 

Good brands are built over time. It's about the perception of quality, the belief that XYZ product knows and understands the needs of their consumer. The keystone is knowing what your target market truly wants! Yves Lemusi addressed it earlier this week in The No. 1 Frustration of Your Job Candidates. Be aware of what your candidates want. Make their concerns, your concerns. Make their interests, your interests. It is a huge part of the recruitment process, and it also plays a significant part in determining your marketing strategy

 

And remember - those added values must be true. Especially in recruiting. In order for a recruitment marketing brand to make any headway, it has to be an honest effort. You need to know the profile of your 'XYZ' company employee. You need to identify what brought them and what keeps them. Then you need to understand their world. How they look for jobs. How they live their lives outside of work. And then you have to go to the same places they do.

 

Know who your candidates are and be prepared to show your commitment to their interests completely and honestly before you attempt saturation. Otherwise, you're wasting a ton of money.