We all know the phrase…Out of Site, Out of Mind. It is one that most marketers live by every day. The feeling is that if we aren’t in front of our customers on a regular basis they won’t remember us or think of us when it comes time to purchase. There is some truth to this…but only some truth.
There are three aspects to this statement that deserve consideration.
- If you aren’t in the front of your customers mind, they probably won’t remember you. The question is HOW you stay in front of them. Most marketers choose to shove more ads, promotions, or announcements at them in hopes of accomplishing this…online and traditional. This doesn’t work anymore…they turn you off and ignore the incoming attack. But there is an answer…relevant and helpful content. Share with them something that will help make their lives better and they will read/listen/view it and thank you…and keep you in their mind. But it has to be relevant…one size doesn’t fit all any longer. And if the content is really good, you get the added bonus that they might just share it and talk to others about it.
- The second area to think about is WHY you are out of their mind. Is it because you didn’t do #1 above? Is it because they think of you as a commodity instead of someone that gives them lots of value? Is it because they are just a customer instead of a “loyal customer” or better yet, an “advocate?” If your customers see you as the one that gives them more than just a product or service…one that gives them tremendous value…you stay top of mind.
- What kind of customer experience do they get when they interact with you…all of you (your entire company)? Is it something that is “memorable” or “forgettable?” People not only remember remarkable…they talk about it…a lot. Creating an incredible, memorable experience keeps you top of mind.
How would you grade yourself in these areas? Before being too hard on your people for fighting the “Out of Sight, Out of Mind” battle, take a look at the strategy and mission of the company and see if it lines up with an “In sight, Top of Mind” result.
