Shot #80: The Mere-Exposure Effect in Marketing

what is it?

April 18, 2023

Hello awesome marketers & founders 👋,This is Luv and here’s your weekly Marketing Shot :)

(Delivered every Tuesday)

As a marketer, have you ever wondered how to get your brand to stick in the minds of your customers? Well, let me introduce you to the Mere-Exposure Effect.

The Mere Exposure Effect suggests that people tend to develop a preference for things that they are familiar with.

This means that the more your customers are exposed to your brand, the more likely they are to like and trust it.

So, how can you apply this effect to your marketing strategy? Here are a few tips:

  1. Consistent branding: Make sure your branding is consistent across all channels. This includes your website, social media, ads and any other marketing materials you use. The more consistent your branding is, the more familiar it becomes to your customers.

  2. Repeat exposure: Repetition is key. Make sure your customers see your brand multiple times. This can be through retargeting ads, email marketing or social media posts.

  3. Sponsorship: Consider sponsoring events/ influencers/ podcasts/ newsletters in your industry. You can use services like Reletter to find, contact and get featured in 1.3m+ newsletters. This can help increase your brand exposure to a wider audience.

  4. In-store displays: If you have a physical store, make sure your branding is prominent. This includes your logo, signage and packaging.

Let's look at an example.

Coca-Cola is a brand that has successfully used the Mere Exposure Effect in its marketing. The company's consistent branding, iconic red-white logo and memorable advertising campaigns have made it one of the most recognizable brands in the world. Coca-Cola's "Share a Coke" campaign, where customers could personalize bottles with their names, was a great example of repeat exposure. The campaign was seen everywhere (in stores, on TV and on social media) making it hard to ignore.

As a result, Coca-Cola's sales increased and the campaign was considered a huge success.

Reletter also happens to be the sponsor of this Marketing Shot. Find, contact and get featured in Substack & LinkedIn newsletters. Try it for free

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(If you wish to read previous shots, check here- MarketingShots)

Thanks,