On Apr 4, 2019 3:10:50 PM
As a marketer, you know brand awareness can be a tough task to achieve. But even though it’s challenging, you still do all you can to increase your brand awareness. You push past the difficulty to try to reach a high level of brand awareness because you know when people know your brand on a deep level, you differentiate yourself from your competition. That's why 80% of social marketers list increasing brand awareness as one of their top priorities.
Increasing brand awareness is a constant challenge that you have, but we’re here to tell you about a powerful tool you can use to innovate and optimize your brand awareness strategy!
The new, effective method of increasing brand awareness is using mobile and web games to represent your brand. We'll take you through the 5 ways games can increase your brand awareness!
1. Make your logo memorable
A memorable logo is the greatest asset your company can have. One look at the Apple logo and all of their products and services, as well as mission and values instantly rush into the mind of the consumer. By using games in your marketing campaign, you can cause the same effect.
Part of what makes the Apple logo so memorable is that it's all around us. It’s on products, billboards, and the media we interact with. It’s the same for all brands; brands that present themselves consistently are 3 to 4 more times more likely to achieve brand visibility. The more times the consumer sees your logo, the better.
How games use emotions to increase memorability
If you build a game to represent your brand, you can strategically place your logo throughout the game to consistently expose the player to your logo. Additionally, if the player is presented to your logo while being delighted, they'll have a very positive emotional experience. And because emotion is a crucial factor in learning, your logo will become much more memorable to them.
It takes, on average, 5 to 7 brand impressions for a consumer to remember your brand. You typically need to use several marketing tactics to achieve that number, which is mentally and monetarily exhausting.
The player will get those 5 to 7 impressions just by playing a few sessions of your game. All sessions after that further strengthen your cause.
Increase logo exposure
The consumer will see your logo more times in a game than they would in any other type of media. In the US, the average mobile game player spends 23 minutes a day playing mobile games. If you can get players to spend a portion of that time in your game, then you’ll hit a marketing home run.
When people are bombarded with a bunch of different logos, like on many marketing channels, it’s easy for your logo to get lost in the crowd. But when a player is in your game, your logo is the only one they’ll see. Take advantage of this medium of communication and your brand will propel ahead of the competition.
2. Display your products and services
It’s always challenging marketing your products and services in a way that captivates the consumer. Just stating what you have to offer is a bore and doesn’t engage them, and if you have a lot to offer, it’s too hard to maintain their attention. After all, the attention span of the average human is now only 8 seconds.
By using a game as a channel of communication, you captivate the attention of the player and maintain it for longer. The game then displays your products and services, without doing so in an overwhelming, unsatisfactory way. Once again, educating the consumer while providing a playful experience.
Typical advertising is outdated
Advertising your products and services in an enjoyable way is more important now than ever. Ad blocking in the U.S. has more than doubled since 2014. A game effectively promotes certain products or displays the great variety of products and services you have to offer. It's a playful and sophisticated solution to the typical advertising practices.
3. Make your brand mission the game mission
Be the hero in your own game! You can make your brand’s mission the player's mission inside the game. Connecting the mission not only educates the consumer of what your brand mission is, but it also aligns them with it. Soon, you’re going on the journey together!
A game is a powerful educational tool. By combining the visual elements with the psychical actions, the game will effectively teach the player your brand’s mission.
"Tell me, and I forget, teach me, and I may remember, involve me, and I learn." - Benjamin Franklin
Aligning the consumer with your mission attaches them to the final result. You go from fighting alone to having your customer-base right there, fighting alongside you. Think about how you felt when you played the Mario video games; you couldn’t help but develop a real commitment to saving your princess, Peach, from the evil characters, like Bowser.
You felt that way because games provoke emotions to a great extent. While we’re playing, we get taken to another world, and our mission soon becomes more real to us than anything going on in the real world. Use this tactic to connect with your customers!
4. Communicate your brand values
Making a game, alone, shows your brand cares about your consumers and wants to give them an enjoyable experience. But along with that, you can make people aware of your other brand values through features of your game.
Similar to your brand’s mission, and therefore the mission of the game, you can further add elements which communicate your brand’s purpose. You have a stronger impact than just selling products; you change lives, you have a positive effect on society; allow the game to demonstrate that for you!
The importance of shared values
64% of consumers say shared values are the primary reason they have a relationship with a brand. Don't overlook this incredible opportunity to communicate your brand's values and build meaningful relationships with consumers.
Custom music, art, and actions in the game will allow you to communicate your brand’s personality in a unique and effective way. If the general population thinks your brand is just like the rest, show them they’re wrong! Just like you use tone and style in your writing, the tone and style of your game will increase your brand awareness and differentiate you from your competition.
5. Turn your customers into promoters
Turning customers into promoters is the most useful feature games can offer when it comes to increasing your brand awareness. Word of mouth is the most effective marketing tool because consumers are 90% more likely to trust and buy from a brand recommended by a friend.
Word of mouth is also the hardest to achieve because no matter how much influencing you do, all the power lies in the hands of the consumers. But with a game, your chances of increasing positive word of mouth increase tremendously, because of two reasons.
The first reason is that games increase likability, and likability is one of the most important factors when it comes to customer loyalty. When your customers like you and are loyal to you, they’re going to promote you to their friends and family, as they want the best experience for them as well.
The second reason is that many mobile games have features that allow players to share their scores through messages or social media. When a player reaches a score on your game that they’re proud of and post it on their Twitter, your brand gets exposed to their network, and the network of anyone else who shares.
Differentiate yourself from your competition and maximize your brand awareness by turning your brand into a game. Traditional media can’t do it the same way!