Have you ever learned a new word or phrase, and then suddenly you hear it everywhere? This is called the The Baader-Meinhof Phenomenon.
Let’s dig into how this name recognition phenomenon can be used to benefit candidates that are new to the world of politics.
Step One: Introduce
The requisite of this name recognition phenomenon is the initial introduction — when the voter first associates your name with the position you are running for. We all know first impressions are key, so make sure your debut is strong. A direct mail piece with eye-catching graphics that conveys your campaign’s main goals is perfect for priming voters’ brains to keep an eye out for you.
Step Two: Reinforce
Once you have introduced yourself to your community, it’s time to reinforce, reinforce, reinforce! The average person hears between 20,000 and 30,000 words per day. So what determines which words stick and which go in one ear and out the other? Patterns.
Repetition creates patterns. Patterns enable the human brain to make connections. Carefully weave repetition into your message through the use of consistent color, shapes, slogans, logos, etc. to ensure voters associate them.
Step Three: Repeat
Your campaign pattern will take you beyond simple name recognition to a powerful, positive name association. Use mediums that complement each other; for example, pair an informative Saturday morning email blast with yard signs to boost recall and encourage conversation. A voter reading your email over coffee is great, but the magic happens when that voter sees your yard sign on the way to a dinner party. Your platform is brought back to the forefront of their mind, ripe for conversation at dinner.
Combine strategically placed yard signs, direct mail, custom swag, and digital communications such as email blasts and social media posts. They will bring depth and color to a successful campaign.