Four ways to make customers remember your marketing campaign

Attract the customers attention is one of the most complicated things a marketer has to do, and these days, is getting more complicated every second, there is a lot of noise out there, the average person is exposed to more than 2000 advertising every day, people create some sort of psychological shield for them, think about it, when you are walking down the street or watching tv, you normally dont really pay attention to what you are seeing, the ads become invisible for you, so the key is to design marketing campaign that can penetrate this shield, and really get to the people.
And we cant just stop there, after we have people´s attention, we also need to make sure our ad will be processed and remembered by them, we need to make sure they will keep thinking about the ad the rest of the day, and that they will comment it with their friends later ("hey, have you seen that great ad on TV yet?), only when you successfully accomplish this objectives, your campaign is being successful, otherwise, you are only adding more noise to the existing noise out there.
But how can you do this? there is no easy way, you just need to get creative and think outside the box, here are some useful tips that have helped me to build good campaigns:

• Talk about differences:

Some of the most successful advertisements out there talk about differences, people love stories that enhance diversity and overcoming differences in positive ways, specially know where there is a lot of discussion going on regarding sexual and ethnics diversity, this is a great example of this that was made by Google: Play with trending topics: And im not talking about Twitter trending topics (or maybe I am, in some way), im talking about the latest news, the elements of daily reality that conform what we call the "public agenda", using this topics in marketing campaigns can attract the people attention in amazing ways, just have a look at this beer TV spot, they used the immigration topic in their ad and the results is spectacular:

• Generate some shock:

This is actually one of the oldest techniques in marketing, but it still a quite good one, its about creating content that will shock the viewer, penetrating the "shield" we were mentioning before through impact and drama, this method is very common in anti drugs campaign or accidents prevention. Some specialists say that people has become too familiarized with this kind of campaigns and that they are not making the same effect as they used to do, but I believe if you design a creative idea, advertising shock can still be useful.

• Throw the house out the window:

Aggressive promotions are still one of the best ways to generate awareness, if you create good contests or promotions People will react positively to them, and your ads visualization will go through the roof, but if you want this to work, you really need to "throw the house out the window", you need to make extremely good promotions, and not just the typical 20% off, it has to be more than that, even if you loose money, you need to take it as an investment.
Just a few weeks ago, Huawei created an amazing campaign in Buenos Aires- Argentina, they sold a lot of phones at the crazy price of less than one dollar, and they weren't old or cheap phones, they actually sold high quality ones!, the key was that you need to attend their store at a specific time for getting one, and of course, thousands of people showed up.
Huawei probably lost several thousands dollars that day, but the awareness and recognition they gained will probably let them recover that investment in no time.
You can read about this case here: http://en.cncnews.cn/news/v_show/600...rgentina.shtml