Megan Morass’ Post

Imagine this: You’re watching a movie, deeply immersed in the storyline. A character casually takes a sip of soda, and without even realizing it, you’re suddenly craving a cold drink. Hours later, you’re at a store, and your hand instinctively reaches for a familiar brand. What happened? This subtle nudge wasn’t coincidence, it’s the power of subliminal advertising at work. Subliminal advertising operates below the level of conscious awareness, placing messages that influence decisions without direct persuasion. Whether through visuals, sounds, or symbols, these cues bypass the conscious mind and connect directly with the subconscious, shaping preferences in ways we often don’t notice. For example, a brand’s use of specific colors or hidden imagery can evoke feelings of trust, excitement, or even nostalgia, creating emotional connections that linger long after the ad is gone. A 2023 study in the Journal of Consumer Research revealed that subliminal cues like flashes of logos or subtle words can improve brand recall and preference by up to 17% compared to traditional advertising. This happens because the subconscious mind processes these cues emotionally, associating brands with comfort, happiness, or status. Coca-Cola’s iconic red color, for instance, is no accident it subconsciously sparks excitement and joy, emotions tied to shared celebrations. However, subliminal advertising has not escaped ethical scrutiny. Critics argue that influencing consumers without their awareness can blur the lines of consent and choice. While direct subliminal messaging is regulated in many regions, brands often employ softer techniques like product placements in movies or background sounds in stores that remain largely acceptable and effective. When used responsibly, subliminal advertising offers a unique way to cut through the noise of traditional ads. By tapping into the subconscious, brands can create powerful associations that influence behavior without overwhelming audiences. In a world saturated with advertisements, the quiet art of subliminal messaging often speaks the loudest. #SubliminalAdvertising #ConsumerPsychology #MarketingStrategy #BrandInfluence #EmotionalEngagement #christmas

This is something I encounter all the time. I call it the 'Sample of One Fallacy'. I catch myself doing it too — it's so hard to avoid. I was recently talking to a new marketer about a popular Kiwi brand. They explained the reason they stopped buying it. The brand had become boring and lost its appeal. The new marketer went on to explain how the brand could sponsor specific sports to recapture their attention and get that appeal back. (This was a real conversation, if you're reading this, please don't feel called out — this is genuinely something that comes up almost weekly. This is just the most recent example!) As marketers, our personal perspectives often don't matter. We have to learn to put them aside. We have to avoid overweighting any single individual's experience when strategising. While personal anecdotes are valuable, they don’t represent the entire audience. Next time you're tempted to say, "I feel this, so the brand should do that," take a step back. Marketing is about seeing the bigger picture, capturing the essence of what the broader audience values, and communicating it compellingly. Marketing starts with an understanding of the wants, needs, and desires of your audience. If you're not sure what they are, go and ask them! #MarketingTips #AudienceFirst #CustomerInsights #MarketingStrategy #ThinkBigger Photo by Billy Pasco on Unsplash

Share of Engagement can be a better measure than Share of Voice as it helps in taking into account the level of consumer engagement and interest in a brand's content and messaging.

𝑩𝒆𝒍𝒍𝒊 𝑾𝒆𝒍𝒍𝒊 𝑼𝒔𝒆𝒅 𝑻𝒊𝒌𝑻𝒐𝒌 𝒕𝒐 𝑰𝒏𝒄𝒓𝒆𝒂𝒔𝒆 𝑺𝒂𝒍𝒆𝒔 𝒃𝒚 800% (𝑻𝒉𝒊𝒔 𝑯𝒐𝒘 𝒀𝒐𝒖 𝑪𝒂𝒏 𝑫𝒐 𝒕𝒉𝒆 𝑺𝒂𝒎𝒆!) This gut health brand is dominating with something unexpected: skits. Short, funny, and painfully relatable videos have transformed Belli Welli from newcomer to TikTok sensation.  But how? Let's break down the strategy that's got everyone talking (and buying): 1. Real problems, real laughs   - Skits tackle gut issues head-on   - Humor makes taboo topics sharable   - Viewers see themselves in every scenario 2. Shock value hooks viewers   - Unexpected twists keep eyes glued   - "Is this real?" moments drive shares   - Unpredictability makes content irresistible 3. Walmart becomes the stage   - Surprise customer interactions   - Turns shopping trips into potential viral moments   - Blends digital and real-world marketing seamlessly The result? A brand that's impossible to scroll past. But here's the key insight: This strategy isn't Belli Welli-exclusive. It's a blueprint for CPG brands ready to push creative boundaries. To replicate this success, start with your audience's pain points. Add authenticity, a dash of surprise, and don't be afraid to get uncomfortable. TikTok rewards boldness. Your brand's voice is unique – let it shine.

As marketers, we know that consumer behavior is driven mainly by emotions, not logic. That’s why defining an audience by passions—and speaking to those passions—can be an effective way to connect to consumers and capture attention in today’s fractured landscape.

I recently wrote an article in Business Insider on why a passion-based marketing strategy is effective for a company’s long-term growth. Take a look: https://lnkd.in/gdMgK-sQ

Deloitte Research Touts Importance of the Creator Economy and its Impact on Consumer Engagement Via PRNewswire/ Deloitte research finds that 3 in 5 consumers surveyed are more likely to engage with a brand with a creator's content recommendation https://lnkd.in/eNixiP_8

Out of sight is out of mind. People forget you if you don't engage consistently. Look at how big brands like Coca-Cola and Nike consistently do ads and campaigns. They engage their customers on multiple channels as well. Once your voice isn't heard, people would forget about you. And they'll eventually move on to another brand. Make staying top-of-mind a top priority. It will help you stay in business and stay profitable. Here are tips to help you stay top-of-mind: 1/ Ditch the one-size-fits-all:  Stop blasting each customer with the same message. Make each customer feel seen and heard. 2/ Speak their language, not jargon:  Nobody gets impressed after reading jargon. Use visuals and humor to make your content engaging. 3/ Let every touchpoint count:  It's not just about sending emails and newsletters. Let every interaction deliver personalized messages and offers. 4/ Don't Be a Ghost:  Engagement is a two-way street. Stay present, responsive, and available to answer their questions. To retain your customers, you need to engage them consistently. #customerengagement #customerretention

Your customers are your best marketers. Even without TikTok, UGC still drives engagement. Here’s how to leverage it effectively: Step 1: Encourage content creation with incentives. Offer discounts, shoutouts, or contests to inspire participation. For example, GoPro’s UGC contests reward users with prizes, leading to thousands of submissions worldwide. Step 2: Feature UGC across multiple platforms. Showcase user content on Instagram Reels, YouTube Shorts, and your website. Starbucks regularly features customer photos in their official Instagram feed, driving engagement. Step 3: Make sharing easy. Provide branded hashtags and templates to guide content creation. Lululemon’s #thesweatlife campaign made it easy for users to share their fitness journeys across platforms. Step 4: Leverage reviews and testimonials. Encourage customers to share their experiences through videos and posts. Sephora’s Beauty Insider community thrives on user-generated reviews, building trust and loyalty. UGC builds trust and keeps your brand top-of-mind. P.S. Have you featured user content yet? #Leadership #Marketing #BrandGrowth

December 4th and the holiday ads begin... Breaking down this men's grooming campaign: (Because we'll see 1000s more like it) What actually converts right now: 1. Problem-First Approach: Addressing gift anxiety head-on: "Guys are difficult to buy for" (Leads with pain point, not product) 2. Audience Segmentation: - Dad - Brother - Boyfriend - Husband (Helps viewers self-identify) 3. Smart Production Choices: - Cozy sweater + dog = trust signals - Natural product demos - Clear price anchor (70% off) - Simple festive setting (without trying too hard) Missing opportunities: - No shipping deadlines - Generic CTAs ("Hurry up") - Zero social proof - No gift-wrapping mentions Could be stronger: → Lead with the 70% off (Would stop more scrolls) → Sharper deadline ("Order by [date]) December ads don't need to be fancy. They need to solve the "what to buy?" problem. Strategic truth: December 1-15 = "What to buy?" December 16-24 = "Will it arrive?" Plan your messaging accordingly. _ _ _ ♻️ Save this for your final stretch of Q4 messaging guide 🔔 Follow for more strategic creative insights