{"id":45907,"date":"2021-08-15T09:24:00","date_gmt":"2021-08-15T13:24:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=45907"},"modified":"2021-08-25T18:14:13","modified_gmt":"2021-08-25T22:14:13","slug":"behavioral-residue","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/behavioral-residue\/","title":{"rendered":"Behavioral Residue: The Key to Long-Term Marketing"},"content":{"rendered":"\n

What is behavioral residue? How can implementing this marketing method ensure your product remains visible in the long term?<\/p>\n\n\n\n

Behavioral residue is a marketing tactic used to ensure a product remains visible to potential customers for a long time. Visibility is important as people are not going to talk or think about your product if they don\u2019t know about it. Adding behavioral residue will ensure your product visibility continues in the long term and doesn\u2019t fade away, ultimately ensuring increased sales. <\/p>\n\n\n\n

Keep reading to learn more about behavioral residue.<\/p>\n\n\n\n\n\n\n\n

Behavioral Residue, Explained <\/h2>\n\n\n\n

Before we look at behavioral residue, we must first understand the importance of visibility in marketing. Successful products or ideas must be publicly visible<\/strong>. People aren\u2019t going to talk or even think about your product or idea if they never come across it in the first place. However, if people encounter your product or idea a lot, they\u2019re likely to start thinking about it a lot, too. <\/p>\n\n\n\n

There are two ways to increase the visibility of a product or idea. These are making the private public<\/strong> and making your product advertise itself<\/strong>. In this article we\u2019ll explore these two methods, then we\u2019ll look at behavioral residue. <\/p>\n\n\n\n

Making the Private Public<\/strong><\/h3>\n\n\n\n

Making the private public means finding a way to make it publicly clear that people use your product or support your idea<\/strong>, even when this information would usually be private. <\/p>\n\n\n\n

Some purchasing decisions<\/a> are naturally publicly observable. For example, it\u2019s clear which cars people buy because they drive these vehicles around in public. However, other choices are more private. For instance, it\u2019s not usually publicly obvious which makeup products people buy because they apply makeup in the privacy of their own home. Therefore, makeup brands may struggle to generate the word of mouth<\/a> that comes from a product\u2019s use being publicly visible.<\/p>\n\n\n\n

To get people talking about a product or cause that\u2019s usually kept private, find a way for people to display that they\u2019re buying your product or supporting your idea. <\/strong>One way to do this is to send your customers or supporters a \u201cfree gift\u201d that they can<\/em> use in public. For example, a makeup company could send customers a branded tote bag. When the customer uses the bag in their daily life, it will make their usually private purchasing decision public. It adds the visibility that\u2019s crucial in generating word of mouth about a product.<\/p>\n\n\n\n

Making Your Product Advertise Itself<\/strong><\/h3>\n\n\n\n

Making your product advertise itself means visibly including your branding on your product<\/strong> so that people can immediately see who\u2019s made it. For example, make your logo or tagline visible on the product. That way, when people see others using your product, they\u2019ll learn about the existence of your brand. Examples of famous brands that do this include Nike, Lacoste, and Apple.<\/p>\n\n\n\n

If people start to see your branded products a lot, this may become a talking point. For instance, people might start to comment on the fact that the brand seems popular, or ask their friends if they\u2019ve heard of this newly visible brand. This generates word of mouth.   <\/p>\n\n\n\n

Add Behavioral Residue<\/strong><\/h3>\n\n\n\n

No matter which of these two tactics you choose to employ, there\u2019s an extra requirement you need to factor in. Make sure that your product or idea remains visible for a long time<\/strong>\u2014for long after a customer has bought the product or decided to support the idea. <\/p>\n\n\n\n

The process of making visibility long-lasting is often referred to as adding behavioral residue<\/strong>. Adding behavioral residue is important because if your product or idea\u2019s visibility is fleeting, people will quickly forget it exists. Word of mouth about it will swiftly die down. <\/p>\n\n\n\n

If you try to make the private public, you can add behavioral residue by making sure that the thing that publicizes your product or idea is durable\u2014that people will keep using it again and again. For the makeup company that gives customers branded tote bags, those bags need to be high-quality enough to be used for months or years. Only then will the brand remain visible for a long time. <\/p>\n\n\n\n

If you try to make products advertise themselves, ensure that these products are of good-enough quality that people keep using them. The product won\u2019t advertise itself and generate visibility if it\u2019s thrown to the back of a cupboard and never used. <\/p>\n\n\n\n

If you\u2019re trying to promote a cause, you might find generating behavioral residue particularly difficult. Causes are often promoted through short-term fundraising drives: for example, a one-off event or a limited-time ad campaign. At the time, your event or campaign will generate a lot of interest and make your cause very visible. But, as soon as it\u2019s over, that visibility is going to start to fade away. Eventually, people will forget the event or campaign ever happened\u2014and they\u2019ll forget your cause, too.<\/p>\n\n\n\n

You can remedy this by giving the people who participate in your fundraising drives a long-lasting token of participation<\/strong>: a memento that reminds them of what they did. Make this memento something that will easily get public visibility\u2014for example, a plastic wristband with your charity or cause\u2019s name on it. A wristband is something durable that people can wear for months or years to come. When others see the person wearing the wristband, they\u2019ll be reminded of your cause\u2019s existence. Therefore, the cause will remain visible in the long term. <\/p>\n","protected":false},"excerpt":{"rendered":"

What is behavioral residue? How can implementing this marketing method ensure your product remains visible in the long term? Behavioral residue is a marketing tactic used to ensure a product remains visible to potential customers for a long time. Visibility is important as people are not going to talk or think about your product if they don\u2019t know about it. Adding behavioral residue will ensure your product visibility continues in the long term and doesn\u2019t fade away, ultimately ensuring increased sales. Keep reading to learn more about behavioral residue.<\/p>\n","protected":false},"author":12,"featured_media":33253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,9],"tags":[460],"class_list":["post-45907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-psychology","tag-contagious","","tg-column-two"],"yoast_head":"\nBehavioral Residue: The Key to Long-Term Marketing - Shortform Books<\/title>\n<meta name=\"description\" content=\"What makes a product successful in the long term? 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