{"id":3904,"date":"2021-01-05T11:11:01","date_gmt":"2021-01-05T15:11:01","guid":{"rendered":"https:\/\/lgcassocprod.wpengine.com\/?p=3904"},"modified":"2023-06-26T16:08:33","modified_gmt":"2023-06-26T16:08:33","slug":"using-the-stickiness-factor","status":"publish","type":"post","link":"https:\/\/lgcassociates.com\/es\/using-the-stickiness-factor\/","title":{"rendered":"Hospitality in the News |\u00a0Using the \u201cStickiness Factor\u201d to Create Impactful Messaging"},"content":{"rendered":"

We\u2019re so\u00a0<\/span>happy\u00a0<\/span>to\u00a0<\/span>be\u00a0<\/span>bring<\/span>ing<\/span>\u00a0<\/span>the\u00a0<\/span>Hospitality in the News<\/span><\/i>\u00a0series into 2021<\/span>! For the first article of the new year, we\u2019re covering how to use the stickiness factor\u00a0<\/span>in messaging\u00a0<\/span>to stand out\u00a0<\/span>amon<\/span>gst competition.\u00a0<\/span>(<\/span>While you\u2019re here, d<\/span>on\u2019t forget to subscribe to our blog\u00a0<\/span>so you can stay up to date on hospitality-related news, stats, and stories.)<\/span>\u00a0<\/span><\/p>\n

What is the “stickiness factor” and how can you use the stickiness factor to improve your messaging?<\/strong><\/h5>\n

When thinking of how to<\/span>\u00a0properly communicate your brand, finding the right messaging is key.\u00a0<\/span>The way your\u00a0<\/span>company\u00a0<\/span>chooses to connect with customers can affect new business,\u00a0<\/span>word-of-mouth marketing, and\u00a0<\/span>shape how current customers see you.\u00a0<\/span>\u00a0<\/span><\/p>\n

Because it\u2019s the start of the new year\u00a0<\/span>\u2013 a<\/span>\u00a0highly anticipated one at that \u2013 it\u2019s a great time to reevaluate your company\u2019s me<\/span>ssaging.\u00a0<\/span>A<\/span>\u00a0new year mean<\/span>s<\/span>\u00a0new\u00a0beginning<\/span>s, and\u00a0is\u00a0<\/span>good opportunity to take stock of what we learned during the year prior, particularly with the<\/span>\u00a0emergence of the coronavirus and other<\/span>\u00a0important<\/span>\u00a0topics\u00a0<\/span>covered throughout 2020.\u00a0<\/span>\u00a0<\/span><\/p>\n

When\u00a0<\/span>crafting e<\/span>ffective and relatable messaging,\u00a0<\/span>there\u2019s one factor to consider that could be the\u00a0<\/span>difference between a customer choosing you or a competitor: stickiness<\/span>.\u00a0<\/span>\u201c<\/span>Stickiness<\/span><\/a>\u00a0is how much an idea stays around in our culture and commands our attention. It combines the idea of being\u00a0<\/span>memorable, and<\/span> staying near the front of our mind. Messages with the stickiness factor win the war for our attention, by holding our focus despite the incursions of new messages.<\/span>\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

By changing\u00a0<\/span>(sometimes subtly)\u00a0<\/span>the presentation or format of an advertisement\/message, you can enhance how \u201csticky\u201d it is. The stickiness of a message is the aspect that allows for it to spread and\u00a0<\/span>in some cases, potentially become a social phenomenon (think Wendy\u2019s interactions on Twitter).\u00a0<\/span>When creating messaging that has \u201c<\/span>the stickiness factor<\/span><\/a>,\u201d your audience isn\u2019t limited to new business; you can also use it to<\/span>\u00a0engage current customers or employees, facilitate\u00a0<\/span>referrals<\/span>,\u00a0<\/span>or tell a story.\u00a0<\/span>\u00a0<\/span><\/p>\n

According to Made to Stick by Chip Heath and Dan Heath,\u00a0<\/span>there are\u00a0<\/span>5 things<\/span><\/a>\u00a0you need your audience to do in order for an idea to stick<\/span>:\u00a0<\/span>\u00a0<\/span><\/p>\n

    \n
  1. Pay attention<\/span>\u00a0<\/span><\/li>\n
  2. Understand and remember<\/span>\u00a0<\/span><\/li>\n
  3. Believe<\/span>\u00a0<\/span><\/li>\n
  4. Care<\/span>\u00a0<\/span><\/li>\n
  5. Act<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

    In order to get the desired results from your audience, the authors suggest\u00a0<\/span>that\u00a0<\/span>your messaging should follow this framework: simple, unexpected, concrete, credible, emotional, stories. By including this in your marketing, you<\/span>\u00a0can<\/span>\u00a0evoke the above\u00a0<\/span>reactions\u00a0<\/span>from your audience<\/span>. Below, we\u2019ll cover a few tips\u00a0<\/span>for creating your own messaging with a great \u2018stickiness factor\u2019 so your audience will remember you long after they saw your ad.\u00a0<\/span>\u00a0<\/span><\/p>\n

    Be authentic<\/span><\/b>
    \nIf you want your\u00a0<\/span>viewers\u00a0<\/span>to\u00a0<\/span>believe\u00a0<\/span><\/b>you and\u00a0<\/span>care\u00a0<\/span><\/b>about\u00a0<\/span>your messaging, showing authenticity is a great way to do so.\u00a0<\/span>Plus,\u00a0<\/span>viewers<\/span>\u00a0\u2013 whether it be current\/future customers or employees \u2013\u00a0<\/span>will have the opportunity to get to know you better. One thing to keep in mind when\u00a0<\/span>constructing a<\/span>\u00a0genuine<\/span>\u00a0message is that people will likely be able to tell\u00a0<\/span>if you\u2019re being\u00a0<\/span>inauthentic or following a trend. Don\u2019t feel pressured to follow the crowd<\/span>\u00a0if you don\u2019t agree with the sentiment<\/span>; find topics or movements that resonate with your beliefs and business goals.\u00a0<\/span>\u00a0<\/span><\/p>\n

    Create an interactive\u00a0<\/span><\/b>experience<\/span><\/b>
    \nAnother way to create a long-lasting impression using the stickiness factor<\/span>\u00a0<\/span>that<\/span>\u00a0enc<\/span>ourages\u00a0<\/span>your audience to\u00a0<\/span>pay attention<\/span><\/b>\u00a0is by offering an interactive experienc<\/span>e.<\/span>\u00a0<\/span>For example, at LGC we recently conducted a scavenger hunt on our website to grow\u00a0<\/span>visitors and engage customers. In the scavenger hunt, visitors were\u00a0<\/span>asked to locate an image on one of website pages and once found, prompted to fill out a form to be entered in the giveaway.<\/span>\u00a0At the end of the contest, three winners were chosen and received prizes.<\/span>\u00a0This accomplishes a few things:\u00a0<\/span>\u00a0<\/span><\/p>\n