In the world of marketing, standing out requires more than just high-quality content. It's about cultivating mindshare.

In this article, we’ll explore what mindshare marketing is and provide strategies that AV marketers can use to boost mindshare—from leveraging sensory engagement to harnessing social media for brand recall. By integrating these strategies into your AV marketing approach, you’ll create memorable experiences that stay with your audience long after.

What is Mindshare Marketing?

Mindshare marketing refers to the process of gaining attention, awareness, and recognition in the minds of your target audience. It’s a creative branding strategy aimed at creating a strong mental association between your brand and a particular need or desire. For example, when people think of search engines, Google is often the first name that pops into their heads.

Mindshare marketing strategies often focus on:

• Brand awareness campaigns (e.g., advertising, content creation)
• Creating emotional connections (e.g., storytelling, customer experience)
• Consistency across different platforms and touchpoints
• Building trust by delivering value over time.

The goal of mindshare marketing is to make your brand synonymous with a specific product, value, or feeling, making it the go-to choice for consumers.

How Can AV Marketers Leverage Mindshare for Greater Impact?

By focusing on mindshare, you can improve your brand and content strategy, ensuring that your message resonates more deeply with your audience, and ultimately drives greater brand recognition. Here are 5 ways that AV marketers can practice mindshare strategies:

1. Distinctive Sound

Leverage audio for strong brand identity by creating catchy jingles, brand sounds, or theme songs. Just like how a tune can make a commercial memorable, it helps create strong mental associations with a brand. For example, Taco Bell’s infamous bell sound resonates in many people’s minds—and it’s just one sound!

2. Storytelling and Emotional Connections

Effective AV marketing often focuses on storytelling. Video ads or content that tell a compelling story can make the brand memorable, evoke emotions, and create positive associations. Consider incorporating immersive brand experiences through video content, virtual reality (VR), or augmented reality (AR). Brands like Nike have excelled at this by producing ads that are emotionally engaging—building not just awareness but emotional mindshare.

3. Multichannel Consistency

AV marketers can create consistent messaging across various platforms, like on TV, podcasts, and social media. Whether it's through TV commercials or digital ads, consistency in audio-visual elements (like a brand’s logo, colors, and sounds) across channels strengthens the brand’s presence and helps dominate consumers’ mental space.

4. Viral and Shareable Content

Short-form videos are highly shareable. When done right, marketing can help a brand become a trending topic or viral sensation, leading to an exponential increase in mindshare. Clever or humorous commercials and short clips often get shared across social media, spreading awareness and reinforcing the brand’s identity. For example, brands like Duolingo and Clickup have recently utilized their social media to create comical, shareable content.

5. Strategic Partnerships

Collaborating with influencers or leveraging partnerships in AV spaces (like featuring your brand in a popular TV show, film, podcast, or social media clip) can dramatically boost mindshare. Audiences often associate products with the celebrities, influencers, or content they love, increasing the likelihood of brand recall. Incorporating thought leaders and influencers into your brand and marketing strategy can give your brand credibility while broadening its reach.

In Closing

Mindshare marketing is the process of gaining attention, awareness, and recognition in the minds of your target audience. It’s about becoming the go-to choice for consumers.

AV marketers have the tools and platforms needed to effectively build and maintain mindshare. Through consistent, emotional, and immersive brand experiences, you can ensure that your brand stays top-of-mind for consumers, driving both recognition and preference.

Check out this video on AVIXA TV for a unique discussion on the parallels between professional wrestling and the world of B2B marketing.