There are so many things that can influence your business’ success. And marketing is one of the most important things you should look into. Sometimes, getting in the face of your audience and impressing it can be a challenge. Ensuring your audience will remember your campaign is also challenging. But psychology research papers and marketing professionals have several suggestions that will help you on the way. But let’s find out first a little about how memory works and how can this information help you make a lasting impression.
The Basics – How Memory Functions
The mechanisms behind our memory are not as easy as we think. According to Baddeley and Hitch’s working memory model from 1972, the human memory is divided depending on how long the information is stored and on the type of memory.
Specialists identify some big components of memory: sensory memory, working memory, long-term (which includes explicit and implicit memory) and short term memory. When designing your next marketing campaign, you want to check the long-term memory box and make sure your audience will remember your company and campaign for a really long time.
#1. Priming – The Cornerstone of Memory
Priming is the memory process of creating an association between words. Pairs like “macaroni-cheese”, “content-marketing” and so on are the result of repeating year after year the same association of words. The process helps humans organize their consciousness and understand the world around us.
Use this concept in your campaigns to ensure your audience will remember your brand and products or services. You can use many ways to use this mechanism strategically. You can manage this by using sounds, tasks, smells, and even images.
When deciding what images you will be using in your marketing campaigns, look for those reflecting accurately what image and message you want to send. People seem to be more responsive to images that inspire joy and happiness. The same goes for your campaign’s copies. When designing your company’s campaigns, ensure that you use a consistent brand voice. If not, your audience will most likely be confused and unsure about what kind of enterprise you run and what audience is targeted by your message.
When consistency lacks from your brand voice, it becomes more difficult to prime your audience. It will become more difficult for you to create the association through repetition we mentioned before.
In other words, think carefully what do you want to associate your brand with and work with that idea in mind in all your campaigns. Think of Milka or Coca-Cola commercials, if this helps. They are a highly consistent and perfect example of priming.
#2. The Mere Exposure Effect
After you establish what impact you want your campaigns to have, you have to think of suitable sharing methods. But there is still another little aspect you have to take care of before: figure out if your audience will respond positively to those. Psychology will come once again to your help.
The familiarity principle or the mere exposure effect is the concept saying that the more a person is exposed to an idea, the more they become familiar with it and end up liking.
While your audience might not like or engage with your campaigns from the beginning, exposure will help you engage them, in the long run.
But the way in which you present the idea is also important. We mentioned before that consistency is the key to creating associations between your brand and your campaigns. When designing the explainer video production content, you could try to create a little story, with different “episodes”. Keep the same characters, a linear story and try to engage your audience in the story. Use the same characters in all presentation mediums, not only in your presentation videos.
To share the same type of content, use the cross-channel strategy. It appears to work the best when you want to expose your audience to the same message, but improve customer experience. This creates the idea that your message is important and worthy of your audience’s time, since they have been exposed to it on different mediums.
#3. The Spacing Effect
Playing it cool also seems to help to engage your audience more effectively. You have to spread the frequency of your content evenly and avoid looking desperate to prime your audience. You don’t want to prime your audience with being desperate because this is how they will remember your brand.
The spacing effect comes from psychology and it is extensively used in education and pedagogical techniques. The idea behind the concept is that people remember information better if they are exposed to it gradually. This concept is rooted in how memory functions and specialists explain that the more a person revisits information over time and develops connections in their memory, the higher are the chances to store that piece of information in their long-term memory.
Try to remember your time in school. Has squeezing all your studying just before exams ever been effective? Most likely, it was not. But when people study at evenly split intervals, they are more likely to recall information better and have it stored in their long-term memory.
The same goes for your audience. Prime, expose and space your message and campaigns to make those more effective. You just can’t expect to have your audience remember everything you feed them.
Psychology is a wonderful science that can be successfully used to make your marketing campaigns more memorable. Make a lasting impression by using the phycological concepts above to make the most of your audience’s memory and likeliness to store your campaigns in the long-term memory center. Use the tips and tricks above to ensure you are using effective marketing strategies in ways backed by science. Your audience is sensitive to the way and shape you deliver information and this is why marketers emphasize the importance of consistency.
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