informing you that your marketing should be memorable, it's like telling your sales team, they should make sales. The real challenge is not to define the goal, but how to get there. In terms of marketing memorable clothing retailer French Connection United Kingdom used a possible strategy. It has launched a marketing campaign to differentiate itself from competitors by shocking his audience. Print ads and clothing with the controversial "FCUK" logo distinguishes the brand as powerful and rebellious and made a big jump in sales and profits in the first year. Clearly, such an approach is not suitable for every business, but it is important for all businesses to find their way into the memory of the target audience.
To achieve long-term reputation, we must understand the process of memory encoding in three stages. Information first enters sensory memory, but remained there for only one second. A striking first impression is crucial to ensure that your message reaches the short-term memory. The short-term memory is available for only a few seconds to several minutes, during which we want the public to understand and value the material. If this happens, it will be stored in the memory long term and will be available for days or even years. That brand awareness.
Three theories of memory are particularly useful to teach us to be memorable branding and marketing. The effect of similarity "used by the connection in French, says people are more likely to remember things that are different than those that are similar to each other. The effect of "self-reference" indicates that people have a better memory for things they personally relate. The effect of "sensory" refers to the impact on memory functions of sense, like the color.
The similarity effect, first proven in a famous 1964 study by Conrad & Hull, an undeniable marketing relevance, showing the need to stimulate a reaction so strong that the public will think of a post long enough transfer short term and ultimately long-term memory. Vonage phone service is via the television commercials that imply someone does something weird and dangerous. This effect of "shock", combined with a unique jingle and the use of attracting the attention of bright colors, differentiate ads Vonage countless "traditional" advertising of telephone services. An announcement Vonage is also distinguished different, more reflection, and therefore more memorable.
Common sense, experience and scientific research (Craik and Tulving, 1975) tell us all that information is more significant, the easier it is to remember. In psychology, this is called profound and the most profound transformation happens when we refer to ourselves the matter. Taking advantage of this effect of self-reference, you must understand your audience well enough to know what are the messages and images will inspire a better sense of personal connection. All audiences interpret new information through pre-existing frameworks or 'schemes'. If the information received does not match our patterns, we may minimize or ignore. Many drawings are visual, and we tend to react strongly to the subject that evokes such characteristics as age, sex and race that highlights the importance of marketing demographics.
Advertising that targets specific ethnic groups strategically is omnipresent. For one thing, a 1994 study by Martin, Lee and Yang have clearly shown that it works. In essence, the study compared the responses of Asians and Caucasians to Asian models in advertisements. Not surprisingly, Asians had strong reactions and a greater self-referenced. More important in terms of Asian marketing related ad content better, had more favorable attitudes, and expressed higher purchase intentions.
sensory effects, especially the colors, also the memory of influence. A 2001 study by Nickolova Quilici and proved that the color saturation level leads to improved memory recall compared to the saturation of colors or neutral colors low. In short, the colors that stimulate the senses have the most impact. This concept is used in Apple iPod commercials well presenting dark silhouettes against a background of intense color. It is also important to know that different colors evoke different feelings. For example, "hot" colors such as reds, oranges and yellows, have been shown to stimulate mood and appetite and are used by almost all fast food chains.
We are also attracted to colors that are related to past sensory experience an effect known as color recognition, which usually occurs without our knowledge conscious. It is a main reason why a brand should be visually consistent. Coca-Cola is an obvious example red Coca-Cola is instantly recognized around the world. This color reminds consumers to enjoy a Coke, discussed below, it can also make them want to enjoy a Coke. Indeed, color recognition of Coke is so powerful that other brands of cola often try to tap into this by using a combination of red color very similar.
The lesson? If you want to make sales, start by making memories. Understanding how memory processes can help you do. So can partner with marketing and branding professionals who go beyond reciting vocabulary words ("remember", "difference") and continually seeking the most effective ways to achieve your business objectives specific.
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