BRAND DEPLOYMENT

BS101: Create a Memory

As we come to the finale in our series of Behavioural Science posts to help you create compelling campaigns for your in-store and online marketing, we hope we’ve been able to Strike a Chord in convincing you that your customers really are at the heart of what you need to be focusing on.

Ready to graduate from our little series in style? Let’s make this one stick.

Last up?

 

Create a Memory

 

When it comes to creating great campaigns and to promoting products with real purchase power, it’s not all about big events and show-stopping scenes. Small, interactive tweaks and gestures can really bring to life - and totally transform - a brand experience in retail.

 

When big brands are tasked with creating memories and providing interactive or immersive experiences, they tend to think that bigger is better. It’s not. Let’s think small, and really drive down on those tiny tweaks that can evoke positive response that sticks with the shopper, long after they’ve walked away. Powerful memories are created through true engagement, so let’s get your shoppers involved!

 

Think about your own shopping experiences and your memories of brands and indeed specific purchases. Who’s never tried on some perfume in-store to see if they really like it? Who’s never looked in the mirror when they’ve tried something on? Who’s never sat puzzled when an old product changes its packaging and you have to change your whole entry approach? It’s these simple and seemingly innocuous actions and rituals that stay with us.

Focus on:

  • Small experiences – they’ll create the biggest effects
  • Audience – if you’re going interactive, then you need to make sure you know who you’re seeking to engage
  • Channel – consider ways of being interactive both online as well as in-store

 

The actions have been evoked, the memories have been created, so now it’s just time to enjoy your campaign as the strength of your brand builds. 

Download our top 5 insights here or contact joe.ward@communsisis.com or matt.mepham@communisis.com for more info on how the world of behavioural science could help you!

 


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