They say that the “average” person is exposed to 3000+ advertising messages per day. With so many messages out there, how do you get a consumer to remember your company when they are ready to make a purchase?

There are two basic ways to remember things: rote memory (repeating something over and over again) and associative memory (tying two or more things together in your mind). Associative memory is more reliable, so don’t underestimate it's importance – it could mean the difference between being remembered and being forgotten.

One way to enhance the storage and retrieval of information is to tie it to as many of the senses as possible. Engaging a consumer will create a stronger association with your brand and increase the retention of your message.

Here are some ways that the 5 senses can work for you:

1. Sight: The sense of sight is used in almost all advertising medium. A bold visual identity and use of specific company colors can significantly improve the retention of your company name (think Tiffany’s blue or Target red…)

2. Touch: Perhaps the best way to engage a consumer is through the sense of touch. If you’re selling products, offer opportunities to sample and see the item in person. If you’re not selling a physical product, print your message on an interesting desk puzzle or nicely textured shirt.

3. Taste: If you’re selling food, taste-testing is a natural association technique. Providing a great cup of coffee or a popcorn snack can be an excellent memory trigger.

4. Smell: The sense of smell is an extremely powerful memory trigger. When you think of a Crayola crayon, can you imagine the smell? According to a Yale University study, the smell of Crayola crayons is one of the top 20 most recognized scents.

5. Sound: Something as simple as the background music played at a retail store can have a powerful effect on branding—and sales. Test out some different music to see what works best in your business.

Engage the recipient using as many of the senses as possible and you’ll be rewarded with better retention of your message.

E-mail this entry to a friend