Regardless of your audience, sector or campaign execution, there’s one challenge that has been bugging marketers since the dawn of B2B.
How do you hold the attention of future (and passive) buyers, and make your brand their number 1 choice?
Every year, snazzy new techniques and tools are thrown into the mix, promising to solve all our problems. But when you boil it down, there’s one common denominator…
Memorability.
Our ability as humans to retain and recall information.
And it all starts in the hippocampus…
No, not the university of water-dwelling mammals.
The hippocampus is the part of the brain that’s responsible for forming and storing memories.
Sounds simple, right? We just need to make our brands unforgettable. *gulp*.
But how do you actually stand out from the crowd (for the right reasons)?
How do you meaningfully capture people’s attention among so much noise?
And the million dollar question… how do you use buyer psychology to drive conversions?
Well, there’s a lot to unpack here.
Use distinctiveness to drive long-term memory
Idea in a nutshell:
The Von Rostoff effect proves that the more distinct something is, the more likely we are to remember it – even when you see lots of the same things at once.
What to do next:
Find out what your competitors are doing, and take a left turn. The bolder, more surprising your campaign the better. Don’t forget to use platforms like Wynter to test your creative and messaging to check it lands before going live!
Emotion and sensory encoding are your new best friends
Idea in a nutshell:
Positive emotions enhance memory coding by 30-50%, and stories are 22x more memorable than facts. Brands need to create a narrative arc in their campaigns that buyers emotionally connect with (it’s called neuro-coupling).
What to do next:
Consider how you can use smell, taste, sound and touch in your next campaign. Whether it’s creating music, designing immersive event experiences, or surprising audiences with an OOH or Direct Mail – the world is your oyster.
Personalise and repeat seven times
Idea in a nutshell:
For a buyer to recall a brand, they need to have engaged with them at least seven times. Getting your brand past the hippocampus and into long-term memory is key for winning over prospects.
What to do next:
Use platforms like Influ2 to get a personalised message in front of your audience, wherever they are. Build GTMs with multiple touch points over a long period of time, so that you can evolve your message and build familiarity.
That’s it folks! A whistle-stop tour of buyer memorability.
For a deep-dive, and to see how we’ve applied these theories to create award-winning ABM campaigns, watch our on-demand webinar here.
As always, if you’ve got any questions, feel free to drop us a message here or on LinkedIn.
Selbey Anderson Group of agencies