marketers help customers remember brands?
Susan and Nancy can start by rereading the notes or the materials shared in the training. Most people today, dislike reading, so this alone is not sufficient. Reading notes or materials is often considered passive learning. This can be made a bit better by using a technique called spaced repetition, which is reading over and over at intervals. This method will be one many of us may remember from the days we prepared for exams, something akin to cramming. If you have ever considered yourself a good crammer, you will also have observed that immediately after the exam, your brain autodeletes the information such that the same exam taken by you even a week later, may result in a very different score. And yet we attach so much importance to one score or grade, often times basing an entire career path on it. This should be a very sobering thought.
A more active approach would be to use practice questions. Answering past papers, or reviewing past cases, would put more of the information into perspective. Learners also prefer using flash cards, which allow capture of key concepts and information, which are viewed over and over to help with recall.
Another method of improving memory is the Feynman Technique. This is named after Richard Feynman who suggested if you cannot explain something simply, you do not yet understand it deeply enough. Are you able to explain it to a four year old? Can you explain without using industry jargon?“ Marketing segmentation involves dividing heterogeneous markets into homogeneous subgroups.” OR“ Businesses group customers
75 MAL72 / 26 ISSUE with similar needs together so they can communicate to them more effectively.”
A different approach called“ chunking”- involves breaking large pieces of information into concepts or themes. Once information is in chunks, it becomes easier to process, easier to understand and connect to other concepts and easier to recall.
Seneca a Roman Stoic philosopher said " While we teach, we learn.” This is part of a concept called the Protégé Effect. It simply means the best way to learn something is to teach it. This allows one to master concepts very quickly.
Another method of reinforcing learning is through coaching. Coaching is a collaborative, goal-focused partnership that helps individuals unlock their personal and professional potential. Unlike teaching or mentoring, coaching does not provide direct answers. A coach tends to ask open ended questions, which forces a learner to retrieve information from their memory. This information when shared helps set specific goals. When action plans are created to implement these goals, there is forward movement, resulting in achievement and outcomes. The coach provides a safe environment where fear of ridicule is removed, allowing a learner to be creative and take calculated risks. Learning and memory reinforcement occurs throughout this process. The onus remains on the learner to reflect and learn.
Memory reinforcement is the only way to slow down the Forgetting Curve. These tools help you in your journey as a marketing professional. But what happens when the Forgetting Curve affects customers / clients? What can you do as a marketer to help brand awareness, brand recall and staying top of mind?
Retargeting is a digital advertising strategy where ads are shown to people who have previously interacted with a brand but did not complete a desired action. The ad is shown again to people who have already interacted with the brand in some way. It could be the same ad, with the same message, or the marketer can use a concept of sequential retargeting. This involves messages that follow in a sequence, that capture the attention of the customer and have a call to action, thus driving uptake.
Creating memorable experiences can also be useful through the use of storytelling, songs or even audience participation. This captures the attention of the audience and allows for building a relationship with the brand, making it far easier for brand recall.
In the words of Benjamin Franklin: " Tell me and I forget, teach me and I may remember, involve me and I learn."
Thrity Engineer-Mbuthia is a marketing practitioner and leadership coach with over 25 years’ experience in corporate and academia. You can commune with her via mail at: Info @ thrityengineer. org.