Involve Your Senses!!
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?
Enhance the storage and retrieval of information by tying it to as many senses as possible. This will create a stronger association with your brand and increase the retention of your message.
But what if your product or service can't be directly linked to one of the five senses? Durable Advertising (a new word for promotional products, logo merchandise or swag) offers the opportunity to see, touch, taste, smell or even hear a sound that can be associated with your brand.
Here are some ways that the 5 senses can work for you:
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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 blue or Target red)
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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, a gel wrist rest, a fleece hat or nicely textured shirt.
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Taste: If you're selling food, taste-testing is a natural association technique. Providing custom chocolate, a great cup of coffee or a popcorn snack can be an excellent memory trigger.
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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.
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Sound: Something as simple as background music at a retail store can have a powerful effect on branding--and sales.
Engage the recipient using as many of the senses as possible and you'll be rewarded with better retention of your message.
For more great ideas on how to involve the senses when choosing your promotional products, just give us a call or email us today for a free, no pressure consultation!
