Wednesday, March 10, 2010

Sense memory cinnamon goodness

Sense memory is defined by "" as something which is used in two very different ways. In the first way, it involves the interaction of the senses and the memory, and the ways in which certain sensory stimuli can trigger memories. People may also evoke the concept of sense memory in the context of an acting technique known as affective memory, in which actors attempt to use their senses to put themselves into the mindset of their characters.

For advertising purposes we obviously want to draw on the memory of that porridge smell from the kitchen you remember when you were five. The smell of cedar burning in the crisp air from the ski chalet last weekend. One a distant memory, one an ongoing memory; both drawing your mind to positive association.

How do we entice a consumer to pull the trigger on a purchase decision? There are two influencers. Price (rational) and feeling (emotional). Price may be the key motivator on some decisions, but ultimately if you, as a skilled marketer, are able to hardwire the emotions to rational thinking, you'll always come out ahead.
People want to own a Mercedes, but it's difficult to justify the extra cost. However, when it's proven that that particular Mercedes also is proven to be the best in its' class in crash safety tests, a huge lightbulb, no spotlight goes off in your head that screams "JUSTIFICATION". And there you have it. You are the owner of one of the finest pieces of automobiles every crafted, plus your family benefits from the added safety. They got you on both fronts. You didn't stand a chance.

Tomorrow - Retail space. A dying breed or a new launch pad to consumer connection?

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