|
I was recently reading an article in the Harvard Business Review that addressed the upside of regret. Regret in terms of the sense that that things could have turned out differently if you had made a different decision. You know the feeling. When you sometimes wonder if you should have taken left hand turn, but instead you took a right when making some important life decisions. In any case, it spoke about the intensity of regret and how it actually enhances our ability to learn.
This got me thinking. Neuroscience, for years, has suggested that we retain knowledge longer when it is accompanied by an emotional component. In essence, neuroscience is telling us that experiential marketing methodology has a greater propensity to aid in longer term brand recall as opposed to traditional marketing methodologies. It’s the experiential, customer-centric marketing that is built around harnessing the power of the intended audiences’ emotional rolodex.
Great marketing on any form of media has always been experiential. Of course different forms of media allow us different ways to connect with our intended audiences.
If you put a little thought into it. It’s the ads that we all still remember from when we were a kid. It’s the ads that struck a chord with us which is the reason why we still remember the ad. It connected with us beyond our rational selves and connected with us emotionally in some way. I often joke about making the emotional connection. It’s not as if we, as marketers, expect to create such a strong connection that a brand will be walking down the aisle with a consumer to get married anytime soon. However, evoking any kind of emotional response is going to build a stronger connection – science tells us so. Let’s go check the brain scans………Until we meet again!
 |
