Learning Code #5 Teaches Us the Meaningful Marketing ABCs & 123s
- Sam Pepin
- May 16, 2024
- 6:34 pm
Enhancing Marketing Memorability in 3 Steps
Marketing strategies based on neuroscience can keep your marketing efforts burning bright by using three simple steps to soaring engagement and retention rates.
At CoreCentrica, we understand that to effectively inform our audience, we can’t just present it any which way. The presentation must be structured in a way that maximizes retention and understanding. This is where Learning Code 5 comes into play. By implementing a three-phase learning process, we can significantly improve the way our consumers’ brains convert working memory into long-term memory.
The Three-Phase Learning Process
The three-phase learning process includes the Pre-Heating Phase, the Blast Phase, and the Post-Heat Phase. Each phase serves a distinct purpose in preparing, delivering, and solidifying new information.
1. Pre-heating Phase
The Pre-Heating Phase is all about preparing the learner’s brain for new information. This phase creates temporary potentiation in the learner’s working memory framework. Think of it as something as simple as pre-heating the oven before you bake a pie; it ensures the brain is ready to process (i.e. cook) new information (i.e. the pie) effectively. Some practical applications in marketing include:
- Teasers and Previews: Before launching a new product, create teasers and previews that introduce key concepts and build anticipation. This prepares the audience's mind - that “pre-suasive” stage setting we’ve talked about - making them more receptive to the detailed information that will follow.
- Warm-Up Content: Start your campaigns with engaging, extremely light content that piques interest. For example, a fitness brand might begin with short, motivational videos or a top tips list about getting in shape to prepare the audience for more in-depth content.
2. Blast Phase
In the Blast Phase, the brain is bombarded with word or experience-based information. This is when large sections of the brain that hold concepts related to the topic to be remembered are activated. It’s where all the flavors of each ingredient in your pie start coming together as it bakes. The goal here is to cook up a rich and immersive experience that deeply engages the consumer. Some practical application in marketing include:
- Immersive Campaigns: Use multimedia campaigns that combine videos, infographics, and interactive elements to deliver your core message. For instance, a travel agency might use a combination of virtual tours, testimonials, and detailed guides to immerse potential customers in the experience of a destination.
- Storytelling: Craft compelling stories that engage the audience emotionally and intellectually. For example, a tech company could share the behind-the-scenes innovation journey of a product from initiation ideation to final production of a viable product.
3. Post-Heat Phase
The Post-Heat Phase is designed to stimulate the process that converts working memory into long-term memory. This is where we’ve baked a pie so tasty that the consumer can’t resist digging in for a second slice, which we encourage them to indulge in. In short, it’s a reinforcement phase. We reinforce the new information and integrate it into the consumer’s existing knowledge base. Some practical applications in marketing include:
- Follow-Up Content: Reinforce your campaign messages with follow-up content such as email newsletters, blog posts, and social media updates. This helps to keep the information fresh and top-of-mind for your audience.
- Engagement & Interaction: Encourage your audience to interact with the content through quizzes, surveys, and discussion forums. For example, an educational platform might use quizzes and interactive sessions to reinforce learning and ensure retention.
The Science Behind the Three-Phase Learning Process
Each phase of this learning process leverages different aspects of brain function to maximize retention. The Pre-Heating Phase uses anticipation to create a readiness for learning. The Blast-Phase engages multiple brain regions by providing a rich sensory experience. Finally, the Post-Heat Phase ensures that the new information is reinforced and integrated into long-term memory through repetition and engagement.
Learning Code #5: Key Takeaways
Implementing a three-phase learning process in your marketing strategies can significantly enhance the effectiveness of your campaigns. By preparing the brain for new information, delivering that information in an immersive and engaging way, and reinforcing it through follow-up activities, you can ensure that your messages are not only heard but remembered.
At CoreCentrica, we’re committed to leveraging cutting-edge neuroscience to create marketing strategies that keep your marketing efforts burning bright by cooking up good stuff using three simple steps to soaring engagement and retention rates.
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