Time to Tap into Conscious & Unconscious Triggers with Learning Code #13
A powerful strategy for enhancing long-term memory and recall.
Encourage the brain to recognize and create strong, relevant associations.
Effective learning isn’t just about acquiring new information—it’s about ensuring that this information is easily retained and recalled. Learning Code 13 focuses on implanting conscious and unconscious “Access Triggers” in the brain, which facilitate the transition from temporary memorability to long-term memorability, a key component of Meaningful Marketing™ strategies.
Understanding Access Triggers
Access Triggers are a kind of “tag” – comparable to a post-it note you place on your desk to remind yourself to do something you know you’ll forget to do – that’s implanted during initial exposure to information and can be reactivated in subsequent follow-up exposure. These triggers stimulate neurons to jump from temporary potentiation, where the memory is not yet solidified, to long-term potentiation, which signifies permanent memory formation.
Key Characteristics of Access Triggers:
- Conscious Triggers: These are deliberate cues that consumers are aware of, such as keywords, phrases, songs, images, etc., that they can associate with the new information they’re being exposed to.
- Unconscious Triggers: These are more subtle cues that a consumer may not actively be aware of but can still reactivate the neural pathways associated with the novel messaging.
The Impact of Access Triggers on Information Adoption
When Access Triggers are used properly in a marketing campaign, they can significantly enhance information retention and recall by setting the stage for:
- Enhanced Memory Formation: Access Triggers help solidify new information by linking it to pre-existing neural structures, making it easier to recall.
- Improved Recall Later On: By reactivating the same neural pathways, Access Triggers make it easier for learners to access stored information quickly. This is not unlike experiencing nostalgia. Perhaps you hear a song playing in a store that reminds you of a childhood experience like the first concert you ever went to. We can similarly capture positive experiences like this by way of Access Triggers, like a memorable jingle.
- Increased Engagement: The use of Access Triggers can make consumer information adoption more interactive and engaging as they learn to recognize and respond to familiar cues.
Strategies to Implement Access Triggers
To effectively use Access Triggers in marketing, consider the following strategies:
- Use Repetition and Reinforcement: Introduce key concepts and cues repeatedly across different channels. This reinforcement helps solidify the neural connections associated with the new information. For example, let’s say you have a case study you really want to highlight. Step one is, obviously, to write the case study. Then, promote it on social media channels, in email newsletters, on podcasts, you name it. And make callbacks to it later down the line. Perhaps you host a webinar sometime after the case study is published, but that case study serves as a relevant example of a key point in your webinar. So, call back to it, and tell people where to find it; for all you know, some of the audience may have missed it anyway.
- Incorporate Multisensory Cues: Use a combination of visual, auditory, and kinesthetic cues to create Access Triggers. Multisensory approaches to information exposure help activate multiple neural pathways, making the information more memorable. For example, an online certification course could use a mix of videos, sound bites, and interactive simulations to reinforce key concepts and serve a multitude of types of learners - explore more information on the 11 Biological Preferences (learning types).
- Create Contextual Associations: Link new information to familiar contexts or experiences. This causes consumers to form stronger associations and makes the information easier to recall. An excellent example of this is language learning apps. These programs often teach new vocabulary by embedding it in familiar scenarios, such as ordering food at a restaurant or introducing oneself at a social gathering.
- Utilize Storytelling: Embed key concepts within stories or narratives. Stories naturally create strong emotional and cognitive connections, making the information more memorable. Health and wellness coaching programs employ this strategy often and for good reason. A health and wellness coach can use patient stories to illustrate the benefits of different health practices, reinforcing the information through relatable narratives. This establishes proof of concept and authority all while being empathetic and ethically-minded.
- Encourage Active Participation: Thanks to modern tech, we can implement this strategy outside of in-person events. Video meeting platforms now feature break-out rooms where your audience can engage in group activities that require them to actively use and recall new information. Active participation helps strengthen neural connections and makes Access Triggers more effective. For example, a marketing workshop – in-person or not – might involve participants in role-playing exercises where they apply new strategies they’ve learned at a conference or webinar and recall key concepts in this simulated environment.
Practical Applications in Marketing
- Creating Memorable Campaigns: Design marketing campaigns that use Access Triggers to reinforce brand messages. For example, use consistent branding elements (like logos, slogans, and jingles) across different platforms to create strong associations.
- Enhancing Customer Training: Implement Access Triggers in customer training programs to improve product knowledge and usage. Use a mix of videos, tutorials, free demos, and, if possible, based on the context, hands-on activities to reinforce key information.
- Building Brand Loyalty: Use storytelling and contextual associations in your marketing content to create strong emotional connections with your audience. This helps reinforce brand loyalty and makes your message more memorable.
Learning Code #13: Key Takeaways
Embedding conscious and unconscious Access Triggers is a powerful strategy for enhancing long-term memory and recall. We do this by following two easy steps:
- Encouraging the brain to recognize and create strong, relevant associations.
- Reinforcing key concepts through cross-channel marketing and campaign call-backs.
In just these couple of steps, we ensure consumers retain and easily recall important information.
At CoreCentrica, we are committed to leveraging the latest Meaningful Marketing insights to create marketing strategies that resonate deeply with your audience. Stay ahead in the world of neuromarketing by incorporating these insights into your campaigns.
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