Making the consumer remember

by Parvez Sheik Fareed

The following was stated in a brief we received: make the consumer remember the product and the slogan. At the Global HQ of the world’s most unknown agency we have two simple ways of solving this kind of problem:

  1. Disguise yourself as a teacher, invade some schools and force the kids to learn about your existence. And tell them there will be tests! This will scare the shit out of them and they will remember you 20 years from now.
  2. Build a trap. Write on a piece of paper “Remember the product and the slogan! It’s important!” and hand it out to every single person you have lured into the trap. We recommend spots where lots of people stroll by so you should avoid rain forests, weird chalets or empty basements.

Our non-existent, very hot PA Samantha will be happy to send you the bill.

I’m afraid in reality there is no such thing that fulfils the desire expressed above.

Do you remember any advertisement you have noticed over the last three days? And if you do so, why can you recall it?

Most likely you will come up with a rationale trying to explain post-fact why you do remember it now. The real answer is that your mind subconsciously has processed information earlier and you don’t have a clue why.

When you go to the supermarket do you purchase anything with the thought in mind “Oh, I remember that ad, so now I am buying this beverage because the slogan is about refreshing my life and the imagery is very appealing to me!”

or

rather you just buy it without any obvious reason except for the fact that your fridge is empty whilst you are thinking of the upcoming weekend and the bloody deadline at work?

You can’t “make the consumer remember”. Just ask yourself when somebody made you remember something. [I am realising that I’m thinking of a Coke  right now. Maybe because of the example referring to the beverage. All I know is that I’m a slave to my subconsciousness. Fuck.]

The focus needs to be on getting noticed. If done smart, there is a chance that the consumer will remember. Later, subconsciously. Without knowing that he actually knows he already knows. Solid advertising and marketing has more to do with psychology than anything else. It’s about finding clever ways how to get into the mind of consumers.

And we are all average consumers. Even if we like to think we are not.