Do you want to optimise your attendee engagement and make sure they remember your brand and your products or services? If so, you need to leverage memory in your attendee journey and use strategies that help them encode, store, and retrieve information more effectively.
What is memory?
- Memory is the mental process of encoding, storing, and retrieving information.
- Encoding is how people transform sensory input into a form that can be stored in the brain.
- Storing is how people maintain encoded information over time.
- Retrieving is how people access stored information when they need it.
Memory is how your potential customers remember the event, your brand, your booth and what they learned from it. By understanding how people remember and process information, you can create a more immersive and interactive booth experience that showcases your brand and your products or services.
How to use memory in your attendee journey?
By using memory in your attendee journey, you can help your potential customers encode, store, and retrieve information more effectively and influence their decision-making process. Here are some tips for using memory in your attendee journey:
- Use the spacing effect and the testing effect to reinforce what your attendees learned at your booth.
- The spacing effect is the phenomenon where people tend to remember information better when they review it over spaced intervals rather than in one session.
- The testing effect is the phenomenon where people tend to remember information better when they retrieve it from memory rather than when they simply read or listen to it.
- You can use quizzes, polls, surveys, etc., to test your potential customers’ knowledge and recall of your brand or product information. You can use email marketing, social media, or webinars to provide them with spaced reviews or reminders of what they learned at your booth.
- Use the peak-end rule to create memorable moments at your booth.
- The peak-end rule is the tendency of people to remember the most intense (peak) and the last (end) moments of an experience more than the rest.
- You can use interactive displays, demos, games, contests, giveaways, etc., to create peak moments that surprise and delight your potential customers, and you can use thank-you notes, follow-up emails, or calls to create end moments that show appreciation and gratitude.
- Use emotional arousal and mood-congruent memory to trigger emotional responses at your booth.
- Emotional arousal is the intensity of the emotions that people feel during an experience.
- Mood-congruent memory is the tendency of people to recall information that matches their current mood.
- You can use music, lighting, colours, smells, etc., to create an emotional atmosphere at your booth that matches your brand personality and tone, and you can use stories, humour, empathy, etc., to generate emotional reactions from your potential customers that match your brand message and value.
- Use summaries and takeaways to help your attendees consolidate and recall what they learned at your booth.
- Summaries and takeaways are concise and clear statements that highlight the main points or benefits of your brand or product information.
- You can use summaries and takeaways at the end of each interaction or presentation at your booth, as well as in your follow-up communications with your potential customers. You can also use visuals such as images, videos, graphics, or icons to reinforce your summaries and takeaways.
By using these tips, you can help your visitors remember more of what they learned at your booth and influence their decision-making process. This way, you can optimize your attendee engagement and achieve your exhibition goals.
Make your next exhibition one to remember
Your booth is not the only one that an attendee will see. Harness the power of being memorable to increase the likelihood of your booth experience being the one that stands out against the rest.
Are you ready to leverage memory in your attendee journey? Contact us today and let us help you create an unforgettable booth experience for your potential customers.