Memory Marketing Makes the Most of Customer Experiences

Variety isn't the spice of life these days—experience is. Seventy-four percent of Americans favor experiences over products according to data from Expedia—granted, there's inherent bias in a travel booking company's analysis, but they would be the ones to know. In general, modern consumers are hungry to live, enjoy, share and review. Yet many businesses are still unable to reap the full benefits of customer interactions. Why? It’s because oftentimes, they are letting their customers collect experiences passively rather than actively. The American Psychology Association contends that people enjoy events and places more when they take photos (put down the selfie stick, though). There’s significant perceived customer value if you, as a business, choose to post the image on their behalf. If you actively capture moments for your customers through photos, videos, GIFs or other media, you build a powerful interaction bridge. You can remind your customers of the special moment they lived with your brand—as well as with your product. From greater loyalty to enhanced brand advocacy, memory marketing helps you connect with your customers over the most genuine thing there is: experiences. How Covid Memories Will Open New Connections Between Brands and Consumers Unlock the true power of experiences Facebook and Google know this all too well: Humans are both incredibly nostalgic and possess a deep-seated desire to document their lives. Through features like a simple notification that reminds a user of a specific moment in the past, these platforms can get consumers’ minds hooked on reminiscing and wanting to share it with others. For Facebook and Google, this practice means more advertising opportunities as users spend more time scrolling. Your brand gets no benefit, even if a customer’s specific memories are closely linked to your business. If you let your customers capture their moments by themselves and then share those on third-party sites, you have no control over the relationship. But by stepping in to capture memories actively, even by simply taking their photo while they enjoy your product or service, you can create a direct communication line for the future with a vital touchpoint. Even the simplest photo you take can become the most valuable memory to your customers. Rather than having one parent not appear in the photo because they were the one taking it, or a family walking away with a blurred selfie, you can step in to actively capture experiences for them while they enjoy your product or service. Whether a reminder of a wildlife tour or a gourmet experience at a restaurant, these photos are then cherished for years to come. Memories are highly contagious The experience you provide doesn’t necessarily need to be shaking hands with Oprah or tasting the world’s most expensive chocolate. What seems to matter the most is whether those experiences are shared with others, adding an element of social pleasure. When moments, such as anniversaries or family days out, happen with your brand, you can remind customers of this experience again and again, with a compounding effect over time. That way, the customer can enjoy the experience even after it’s over. Memory marketing—the actual process of reminding customers of past experiences—is mainly successful because memories are rarely kept to oneself. The power of the memories you capture, no matter the format, comes from being retold and shared. That’s why brands need to leverage experiences that can turn into memories seamlessly. For Spotify, this may be the annual hyper-personalized roundups; for your brand, it may be a simple email with an attached photo of the customer enjoying your service sent a year after their visit. Marketing memories right Memories are inherently subtle and intimate; they shouldn’t become a part of ruthless marketing machinery. Rather than cheapening the message, customers’ feelings must come first. Forget senseless blasting and instead use memories strategically (with carefully crafted copy) for events such as birthdays and holiday wishes. Too much of repeated use will dilute the impact, so strive for balance above everything else. When it comes to the call to action, the value of memories itself comes from referrals and social consumption. Depending on the specific outcome your brand is looking for, you can include a promotional message. However, intrusiveness could make your customers question your true intentions. A simple yet powerful call to action can be inviting the customer to relive the memory and share it with others. Your messaging will also depend on the channel you are using, be it text, email or social media platforms and messengers. Reminding a customer of the memorable experience they had with your business adds an additional service to create a relationship from a significant moment and thereafter. Whether it’s driving reviews or nurturing a new generation of brand ambassadors, businesses that offer experiences as part of their services shouldn’t miss out on memory marketing any longer.