An experience is memorized better if it has a ritual character. That way communication becomes even more effective and in the end, you reach more people who experience your brand the way you wanted it to be perceived.
When did you last celebrate Christmas or New Year’s Eve in April? Never? Well, then you are part of the majority. Rituals all share one thing: they happen at the same time, every year or month or within another time schedule. Memorized images and recollections of happenings play an important role: The scent of last Christmas’ turkey, the fantastic, champagne-fuelled night out in New York City on New Year’s Eve two years ago.
How important are memories for Live Communication
Live communication is an umbrella term for communication tools that focus on personal encounters and the active experience of a brand within a staged environment, often times such an encounter activates the target audience’s emotions. Stagings like that work even better, if they possess a ritual character. An event that happens every year at the same time. It can be ordinary events like the staff outing or the company Christmas dinner: every seemingly unimportant event has the potential to communicate. Even if it does not. Well, mainly then. By creating memories, you can re-activate them and make them your base for future communication.
You cannot not communicate
The co-operation of these elements as well as the direct and personal interaction between brand and target audience should lead to unique and sustainable memories that can make a brand comprehensible and indefinable and have the power to change or confirm one’s attitude towards a brand. The tools for live communication include fairs, showrooms, events, promotions and specific forms of customised sales. Therefore, even if you do not communicate, you communicate. In that case probably not exactly in a positive way. At this point it is worth to take a look at the first paragraph: Rituals and memories are the very essence of events. Let us start there and seize the opportunity to communicate. With the right attitude.
Photo by Denise Johnson on Unsplash
Published 29.11.2017 © Brandsoul AG