Generating Memories Based on Interaction

What techniques can a company use to stand out in the mind of the consumer? Amy Poremba, professor in the Psychology department at the University of Iowa, conducted research on auditory central nervous system processing. She states that "as teachers, we want to assume students will remember everything we say. But if you really want something to be memorable you may need to include a visual or hands-on experience, in addition to auditory information." We are all constantly receiving multiple visual inputs from various sources, which presents a challenge for advertising professionals: companies have to generate impactful messages to position themselves in front of their competitors. Consider some of the following aspects of engaging consumers and standing out in the audience’s mind.
Interactive Mural x Capital One at SXSW
Interactive Mural x Capital One at SXSW
Formats made to remember
Ingenuity is more effective than perseverance. Following Professor Poremba’s advice, companies can utilize strategies that integrate visual and interactive experiences. The audience takes on a more active role and will make longer-lasting memories based on the experience. This is because a memory obtained through a proactive process (such as using the senses) is more likely to persist in the mind than a memory gained through unidirectional communication.

Information that will become memories
Once the potential buyer is interacting with the brand, companies have to take advantage of this valuable time - there may only be one shot. As such, there needs to be a clear, defined goal or else the company risks confusing the potential consumer.

Some examples include:
- A telecom company is having trouble getting their customers to understand the purpose of their different hotlines: pre-sell, post-sell, technical support… Conventional media didn’t work, so the company wants to make sure they’re getting their message across clearly. They decide to install video projection mapping display murals in shopping malls which are designed to pose a question to the audience (answered through motion sensors, switches, etc.). Depending on the answer, there will be sounds or lights to indicate accuracy.
- A brand new company realizes that it’s difficult for them to explain their business to potential consumers since it’s an innovative concept that is not easily grasped. They may install an interactive panel in their physical store that highlights a different product/service in their portfolio each time that the audience chooses a topic by pressing one of the possible options.

The goal of most interactive wall murals is to educate consumers by means of projection mapping.

Audience defines strategy
Companies need to know their consumers in order to create the most effective interactive formats. If the target audience is children, the hook in the interactive relation between the child and the brand may be an easy game related to the company. In contrast, a makeup brand can base the experience on a software that simulates different tones applied to the audience’s skin after an initial photoshoot.
Interactive Mural x Capital One at SXSW
Right time and place
Companies always want to speak to their audience, but as salespeople know, it’s not always the right time or the right place. However, companies can anticipate and capitalize on a willingness to engage: an audience is more receptive if they walk into a store, attend a corporate event, an industry trade show or a fair. These are optimal spots to place an interactive mural and to start a relationship based on a real impact.

Wall and Wall has its own electronics supplier, which facilitates faster programming setup and means greater access to necessary components. Do not hesitate to get in touch for any query you may have regarding interactive murals and consumer engagement. Our muralists can answer any question and provide additional information.