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Direct Response Marketing

Pre-Show Intensive Takes Memorable Advertising to New Levels

16 May, 2012 By: Doug McPherson, Jackie Jones

SAN DIEGO – More than 125 Response Expo attendees joined Dial800 for the Pre-Show Intensive (PSI) Tuesday afternoon to learn how to create memorable advertising that increases response and the science behind memorable advertising.

The event, hosted by Dial800 CEO Scott Richards, featured Ron White, two-time national memory champion, and a distinguished panel for an entertaining and educational talk, with a cocktail reception immediately following.

“Memory is obviously key for DR practitioners,” said White, CEO of Improve Memory. “You must give plenty of thoughts on how you’re going to help consumers remember your message, and more importantly, how to help them remember how to respond to your message.”

White began the event greeting nearly every attendee at the door, taking note of their names, which he later recited in front of a packed room to prove just how incredible his memory was. White asked everyone in the room to stand and then sit once he correctly named them, which took less than a minute at the start of the PSI.

White, who gave specific tips and tools on what makes something memorable, also kept the crowd laughing and on their toes, repeatedly addressing individual attendees by name throughout the two-hour session. White related key factors in remembering people’s names to the overall concepts and theories behind memory that marketers can use to create more successful advertising.

There are five factors behind remembering information, White advised the PSI guests:

1. Focus: Before you meet someone, and as you’re about to meet someone, as yourself this question several times: “What is their name?” In other words, focus on what you want to remember.

2. File: Store that name with a distinguishing feature. If the name is Jeff, for example, think of Jeff as a chef and his eyebrows as spaghetti, White cited.

3. Picture: The mind remembers in pictures, so picture that face when you hear the name.

4. Glue: Think action and emotion. When you meet the person (White used Jeff the chef as a continuing example), picture yourself stirring the spaghetti happily with lots of stirring motions.

5. Review: Immediately after you meet the person, review the name and the picture you’ve associated with that person to keep it in your memory.

Other panelists at the PSI also talked about how DR ads can help people remember messages. Among the standard tools are the use of celebrities, experts, real people, slogans and humor, the speakers noted.

Afterward, PSI attendees enjoyed some of the week’s first beautiful views of San Diego during a cocktail reception on Aqua Patio of the Hilton San Diego Bayfront, before heading to the Response Expo 2012 Keynote Address by John Foley, former lead solo pilot of the Blue Angels.

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