As most of us know there is a lot to be aware of these days. We are constantly being bombarded with things to look at. In fact, there is more visual stimulation than ever. Naturally there has been a lot of research done on this topic, and it has been discovered (not surprisingly) that more there is for people to pay attention to, the harder it is to get people’s attention.
Think about how much you remember of what you see in one day, today. Or how many things on television, on your phone and internet, in newspapers and magazines, on billboards and the sides of buses that you are not even conscious of. How much of it do you remember at the end of the day – and more importantly, why do you remember the things you do? Take a few minutes to think about what made an impression on you and why.
As we are so visually stimulated, it’s important to bring the other senses into play. The sense of smell is very evocative (which is good for the wine business) and brings back memories of the whole experience. Research has shown (according to the book, “Buyology”) that when people get both smells and images that seem to go together the olfactory parts of the brain those encoding emotional relevance are activated. So people perceive the product as more appealing, and are more likely to remember it. If the two don’t match, it will disappear from people’s memories.
Sound is another sense that plays a big part in how and why we remember things. Sound is recorded in another part of the brain, so by combining sight, smell and sound you are recording information about your product in many different areas of the brain. In the past, I have encouraged you to clink glasses with visitors to your winery. Especially as the clinking of glasses is a sign of friendship, fellowship and celebration, so once again it gives the whole experience emotional relevance.
With all we have to remember these days, you need to do everything you can to firmly embed memories of your wines, brand and winery in the minds of visitors. So be more conscious of how you are combining experiences for all the senses.
A tip of the glass from me to you!