More than a First Look: Shaping Messages That Truly Stick

First impressions are simply everything. Those words are shared when meeting someone new, presenting a brief, and creating branding for a new company. When it comes to curly hair and marketing, first impressions matter most. The Information Processing Framework consists of the key tactics of memory and loyalty: sensory store, short-term store, and long-term store.

How strong is the hold?

The sensory store is the first interaction our brains have with information that is visual and auditive, however it is only temporary. In the matter of 2-3 seconds we retain fragmented pieces of what was viewed. This challenges marketers to have a strong long last first impression as they are evidently short. In store and online shopping is an obstacle for brands to face as the presentation may not be the same. Therefore creating prominence branding and messaging is important for brands so they can obtain a long lasting impression in the consumers mind.  As mentioned, once the attention is caught⁠— it is hard to sustain it. In order to keep up with the attention of our consumer, we want to use messaging that will resonate with them to keep them hooked. Products that have phrases such as, “frizz free, hydration, volume + definition” are  eye candy consumers shopping for curly hair products. Using the correct verbiage and resonating messages will help maintain the long lasting impression the brand wants.

Train the Curl Pattern 

Longevity is the ultimate goal for a marketer. In the long term store, habits and routines are formed in the consumers mind which leads to loyalty to a brand.  For example, the hair care brand Briogeo has a hair mask that is named, “Don’t Despair, Repair” and this automatically draws in the emotional feeling of the consumer. Someone who is having a hard time with their hair now sees this specific messaging on a product, now has hope to care for their hair. Emotion is what strengthens information to become more than a memory⁠— now it is something they feel rather than something they see. The validation that comes from messaging can allow marketers to create a bond with consumers. In the end, they want their message to live in the long term store and be engraved into one's mind. 

Long Lasting Definition 

Marketers need to understand how information is processed and retained through Information Processing Framework. Without analyzing the steps a consumer takes when going through the buyer decision making process, it can affect the data and results of one's company. All in all, curly hair is more than just being voluminous and marketing is more than messaging. As first impressions may be everything, building brand loyalty and community is what needs to be maintained and preserved.