Monday Memo
A Byte of Knowledge
We stumbled upon a real gem this week – Anthropic's prompt engineering guide.
You know, the brilliant minds behind Claude AI? Their guide is packed with insights, some familiar and some that'll make you go, "Aha!"
One tip that blew our minds was the "Let Claude Think" recommendation. It's a tiny snippet of text added to your prompts that can make a massive improvement.
The Anthropic team says giving a chatbot time to mull over a problem before responding can lead to better outputs.
This is why they recommend adding the text "think step-by-step" to the end of your prompts.
By telling a chatbot this, you're encouraging a more systematic and thorough approach to problem-solving. It forces the chatbot to come up with the best answer instead of simply an answer.
Put this prompting technique to the test. Fire up two separate chats, using the same prompt in each. But in one, add "think step-by-step" at the end. Then, sit back and compare the outputs.
Something to Ponder
You've probably heard a variation of the saying, "the shortcut is actually the longest path." It's a cautionary tale that reminds us quick fixes are often too good to be true. But in the world of marketing, AI seems to be the exception to the rule.
It's a shortcut that actually delivers on its promises. With AI-powered tools at our fingertips, you can write compelling copy and create art in the blink of an eye.
But here's the thing – AI can be a double-edged sword. While it's an incredible asset, it can also become a crutch if you're not careful. It's easy to get so caught up in all the new tools and capabilities, we start relying on it too heavily. We forget the fundamental skills and knowledge that got us here in the first place.
And that's where the real danger lies. You still need to know whether the final product is effective, unique, and better. Just because you got there faster doesn't ensure any of these things.
Use AI to your advantage, but don't let it become a disadvantage. Embrace it as a tool to enhance your marketing efforts. But don't forget the core competencies that make you, yourself an expert in the meantime.
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We Asked – AI Answered
Our Question: “I recently read how grocery stores place the sugary cereal brands lower on shelves. That way, they're at eye level with kids to attract their attention.
This is one example of what's called 'retail atmospherics.' It's a kind of marketing that optimizes retail space to influence consumer behavior. What are some other mind-blowing examples of businesses hacking the environment like this to increase sales?"
ChatGPT's Answer:
Scent Layering for Product Association
Retailer: A high-end home goods store in New York
Tactic: The store used a technique called scent layering, where they infused different but complementary scents in various sections of the store. For example, the bedding section had a calming lavender scent, while the kitchen area had a warm vanilla scent.
The subtle transition in scents not only provided a sensory journey but also helped to create strong product-scent associations that could trigger memories of the store when encountered elsewhere.
Floor Gradient to Guide Customer Flow
Retailer: A luxury watch retailer in Europe
Tactic: The store installed a subtle gradient in their flooring, with a slight incline toward the more expensive collections. Customers were naturally guided by the gradient, which was barely perceptible but effective in leading them through a curated path that showcased premium products before arriving at more standard collections.
Temperature Zones for Sensory Contrast
Retailer: A high-end skincare and cosmetics retailer in Seoul, South Korea
Tactic: The store implemented temperature-controlled zones where customers could test skincare products. For example, one area was chilled to mimic winter conditions, allowing customers to experience how moisturizers worked in cold weather.
Another area was warmed slightly above room temperature to simulate a hot day, testing the endurance of their sunscreens and makeup. This not only provided a unique testing environment but also helped customers choose products suited to their specific needs.
Acoustic Zoning for Mood Modulation
Retailer: A luxury car showroom in Los Angeles, California
Tactic: The showroom implemented a zoning system for sound, with each area featuring acoustics tailored to the vehicle's character. For sports cars, a low, reverberating engine sound was played to evoke the feel of performance and power.
In contrast, the luxury sedan area had subtle classical music paired with the soft sound of a purring engine, emphasizing refinement and luxury. This auditory atmosphere helped to subconsciously steer customers towards the vehicles that matched their aspirations.
Haptic Floor Textures for Product Contextualization
Retailer: An outdoor equipment and apparel store in Colorado, USA
Tactic: The store installed flooring with different textures corresponding to the environments for which their products were designed. Near the hiking boots, the floor transitioned to a rough, rocky texture, whereas the ski apparel section featured a floor with a soft, snow-like feel. These tactile cues provided a subtle, yet tangible sense of the products' intended use and effectiveness, enhancing the customer's connection to the gear and the outdoor experience it represented.
GOT 15 SECONDS?
Thanks for reading the Monday Memo.
Until next time!
The AI Marketers
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