brain power for smarter marketing

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BRAIN POWER FOR SMARTER

MARKETING

Diana LucaciCEO, True Impact@dianalucaciwww.trueimpact.ca

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We humanize your brand, your marketing and your communications,

by revealing your customer’s real emotions.

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WHO & WHAT

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EMOTION

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WHY

Antonio Damasio

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People don’t buy WHAT you do.

They buy WHY you do it.

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Guilt/Shame

Results

• 14% increase in sales

• 6.8% increase in trips to the snack aisle

• 2010 Effie, 2009 Cassie

1. FOCUS ON CORE NEEDS

No Guilt/Shame

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Predictive Eye Tracking Examples: Focus their attention on your call to action.

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Focus your message. The brain can process only one concept at a time.

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2. MOTIVATE WITH EMOTION• Determine the brain’s response to physical and digital

advertising media.• Identify the media most likely to activate response.

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EASIER TO UNDERSTAND

Direct mail is easier to understand than digital media.

Physical Digital0123456789

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5.156.37

Cognitive Load Scores

Ad Testing Benchmark5.5

Physical Overall

Digital Overall

• With lower cognitive effort, the brain is primed to enjoy and trust your message.

Private and Confidential – Internal Distribution Only

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Tangible media is far more persuasive than digital media.

PHYSICAL MEDIA IS HIGHLY MOTIVATING

Physical Digital0123456789

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6.775.52

Motivation Scores

Physical Overall

Digital Overall

Ad TestingBenchmark5.2

Physical Plain Physical Senses123456789

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6.467.21

Physical Plain Physical Senses

Private and Confidential – Internal Distribution Only

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• Stronger overall positive response

• Better recall of brand and offer details

• More likely to drive action

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Direct mail has unique motivating factors. Uncover them.

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3. BUILD TRUST

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THE IMPACT OF CHARITY LOGOS

• Snacks are perceived as trustworthy when associated with a non-profit, especially with a health aspect.

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A B

• The brain is pre-programmed to judge people with larger pupils as more trustworthy.

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Understand the psychology behind trust.

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4. CHANGE BELIEF

1. Stop ‘grab & go’ behaviour

2. Draw attention to your product

3. Be considered and be selected

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Current Pack New Pack

The New pack showed promise!

SCREENED 8 CONCEPTS

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QUANTIFYING EMOTION

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BRAIN METRICS

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BRAIN AND MOUTH DISAGREE

New Pack Current Pack65%66%67%68%69%70%71%72%73%

72.20%

69.86%

FELTMotivation to Purchase

New Pack Current Pack65%66%67%68%69%70%71%72%73%

68.00%69.00%

SAIDMotivation to Purchase

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SAID

New Pack Current Pack67%

68%

69%

70%

71%

72%

73% 72.36%

69.91%

FELT PURCHASED

New Pack Current Pack67%

68%

69%

70%

71%

72%

73%

68.00%

69.00%

New Pack Current Pack0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%46.67%

26.67%

EMOTIONS DRIVE ACTION

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People will purchase on how they feel, not what they say.

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Traditional research misses the big picture. Shopping is highly emotional.Humanized marketing unlocks otherwise unknown shopper

preferences.

ELEVATE CUSTOMER INSIGHTS

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HUMANIZED MARKETING

Key Takeaways

1. Focus on the core needs.

2. Motivate with emotion.

3. Build trust.4. Change belief.

Main CMO Concern:

How do I deliver the total customer experience, in a personalized and emotionally engaging manner?

- Marketing 2020 Benchmarking Network, 2014

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info@trueimpact.cawww.trueimpact.ca