brain power for smarter marketing
TRANSCRIPT
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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
