redhot presents music -- brain glue behind your brand 09-27-16 final drft
TRANSCRIPT
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THE STICKY
STUFF
What sticks and what doesn’t
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90 Percent Of All Purchasing
Decisions Are Made
Subconsciously
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The driving factor in subconscious
decisions making is…
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The influential role of emotion
in consumer behavior is well
documented
• fMRI neuro-imagery shows that when evaluating brands,
consumers primarily use emotions (personal feelings and
experiences) rather than information (brand attributes,
features, and facts).
• Advertising research reveals that emotional response to an
ad has far greater influence on a consumer’s reported
intent to buy a product than does the ad’s content –
• Research conducted by the Advertising Research
Foundation concluded that the emotion of “likeability” is the
measure most predictive of whether an advertisement will
increase a brand’s sales.
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We only THINK that we are
rational beings
• Emotions drive purchase decisions,
not logic: Forrester
FEELINGS KODAK COMMERCIAL FROM 1977
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KODAK COMMERCIAL
FROM 1977
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THE LAST THING ON YOUR
MIND… is the first thing on your mind
• RESEARCH SHOWS • Consumers are more likely to remember
interactions that occur at the end of an
experience than the experience overall
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Two Point Premise
• Emotions Rule
• The End Note is the
Deal Maker
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We Run On Emotions and that we
feeling MOST STRONGLY about the
END of the experience.
What is one of the greatest conduits
for emotional expression and
emotional connection?
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SURPRISE!
MUSIC
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Music Is A Life Force
• The National Anthem
• Here comes the bride
• Amazing Grace
• Taps
Why do think we sing happy birthday?
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LET’S PLAY
A GAME
• Finish the song for me…..
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THE EMOTIONALITY
FACTOR
• How do people FEEL about your product
• NOT what do people THINK about your
product
• Shaping your Brands Personality with
emotionally connectible messaging
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Some Things Jingles
Can Do
• Top of mind awareness
• Cognitive Recall
• Shape Your Brand Personality
• Ignite Your Brand Energy
• Create an Emotional Bond
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Inside of a jingle
production company
• How Do We Create Jingles?
• What’s A Demo?
• What’s A Work Tape ?
• Why A Chicago Jingle Cost More
Than Peoria Illinois Jingle?
• What does a jingle cost?
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So you want to stick in
some one’s mind?
Use a stronger
GLUE
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Music… Brain glue
behind your
brand
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My company is ….
The Red Hot
Jingle Company
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