CRUNCHY NUGGETS: I just read a series of articles in Fast Company magazine that I wanted to share. They touch upon a book: “Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing” written by “neuromarketing pioneer” (fancy, right?!) and EVP Deutsch LA, Douglas Van Praet. From the snacky bits shared in Fast Company, he has done studies that basically point to human emotion as the reason why consumers buy. OK so that doesn’t seems terribly earth shattering. But it supports how consumers say what they say in research, but then do what they do at shelf, at point of purchase, online at checkout, etc. Which aren’t necessarily one and the same. He talks about how the most impactful marketing follows seven- steps to inspire. Fast Company, thus far, has covered 4 out of the 7. I am going to snap shot the four (and I mean very nuggety snap shot like), and then follow-up with the rest in a later post. Sound good? Great, I’m glad you agree! Here goes:
Step #1 is to Interrupt the Pattern — Simply put, give consumers an unexpected, fresh new way to look at what you’re trying to share with them.
Step #2 is to Create Comfort — Basically, establish a level of trust.
Step #3 is to Lead the Imagination — Allow the consumer to aspire to something, to dream, to believe in possibilities.
And then Step #4 is Shift the Feeling — Get the consumer to feel an emotion with your message.
Like I said, there are three left, which I’ll share. In the meantime, here is a place to start in reading more: http://www.fastcocreate.com/1682625/the-myth-of-marketing-how-research-reaches-for-the-heart-but-only-connects-with-the-head
The challenge, honestly, is how to best do this in :15 seconds — 5 frames — on packaging — in a single print ad. Often, in the face of no available insights about the target, no research but just lots of gut feelings. Yikes! But again, I think if you circle to the original intention of his steps, and recognize that research doesn’t necessarily reveal all, and that developing messaging that touches upon emotions to trigger action, I think then you have a good takeaway. More to come! #consumerinsights #marketresearchinsights #advertising #marketing