Getting Emotional

unconsiousbrandingCRUNCHY 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

Mama to Mama

Screen shot 2013-03-12 at 2.55.42 PMFRESH FACTS:  “Moms trust other Moms” — is not a headline, nor new news.  But as someone who frequently deals with mom-targeted brands, I certainly can appreciate these crunchy new stats shared by eMarketer about Moms and what drives their purchase decisions.  Specifically, as they shop online and through mobile devices (smartphones, tablets).  Topping the list of “most important factors in making a purchase decision”: 47.4% of online/mobile shopping Moms are most influenced by Reviews and Ratings from other Moms.  So it’s not price, it’s not promotion, it’s not even direct person-to-person recos from other Moms (word of mouth) — it’s what Moms are saying about the product on that site.  So yes, even if the other mom is a complete stranger, what she has to say about her experience with the item carries a lot of credibility to an online shopping mom.  Shopping convenience comes in second at 24%.  This speaks to a retailer’s/brand’s need for excellent customer service and user experience, for sure.  And then comes promotions and discounts — Moms want a good deal at 16.7%. And the coming in at the end are: Recommendations from other Moms (WOM) at 9.8%, which is honestly quite surprising that it’s so low; followed by product awards (sounds very baby/juvenile product specific).  Again, surprising yet not surprising — a salty-sweet crunchy nugget, if you will (of course, I take it to a snack level, you know me!).  And it goes to show that Moms want to share their experiences, and other Moms want to learn from these experiences — so brands that help this process put themselves into a more advantageous position with their target.  What do you think:  do you trust reviews as much as Moms?  #mobile #marketinginsights #mommarketing #onlineshopperinsights