Marketing – It really is all in your head!
September 3rd, 2008 by Ingrid Cliff
A fascinating article on Neuro-Marketing in The Age highlighted some brilliant research being done by a Melbourne company who uses science to measure brain responses to ads and other programs.
Neuro-Insight (for a hefty fee) can test subjects brain response to ads and in particular the emotional response of the person viewing the ads. Why is this useful? They can test how emotionally affected a person is by an ad and how motivated they are by the ad.
So what are some examples? John West tested one of their John Waters ads for fish and found that they had their sales message positioned in the wrong place in the ad, and that they needed to edit the ad for greater power.
The use of Climb Every Mountain by the NAB was a great choice.
… And that men are more engaged in The Farmer Wants a Wife than women! (0.83 on a scale of 0-1 compared to women on 0.6)
What does this mean for small business marketing? Well, neuromarketing is outside our price bracket for a while yet – $45,000 to test 50-100 people is quite challenging for most small businesses.
However, the take-away for small business is that triggering an emotional response in the minds of your customers works – provided it is in the right place at the right time.
The other take-away is even the big guys make mistakes, which is why testing and measuring is vital. Even small business can try and then adjust their campaigns for better results.
Until next time
Ingrid Cliff
We put your business into words
This entry was posted on Wednesday, September 3rd, 2008 at 1:04 pm and is filed under Marketing Tips for Small Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
September 5th, 2008 at 1:35 pm
You make a good point about testing and measuring and adjusting, Ingrid. If we’re not measuring how do we know what is working and what needs changing. I’ve come across a great business to give guidance in developing the measures. http://www.staceybarr.com. Stacey is a Performance Measure Specialist who skills business owners up to measure what really matters. She even has a free e-book – 202 Tips for Performance Measurement.