The Bramotion and Understanding Consumer Behaviour
Here's an article in Adnews about why it's imperitive you understand a) how advertising works, b) how to change behaviour, and c) the power of the Bramotion.
Those are hard questions Adam (I wish I had the answer)
I have recently come across and good example though (I think) – Foxtel advertising.
I have noticed that when Foxtel advertises some shows a little message appears that say “press the green button to record me”. All I have to do is grab the remote and push the green button and it is all sorted. It’ll record to my Foxtel IQ and I can then watch it anytime I want.
No “trying to remember” when the show is on, programming the DVD/VCR, setting a reminder that interrupts a show I am watching etc.
What I like about it is that I can act without it interrupting what I am doing e.g. watching the footy.
Daniel this is a perfect example of good marketing. Instead of investing so heavily into building an 'emotional connection' and increasing motivation - they've applied technology to just make the desired behaviour easier.
Great Article, Totally agree re promotions being a way to build the brand. I was involved in a great campaign in NZ called Nikolai for Smirnoff and at the heart of it, was a promotion. You do something and get something in return. A clear value exchange. Even though the campaign was about becoming a ‘secret agent’ and going on missions. The thing that gets me is how people (including marketers and ad-people) segment the world into neat little parcels and split budgets and focus accordingly. Which means innovative engagement is often hard as ‘someone else’ handles that. Or, ‘where’s the TVC’. It’s like I have been saying for some time, I think the magic is in the ‘gaps’ between disciplines and thinking. E.g. Create a TV show to recruit for an industry. Design a research initiative that’s more about getting people to explore a brand and develop a deeper relationship with it. Whatever it takes. Be focused on the objective rather than the technique.
Hrmm that was bizarre, my remark bought eaten. Anyway I needed to say that it’s good to know that another person additionally talked about this as I had hassle discovering the identical information elsewhere. This was the first place that advised me the answer. Thanks.
5 comments:
Those are hard questions Adam (I wish I had the answer)
I have recently come across and good example though (I think) – Foxtel advertising.
I have noticed that when Foxtel advertises some shows a little message appears that say “press the green button to record me”. All I have to do is grab the remote and push the green button and it is all sorted. It’ll record to my Foxtel IQ and I can then watch it anytime I want.
No “trying to remember” when the show is on, programming the DVD/VCR, setting a reminder that interrupts a show I am watching etc.
What I like about it is that I can act without it interrupting what I am doing e.g. watching the footy.
Daniel this is a perfect example of good marketing. Instead of investing so heavily into building an 'emotional connection' and increasing motivation - they've applied technology to just make the desired behaviour easier.
Thanks for the example. Much appreciated.
Adam Ferrier
Great Article,
Totally agree re promotions being a way to build the brand. I was involved in a great campaign in NZ called Nikolai for Smirnoff and at the heart of it, was a promotion. You do something and get something in return. A clear value exchange. Even though the campaign was about becoming a ‘secret agent’ and going on missions. The thing that gets me is how people (including marketers and ad-people) segment the world into neat little parcels and split budgets and focus accordingly. Which means innovative engagement is often hard as ‘someone else’ handles that. Or, ‘where’s the TVC’. It’s like I have been saying for some time, I think the magic is in the ‘gaps’ between disciplines and thinking. E.g. Create a TV show to recruit for an industry. Design a research initiative that’s more about getting people to explore a brand and develop a deeper relationship with it. Whatever it takes. Be focused on the objective rather than the technique.
Hrmm that was bizarre, my remark bought eaten. Anyway I needed to say that it’s good to know that another person additionally talked about this as I had hassle discovering the identical information elsewhere. This was the first place that advised me the answer. Thanks.
Thanks for your article, very useful information.
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