April 5, 2018
LAST STEP TO GET READY FOR THE RAMADAN RACE
The Past 3 days, we have been posting 3 steps for Brand Managers of all industries for getting ready for the Ramadan Race, supporting each step with with fast & actionable Market Research Tools & Methodologies that can be executed within the coming 39 days countdown.
STEP 1: PinPoint the Product Perks
If you are planning to launch a new product or SKU for Ramadan 2018, Request today our ZeroTime Concept/Product Tests
If you are planning to launch a Package Design for Ramadan, Billboards, or Digital Content that STANDS OUT in Ramadan’s communication clutter, Inquire about our Neuro-Measurement Tools for Artworks
Now concluding the Final Step!
Ads that make people share and buy can usually be summed up in 3 words: a Genuine EMOTIONAL Connection.
In his book Descartes Error, Antonio Damasio, professor of neuroscience at the University of Southern California, argues that emotion is a necessary ingredient to almost all decisions. When we are confronted with a decision, emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences, which lead to our decision.
His studies show that people rely on emotions, rather than information, to make brand decisions supported by the following:
1) Advertising research reveals that the consumer’s emotional response to an ad has far greater influence on their reported intent to buy a product than does the ad’s content — by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.
2) Research conducted by the Advertising Research Foundation concluded that “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.
3) Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes.
So with advanced Neuro-Measurement technologies, we introduced SmartCut™ to assist our clients before the TV and Digital copies launch, helping brand managers identify the peaks of emotional engagement while mapping out what their target audience SEE, FEEL, and how they REACT in every moment of your copy from the first 5 seconds, to the appearance of certain visuals, celebrities, humor attempts, voice over, music, product placements, selling messages…etc.
From SmartCut™, creative teams can create the most effective Copy Cut-downs, guided by the peaks of the emotional engagement mapped out in the copy’s offline edits.
Example of SmartCut™ Measurements:
Inquire more about SmartCut™
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