If you are a big fan of our articles, you might already know how many insights we can get out from our neuromarketing research. We have already showed you what drives the younger generation’s emotions, how dark scenes influence your ad’s performance, how to use the feeling of discomfort or how to generate positive and negative emotions in your spot. But how can all of these help when it comes to creative concepts?
Although neuromarketing research methods are mainly good for measuring already existing, almost-ready creaties and ads, thanks to our big database of more than 6000 measured ads many patterns can be read out of the results. In our previous article we already showed you how beneficial it is to use data for your creative implementation. As creative concepts are difficult to test, you can still benefit from the insights from our neuromarketing research. The question is: how?
Let’s see an example: you have a brand, let’s say, a beer. You want to be trendy, targeting the young age group, the mysterious generation Z. All of your creative heads sit together in the office and you start to think: how to address these guys? Do they like humour? If yes, what kind? Are they laughing at the same jokes as me, someone from the Y generation? Are they more into helping each other, saving the planet or they simply love to have fun? Who are they and what kind of creative concepts would address them the best?
Knowing your target group is critical. With the help of our insights you can create creative strategies that will get your audience’s attention. As neuromarketing research measures the non-conscious reaction of viewers, analysing the results gives us a clear picture of what each target group likes or dislikes, what elements grab their attention and what drives them to excitement or frustration. Once you know this, you are able to come up with a creative concept which will engage your target group better.
Example: from our generation Z insight package we learned that this generation does not want to miss anything in life. Building up a creative concept on this insight with an alcohol brand is just one option from the thousands others we have thanks to our high number of analyzed ads.
And what’s more?
Having a creative concept is an amazing thing, but just the beginning: building up a whole campaign around it is not an easy task. However, here at Synetiq, we are able to help you to measure the performance of each of your videos you were adding to your campaign, so we can see what directions worked the best and for whom.
Let’s take an example again: we had the chance to measure Media Markt’s campaign with the “helpful employees’ creative concept. Thanks to our big database,we were able to tell which spots worked the best on the target audience and which were less successful compared to previous performance. Having a great creative concept is not enough - for better success, you have to address your target group with the whole implementation.
written by Petra Várhelyi
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