Everytime we mention the word “neuromarketing” to someone, they are surprised. Neuromarketing sounds magical. Neuromarketing sounds different, something new, something wow.
The real magic behind neuromarketing is that it shows you the real reactions of your audience. No lies, no exaggeration, simply pure reality. With the help of neuromarketing research, you can “read your customers’ mind”, understand their honest thoughts and feelings.
All of these sounds scary and fancy at the same time, but let’s talk about the important things: how can you apply neuromarketing insights to develop your ads?
Data vs. creativity
Making a kickass ad needs time, knowledge, creativity and: data. But how do the last two come together? When it comes to creativity, people usually imagine the cool, easy-going creative guys, sitting at an agency, brainstorming in a trendy and colourful office, and boom: someone randomly has a great idea, others add their opinions, and the shiny plan for the TV spot is ready. But what if the client comes with a list of insights based on data, saying, that their customers like this and that, so you should follow thousands of rules? Does it block creativity or is it just a helpful guideline?
“Your ideas will not come out of nowhere - they will have a foundation and a purpose.”
Here, at Synetiq, we believe in the future of data-driven creativity. Ad creation should not be blocked by data - it should be enhanced by it. When you know what your consumers really like, how they behave and what is in their unconscious mind, you can be creative in a guided and effective, but still, free way. By 2021, - in the age of Big Data - every business know a lot about their consumers - why should we close our eyes and ears and not take advantage of the existing information? Using data makes you more relevant and more successful and that is what brings you more clients and more happy consumers.
Using neuromarketing to develop a new creative
Now you know that you don’t need to be scared of data. But how does neuromarketing help creating a new spot?
As we mentioned before, neuromarketing helps you to measure and understand your consumers’ non-conscious mind. With the help of neuromarketing research, you can have clear information about what your consumers think of your brand, advertisement or even of your product. Here, at Synetiq, you have two options to measure emotions: pre-testing or post-testing. (For more, check our solutions here.)
Pre-testing
Let’s say you are one of those lucky ones who have enough time to measure and modify a spot before it goes on-air. Checking your consumers’ reaction to the first version of your story is totally achievable. With the help of neuromarketing pre-tests, you can get second-by-second insight into how engaging your story was, which elements elicited positive or negative reactions, how successful your packshot was or how your visuals led viewers’ eyes. Once you know how your consumers react to your new spot, with the help of our media analyst experts you will know which parts should be changed and how to fine-tune your creative to be more successful.
Post-testing
If you didn’t have time for a pre-test, or your spot is already on-air, you can still get lucky as you have the opportunity to learn and leverage your knowledge in your future spots. With the help of neuromarketing you can check your consumers’ reaction to your current advertisement, and learn what they like, what drives their emotions, what visual and verbal executions block their interest, how they understood your main messages, how memorable was your ad and how well your slogan performed... To sum it up, you have the opportunity to get to know your audience. Sounds cool, doesn’t it?
Are you still in the planning phase?
No problem! By leveraging our database of thousands of ads and previous experience with 80+ clients across Europe, we can help you craft a winning strategy and plan. The earlier we can help you in the creative process, the better results we can achieve together.
Sounds interesting? Contact us!
written by Petra Várhelyi
