Last night while I was on the couch with my wife watching a movie, suddenly, after a scene where there were people at a concert, she asked me if I wanted something to drink, saying ” I was reminded a site that I saw some time ago of an American rock band but I can’t remember the name now “.
“ A site of an american rock band that makes you thirsty???” I thought ; for professional bias the thing began to get interested and, after lengthy investigation, I realized that we were talking about the site / commercial of Budweiser, here the full video related to the concerned image, later will be analyzed in detail:
You will certainly hear or ask you who it was that spot so cute saw long ago with… or what was the website that made that particular offer but can not remember its name mmmm there seemed to be… (usually the answers tend to be associated with another company rather than those for which it was created a message).
More and more companies, especially large multinational companies (as well as small / medium business realities are following this trend) using communication techniques more and more scientifically effective within ther Customer Experience strategies to create your own messages, these are video, offline campaigns or websites, exploiting neuroscience, psychology and behavioral analysis so they can focus on creating more attractive and functional marketing messages, although in many cases the result is a highly effective communication immediately but little or nothing when it comes to memory and association.
The first look fall in love, the second sells
..and the memory? That’s a double edged sword that can tie in time the consumer to the specific product/brand in a very strong way or give away a big chunk of your marketing efforts to other companies (not necessarily competitors)
You can not imagine, during our Research, how often happens that a particular product is mistakenly associated with an image created by a completely different one created by a completely different company.
We have to start from a milestone for any management strategy of customer experience, a fundamental point which is not always clear to everyone but it should be, at least to those involved in marketing: aren’t the eyes that allow us to see the world around us, we see everything we see only with our brain .
Paradoxically we can assert that there is no situation in which the same object is viewed in exactly the same way by two different people because the key point is not the visual stimulus but the brain processing that generates the vision.
We know for many years that the brain does not take into account all the visual stimuli that receives (or that the eye don’t sends them all, this is a point on which there is still disagreement within the scientific community), but what matters is that those who are considered most “significant” is used to build a part of the brain image, the rest of the scenario is created using information in its internal model based on the circumstance/environment.
This applies to any type of vision, whether it is due to a video, a web site, a single image, the number and the manner of processing varies depending on whether a first viewing or content is already “known”, but now the question is: when processing of the key image recognition will be connected to the memory of what we’re looking at?
When customer experience process don’t look away
All began back in 2000 when in Italy was launched by FIAT, a large Italian car manufacturer company, a television commercial that, during all the planning, aroused much interest, it was the first real example of viral communication. I want to share it with you, unfortunately the audio is only in Italian, but basically the story is this:
-A man, allegedly single, in his apartment while washing the dishes feel the nearby upstairs arguing on the phone with her alleged boyfriend because apparently, due to work commitments, he will not go out with her that night.
-She yells that he does not believe he is at work and that now she will come out with the first man that happen to meet.
-Our man of downstairs apartment, heard the whole conversation has run in front of her neighbor’s door, still wearing his apron used for washing dishes, and as soon as she appears on the scene, showing a winking smile, says “Buonaseraaa” (sound like Goodeeeeevening).
-The final claim says “Seize the day, do not miss the opportunity,” referring to offers that fiat was at that time on some of its car models.
Here is the full video:
Like I said it was the year 2000, neuroscience was a discipline detached from customer experience process and marketing in general. However, still in Italy if you tell someone aged between 35 and 50 years “Buonaseraaaaa” This most likely will smile telling you “ahah good dish soap advertising!“.
Dish soap advertising?????????
That’s right, this advertising tied to cars buying offers was a great gift to the dishes detergents companies (everyone associated a different product depending on what subconsciously thought the leader in the sector), and this because in the main mental processing the recall was associated with this image:
I avoid to bore explaining the analysis mechanisms that led us to this result, what we see now is that there aren’t elements in the image shown in the lighter areas that can recall the brand as colors, shapes, objects on background and there is no evidence that they can not even unconsciously recall the product, car-keys, etc. etc. but only images that directly, and without any elaborative effort, (remember that the brain is lazy and tend to look at the more comfortable way in terms of saving time and less energy expenditure effort) bring to cleaning dishes (professional digression: probably already put the dish over the front and held by the actor in a more “cars pilot way” could help to further involve the product image)
The point is that today in many marketing efforts, after the effectiveness of the first impact, there is this kind of message dispersion and very often the companies that “gift” advertising are not aware of it.
How build a strategy that makes you remember for a long time
Are you ready to go back to school to brush up on the concepts of customer experience process, targeting, segmentation, remarketing etc etc ?? Not me, and I will not even begin to bore you with these words; I would rather take a cue from our departure, the rock concert that made my wife thirsty and carry with you a brief analysis (also to see if the age is starting to play them bad tricks :).
This is the homepage screenshot of the budwiser website’s when it was first seen by my wife:
(the complete website is at http://www.budwiser.com)
To carry out our consumer experience analysis on this page we considered as a target audience men and women of mixed nationality (mostly American) and aged between 20 and 35 years.
At first glance we find that to attract immediate attention are the following areas:
As usually happens in many cases, the most affected areas in this type of analysis are those located in the center of the page and those representing faces or figures that recall a semblance of face (more if frontal of visitors) to attract the first look. In this case the center is the “play button” element which further helps to attract the attention and the girl with the beer in his left hand is optimally positioned in the image (I raised the hand a few centimeters and played better with the red border), in addition the company logo positioned centrally in the menu below creates a good association between two things; but this is the first look and the first look is to fall in love, not for engaging the brand/product association , and about that I do not mean post the details of the EEG specifically made but be aware of the emotional impact was immediately very good relative to the areas highlighted above.
The first look is key in any industry to create solid bond attraction/trust from visitors towards the product or brand, be able to recreate at least part of the same emotion that a deep level our message wants to express plays a crucial role to the success of our marketing campaign (this article with respect to Consumer Decision Making Process can clarify ideas about)
Below we can see the intensity of the emotional areas within the image and the path that the visitor’s look makes:
Professional digression: make better use of the hand that you see to the left of the main image that almost reaches the level of the Statue of Liberty face, it would be a very strong emotional attachment, especially for the US target, considering the position of the han and the strong unconscious parallel with the gesture of holding the torch that occurred very close (appreciated the choice of red bracelet on the wrist).
Well, at this point we have seen that the image of the website at first sight is well developed (on the site there are actually a series of other images, since it is not a thorough neuromarketing investigation I took into account only one we initially interested), but what happens when a visitor sees it all, when emotionally has already been conquered by the first impact?
At this point the focus shifts on the “contour” elements, usually navigation menu, and other outline areas and is now that a greater visual/emotional intensity between the logo and the product becomes more valuable, as in this example where most active areas are those related to the underlying product/brand (insert animals or people in areas far from those which should draw attention is always risky, in this case the fact of having positioned laterally and not with frontal look was strategic for a good result).
At this point you’re probably wondering: What really, after some time, remains in the memory? here’s the answer:
All that is within the shaded areas helps to form the image that is sotored into the memory, hands, stage, statue of liberty (in fact after some time tends to become just a statue, the red and white striped maintain the firm ‘association with the famous American monument), then the image will be mainly developed that will most likely close to a rock concert and the American connection to the product is more than ever present, unlike the previous example, just inside the area most linked to memory, is right there our cans.
A simple detail in more or one less can do so that people, remembering your communication messages, associate them to brand completely different from your.
The study of effective communication in terms of the targeted emotional impact is essential for every company wants to compete in the market, but the proper identification and management of consumer memory allows to put on autopilot for a long flight the success of your product that will reach far beyond initial planning strategy.
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