Six ways Canadian Marketers are Leveraging Neuromarketing, and Three More Ways They Should

Neuromarketing and neuromeasurement is on the cusp of breaking into the mainstream, but many advertisers, agencies and media companies still don’t quite know how to fit it into their toolkit. Here are six ways these marketers are doing so right now in Canada, and six more ways they could.

Concept Testing
A large Canadian media agency worked with Brainsights to test the viability of a game-changing concept for one of their biggest clients. It was a risky play, but by analyzing the key components of the concept against their target consumer, Brainsights could eliminate much of that risk, understanding the relative success probability of pursuing one strategy over another. The concept was green lit, and led to an innovative new content integration with a large sports broadcaster.

Promotional Effectiveness
What’s the right mix of creative and marketing, of emotion and information for a TV promo? That was the challenge posed to us by a large media and entertainment company. By drilling down to a frame-by-frame, second by second analysis of audience subconscious response, we helped to pinpoint the appropriate mix of creative story elements and marketing call-to-action elements to improve the impact of its promos.

Selecting the best media environments
A sports apparel brand with a smaller media budget than its rivals needed to find better ways to hack its way to growth. They engaged Brainsights to effectively brain hack their ads, determining which content environments actually improved the performance of individual spots.

Establishing effective neuro-frequency
The same sports apparel brand needed to be smarter with their media dollars, and no good effective frequency model existed in media to help them understand how many times their ads should be aired before consumers’ attention and interest plateau. Brainsights solved this, and the brand is much more efficient with its media dollars as a result.

Brand evolution
A popular spirits brand tapped Brainsights to figure out how it should evolve its brand communications following two successful campaigns. By gathering 300+ brain hours on its target market, we helped the brand understand the themes, characters, and stories that activated the subconscious response of its target market. This enabled us to identify those spaces within which the brand could play, and quantify the emotional appeal of brand elements, finding the brand space most likely to engage and emotionally attract its target consumer.

Branded content effectiveness
A large media company engaged Brainsights to better understand how best to execute their brand integration spots. Analyzing their audience brain activity against both the content property and the advertiser objectives, we developed a detailed best practice document to help the team balance the creative and marketing objectives to maximize mutual benefit for it and its partners.

Three more ways it should be used

  1. Animatics research – forget focus groups for testing your spots, deploy neuro-measurement and get a bias-free look at how your target consumer actually feels about your ad.

  2. Show testing – Presently, 60-70% of new shows fail to get renewed for a second season. There’s a better way to evaluate the probability of success than the gut feel of TV execs. It’s called neuromarketing.

  3. Improve live programming – Live programming is the lifeblood of many media companies now. Look at the tremendous fees that awards shows and sports command. But we believe it can be made that much better, and that neuromarketing holds the key to improving live programming. We tested our theory during a live political debate (and we could have helped the candidates better prepare for it!); we think it’s just as easy to apply to other parts of live programming, to help identify the best talent, content and sequencing to maximize audience tune in.

How are you using neuromarketing? Share your thoughts below