Brand Management, Marketing Psychology, Strategies

Neuro-Marketing: Saying is Doing / Behaving?

A new field of marketing research that studies consumers’ sensorimotor, cognitive, and effective response to marketing stimuli known as NeuroMarketing. Companies such as Google, CBS, and Frito-Lay amongst others…

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new field of marketing research that studies consumers’ sensorimotor, cognitive, and effective response to marketing stimuli known as NeuroMarketing. Companies such as Google, CBS, and Frito-Lay amongst others have used neuromarketing research services to measure consumer thoughts on their advertisements or products.

The marketer’s task is to understand what happens in the customer’s consciousness… [and/or unconsciousness] between the arrival of the outside marketing stimuli and the ultimate purchase decision. – Kotler and Keller 2006

Study of the Mind vs. Study of Behaviour

Psychology is the study of the ‘psyche’, in reference to the mind or soul- or at least that was the original intention. Many have attempted to study the self, through introspection, like William James and Freud. One thing remained certain however and that is that the mind was off limits, i.e. it could not be subject to scientific scrutiny. Thus arose in the 20th century, the notion of ‘Behaviourism’-that scientific psychology should be concerned with observable behavior instead of the inner workings of the mind. The founder of ‘Behaviourism’, John Watson asks:

Why don’t we make what we can observe the real field of psychology? Let us limit ourselves to things that can be observed and formulate laws concerning only those things. Now, what can we observe? We can observe behavior – what the organism does or says. And let us point out at once: that saying is doing – or behaving…

Consumer Behavior and the Conscious Mind

neuromarketing - Neuro-MarketingI spy with my little eye, something I would, perhaps like to buy? Consumer behavior is the psychology behind marketing. For years marketers have conducted research to understand what goes on in the consumer’s conscious mind, by observing and decoding behavior. What attracts the consumer? How does he shop and where? And the biggest question of all, WHY? And how can we make him do more of it?!

Methods of research typically engage the consumers in answering questions and providing reasons for their statements. The validity of this type of market research relies heavily on consumer’s self- awareness, honesty, lack of bias and transparency. A respondent might claim to buy product X because of the durability, while the truth is that she buys it, because it gives her a sense of belonging or self-importance. Traditional market research is unable to go past the conscious mind, which according to scientist, influences as little as five percent of our decisions. Everything at a subconscious level which could bias respondent’s answer, such as cultural factors, genetic factors or past circumstances are unaccounted for. That is where traditional market research stops and Neuromarketing begins.

Neuromarketing

Apparently, Watson was not totally right: saying is not always doing. Though consumers use logic to explain their ‘rational’ choices, oftentimes, they cannot always explain their own behavior. Neuromarketing takes consumer behavior understanding to a whole new level, by elucidating the real motives behind buying. Through brain science tools like fMRIs and EEG technology, neuromarketing studies the regions in the brain stimulated by marketing stimuli. If consumer behavior = psychology+marketing, then neuromarketing= brain science +marketing. This means neuromarketing allows us to delve deep into the subconscious mind of respondents and understand their true behavior and motives.

What’s the big fuss?

While much has been said about marketing to the subconscious and subliminal advertising, one particular recent study has really highlighted the significance and potential of neuromarketing. Martin Lindstorm, in partnership with Oxford University, has conducted the largest neuromarketing study worth about $ 7 million over the course of three years, scanning the brains of over 2,000 people. He tells his revealing insights in his book ‘Buyology’.

Sex does not in fact sell
Sex Doesn’t Sell !

Below are a few surprising learning’s:

1- Sex does not in fact sell: While consumers’ attention may be captured by the intensity of sexual suggestion, overt sexuality does not enhance brand recall. I.e. Consumers remember the controversy but not the brand.

2- Brands occupy the same place in the brain as religion: This is perhaps because brands use the same techniques as religions to connect with people their daily and enter their personal space. Brand bible anyone?

3-Anti-smoking ads actually cause people to smoke more: It seems that the mere presence of these ads, actually reinforce the idea of smoking. A similar discovery is that adding a salad menu to the Mc Donalds traditional menu made people buy more French fries rather than less, as it made them more appealing.

These findings reveal just how powerful the subconscious mind is, in influencing consumer behavior and purchasing decisions. Moreover, it makes us question some basic ideas which we have been accustomed to believe. Thus, though the field of neuromarketing is still in its infancy and though it may still have its limitations, like the high cost of research and the inability to stimulate a high environment, we are sure to see it gauge the interest of marketers, given the quantum leaps it can offer in consumer understanding.

 

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Holding a Bachelor Degree in Strategic Marketing from Hariri Canadian University – Lebanon. Endowed, with a verified record of deeds in planning and leading marketing strategies for the past 13 years. Established success driving growth in targeted markets in Saudi Arabia, Lebanon, Dubai, Syria, Singapore, Italy, South Africa, United States and United Kingdom.
Brand Management

Juhayna steps in 2018 with bold yet humble campaign to support Baheya hospital

A fundamental quality of successful marketer is the mindset and willingness to do whatever it takes to build a solid…

A fundamental quality of successful marketer is the mindset and willingness to do whatever it takes to build a solid brand that makes revenues and changes the world.

Juhayna has decided to take its sponsorship of the beloved Al Ahly team and use it for good by launching national donation campaign to support Baheya hospital.

For years Juhayna have been doing whatever necessary to increase the brand value. Hiring Sherif Ekramy to promote Juhayna Mix, Dora as Juhayna Pure’s brand ambassador, the controversial Dundo Advert and major sponsorship deals.

After 19 years of being the most visible logo on one of the most watched teams in the country, Juhayna is taking a step back and letting someone else get the limelight.

Throwback ► Juhayna Cheering Egyptian Mothers in Emotional TV Commercial

Juhayna teams up with Baheya Hospital & Al Ahly in long-term plan which aims at delivering a bold yet humble marketing message with much emotion involved. The move definitely will re-capture the audience attention to Juhayna’s logo and strengthen the long-term sponsorship to Al-Ahly SC.

Early yesterday morning, Reporter Sara Fouad posted a small teaser of Juhayna’s new campaign.

كلكوا عارفين أنا زملكاوية قد إيه.. والإنتماء ده موضوع بجد مفيهوش هزار.. لكن في حاجة بتجمّع كل الناس أيًا كان إنتماءهم ا…

Posted by ‎Sara Fouad – سارة فؤاد‎ on Monday, January 1, 2018

 

The post states that for the first time in 19 years, something was going to change with Juhayna and Al Ahly.

Fans questioned what would happen, the brand has been a main part of the uniform for so long. Many wondered if they would change logos, or focus on a certain product instead of the company as a whole.

Juhayna themselves, later the same day, posted a short video/would be GIF on the topic.

Stepping back for 90 minutes

The FMCG company has decided to take a step back in order to lend a helping hand. So, after 19 years of unchanging visibility, the brand is partnering up with Breast Cancer NGO Baheya.

The partnership allows Baheya’s logo to sit upon Juhayna’s place to help 4000 of those afflicted with the disease.

For 90 minutes, during the match between Al Ahly and Al Masry on the 12th of January, Juhayna and Baheya hope to receive donations of up to 19 million EGP, which will be spent on helping more than 4000 Breast Cancer patients.

 

Only 7 hours in, the video already has over 5k reactions and over 400 shares.

People have reacted positively to the change, some stating that it’s honorable to use the money Juhayna uses on being on the uniform for some change and good in the world.

Baheya is a non-governmental organization that aims to help spread awareness of Breast Cancer, and the importance of early detection through testing. While Breast Cancer can be beaten at later stages, with lower rates of success, early detection provides up to a 98% chance of curing the Cancer.

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Featured Stories, Inspiration, Marketing, Strategies

Step into 2018 with a plan; 10 easy ways to improve your content marketing strategy

The year is coming to an end, the cold is starting to seep in and the streets are getting closed…

The year is coming to an end, the cold is starting to seep in and the streets are getting closed from the winter weather. As we prepare to move forward to a new year, we’d like to help you out with a few ideas.

We’re all looking for to reach out KPIs and goals through out the year. We try this and that to improve our content, to improve our rates and etc.

So, to help you out, here are some content marketing tips and ways to improve your content for the brand-new year!

 

1- Have the Looks and the Feels

2017 was the year in which marketers scrambled to push visual content.

It was a year where we saw many companies move from text or simply images to well-polished designs and posts.

If 2017 was the year of the visual, 2018 moves it into another level.

A new tactic that is bringing its way to the social market are Tactile photos.

Create and distribute images that not only touches the visual senses, but the other senses as well. Create images and content that make us hear, remember the touch and sensation of an object, or let us feel the wind in our hair.

 

2- Lend a helping hand

For those new into Content Marketing, or may need a small reminder, Content Marketing is all about providing your audience with information and content they are searching for.

Sometimes, without them even knowing they wanted it in the first place.

Millennials and Gen Z (Millennials’ children) are skeptical about marketers. The main ways to get around their expectations?

Give them content they are searching for, or better yet, align yourself with a cause they can get behind.

 

3- Talk about the pain, and let them know you’re here for them

Content themes save you a lot of trouble.

They save time, effort, and brainstorming whenever you have a content plan to fill, or new content to create.

Many of us have our themes on backwards apparently. Raise your finger, so no one else sees, if you’re themes are centered about marketing your product/service and its many benefits.

Let us say, we saw you, and we’re here to let you know you’re not alone.

For 2018, let’s take a step back and truly look at our consumers.

What are their issues? Their problems? What can we do to help? Sure, we ask these questions when creating the product or service, but now we have to think about it during our content process.

Directly talk to your consumer next year. Tell them you understand and you’re here to help.

 

4- Augment and change the world

Augmented Reality (AR) has definitely made an impact this year, even stronger than its top contender Virtual Reality.

Both Facebook and Google released AR services or products this year at their respective annual developer conference. Not to mention that Snapchat’s success came from their innovative use of AR.

Take a look at IKEA’s successful IKEA Place app, which uses AR technology to help users see how the brand’s furniture will look at home.

From either simple AR photo-frames to crazy face-changing AR filters on FB or Snapchat, Augmented Reality is popular and here to stay. Not only that, it’s cheaper than making stickers to hang out the city, and cheaper than an extensive paid campaign on social.

 

5- Get Personal. Really. Please do.

Although we marketers may say that brands need to become more grounded, more in-touch with consumers, many actions may not be heading in that direction.

This year, a lot of platforms are coming to our aid.

With Facebook Live really starting to show off its power, to Instagram’s stories, getting personal with consumers are getting easier and easier.

Creating dynamic content, content that makes the brand “alive,” gets easier with these new tools. Tools also include the new Live Photo feature by Facebook, and FB stories.

While recorded and pre-prepared videos are still a great way to promote your brand, personal live-videos are an even better way to connect with people.

Behind the scene videos, behind the curtain, or even the people behind the brand, are all dynamic video content-types that you could use to get in-touch with your audience.

People want to purchase from brands they care about, so let them know you so they can.

 

6- Or don’t get personal, get others to influence them instead

While influencer marketing in Egypt is still a growing field, there are many other ways to spread content around the web.

Creating content strategies that include using 3rd party websites and influencers is still going strong.

In 2018, we are going to see an even larger growth rate, especially as more and more content websites and social pages pop up and grow in credibility.

Don’t be afraid to have other people review, video, test, and write about your products/services. If you’re confident in its quality, then this should be a no-brainer.

 

7- Updating Communication

Communication channels keep growing with each new step and technology we create. A new channel that not many leveraged this year is through online messengers.

Facebook’s Messenger’s chatbots, as well as AI website messaging, are making a strong case this year, and they’re here to stay.

Content marketing with Messenger’s chatbots is easy to do. Simple tap on the Discovery tab for inspiration, from restaurants to online stores, there is a wide variety of uses.

Website AI messaging can help aim customers through your website as they go through their buyer journey. A cleverly written script and direct questions can lead your customer from browsing to buying, answering all (or as many as possible) of their questions on the way.

 

8- Break it Down

One of the main ways to fill out a content calendar?

Update, reuse, break down.

Update, reuse, and break down large and deep content into separate content pieces.

If you want to go into 2018, you have got to have a plan. If you don’t have enough content, then plan ahead by breaking down already existing content.

A Press release or informatic video can be broken down into multiple pieces of content. Videos can be broken down into articles or multiple image posts, and etc.

Why spend more when you can do more with less?

 

9- Stop closing the box and be open to the long-term

Although Content Marketing has become one of the top buzz words in our community, as well as quickly becoming one of the industry’s top strategies, we are still treating it as if it is advertising.

It’s not.

Most companies still push content in the same way as an advertising campaign, locking themselves in a box without more opportunities. Create short term content, such as a 6-episode video series, market it through the usual channels, and then when it finishes we stop.

What should be happening is a complete switch. Content marketing may be cheap, almost to the point of free, but it is something that takes long-term planning to truly appreciate it.

Plan at least 6 months ahead to truly capture your target audience. Get your content rolling, and keep it rolling! Show 2018 that you have your content down, with only a little bit of planning, and a lot of faith and data.

 

10- Let’s get on it!

There you have it, easy ways to improve your content without a lot of work.

The new year is right around the corner. What are you doing to prepare?

 

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Brand Management, Featured Stories, Public Relations

Protecting brand reputation in the MENA, are you doing it right?

As marketers, we always strive to communicate with consumers in different ways, specifically, in ways that they prefer. In fact,…

As marketers, we always strive to communicate with consumers in different ways, specifically, in ways that they prefer. In fact, marketing today is becoming increasingly consumer-driven and with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell.

But that usually comes with a price tag attached to it.

This ease of communications is a double-edged sword. Today everyone with a smart phone is a journalist. Both governments and businesses need to maintain an open communication channel with their customers and exercise more transparency and openness.

The need for clear and effective crisis communication strategies has never been more critical to the survival and success of organizations and the protection of their corporate image.

Over the past few years, the Middle East region witnessed immense economic, social and geopolitical volatility affecting governments, businesses and individuals at all levels. Leaders’ ability to communicate effectively and handle crises has never been more important.

FAILING TO PREPARE IS PREPARING TO FAIL

The topic of Crisis is one that is usually shied away from, yet it is of great importance to talk about. Crises are critical for any institution, company, country, even an individual. Although they are often associated with tension and insecurity, they are also an opportunity to build and improve.

From a leadership perspective, we always need to be prepared, as Crises do happen and succeeding in a crisis is not only about how professional an entity is in handling the crisis, but also how prepared it was to handle such a crisis before it happens. Reputations are built over a long time, and are a result of continuous and effective communication with stakeholders, excellence in customer service, and well prepared crisis planning.

ARE WE DOING RIGHT?

A key question to ask ourselves: Are brands communicating effectively and are we doing Crisis Communications right in the Middle East region?

The Middle East region is a vast conglomerate of markets with different cultures, history and varying stages of market development. It is mostly mistaken that the all the markets in the Middle East are the same and that it’s a once size fits all when it comes to communicating or managing and protecting brands. Unfortunately, that is the illusion. Our region speaks the same language and may be culturally and historically close, but when it comes to doing business, each country is completely different and requires a different approach that suits the local market and audience.

For brands to communicate more effectively and navigate successfully through Crises, understanding the cultural differences, geo-politics, media, and public sentiment is a key enabler.

Our region has seen a significant increase in the number of crises across all industries. With the public sharing opinions and communicating over social media, managing brand reputations especially during crises has taken a whole new direction. A lot of organizations may ‘think’ that they are doing it right. It is an area that is constantly evolving, and hence the need to constantly be looking at updating and upgrading their practices and protocols.

As we move forward, Crisis communications needs to keep evolving in line with the changing environment. Effective communication has never been more important to protect a brand’s reputation and not just with external stakeholders but even more importantly with the internal audience – employees.

Employees are the organization’s most trusted and most reliable brand ambassadors and the biggest impactor on its reputation. Many organizations today still don’t appreciate the importance of the role of internal communications and may not realize the impact of not having an effective internal comms strategy in place.

COMMUNICATION IS COLLABORATION

If an organization doesn’t communicate, and effectively as well, with its employees it runs the risk of losing a lot more than just a reputation. It may lose the entire business. Well informed employees will deliver the right message to the external stakeholders and that in my opinion is the most effective way for a brand to communicate, even more specifically during a crisis.

Another key obstacle lies in the misalignment of communication channels within an organization, and its agency partner especially in times of Crisis. Communication is all about collaboration. Today, many clients still view the agency as an outsider and third party.

From a client perspective, many agencies are more concerned with bringing in more clients, and making more money rather than working closely with the client’s team to develop customized communication protocols that suit the needs and requirements of these clients. Unfortunately, there are still many agencies that work with the concept of a one-size fits all approach and focuses on selling ready-made solutions to their clients.

Some agencies position crisis communications as a product that they could monetize on through off-the-shelf modules or training, rather than a value-added service to the client.

Both clients and agencies need to shift their mindset around their relationship from one of ‘service-provider’ to one of partnership. Agencies need to be immersed in their clients’ business from day one as a partner that fully understands the client communication and business objectives as well work hand-in-hand to ensure that clients’ brands are communicated effectively and in a manner that preserves and protects its reputation.

Only then will the real benefit of a partnership be achieved. Only then can agencies really communicate, manage and protect their client’s brands and reputations effectively and efficiently. Reputations today need a lot more work to build and protect especially with the increasing digital transformation we are witnessing.

Today we are living in a digital era where we are swimming in a sea of stories, real and false news and truths and half-truths. The accessibility of social media, and its power in giving a voice to all stakeholders, on any topic and at any time, has made communication professionals jobs a lot more challenging.

The digital media landscape has brought with it a mass of data to the forefront. Brands today have a tougher job communicating their brand to their consumers. One may think that social media has made it easier to communicate, but that ease comes with a hefty price tag. Many clients are still struggling today to communicate effectively online and more importantly, protect their brand’s reputation on the digital platform.

Without the right processes and protocols to communicate effectively online, clients and agencies alike will suffer the consequences.

During a crisis, and today more than ever, communicators should be advising their leaders to go back to the core basics and more importantly adapt them to suit the digital landscape. They need to be truthful, authentic, prompt, brief and always accessible.

The news-cycle today moves at a much faster pace than before. And hence, the speed of collecting facts, and all ‘sides’ of the story are key to delivering a well-rounded story to the public. Brands need to realize that to communicate effectively with their stakeholders they need to be quick, efficient and deliver the right message at the right time.

Long gone are the days when consumers would have to wait for their voice to be heard and then wait for the response if any. Today they have their own social platforms where their voices are heard instantly and not just by the brands, but by other consumers and stakeholders who will react to it immediately.

There were times when business or media controlled the narrative. Today, it’s the public who controls the stories; they are not only a source of information but also demand information, they dictate the pace and hence they now control the narrative.

For more information on the conference and training, please visit the website: www.letstalkevent.com

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Brand Management, Featured Stories, Social Media Management

How devoted is Cook Door in keeping consumers delighted?

For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not…

For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not only does social media help build brand awareness, but it also provides a conversational space for brands to engage their audience and grow meaningful personalized connections.

Every brand reaction on digital media can bring a crisis or a bless for the brand reputation.

Spontaneous request turns into a reward!

For Cook Door, an innocent Facebook post posted by Malak Boghdady was quickly replied then gave into her request.

يا جدعان في رجل محترم جداً اسمه احمد حسن من Team الmarketing بتاع cook door كلمني دلوقتي و قال لي انهم لما عرفوا من السو…

Posted by Malak Boghdady on Friday, June 30, 2017

 

Craving a Shish Tawook sandwich from Cook Door, she posted her desire on Facebook. Cook Door’s monitoring team quickly responded to her request and sent her the desired sandwich for free.

Cook Door Secret Souse for Social Media

Allot of books are talking about developing a brand voice and marketing strategy that brings a human element and some personality to your social media channels.

But how a marketer would humanize the brand voice on Social Media?

This means it’s time to lose the jargon or sales pitch, and talk to people on their level. In addition, take thoughtful moves and be timely in your responses to keep the conversation going and to show your audience your true brand essence.

After hearing what happened, Malak’s friends starting posting that they wanted sandwiches as well. Cook Door responded by delivering more free sandwiches.

Soon the original post and further posts became viral, and traffic to the fast food chain’s Facebook page skyrocketed as people jumped in to receive free meals. In order to keep up with demand and be more cost-effective, Cook Door created 100EGP vouchers and sent them through messages.

 

https://www.facebook.com/nurhanibr/posts/1588161644561548?pnref=story

ياللهوي 😍😂Cook Door طلعوا بجد مش بيهزروا لما قالولي الأوردر بتاعك بيتجهز 😂😂😂كلمني شخص محترم و لذيذ اسمه احمد حسن من إ…

Posted by Biko B. Ibrahim on Saturday, July 1, 2017

امبارح عملت شير لبوست Nurhan Ibrahim وكومنت أنى عايزه سوبر كرانشى ، النهارده كوك دوور بعتولى سوبر كرانشى البيت كومبو لار…

Posted by Karishma Nasr on Saturday, July 1, 2017

Someone from cook door called me and told me that they are delivering me a meal right to my door step!so i opened my…

Posted by Karim Ahmed Petsadsis on Saturday, July 1, 2017

كوك دوور احن عليا من مصر و الصحاب شكرا كوك دوور 😄

Posted by Nour S. Ahmed on Sunday, July 2, 2017

اتعب هتلاقي!قصة شاب زي اي شاب مصري تاني كان يائس من ظروف البلد والشغل وكل حاجة بس مسكتش، قرر انه يتحدى الظروف ويطور من …

Posted by Karim Mohamed on Saturday, July 1, 2017

Cook Door’s new systematic approach was a smart move as the virality of the event continued to rise, as more and more people ran to their page with requests.

Cook Door’s quick response and attentiveness is worthy of high praise

Providing your audience with a mix of quality content is key for raising your likeability factor and showing your value but engaging your audiences opens the door for developing loyal customers.

Cook Door’s quick and genuine response led to a new increased interest in the brand just by sharing one simple act of care.

Whether by quick reaction or thoughtful planning, the franchise was able to create a strong buzz that escalated into a large increase in digital reach. It also shows one of the most powerful attributes of social media, how one thing can be shared over and over again until it explodes into viral proportions.

Was it the right thing to do from a business and/or marketing standpoint? Let us know your opinions in the comments below.

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