Today I sat through a presentation titled “How Shoppers Make Decisions” by Christopher Brace. A few parts of his session stood out to me:
1. The subconscious mind is much more powerful and influential than the conscious mind when it comes to purchase decisions… lots of detail as to why this is, but what was interesting is that as product managers and marketers we get wrapped up in focusing on features and benefits, which actually make the buying decision longer and harder as these are synthesized using the conscious mind. And… the features and benefits are usually things consumers/shoppers already know.
2. Understanding the common values and beliefs of our audiences is critical, as it lends itself to connecting with them on emotional and self-expressive levels that drive purchase and loyalty.
3. Story telling in marketing is critical because it builds brand equity and emotional loyalty to brands.
4. Less is more. Our conscious minds are lazy and we don’t want to, nor do we like to process lots of copy and information.
He showed the brilliant Michelin tire ad from decades ago that did all of this so beautifully. It taps into a consumer belief that their family is highly important to them and their attitude that only the best for them will do. And they do this with an emotional “story” that is conveyed in a short headline and relevant visuals.
As a creative shop, we always strive to make an emotional connection with the audience in our work. I think, tying the emotion back to the audiences beliefs will make our work more creative, more powerful, and, consequently, more effective.
This is what I’m bringing back from day 1. Thanks Chris!