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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 11

Consumed => “What Sticks – Chapter 11 (Messaging and the Transformation from Intuition to Science)” by Rex Briggs and Greg Stuart.

— Talent and science are complements, not competitors

— The fact that F1 Racing teams gather more data in a single weekend than most marketers gather in an entire year should give marketers reason to pause and consider: “Can we improve our success rate with more intensive analysis?”

— The best marketers do the exact same things with advertising. They give the campaign a spin before entering the race.

— One of the most powerful and easily accessible tools at a marketer’s fingertips is the A/B split test.

— A/B split testing comes from direct mail marketing, where savvy direct marketers found that they could randomly divide the list names that would receive a mailing, deliver different messages, and then measure, in the real world, which messages performed better.

— Maybe a click is not always the real value the marketer is after. In fact, next to ad recall, click measurement is the most overrated and error-prone success metric that marketers might use. Value add: Well, clicks would certainly seem to be more real than someone’s subjective recall. That said, can recall be wrong anyway? That is, isn’t one’s perception also one’s reality? Whether it’s true or not (e.g., someone was actually exposed to an ad) doesn’t matter, does it? All that matters is they believe they did, maybe?

— If IBM’s focus is increasing the benefit that IBM is the world leader in technology… then IBM must measure the consumer’s mind, not the computer mouse action. Value add: One would think it works both ways. An action can be indicative of some underlying idea/belief. An underlying idea/belief can influence an action. It would seem neither is as valuable alone as they might be when you look at the two side by side (so to speak).

— The simple fact that a survey finds that a certain percentage of consumers strongly agree that IBM is a world leader in technology cannot just be attributed to adverting effect because so many different things might have influenced that opinion. Value add: YES! And thus the need for a holistic and intelligent approach. Business might not be rocket science, but it’s not kid’s stuff either.

— By using design experiments, we can pinpoint if it was the advertisement that cause a positive improvement.

— The advertisements that work best, almost without exception, are the ones with clear branding and relatively straightforward messaging.

— Advertising that link the brand with the meaning that is being created by the visual imagery perform better.

— There is an unmistakable increase in consumer engagement and memory encoding when a familiar brand appears in the ad – so it’s wise to introduce the brand earlier in the message. Value add: Two things: (1) Notice they’ve said “familiar brand”. (2) Be aware of viewing context. For example, an audio driven TV advert run  during a sports events is just plain dumb. People are watching in bars, or turning the volume down at home so they can talk about the game. Also, the moment is defined as “to watch an event”, not listen to it. Viewers of sporting events are in visual mode, and usually not listening mode. In short, watch the TV advert during the football game. Most of them are actually pretty crap – very expensive crap.

— (Print) marketers should aim for the picture to capture the essence of a singular concept. Together with the logo they should be easily understood at a glance. Value add: KISS!

— Evidence suggests that when a radio ad is similar to the TV ad, the audio in the radio spot can trigger a mental reply of the TV images in the minds of the consumers.

Halo Effect – When less engaged consumers associate your brand/product with that of a competitor.

— Make sure your message connects clearly to your brand.

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