"There is no 'buy' button in the brain"

Neuromarketing.

A new article in Advertising Age by Mya Frazier takes a look at using neuroscience, or how the brain responds to various stimuli, to determine a consumer's propensity to purchase. According to the article, a company called Neurofocus, based in Berkeley, CA, is completing its 100th research assignment using an EEG machine to measure brainwaves. The company's CEO A. K. Pradeep says, "he needs only your print ads and TV spots, an empty hotel conference room, and a few dozen consumers. For the cost of a copy test, he'll give you back a number he calls the consumer's propensity to purchase."

All the science comments aside, the article raises perhaps a more pointed question: is neuromarketing any better than other current research methodology?

What do you think?

WoW ... WoM

A new iProspect and JupiterResearch survey indicates that word of mouth (WoM) from friends drives 41% of daily online searches, surpassed only by television advertising. And among those who searched at least weekly, WoM came in FIRST.

Wow (WoW), I always thought word of mouth (WoM) was powerful. But this is impressive.

Marketing Funnel? Marketing Spiral? How About Marketing Fruitcake

A new report from Forrester just came out on customer engagement that challenges the traditional marketing funnel model. According to Forrester:

The premise behind the report is that the center of the marketing funnel (consideration and preference) is more complex than many like to believe. This complexity is largely influenced by people's changing behaviors online, fueled by social computing.

Forrester's new model looks somewhat like an instrument played by one of the Who's in How The Grinch Stole Christmas. But yet, it gets the point across, I think.




David Armano, over at Logic + Emotion recently suggested the traditional funnel shouldn't be tampered with and have put forth the notion of a marketing spiral instead, indicating the cycles (circles) we make in going through the process of consideration and decision making. This is also an interesting and logical (pardon the pun, David) approach worthy of consideration.

I would like to suggest yet a different model:



That's right, grandma, a fruitcake. Now, I'm not talking about the much-lampooned fruitcake that gets passed from family to family each year at Christmas.

I guess I see the marketing funnel is more like the recipe to a fruitcake, where an excess of nuts and fruits, often laced with alcohol, are mixed together with some spice and honey and generally improve with age.

As we consider our purchase, it's difficult to sort out the "ingredients" to a decision, but when we take that first bite, the sum total impression of all our experiences (i.e. enter the fruits and nuts) create a sensory overload that propels action. In the case of the traditional marketing funnel (or Spiral), the action is purchase. In the case of fruitcake, the action could be ... well ... use your imagination here.

Today's fruitcakes, I understand, even mix the best of the old world and the new world. How's that for some extra honey? Consider the Jack Daniels Bourbon Cake or the Meyer's Rum Cake. What are they, but some traditional fruitcakes now marketed in the gourmet section of grocery stores.

So, cut yourself a slice, have a cup of coffee and savor the flavor...

Tips for Trendwatching

The cool folks over at Trendwatching have put out some great tips for ... well...trendwatching.

Enjoy...

http://www.trendwatching.com/trends/TIPS.htm

The Telecommuting Planner

Can you phone in planning? Can you web conference planning? Can you find insights in your pajamas?

I, for one, think you can. So, why is no one up for it?

I've read just about everything I could get my hands on about planning, its history, its evolution, its revolution and its forecast from some of the planets top planners in the last six months.

I read every blog from Russell, Gareth, Faris, Grant, Richard and other thought leaders.

I stay close to trend-watchers like Piers and Reinier, among several others. I'm on Facebook, Plannersphere, Flickr, You Tube and read as much as I can find on the evolution of Web 2.0.

I conduct intercept interviews, phone interviews, web groups and polls, focus groups.

I am connected with several quant firms.

I understand how to dig into the client's brand to find those energy and life sources.

I talk with AEs on client business-side matters. I talk with creatives on what's happening in the client's environment and community.

Now ........


Remind me why I need to be in your office 1,500 miles away every day from 8 - 5?


I am officially raising the flag of the telecommuting planner.

OK, I admit it ... I love Advergirl

Here I am, blushing, and kicking at the ground, but dog-gone-it ... I'm a fan of Advergirl. I can always open up her blog and find something interesting or fun to read. She offers advice, topical information, trends and does it all with a smile. Why, she can take a nothing day, and suddenly make it seem worthwhile.


Thanks for the posts, Advergirl!

Thoughts on the VCU CD Conference

I've been reading about the creative directors executive training that took place recently at the VCU AdCenter. One of the insights to come out of the conference was to do Strategy and Creative together - at the same time.

I attended an executive training program at the VCU AdCenter in May for account planners. I heard the same thing then.

So ... I wonder ... why do they do these executive training programs independently? If Strategy and Creative works best when done simultaneously, then shouldn't the training programs work the same way?