Neuroscience applications usually grab headlines when Silicon Valley titans are involved, but these techniques have been in play in the advertising industry for years.
That’s not to say the science has been used effectively, and early reports on the results were less than encouraging. “More glitter than gold,” was the way one Guardian headline put it. With several years and many successful campaigns under marketers’ belts, that’s beginning to change.
At &THEN, a panel of experts will discuss the success they’ve found using these techniques in a talk titled, “Neuroscience at Work in Accountable Advertising.” Attendees will walk away with a field guide to getting started in this space.
Applying Science with Results
You’ll hear a lot about applying scientific principles to marketing campaigns at &THEN for a simple reason: These techniques work. Focusing on how people tend to put off saving for retirement, MassMutual recently orchestrated a successful 401(k) enrollment push with behavioral science as a key strategy.
That’s not the only space where this approach can make a difference. In this session, you’ll hear all about neuroscience in advertising from three industry figures: John Pucci, CMO/CCO at Hawthorne; Nan Zhang, CEO of Vision Interchange; and Ian Yung, Director of Growth Marketing at Touch of Modern. Each utilizes scientific principles after achieving results they found were worth repeating.
One key takeaway will be how they carefully applied the techniques to traditional marketing – and when going too far becomes counterproductive.
Neuroscience and Major Brand Success
Part of the panel discussion will involve a dive into the success of neuromarketing techniques for well-known brands. Pucci can speak directly to campaign wins at Apple, Touch of Modern, Tide, Visa, fitbit, Mitsubishi, Chevy, PODS, edible.com and other major brands.
Zhang will bring her perspective as the founder of a charitable foundation to the discussion. At Vision Interchange, which provides corrective lenses and vision care to underserved communities, cutting through the clutter and getting people involved is an essential part of sustaining the brand’s mission.
Considering the spike in sales and engagement the panel members witnessed after putting neuroscience techniques to work, it’s safe to say attendees will leave the session with ideas on moving the needle in their organization.
This article is brought to you by &THEN, DMA’s annual event. Click here to join the leaders of the marketing community and advance your data and marketing mastery in Las Vegas, October 7-9.