Marketing the Consumer Brain

Understanding Your Buyer

Consumer Behavior was the known term for what marketers used back in the 50’s and 60’s.  Advertisers and marketers became aware that they could sell more by a comprehension of the wants of the consumer.

Social psychology and neuroscience are the fields that incorporated in today’s marketing.  Marketers strive to now understand the physical effects on the body.  As well as understanding the psychology behind the reaction of people to the products.

A Case Study

Reza Habib, a neuroscientist, did a case study a few years ago that examined the physical actions your brain made when we gamble.  Habib used addictive gamblers and casual gamblers for comparisons.  The brain activity has a clear difference between the two.

Casual gamblers had the thoughts of a near miss is still a loss.  While the addictive gambler got excited even when a near miss happened.  Companies in the gaming industry use this type of information to come up with effective games to keep you playing.

Scratch Away

When you scratch off a scratch ticket and almost win, do you go buy another one? Gaming companies produce a certain amount of near miss tickets on purpose.  This keeps the player coming back for more.  A near miss phenomenon is what we are discussing here.

This marketing strategy is genius.  Which in turn also increases the gaming companies bottom line.  This is a great example of the close relationship between human psychology and neuroscience.

Memories of our Youth

The decisions we make day to day are usually made on the subconscious level.  These decisions aren’t rational.  The Coca Cola memories of our youth hold steadfast in our subconscious.  This lead us to not be so willing to try a different beverage.

Brand loyalty is typically something we are not willing to give up easily.  Competitors have to come up with a moving emotional argument for why we should try their product.  If it doesn’t move us, we will continue to just enjoy our favorite brand, even if their truly is better.

The best chance of success for companies, is to use solid research, neuroscience and psychological techniques as a whole.

 

A Deeper Understanding of Consumer Behavior

Marketing Reinvented

Understanding the consumer behavior by Renee Fraser Understanding the consumer behavior by Renee Fraser

One marketing company is creating meaningful advertising by tapping into the psyche of consumers.  Fraser communications, headed by Renee Fraser, gives businesses and institutions an edge over their rivals. With a BA, MA, and PHD in Psychology, she has a deep understanding of how the human mind works.  That kind of insight is a powerful advantage in the marketing world.

The Science of Marketing

We may not think of marketing as a medium that can benefit from a scientific approach.  Fraser Communications has built its business on it. Fraser encourages her employees to develop a deeper understanding of the target market for every advertising campaign.

They conduct meaningful research at the beginning of every project. This approach is called UPT.  It is used to figure out how the audience perceives the brand or service so that they can produce an advertising message that hits home.

The company has had a lot of success with their system and is now a $40 million dollar enterprise. Renee has been recognized as one of LA’s 50 most influential women according to Los Angeles Magazine. She’s also been named one of the top 500 Most Influential People in Los Angeles by the Los Angeles Business Journal.

That has a lot to do with the impressive list of satisfied clients retained by Fraser Communications. Many of these are household names such as Lexus, Toyota, and the County of Los Angeles Public Health Department.

Clients in All Sectors

The fact that the company’s clients include both public and private entities is proof that their belief in a social psychology approach to marketing is working. According to Fraser, “the right message can change people powerfully,” and finding that message requires a lot of preparation and research.

The approach you use for a water conservation advertising campaign, such as the one they used for the Metropolitan Water District, is a lot different from one needed to help grow Lexus’s customer base.

Fraser Communications has been perfecting and improving their insightful approach since the company’s founding in 1998. Each new project targets the needs and goals of the organization in question.

Understanding the Target Market

With all of their experience in marketing over the years, Fraser Communications has learned how to identify different market segments. They first figure out which market segment represents the bulk of their audience and then they conduct the necessary research.

The company uses a different approach depending on if the audience are baby boomers, Generation Xers, or millennials. Fraser also has a great deal of expertise appealing to the specific needs of female consumers.

This ability to understand the needs of different segments has allowed them to create successful advertising projects that keep their clients happy. As we get older our needs change, so the baby boomers may be more inclined to respond to fact based campaigns.  While millennials might respond better to advertising that’s a little more fun loving. Before they make any assumptions though, they do their research.

The Goals of the Campaign

The motivations of each client are distinct.  Renee makes sure she has a strong understanding of their needs for the campaign before conducting any research.

A commercial business such as Lexus will likely want to create a campaign that focuses on increasing brand awareness.  Consequently that’s not what motivates the Metropolitan Water District of Southern California. They want people to have conservation on the mind, so what they’re really trying to do is change behavior.

The two examples above require very different approaches to advertising. Developing a marketing approach that not only targets the right audience, but also satisfies the needs of the client is a bit of a juggling act. Fraser Communications is one of the best jugglers in the game.

Understanding and Developing Young Minds

One of the company’s most successful projects to date was created for an organization called First 5 California. Their goal was to increase awareness of the importance of brain development of young children up to 3 years old. After conducting research with parents of these young children, they realized it was important to keep the message simple.

They focused on three activities: talking, reading, and singing. The slogan “Talk. Read. Sing. It changes everything,” was developed and proved to be very effective. It encouraged parents to take an active role in their child’s early development. In the years following this campaign, children were more prepared when entering school according to the LA Times.

A Facelift for an Iconic Brand

Another great example of Fraser’s successful marketing approach was their work on a project for a luxury car brand. Lexus is one of the most popular luxury car brands today.  However, to maintain their position in the market, they need effective advertising campaigns.  That’s why they turned to Renee Fraser’s team.

They recognized that the multi-cultural and female market segments for luxury cars was growing rapidly.  They wanted to make sure they were in the front of these consumers’ minds when it came time to make a purchase.

Fraser created a campaign called The Lexus Difference.  They encouraged dealerships to target these markets through “marketing materials, speakers, webinars, newsletters, and partnerships with admired brands.” The result was a positive increase in sales.

A Clear Focus

All of Fraser Communications clients have benefited from its focus on a scientific approach just like First 5 California and Lexus. They do the research to find out what really matters to the audience.  In turn, they then build their advertising around that. The people that are targeted by their marketing, develop an emotional connection with the message. It’s not surprising that Renee Fraser is a Hall of Fame member of the National Association of Women Business Owners.