Neuromarketing in practice

Why emotionalized products sell better.

It is worth embedding, packaging and presenting the inner values of a product in such a way that customers covet it at first glance. It works because we humans go through life with a comparative brain. This means that we subconsciously compare all options – and thus all products– with each other. Product features, sensors, design and packaging play a major role in this respect. In addition, the product experience itself and the way a product is presented should be emotionally a perfect match. Otherwise, you run the risk of triggering an emotional mismatch, which is poison for your client experience and for your business. By the way: An emotionally perfect presentation is also – or even more so – worth gold for intangible services and B2B products.

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Content overview:
1. Farmer (LANDI) >
2. Coffee relaunch for food multinational >
3. Emotionalize your product too >

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Case 1: Farmer (LANDI)

1. TASK
Concept: Repositioning of the LANDI proprietary brand “Farmer” incl. development of an emotional value proposition as well as a packaging concept for profiling and differentiation.

2. INSIGHTS NEUROMARKETING STUDY (EMOCOMPASS®)
• The consumers’ emotional desire varies depending on the beverage category
• All beverage categories are driven by emotional desires for “refreshment” and “naturalness”
• LANDI as a brand, however, triggers also other emotions not desired for the beverages
• This results in the challenge: How can Farmer stay close to Landi and still trigger only the desired emotions relevant to beverages?
• Other relevant neuromarketing topics:
• The new brand / new packaging should look “consumer-oriented”
• …and it should reflect value (without exaggerating)

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. SUCCESSFULLY EMOTIONALIZED PROPRIETRY BRAND FARMER

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Case 2: Multisensory development of a coffee relaunch for a food multinational

1. TASK
To make an existing coffee brand to appeal to the entire sensor system (mouth feeling, visual impression, aroma, taste) and bring it closer to the country-specific emotional desire (Gold Standard) of consumers from France and Germany.

2. INSIGHTS EMOCOMPASS® STUDY
• The perfect coffee crema in France is “strong”, “nuanced” and “lovely”
• The perfect coffee crema in Germany is similarly profiled – but the emotional aspect “lovely” is even more strongly represented
• The sensory impressions of the examined, existing coffee are too far away from the respective Gold Standard and emotionally too diversified

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. SUCCESSFULLY EMOTIONALIZED SENSORY RESPONSE TO COFFEE
• Development of country-specific multi-sensor visualizations for the product development department
• Excerpt of the detailed briefing on the ingredients, to achieve the desired emotional effect via the different sensory impressions

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Emotionalize your product too

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As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.

Neuromarketing in practice

How physical spaces can be used profitably in the digital age.

With the advent of digitalization, a large part of business deals has shifted to the digital space. There is often no absolute need for the customer to make the way to a branch for a purchase. However, physical spaces and face-to-face contacts offer decisive advantages, especially for customer loyalty and differentiation. Through a skilful approach of all five senses, emotionally very strong experiences can be created. In addition, the POS offer a chance for a scarce commodity: real personal contact.

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Content overview:
1. Raiffeisen branch >
2. AGROLA TopShop >
3. Emotionalize your customer spaces too >

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Case 1: Raiffeisen branch

1. TASK
To put Raiffeisenbank, bank topics and bankers on an equal footing with the customer – through new rituals and emotions never seen before in the banking world.

2. INSIGHTS EMOCOMPASS® STUDY
• The at-home feeling is the emotional core
• Innovation hub, on the other hand, does not match the desired emotions
• Learning, on the other hand, meets the emotional target – when charged by a personal touch

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. SUCCESSFULLY EMOTIONALIZED RAIFFEISENBANK THALWIL
• 5 minutes before the agreed consultation date: The customer advisor waits for the customer in the customer zone at the high desk (while working on a notebook)
• At the large screen, the customer and consultant “fly” over their own market area and discover together perhaps even the customer’s home
• At the bar, the customer advisor himself or herself (not an assistant!) prepares a cup of coffee, cappuccino or tea for the customer.
• These are all newly created rituals for a surprising customer experience on an equal footing

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Case 2: AGROLA TopShop

1. TASK
To really emotionalize AGROLA’s gas station shops and help them to generate more revenue.

2. INSIGHTS EMOCOMPASS®-STUDY
• Food is a highlight
• Bakery goods and coffee are desirable catering offers
• Regional references and rural attributes play a major role

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. SUCCESSFULLY EMOTIONALIZED TOPSHOP-BRANCHES
Changes in the look of the store, store layout, private label line and rituals based on concept inputs from ZUTT & PARTNER

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Emotionalize your customer spaces too

Sign up for a free workshop now

As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.

Neuromarketing in practice

How a complex product or topic becomes emotionally tangible

What the customer does not understand, he does not buy. For customers, emotions are easier to understand than technical information. A product presentation therefore needs a clear emotional message so that it is intuitively tangible for the customer. Findings from neurology and psychology help us to translate complex products and topics into emotions and make them tangible for all senses. This makes products and services understandable – and gets them bought.

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Content overview:
1. LLB Bankorama >
2. GRB Investment Cube and Topo Model (incl. video) >
3. Raiffeisen Chocolate >
4. Emotionalize your product too >

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Case 1: LLB Bankorama

1. TASK
To make complex banking topics such as the different investment strategies or diversification (distribution of risk) comprehensible for the average customer in a playful way.

2. APPLIED NEUROPSYCHOLOGICAL PRINCIPLES
• “Let the customer do it.”
• “Appeal to the comparative brain.”
• “Anchor simple images.”

3. IDEA, CONCEPT AND PRODUCTION OF A PHYSICAL INTERACTION IN THE CUSTOMER ZONE
Playful learning and comprehension together with the customer as part of the consulting process

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Case 2: GRB Investment Cube & Topo Model

1. TASK
To make investment strategies and mortgage models tangible and comprehensible for the layman through analogies and relation to the region (Glarnerland).

2. APPLIED NEUROPSYCHOLOGICAL PRINCIPLES
• “Let the customer choose.”
• “Create sensory bridges.”
• “Let the customer play.”
• “Trigger concern and memories.”

3. IDEA, CONCEPT AND PRODUCTION MONITORING OF A PHYSICAL INTERACTION IN THE CUSTOMER ZONE
In the Glarner Regional Bank in the city of Glarus, the various investment strategies and mortgage models are no longer explained with the help of brochures and tablets, but are made comprehensible by means of investment cubes and the Topo model. Three cubes hanging from the ceiling take the customer on a hike through the Glarnerland region: drone and helicopter shots as well as integrated quizzes make different altitude profiles (volatility) and condition levels (investment horizon) visible. In the consulting room, the topic can be deepened on request: The Topo model automatically calculates the optimal investment strategy for the client based on input and presents it in the form of an investment route on the Glarus map.

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Case 3: Raiffeisen Chocolate

1. TASK
To reflect the Raiffeisen bank of Mittleres Toggenburg, their advice and the resulting benefits for the customer in a fitting, emotionally appealing, bespoke chocolate creation.

2. INSIGHTS EMOCOMPASS® STUDY
• The office experience can be optimized in the direction of the GOLD STANDARD
• The emotional approach playing of the values helps
• This way, competitors can easily be left behind

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. DEVELOPMENT AND INPUTS FOR THE RECIPE, INCLUDING ACCOMPANYING COMMUNICATION
Change in the initiation of conversations: From a classic bank presentation to a multi-sensual experience presentation. It is not the consultant who explains to the customer what Raiffeisen Mittleres Toggenburg stands for, but rather the customers explain this to the consultants – inspired and motivated through all their senses during the chocolate enjoyment. The Bank’s messages are thus firmly anchored in the customer. A lucrative side effect: Existing customers bring new customers to the office – so that they can taste the Raiffeisen chocolate. The Raiffeisen Mittleres Toggenburg is growing.

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Emotionalize your product too

Sign up for a free workshop now

As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.

Neuromarketing in practice

How digital applications can emotionalize despite lack of sensory contact.

Digitalization has already changed the world a lot. Many things have become more efficient and more convenient today – to name just two advantages. But digitization also has a downside. In its most common implementations, it appeals to only one sense. This literally leaves customers cold. Today’s digital worlds hardly trigger any emotions – there is no real relationship building with a brand or a product. To prevent this, digital platforms must be emotionalized, for example, through the use of synaesthesia and sensory bridges. Ideally, they will even merge with the analogue world. Therefore, either aim to digitize your analogue world or analogize your digital world.

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Content overview:
1. UBS SmartWealth >
2. Weather Graubünden >
3. Emotionalize your digital world too >

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Case 1: UBS SmartWealth

1. TASK
To emotionalize the onboarding of a private banking customer and reduce its entry thresholds by using neuropsychological principles.

2. INSIGHTS EMOCOMPASS®-STUDY
• The emotional gap between typical financial institutions and the implicit desire for perfect wealth management is remarkable
• Trust does not matter emotionally (it is understood to be a hygiene factor)
• Individualization and “My Life” are two important emotional aspects

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. SUCCESSFULLY EMOTIONALIZED APP UBS SMARTWEALTH

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Case 2: Weather Graubünden

1. TASK
The weather in Graubünden can be different from valley to valley. The key factor sun is crucial for day trippers. Get real-time weather forecasts so emotional that they draw people to the mountain and make mountaineers happier.

2. INCLUDED NEUROPSYCHOLOGICAL PRINCIPLES
• Play out sensory bridges: bottom grey top blue
• Let the customer play: playfully arrange the contents in a carousel
• Extending the online time increases the probability of travel to the destination

3. SUCCESSFULLY EMOTIONALIZED WEATHER GRAUBÜNDEN
Interaction and design concept by ZUTT & PARTNER

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Emotionalize your digital world too

Sign up for a free workshop now

As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.

Neuromarketing in practice

How a brand meets the implicit customer’s desire with branded images and texts.

Images and texts are the most widely used levels of communication by brands. In order for them to really make an impact on the brain, however, they have to meet the customer’s wishes and desires on an emotional level. It does not matter so much whether a motive is liked or not. Rather, it is about hitting the right emotions. After all, if you choose images and texts incorrectly and encode them, you miss the desired communication effect. This faux pas can be avoided with the help of neuromarketing and the scientifically based EmoCompass®.

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Content overview:
1. Coca-Cola (Coke up your BBQ) >
2. Twinings >
3. Emotionalize your communication toon >

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Case 1: Coca-Cola (Coke up your BBQ)

1. TASK
To bring Coca-Cola’s barbecue promotion closer to the emotionally perfect grilling feeling (Gold Standard) – and to equalize it with the branded emotions of Tsch Tsch (Coop) and Coca-Cola itself.

2. INSIGHTS EMOCOMPASS® STUDY
• The perfect barbecue moment is inspiring and at the same time down-to-earth
• The promotional logo displayed so far pulls emotionally in a different direction
• It will benefit from implying more Coca-Cola feeling
• And to communicate the message in a more lively / more refreshing way / clearer

EmoMap©: Es geht nicht um oben, unten, links oder rechts – massgebend sind die Abstände zwischen den einzelnen Research Objects zum Wunsch (GOLD STANDARD). Je weiter die Entfernung zwischen zwei Pins, desto unterschiedlicher die Empfindung.

3. SUCCESSFULLY EMOTIONALIZED COKE PROMOTION
Further development of the promotional logo by ZUTT & PARTNER as well as strategic design approaches for more emotional vibrancy and refreshment in the campaign world

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Case 2: Twinings

1. TASK
Roll out a new print campaign to get closer to the emotionally perfect tea feeling (Gold Standard) – while maintaining the basic campaign concept and the existing brand profile of Twinings.

2. INSIGHTS EMOCOMPASS®-STUDY
• The world of tea is supposed to be mystical, but not mysterious
• Sacred hours instead of a Harry Potter feeling
• Warmth matters

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. SUCCESSFULLY EMOTIONALIZED TWININGS CAMPAIGN
Further development based on the briefing input from ZUTT & PARTNER to the agency

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Emotionalize your communication too

Sign up for a free workshop now

As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.

Neuromarketing in practice

How a brand can be emotionalized.

In today’s buyer markets, we are all flooded with messages and information. Therefore, and because the products offered are usually absolutely interchangeable one way or another, the customers emotionally opt for (or against) a brand. In the past, it was assumed that the brain would go through a multi-stage evaluation process: a large number of providers would be systematically distilled until only a “relevant set” with a handful of eligible brands remained, from which – again rationally – one would be selected. Today we know from neurologists that our brains do not think in hierarchies and decision trees. Rather, there is a lighthouse brand for every area of life, for each industry, which the brain always thinks of first at the moment of need – just as we usually only remember the winner of a World Cup and the runner-up soon disappears from memory. We call such lighthouse brands “the emotional number one”. And this is also the most important key to success for every company: to be the emotional number one with as many customers as possible – because that is what they will buy. In order to achieve this position, one must know the emotional desire of the customers, and lead with it skilfully in the brand strategy.

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Content overview:
1. Volg >
2. Emotionalize your brand too >

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Case: Volg

1. TASK
The Volg brand is to be emotionally charged and thus offer real added value. The new brand core should go far beyond purely rational benefits and be the foundation for the development of all touchpoints.

2. INSIGHTS EMOCOMPASS®-STUDY
• Neighbor is emotionally close to the emotional customer desire
• Pictures like “friend” or “acquaintance” profile emotionally in a completely different direction
• D2 moments, such as “surprise” play a role

EmoMap©: It is not about the top, bottom, left or right –the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

3. EMOTIONAL VALUE PROPOSITION FOR VOLG

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Emotionalize your brand too

Sign up for a free workshop now

As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.