Kaleidoscope

NeuroMarketing is a wide field, however, when we design an e-campaign, two fundamentals are crucial. They are easy to apply but require a mind shift. Firstly, our emotions drive our decisions. In traditional marketing, the focus is on facts and benefits. In NeuroMarketing , we focus on emotions, which drive 95% of our decisions. So, instead of star... ting with "what do we need to say today?", we start with "what do we want the viewer to feel? What I especially like about this new methodology is that neuro-persuasion is soft, not aggressive; it operates with respect for our viewers and gains their trust with the old principle of 'walking in another man's shoes'. The Harvard research paper Eyes, Brain, Business, reveals how the brain priorities visual information. This research underpins the importance of using people, specifically faces, in our e-marketing. "Without fail, we look at faces before our eyes go anywhere else". This led to Kaleidoscope's own research on using the power of a product persona in our e-campaigns. As the emotional area of the brain connects strongly with faces, we use pictures of people, specifically eyes and smiles, to create screen 'stickiness'. A portrait of a person, preferably female, looking out towards the viewer, dramatically increases the emotional connection within the first 0-3 seconds. How does South Africa stack up in comparison with other regions in terms of the adoption of NeuroMarketing techniques? Globally, there's been a boom in companies supplying consulting and measurement services e.g. brain scanning equipment, measurement, analyses etc. However, our research study covering 28 countries in February last year revealed only three agencies in the world (Kaleidoscope and two others in Holland and Germany) practice applied neuro research - using the science to make money for their clients. Most South African corporate marketing is still locked in traditional thinking. There's not one South African university or business school that has NeuroMarketing for digital as a formal ...Read More