Marketing techniques such as storytelling, AIDA models, McGuire, nostalgia, nudge marketing, and stochastic processes to influence decision-making.
In today’s hyper-competitive market, even the best products struggle to succeed without a deep understanding of how consumers think and decide. The F.R.A.P method (in French: Frustrations, Revendications, Apport, Pulsion; translated as Frustrations, Claims, Contribution, Impulse) is a strategic framework grounded in neuromarketing principles. Its purpose is to help marketers craft messages that resonate deeply and drive action.
Nostalgia is one of the most powerful emotional triggers in marketing. It reconnects people with personal and cultural memories, evoking feelings of safety, joy and authenticity. In an age of uncertainty and overstimulation, nostalgic campaigns stand out by offering familiarity and emotional resonance.
When it comes to industries struggling with negative public perceptions, insurance and banking often top the list. From the image of the “trickster” insurance agent who avoids paying claims to the stories of bankers benefiting from bad investments, these sectors face deep-rooted stereotypes in the minds of consumers. These preconceived notions can create challenges when it comes to communication and marketing. However, not all perceptions are negative—some institutions have managed to redefine their relationships with customers through genuine and customer-centered communication.
Why do we tend to choose brands we’re familiar with, even when there are other alternatives available? The concept of brand familiarity explains why repeated exposure to a brand or stimulus can foster a sense of comfort and trust, ultimately leading to positive attitudes and consumer preference. In this article, we explore how brand familiarity works, why it reduces uncertainty for consumers, and how it influences buying behavior.
In the complex landscape of consumer behavior, understanding how individuals process advertising messages is crucial. McGuire’s Stochastic Model offers a structured framework that delineates the stages a consumer traverses—from initial exposure to eventual action. By comprehending these stages, marketers can craft campaigns that effectively capture attention, enhance comprehension, and drive desired behaviors.
The AIDA model is a foundational marketing framework that stands for Attention, Interest, Desire, and Action. It describes the stages a consumer goes through when exposed to an advertisement or marketing message. This model helps marketers understand how to effectively capture and retain consumer attention, generate interest, create desire, and ultimately drive action, such as making a purchase. In this article, we explore each stage of the AIDA model in detail and examine how marketers can use this framework to influence consumer behavior effectively.
Effective communication between a brand and its audience involves navigating different levels of influence—each aimed at achieving specific marketing objectives. These levels of communication can be understood through the hierarchy of effects model, which explains the stages a consumer goes through between exposure to an advertisement and taking action. This article will explore the three levels of communication—cognitive, affective, and conative—how they interact, and how marketers can use them to effectively communicate their message and drive consumer behavior.
To convince customers of the value of your business, it is not enough to simply talk about the benefits—you must demonstrate them in tangible ways. The primal brain, which drives much of human decision-making, responds best to concrete, visible evidence that reassures the customer about the safety and effectiveness of your solution. This article explores how to use neuromapping techniques to demonstrate the impact of your product or service, ensuring that the value you bring to your clients is clear and compelling.
The “brain consideration set” is a key concept in understanding consumer choice and how brands compete for a place in consumers’ minds. A consideration set represents the few brands that come to mind when a consumer thinks about a specific product category. For marketers, the goal is to ensure that their brand is part of this set so that it is considered when the consumer makes a purchase decision. In this article, we explore how to use the concept of the consideration set in sales to position your brand effectively through mental associations and strategic stimuli.
Standing out from the competition is one of the greatest challenges in marketing. In a crowded marketplace, it is essential to communicate what makes your offer different and why it should be the preferred choice for consumers. This article explores how to define your unique selling proposition (USP), leverage customer psychology, and use effective communication strategies to position your product or service distinctively. By understanding the expectations and needs of your customers, you can craft a compelling message that appeals directly to their desires and solves their frustrations.