Don’t just target an audience, target their mood
Richard ShottonWhen people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.
Why boundary-breaking ads win through
Richard ShottonMore distinctive ads are more memorable, and the holy grail is creative that stands out while also conveying the brand’s core message.
To create strong memories, use concrete language
Richard ShottonIt’s easier for consumers to form associations with a brand if they can visualise the message it communicates. In this excerpt from his latest book The Illusion of Choice, Richard Shotton explains there are many ways to put that into action.
Your customers aren’t constant, it’s moments that matter more
Richard ShottonPeople don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
Two steps to lift-off: Behavioural biases to boost your product launch
Richard ShottonFor the best chance of a successful launch, brands should aim to offer something new but not too new, while using scarcity to boost desire.
Targeting ‘nine-enders’: Why age is much more than a number
Richard ShottonResearch shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
Three wise lessons on gifting from behavioural science
Richard ShottonThe views of the giver, not just the recipient, strongly influence how people perceive Christmas gifts, as do the price and packaging. Brands should take note.
Social proof and anchoring: The power of behavioural biases at work
Richard ShottonProfessionals believe they make decisions rationally but they’re as likely as anyone to be influenced by external biases, something B2B marketers can harness.
The power of costly signalling: Why you should build huge and beautiful campaigns
Richard ShottonAdvertising is like a mating ritual – impressive displays are more effective – which means consumers need to see what you’re spending on media and creative.
Sex, lies and market research: How to get more truthful survey responses
Richard ShottonExperiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
Customers will reward brands that get them in the mood
Richard ShottonExperiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
The place where your ad is seen is as important as what it says
Richard ShottonContext-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
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Context matters: Consumers judge brands by the company they keep
Richard ShottonExperiments show brand perceptions are influenced by where they are seen, so high-quality ad environments are crucial to premium brands.
Would a Patagonian toothfish by any other name taste as sweet?
Richard ShottonExperiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
Think laterally to get the most out of behavioural science
Richard ShottonSubtle signals can create positive perceptions of your products, without needing to hammer home their benefits in less trusted advertising messages.