paper chain forum print day 2012
TRANSCRIPT
Emotions and engagement: where do that grow?
Today’s keywords
Engage Interactive
Emotional Dialogue
Share Values Connected Community
Effectiveness background
Your message mustbe received, themost efficientway, by the rightperson, at the verybest moment
US Marketing Executives, Manufacturing, Technology, Information, Services
Sowing the seeds in the mostfavourable ground
This is Mr Blue
This is Mr Red
These guys are your customersReading the same ad, same
words, same visual but using twodifferent channels…
Material shown via red medium generates more activity within the area of the brain
associated with the integration of visual and spatial information. That means it is more
“real” to the brain. It has a meaning, and a place. It is better connected to memory
because it engages with its spatial memory networks.
The medial FPC and cingulate are the parts of the brain associated with emotional engagement. The brain’s “default network” appeared to remain more active when viewing red message. Activity in this brain network has been associated with a greater focus on a person’s internal emotional response to outside stimuli. This suggests that the individuals were relating information to their own thoughts and feelings.
The right-middle cingulate, which is active during decision making centered on emotional and social issues. It is also activated when participants decide whether they will ‘save’ rather than ‘bin’ the material, which again suggests it plays a prominent role in emotional response and judgment.
It appears that all other effects being equal, paper-based materials:
●are more concrete and ‘real’ for the brain
●are internalized more
●facilitate emotional processing, interactivity and trust
●result in more fluent decision making
This means paper-based materials are more likely to be retained and acted upon.
In concrete?
Giving every seed the best chances to grow
1,000,000 internet sites30 TV Channels
20 Radio Stations10 Social Spaces
Giving the seeds the best conditions to grow
And giving the most essential element…
Time…
From surface to depth
Some unbroken seconds…
Nearly impossible by definition
In a world that never stops
1,52 minutes
Average customer attention time with a Direct Mail
1,52 minutes
To break the surfaceTo go deeper on emotions
To engageTo interact
To shake his hands
1,52 minutes
To play with his senses(And that’s the key…)
Triggering two senses gives +30% more brand connectionTriggering minimum three senses gives +70%...
That’s why print can do so much, because print, combining senses, is a direct link to the mental workspace, where 85% of the stimuli are
unconscious
Does that mean we shoulddrop digital?
No because we believe in integration. Just rememberthat print enhances other
media
Thank you!
Paper is a powerful communication material, made from natural and renewable sources.
Paper is recyclable and largely recycled. Which is all great news if you need the impact that only printed documents can deliver.
Paper has so much to offer…No wonder you love paper…
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