The big day has arrived, your agency is revealing your new Christmas campaign, it’s an exciting moment and as you are ushered into the agency boardroom by your account team you can see the foamex boards face down on the meeting room table. You know the creative team has been working long and hard to give you three options to choose from, your pretty sure the one they like is the final one, it nearly always is. But what will it be and more to the point, how do you know it is going to help you hit the sales target that has been agreed with your Sales Director and MD?
The truth of it is, you don’t. You hired an agency you love and trust, and their creative team is second to none - there is even a Cannes Lions award in reception - but what does the creative process actually look like? Now, there is a caveat here - every agency is different, but I have worked both in and with agencies large and small, and this is what I have seen:
The creative process:
I imagine this sounds pretty thorough, with lots of opportunity for feedback and review to ensure everyone is happy - so what's the problem, you might ask? Well for me it comes down to the fact that this is an artistic process the success of which depends on how well the Creative Director leading the process understands the brand, the product and the customer, and how effective his account team contacts have been at feeding him this information.
What would this process look like if its foundations were in science and not art? Let’s take a look at ‘The Laboratory’, a process we can run for you at EnquiryLab, and how the application of neuroscience can turn “how can I be sure this is going to work?” into “this has been proven to work, and this is why”.
The scientific process:
I hope that at this stage you are thinking “well, that makes sense (kind of), but what are these mystery scientific tools you are using to explore my customers?” Ultimately it is one big tool-set called Neuromarketing, and the individual tools very much come down the job at hand, but here is an overview:
In simple terms the application of these three data-sets to our creative process gives us the evidence to prove what we need to say, how we need to say it, and the way this information needs to be presented visually to be effective.
So why don’t more companies and agencies use these techniques?
Well ultimately the four most common objections we hear come down to:
We get this and we understand that to change the way ‘we’ have always done things is tough, but we would say if you plan a little further out (think weeks not months), consider the ROI not the invoice value of the research and use a trusted partner, then it really isn’t that hard. Attitude, however, is more tricky - the psychometrics tell us so!
For those creative teams who feel that being told what to say, how to say it and how a layout should be arranged is hampering the creative process I totally sympathise, nobody likes being told how to do their job. My response is to suggest that ‘the job’ is changing and getting on-board earlier in the process to become a part of the testing of a validation process will become the new creative process, and those that do will be unstoppable in their delivery of measurable success.
A prediction: In 10 years time neuromarketing won’t exist, we will just call it marketing and those companies who are slow to adopt it won’t be around to see the change.
To discover how we could do this for your company or agency, just give us a call.