Are you a Right-Brain or a Left-Brain Marketer?

RIGHT BRAIN OLEFT BRAIN PSYCHOLOGISTS AND PERSONALITY THEORISTS HAVE LONG BELIEVED THERE TO BE DIFFERENCES BETWEEN THE RIGHT AND LEFT SIDE OF THE BRAIN. THE SIDE THAT DOMINATES THINKING IN AN INDIVIDUAL CONTRIBUTES TO THAT PERSON'S NATURAL PERSONALITY. THEREFORE, PEOPLE CAN BE DESCRIBED AS EITHER LEFT-BRAIN THINKERS OR MARKETERS RIGHT-BRAIN THINKERS. AS A MARKETER, THE TYPE OF THINKER YOU ARE GUIDES THE CAMPAIGNS YOU DESIGN. LEFT AND RIGHT BRAIN FUNCTIONS Both sides of the brain produce personality traits associated with them. These are commonly cited as: LEFT BRAIN RIGHT BRAIN Logical · · • • Emotional Focused on facts• · .... Focused on art and creativity Realism predominates • • • 3... Dreams and imagination predominate Planned and orderly • • • ...... Occasionally absentminded Math-and science-minded - ..... Prefers fiction Prefers nonfiction • · · Enjoys creative storytelling In marketing, there is a similar divide between emotion-based, artistic marketing and value-based, practical marketing. The marketers who design these ads can be considered left-or right-brain thinkers. TELEVISION ADVERTISING APPROACH LEFT-BRAIN MARKETER RIGHT-BRAIN MARKETER The commercial describes the product or service from a practical standpoint: what you get, why you need it, and why no other company does it quite the same. The commercial is structured like a short story, following a mini plot with a climax and a resolution that involves the brand. The commercial focuses heavily on the product or service and less on the actors in it. It shows many shots of the product in use, and displays testimonials from satisfied customers explaining why you'll love it. Focuses on outrageous comedy and the element of surprise to make the commercial memorable. MAGAZINE ADVERTISING APPROACH LEFT-BRAIN MARKETER RIGHT-BRAIN MARKETER visit us on our website. www.hip-shoes.com Creates a foldout ad spread focused on breathtaking imagery and vivid language to captivate the readers' attention. Implements a custom URL for each magazine the ad is placed in, so that leads and sales can be tracked in terms of ROI per publication. The goal is to romanticize the reader into ignoring the competing content of the publication, instead of discussing the practicality of the product. BILLBOARD APPROACH LEFT-BRAIN MARKETER RIGHT-BRAIN MARKETER SAVE MONEY ON THIS GREAT DEAL .... Uses billboard placement to strategically advertise timely sales. The billboard shows the viewer how much they will save on the company's products if they buy now. Creates a sparkling digital billboard accentuating the luxurious or pleasurable lifestyle a brand can offer you. ONLINE MARKETING APPROACH LEFT-BRAIN MARKETER RIGHT-BRAIN MARKETER You Tube Focuses on building a robust and personality-rich social media campaign to spread brand awareness. Uses a targeted paid-search campaign with traffic analytics software to track every metric of the campaign and gauge the program's impact on direct sales. Uses channels such as YouTube, Facebook, and Twitter to encourage conversation and distinguish the company from its less social competitors. THOUGHTS ON MARKETING ACCOUNTABILITY LEFT-BRAIN MARKETER RIGHT-BRAIN MARKETER "Profit begins with marketing. The best way to measure a marketing campaign's success is through its impact on bottom-line revenue." "Marketing is an art, not a science. Its impact is measured with brand loyalty and perception. It can't always be measured with math." SOURCES: DAILYTELEGRAPH.COM I SLANT.AVENUEA-RAZORFISH.COM Marketo