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Issue 22
Marketing Hope Is Alive and Well:
Top Firm Marketers Reveal Their Plans for the Year Ahead
By Burkey Belser and Sue Allison
We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.
Issue 21
Your Client Feedback Program May Not Lead to Satisfied Clients
By Sue Allison
I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”
Issue 20
In Client Interviews, How Questions Are Asked Really Matters
By Greg Newman
In our recent "Marketing Hope" survey of plans for 2009 and 2010, 64% of Am Law 200 marketers indicated they will be investing in client loyalty interviews. That's a smart move in any economy. But how do you extract the most value from those interviews?
Recent Posts
Part 2: The Reptilian Brain - Surprising Results from Brain Science
By Burkey Belser
Posted on 08/25/08 at 10:56 am
Two months ago you learned about the evolution of the brain and, we hope, got a taste of the power of the emotional brain to bring the rational brain to its knees. We need a bit more science to pull us along as we delve further into the efficacy of advertising (in which, you will remember, we want to include Web sites, collateral materials and other marketing efforts).
The amygdala and the hippocampus
If you flash your logo on a screen, it is registered in the hippocampus, part of the limbic system, which contributes to memory formation. But the hippocampus can only hold onto a few bits of information for short periods of time. To extend the memory, the hippocampus has to “talk” to the amygdala, which searches for and ultimately “matches” that immediate memory with other memories in its storehouse.
Let’s explain this again with an example: If you see a Coke can, your hippocampus holds that impression until it can match that impression (or “immediate memory”) with the taste and satisfaction of the contents of that can. The hippocampus, says Isobel Butcher, is like a “cloakroom attendant who receives your ‘stimulus ticket’—Coke logo and can—and matches it to the contents of the cloakroom in the amygdala—all other experiences you’ve ever had with Coke.
The amygdala winds up playing an incredibly important role in our lives. Match a past memory with a current stimulus and you get an immediate emotional response before a thinking response has time to even stumble awake. I picked up my gardening gloves on Saturday to find a harmless lizard had hidden itself underneath. I jumped three feet. I’m not embarrassed; I quickly determined the lizard to be harmless but I was out of harm’s way before the recognition of “lizard” crossed my mind. That’s the limbic brain stirred by the amygdala in response to the stimulus temporarily registered in the hippocampus. Got it?
It’s no leap at all to recognize that positive memories provoke similar instantaneous reactions in favor of a stimulus just as negative memories provoke fright and flight from a stimulus. All pre-conscious!!!
Tags: Advertising, Emotion, Science
Part 1: The Reptilian Brain - Why Advertising Works
By Burkey Belser
Posted on 05/15/08 at 1:52 pm
Haven’t you ever wondered how advertising works? Why do we respond to its entreaties? What’s going on in our noodles that hurls us out the door to buy that new golf club or new pair of shoes?
For the next two months, we’re going to dig deep into the scientific case for “advertising” (let’s use the term broadly as management does to include ads, Web sites, brochures and other collateral). You need solid research to convince the left-brain rational minds that what you do matters! Does advertising work? With confidence, a resounding “yes!” How? Let’s see.
Because advances in brain imaging allow us to map the brain in action, we now know infinitely more about how the brain works than we did only 25 years ago.
Much of the initial portion of this report comes from Daniel Goleman’s summary of recent research in the most recent edition of Emotional Intelligence. We’ll bet you have this book on your bookshelf but perhaps—just as certainly—never read past page 30. In this “Cliff Notes” version, we’ll outline the core information about how the brain works, then we’ll link it up to “advertising” (branding, advertising and marketing communications).
In developing this report, however, we read four books and over 40 articles from scientific journals. We’ve made every effort to render the report in plain English. If you wish to read our sources yourself, please see the appendix at the end of this article.
Tags: Advertising, Science
