21st October 2020
On 14 October, April Six held an exclusive evening of marketing innovation with speakers from Nyetimber, the world-renowned English sparkling wine producer, and Innovationbubble, psychological insights and behavioural solutions consultancy.
While not the most natural pairing, the virtual event centred around the idea of making ‘moments that matter for brands that shape the future’ – at a time of profound change and uncertainty for all businesses, small decisions and pivots can make all the difference between success and failure.
Read on for an inside look into the evening’s key findings and to learn how, with the right combination of bravery, perseverance and innovative thinking, any brand can build stronger bonds with their audience and transform their future.
Nyetimber Vineyard: Alec Robinson, Brand Ambassador
The event was kicked off by Alec Robinson, Brand Ambassador for internationally-acclaimed British sparkling wine producer, Nyetimber, whose history spans nearly 1000 years. Alec expertly guided guests through a tasting of three of its most popular wines, including the delicious Classic Cuvee, Rosé and Demi-Sec.
Along the way, he took the group through the (many) highs and occasional challenges Nyetimber has experienced over the years. The 2012 vintage in particular signalled a key moment for the company – an unusually cold and wet year meant the grapes they’d grown didn’t reach the ripeness needed, and as such Nyetimber made the courageous decision not to pick a single one. As Alec puts it: “If it’s not as good as it can be, we simply will not do it.”
This bold decision clearly stood them in good stead for the future – they had smartly planned ahead by keeping previous years’ grapes in reserve (Nyetimber stand out from competition in their insistence on only ever bottling grapes they grow themselves). From then on the only way was up, with the company going from strength to strength in the following years.
In 2018, this success culminated in Head Winemaker, Cherie Spriggs, being awarded the accolade of ‘Sparkling Winemaker of the Year’ at 2018’s International Wine Challenge, one of the most highly-regarded wine competitions in the world. In fact, the extraordinarily warm 2018 summer spurred many in the industry to invest in British vineyards, a trend for which Nyetimber itself should take much of the credit.
Innovationbubble: Dr. Simon Moore, CEO
The evening then moved on to a fascinating talk from Dr. Simon Moore, CEO of Innovationbubble and behavioural science expert. Simon’s presentation focused on the question ‘Is your target audience lying to you?’, an idea that had all attendees on the edge of their seats to learn more.
Simon and his team use psychological insights to guide brands’ decision making when it comes to engaging and connecting with their audiences. He explained that roughly 90% of the decisions we make daily take place in the ‘non-conscious’ part of our brains, which is dominated by emotion and the intuitions associated with it.
Too often, he says, organisations primarily target the other 10% of our decision making faculties in their communications strategies, as a result often failing to make the desired connection with audiences. Without wishing to bruise attendees’ egos too much, Simon outlined how our assumptions that human brains are rational, conscious and convinced by pragmatic facts and numbers is simply untrue – staggeringly, we make approximately 35,000 decisions in a day on average, and only around 100 of these are conscious.
“If you fail to measure your target audiences’ non-conscious thinking, you are trying to see with at best an eye patch on – at worst a sack over your head.”
To illustrate the point, he drew upon a recent case study involving Deutsche Bank. The client had conducted extensive quantitative research into its B2B customer base to identify key pain points – the results seemed to show that there was a clear lack of trust in banks that needed to be addressed. However, Deutsche Bank’s ensuing communications campaign not only didn’t bring new customers in, it resulted in an 8% decrease in new B2B users.
This is where Innovationbubble came in: through a sophisticated, qualitative psychological analysis of the same respondents who had indicated a lack of trust in banking providers, the team of experts uncovered that there was a deeper, non-conscious truth across Deutsche Bank’s customer base. Rather than not trusting the financial services providers, they actually had a lack of trust in themselves to properly handle their money.
This simple yet powerful example shows that we all have deep, non-conscious emotions driving our decision making that we may not be consciously aware of. Deutsche Bank used this insight to address the underlying problem, looking to reassure B2B customers of their competence and expertise through their communications, immediately boosting its numbers of new customers by 8% from the original level.
With countless analogous examples and case studies in his arsenal, Simon advocates a simpler, more customer needs-focused approach to brand communications – recent work with Ted Baker led to a 50% increase in sales as a result of boiling down around a dozen audience personas into 3 key categories of buyer.
At base, humans are emotional creatures far more likely to give companies time and attention once they have connected with us on this deeper level. As one of our attendees, the MD of a global data analytics company, observed: “It’s like boxing. You have to hit them on an emotional level before appealing to the rational, logical part of people’s brains – a ‘one-two’ punch.”
What this means is that, in order to make moments that matter, communications must be simplified to stand a chance of resonating with audiences. Now more than ever we are all time- and attention-poor, so no matter how factual and reasonable a campaign might be, it will fail at the first hurdle if it does not appeal to the non-conscious brain.
As the newest member of MISSION Group, Innovationbubble will be partnering with April Six to deliver similar pilot programs for clients looking to transform their approach to communications. Using Simon’s cutting-edge philosophy and April Six’s decades of industry-specific science, technology and mobility experience, our goal is to provide leading brands with that small, simple spark of insight to transform their relationship with target audiences.
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