Colors evoke emotions. But have you ever thought about the color you think in or what motivates you to make specific decision?
During our April Virtual HITMC Event, Scott Ferguson, CEO of Aesto Health walked us through the core principle of Whole Brain Marketing. Utilized by 97% of Fortune 100 companies, it uses the colors red, yellow, green, and blue to divide the audience’s brain into 4 quadrants to help you rethink messaging based on the four classic thinking patterns that motivate any audience to take action.
We also were joined by Justin Steinman from Definitive Healthcare and Dave Pollet from Cross Screen Media at our HITMC Lightning Presentations who shared some amazing facts about the role of the Campaign Planning Manager and the dramatic shift we are seeing when it comes to consuming TV and video.
Below is are just some of the highlights from the event. You can check out the recording of the entire event here.
Up first, Scott first walked us through the top objectives that we as marketing folks should always be striving for.
Now we have all heard of “left-brain” versus ‘”right -brain” but what you may not know is that “Whole Brain Marketing” is way more than that. It uses four fundamental brain preferences to determine what makes an audience tick:
- Facts
- Futures
- Form
- Feelings
At this point, you may be thinking yourself “what color is my brain?” or better yet “what color are my customer’s brains?” It might help to think of the colors this way: the blue and green quadrants represent the rational side of the brain and the red and yellow stand for the emotional side.
People in the GREEN zone are very procedural and approach problems very practically. When marketing to his person, it’s best to show them how your solution fits into a standard operating procedure or how it is a best practice.
People who are predominantly YELLOW are more forward looking and want to be inventive. Appealing to them means showing them how innovative and creative you are.
The image below put the classic buying a car example to good use. Each quadrant shows what each color/buyer is looking for during their experience.
The concept of Whole Brain Marketing shows why personalization is key when it comes to both sales and marketing. Take a look at the examples below to see how different each color reacts when it comes to sales situation.
It’s important to match your offering and strategic approach to how your prospect is ultimately going to buy.
When developing your marketing message, your ultimate goal is to move from Yellow>Blue>Red>Green. The image below is definitely one that should be printed our and followed each time you are building out your marketing messages.
After Scott’s sessions we heard from Justin Steinman from Definitive Healthcare. He kicked off his session by saying: “Campaign Managers have a tough job these days.” Luckily these days, they are now in the best position to help drive integrated marketing decisions based on data not speculation.
As you go further down the funnel, using data to help personalize your marketing messages becomes more important. If you’re not doing it today, you should be. Because your competitors most definitely are.
Up next was Dave Pollet from Cross Screen Media who highlighted the tectonic shift of how we are consuming TV and video. Video has become a powerful medium for changing beliefs about products, services & treatments, leading to changed behavior.
And last, if you haven’t heard, we announced that HITMC is launching some merch! Soon you’ll be able to buy t-shirts from past conferences or our new designs as well. More details in the weeks ahead via our newsletter. Don’t get our newsletter, be the first to know when new merch drops by subscribing to our weekly newsletter.
Need more than just the highlights? Watch the full April Virtual HITMC Event here.
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