Brain Driven Brands: Episode Summary - PART 2 Can Sarah Craft an Ad That Converts in Real Time?

Release Date: January 23, 2025

In the second installment of Brain Driven Brands, host Sarah Levenger delves deeper into the application of advanced neuromarketing strategies by undertaking the challenge of crafting an effective advertisement in real time. This episode builds upon the foundation laid in Part One, where Sarah introduced the premise of creating a compelling ad tailored to resonate with a specific consumer profile. Joining her in this endeavor is her husband, Casey Levenger, who serves as the representative consumer to test the efficacy of the ad crafted using psychological tactics aimed at boosting engagement and conversions.

Setting the Stage: Continuation from Part One

The episode kicks off with producer Scotty providing a seamless transition from the previous episode, emphasizing the continuity of the challenge. He states:

"[00:04] Scotty: ...this is part two of Sarah Levenger creating an ad in real time to see if her husband, consumer Casey will actually convert based upon the questions she has asked and how she's built the identity..."

Sarah picks up precisely where Part One left off, introducing the set of headlines she has formulated for the ad. The focus is on selecting a headline that not only grabs attention but also aligns with the consumer's psychological triggers.

Headline Selection: Balancing Creativity and Consumer Appeal

Sarah presents a series of creative headlines designed to encapsulate the essence of the product, Cocoa Press, a 3D printer that specializes in printing chocolate. The headlines include:

• "Ideas Melt into Sweet Genius"
• "Turning Brainstorms into Bon Bons"
• "From Concept to Cocoa in Minutes"
• "Print Dreams, Devour Desserts"
• "Invention Never Tasted So Good"
• "Where Innovation Meets Indulgence"
• "Making Chocolate One Idea at a Time"
• "Edible Blueprints for Sweet Success"

Upon reviewing the options, Casey selects:

"[01:35] Casey Levenger: ...5 from Concepticoco in minutes. Oh yeah."

Sarah expresses a mix of apprehension and enthusiasm upon Casey’s selection:

"[01:35] Sarah Levenger: That's the one you picked?"

Real-Time Ad Creation: Navigating Challenges and Insights

With the headline chosen, Sarah attempts to design a static ad on the spot, aiming to effectively communicate the innovative nature of Cocoa Press. She acknowledges the constraints of time and the initial shortcomings of the ad’s quality:

"[01:41] Sarah Levenger: Oh my God. Okay, well crap. I'm not done designing the ad though. Shoot. Okay, okay. Now I wish we would have shown you the ad before we would have done that. Okay, so the ad that I am generating is not good..."

Despite the imperfect execution, Sarah highlights key elements that align with neuromarketing principles, such as the juxtaposition of chocolate with a 3D printer to create a novel and intriguing visual appeal. She remarks:

"[01:42] Sarah Levenger: ...the chocolate I think that is the most important piece of this particular ad. Just because like you don't put chocolate next to a 3D printer."

Casey's Feedback: Evaluating the Ad’s Effectiveness

Casey provides constructive feedback, appreciating the concept's direction and suggesting enhancements to better capture consumer interest. He proposes a more structured visual narrative:

"[04:06] Casey Levenger: I would create. Okay, so what I would create is like, okay, on the left hand side I have like a CAD model of a rocket... And then I'd have like an arrow and a 3D printer and then an arrow and then the thing made out of chocolate."

Sarah acknowledges Casey’s input, recognizing the merit in his approach:

"[04:40] Sarah Levenger: Oh, okay. That's an interesting idea."

Refining the Ad: Incorporating Consumer Insights

The discussion evolves into a collaborative effort to refine the ad, integrating Casey’s suggestions to enhance clarity and appeal. Sarah emphasizes the importance of understanding the consumer’s needs and desires, stating:

"[05:48] Sarah Levenger: ...this hits, like, all the things that we just discovered about Casey, his need for convenience. Like, he really, really values interesting, innovative products."

Consumer Decision-Making: Barriers to Conversion

Casey articulates obstacles that might hinder his decision to purchase Cocoa Press, focusing on the necessity and affordability of the product:

"[06:03] Casey Levenger: ...the Cocoa press is like $2,000, right? So, like, me to just, like, print, you know, little tiny Pokemon for my kids to eat..."

"[06:23] Casey Levenger: ...if it was like $300, then I'd be like, that. That's an... that's a low enough price point that I could say I could justify..."

Sarah recognizes the critical role of pricing and perceived need in the consumer’s conversion journey:

"[06:23] Sarah Levenger: ...that's the toughest part..."

Concluding Insights: The Power of Real-Time Ad Creation

As the episode wraps up, Sarah reflects on the exercise's value, highlighting the significance of real-time ad creation informed by deep consumer insights. She underscores the potential for scalability through Consumer Insights at tetherinsights.io, aiming to enhance ad effectiveness across various industries by understanding emotional, identity, generational, seasonal, and cultural drivers behind purchasing decisions.

"[07:48] Sarah Levenger: ...we are doing basically what I just did for Casey, but at large scale in real time for every industry that we can think of."

Takeaways and Applications

• Neuromarketing in Action: The episode showcases practical application of neuromarketing strategies, emphasizing the importance of aligning ad elements with consumer psychology.

• Consumer-Centric Design: By involving Casey as a representative consumer, Sarah demonstrates the value of tailoring advertisements to meet specific consumer needs and preferences.

• Iterative Improvement: The collaborative process between Sarah and Casey illustrates the iterative nature of effective ad creation, where feedback and adjustments lead to more compelling and conversion-oriented advertisements.

• Pricing Strategy: Casey’s input highlights the critical impact of pricing on consumer decisions, reminding marketers to consider affordability and perceived value when positioning products.

Notable Quotes

• "Ideas Melt into Sweet Genius" – Sarah Levenger ([01:12])

• "From concept to Cocoa in minutes, print dreams, devour desserts." – Sarah Levenger ([01:35])

• "I would create... on the left hand side I have like a CAD model of a rocket." – Casey Levenger ([04:06])

• "If it was like $300, then I'd be like, that's a low enough price point that I could say I could justify." – Casey Levenger ([06:23])

Connect with the Hosts

Listeners can follow Sarah Levenger on various social platforms to stay updated with her insights on neuromarketing and e-commerce strategies. Casey is available on Instagram under the handle @CaseyLevinger.

Brain Driven Brands continues to empower e-commerce brands by unraveling the psychological tactics employed by some of the world’s most successful brands. By blending real-time challenges with expert analysis, Sarah Levenger provides actionable strategies to help businesses cut costs, boost sales, and captivate audiences through brain-driven marketing.