Who
We Are |
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| Bureau West is a consortium
of marketing and market research professionals. Our associates offer expertise in a
wide variety of fields, including e-business, healthcare, consumer goods, high technology,
business-to-business, financial services, and many more. In the market research area, we utilize a variety of qualitative research techniques, including
focus groups and one-on-one interviews, as well as our proprietary CyberScrutiny™ methodology for Web site usability and
effectiveness testing.
Utilizing the
insights learned from years of market research, we also offer
our clients
marketing strategy.
We develop results-oriented marketing that causes sales and revenues to go up dramatically, immediately.
Bureau West was founded by Jay Zaltzman in 1995. [Click here to read Jay's bio]
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Research
Tidbits |
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Advertising that Sticks
A sad reality for marketers is that customers forget
most ads immediately. But what makes some marketing messages
memorable?
Is there a formula to creating advertising
that will stick in the minds of its target? In their
soon-to-be-released book, Made to Stick, authors Chip and Dan Heath
come close to providing such a formula.
People remember the message that Jared lost 245 pounds
by eating Subway sandwiches every day. They’re less likely to remember
Subway’s previous campaign “7 sandwiches with under 6 grams of fat.”
The authors assert that, for advertising to stick, it must tell a simple
story that connects to the customer emotionally. Of course, it’s not
necessarily easy to do that.
Advertisers suffer from what the authors call “the curse of knowledge”
– they’re too close to the subject matter, so it’s difficult for them to
come up with a simple idea that will resonate with customers.
In their research, the authors found that sticky ideas
share certain attributes that are frequently absent in ideas that are less
memorable. They also provide examples of how these attributes work not
just for inherently interesting ideas, they can also be applied to ideas
that are less exciting (e.g., movie popcorn has 37 grams of saturated fat).
The
six traits that are shared by sticky ideas
are: simplicity, unexpectedness, concreteness, credibility, emotions, and
stories. To learn more or to pre-order the book, see their website,
www.madetostick.com.
To learn which
ideas will resonate with your customers, talk to them! Call
Bureau West at (818) 752-7210.
Sources:
Inc. Magazine, January, 2007;
madetostick.com
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