Marketing To Apes - Pt. 1

Webinar Date: Thursday, November 5, 2009

Webinar Time: 9:00 AM - 10:00 AM PST

Register/Archive: [here]

So an ape and a marketer walk into a bar, and the ape says "I'll have the banana." Shocked at the apes decision, the marketer replies, "Why the banana, the packaging is so boring and I haven't seen their creative department do anything innovative in years." The ape responds, "I like the banana because it is the most 'a-peeling'..."

Just like our primal ancestor chooses a banana over a beer, consumers make decisions to purchase products that fulfill their basic needs. The problem is that marketers often get so caught up in designing the most amazing, ground-breaking products and campaigns, we lose sight of designing products that appeal to consumers' emotion, and raw animal instinct.

On November 5th, 9am-10am pst, Gavin Johnston, Chief Anthropologist at Two West, Inc. presents "Marketing to Apes," an entertaining and educational webinar where product and brand managers will learn how to take a step back, and connect with their customers on a deeper, more instinctual level.

With a focus on non-verbal communication and primate cognition, product and brand managers will learn:
- How rational, emotional and, the often overlooked, animalistic instincts are central to product adoption and brand loyalty.
- Why a brand risks losing to the competition if they only appeal to the rational brain.
- How to develop emotional attachment and customer loyalty through blending rational explanations with innate triggers.
- How to design products that facilitate daily life.

Webinar Presenter:

Gavin Johnston is Chief Anthropologist for Two West Inc., a branding and design firm with offices in Kansas City and Los Angeles. He has spearheaded ethnographic practices and multidisciplinary research methods for marketing and branding, working closely with brand development, marketing, advertising, and product innovation teams. With over fifteen years working in the private sector and advanced degrees in cultural anthropology and HCI, he has conducted research for Chrysler, BBDO Detroit, Baker University, Cars.com, Miller Brewing, and Sprint to name a few.

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