IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

STORY IN A DOT: The Concise Art of Subconscious Cues

Marketing is coming in smaller and smaller packages. We used to have 1 min TV ads; now we have 10 seconds to capture attention. We used to have full page ads; now we have 2 inches on Facebook. We used to see 500 ads per day; now we see 5,000. Your message has become a single dot in an ocean of marketing.

In an era of digital marketing, it has become necessary to pack an evocative story into a single dot. Insights managers need researchers who empower them to:

  • DISCOVER great ideas through subconscious fantasies

(consumers are bombarded with new innovations, what is the idea that will truly surprise and delight them?)

  • OVERCOME consumer barriers to an idea by reframing

(a head on, conscious attack usually backfires - instead, go around the barrier with a different association)

  • TARGET consumers with a simple evocative story

(for a message to cut through, learn how to communicate a rich experience in a single sound bite)

By the time you leave, you will have mastered the art of STANDING OUT with a DOT.

Speaker(s)

  • Greg Jones – Procter and Gamble

    Assistant Brand Manager, Procter and Gamble

    Greg Jones is an (Assistant) Brand Manager at Procter & Gamble, currently leading global innovation for Crest and Oral-B. His previous roles include corporate strategy for P&G Beauty as well as analytics and insights for P&G Oral Care. Greg graduated with a BA in Economics from the University of North Carolina at Chapel Hill, holds an MBA from George Washington University, and previously taught middle school and high school as a corps members with Teach For America.

     

  • Maya Bourdeau – Attune LLC

    Founder & Co-Ceo, Attune LLC

    Maya has 20 years of experience leading global studies based on metaphor elicitation and neuroscientific techniques. She has created communication strategies and increased market share for a wide variety of Fortune 500 companies, including Crayola, Kellogg, Frito Lay, Procter & Gamble, and the World Bank. Maya graduated with an Honors BA in psychology and neuroscience from Harvard University and received her MBA from Harvard Business School. She is fluent in French and Japanese.

     

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
12:50pm to 1:35pm EDT