Imagine you’re sailing from Troy to Ithaca. Which of the persons shown below would you choose to be the ship’s captain?
The same question was asked to children between the ages of 5 and 13 in Switzerland.
The same question was asked to adult respondents in Switzerland as well, but the question wasn’t about choosing the captain of the ship but which person do they consider to be more competent?
The people in the photo aren’t some randomly selected stock models but politicians who ran in the 2002 French elections. One of them was the winner of the election, and the other one came up second.
Although adult respondents in Switzerland, as well as children, didn’t know who these people were, their choice in 72% (adults) and 71% (children) corresponded to the results of the French elections.
So, children and adults in Switzerland, without knowing anything about the elections in France, by simply choosing a more competent person or captain of an imaginary ship – exclusively by looking at the photo – predicted the election results with an accuracy of 70%…
WHAT’S THE RELEVANCE OF ONE SECOND IN ADVERTISING?
If you’re working on digital campaigns, if you’re using a story format (especially on Instagram), and if you’re getting a detailed report from your agency, you’ve also probably experienced a situation where a story is viewed for only one second even though the max length of a story is 15 seconds.
You might wonder – did that story have any effect?
As you can see in the example of the story from the beginning of this blog, the influence of external stimuli on our perception and decision making is very often outside the realm of our conscious thinking.
Of course, you always want your brand to get as much attention from potential customers as possible, but you probably haven’t thought about the minimum attention needed to get your brand noticed.
Recent research on more than 900 respondents has shown that the first emotional reaction to your ad can appear after as few as 400 milliseconds.
From the examples given, you can see that seconds are also important in marketing, and the perception of a campaign is not just what we consciously experience. Next time you decide to measure the effectiveness of your branding campaign, ask yourself if you’re using the right tools? It is possible that by asking your customers what they (consciously) think about your brand you’ll get an answer that has nothing to do with your question, just like with the children who chose the imaginary captain…
Behavioral marketing specialist, Google Growth Engine Ambassador (Adriatics) and founder of Promosapiens. Dalibor is a regular speaker at the international conferences: Shopper Brain (Netherlands), Dubai Lynx (UAE), Euroshop (Germany), Family Thinking Marketing Forum (Poland), Branding Conference (BiH), MEKST (Serbia), HOW Festival (Croatia), just to name a few… His lectures with the practical examples of behavioral marketing are regularly the highest rated among the audience.