Dvashh is a neuro-marketing based innovation and ideation firm, helping brands create meaningful, impactful and converting connections through digital listening, content creation and creative engagement stimulation using social technologies.
As part of its practices, before developing a brand strategy, the team does a cognitive analysis of its clients potential users. It preforms a users personas neuro analysis through a social behavior investigation.
Starting with a users personas chart, Dvashh identifies potential users by:
Daily habits: what does their day looks like from when they wake up in the morning, till they go to bed? What do they do first thing in the morning? What do they eat? Read? Watch? Where do they go for vacation? What are their hobbies?
Social media behavior: what channels do they use? What are they looking for? Interested in?
Emotional needs: what do they desire? Crave? Need?
Cognitive wants: what are their thought patterns? What motivates them? Inspires them? Triggers them? Makes them laugh, cry, be shocked, or excited?
Passion detector: what makes their heart beat faster?
Fear point: what are they scared of? How do we remove this fear?
It does that by deploying:
Social media profiles analysis
Algorithm based content and media search for outlets that users frequently engage with
Digital listening in communities that users engage in
Surveying likeminded individuals in groups and communities
Content consumption Analysis of users current digital behavior patterns
Real life interactions and connections
Cognitive analysis of findings and predictive patterns projections
“To get consumers, users and customers you have to first seek humans - not online users, and then you need to dive in and truly and deeply “Get Them” on the cognitive and emotional level. You need to get what they desire, what they want, what they are seeking. Enter their world, virtually, digitally, and experience a day in their life. Visit the sites and communities they visit. Read articles and content they engage with. Watch videos and shows they connect with. Understand their world. Their mind. Their thoughts and emotionally connect with them."
We all have a different neuro processor, a different brain, a different way of thinking, processing information and making decisions. We need to dive into our users mind process in order to truly understand who they are, what they want and how we can help them.
Technology took us as far as being able to use AI algorithm and keywords to see peoples digital behavior navigation. Facebook/Instagram/Twitter gives us insights into their demo, interests, geo location, and online activities. Google gives us insights into their keywords searches. Some tech is even listening to real life conversations to pull interests. The missing component is the human element- our brain, our human operating system and master computer, that leads us in these online patterns. And that’s what we’re after - the human algorithm- beyond the devices they are using.
Once the cognitive analysis is completed, the team at Dvashh proceeds with developing content pieces and visual creative that will trigger the human mind and convert to action based on their findings.
Some successful campaigns include:
The healthy juice company garnered 13,000 Facebook followers prior to opening its doors and grew from one location to 9 in 6 years.
Before launching the brand, Dvashh engaged in cognitive analysis of potential customers behavior by visiting nearby fitness clubs, yoga studios, restaurants, and digital communities.
Through that online and real life search, the team met, connected with and engaged in conversations with people who are most likely to love the new store.
Through these human interactions and engagement, the team identified one very powerful cognitive driver: the need to feel important and of value to themselves and the community.
Using that cognitive driver to connect the new brand with its people, Dvashh launched the new store with a series of giving nights. They partnered Raw Juce with 7 local non profit organizations, each with a different mission, and dedicated each night of the opening week to a different cause. That series of giving events attracted people to come in and connect with the people behind the brand and their local community with a common cause, while tasting the new juice company products.
The cognitive impact of community involvement and giving satisfied the need to have importance and impact and connected the brand with its customers for years to come.
MV REALTY: Homeowners Benefits Program
The program received hundreds of thousands of video views, 120 leads per day and expansion to multiple states within 2 years.
Dvashh was hired to help launch a unique real estate offer that never existed before in the industry - MV Realty gives money to homeowners for the chance to sell their home in the future.
Crafting messaging for this campaign was challenging. This transaction was never done before. It’s unfamiliar for the human mind. Cognitive reception of getting paid by a real estate firm was a trust trigger- how do you tell people that you are willing to pay in advance for their potential future home listing?
After performing cognitive analysis, the team at Dvashh recognized the major fear factor and trust issues involved with giving money to people without a cognitively understandable cause, and named the program, addressing the main mind triggers - “what?” And “why?” and named the offer:
The Homeowners Benefit Program
Positioning the target audience and the value in the name of the offer reduced potential fear and trust issues.
The program was launched using a single lead conversion landing page that featured a fun and friendly explanation animation video, fear removal bullets, a brief cause explanation, Q&A section and firm background.
The campaign was supported by Facebook ads, Google ads, and video ads.
A/B testing was done with different creative:
One that used the realtors pictures, friendly quotes and the headline “The Realtors that Pay You”
Another featured the video animation explanation.
A third creative featured text slides, plainly saying “we pay you for the chance to work with you in the future”.
Initial campaign results were weak. It was still challenging to earn trust. The campaign was paused and moved offline and was handed over to the realtors team to call and connect with people.
Once real life connections were established and people joined the program, the digital campaign launched again, this time using real life pictures of people receiving checks, sharing personal stories of what they used the money for.
This real people campaign broke the trust barriers, and the web!
Hundreds of homeowners joined the program daily, and a Referral Program was launched to support them bringing more friends, with the conclusion that people tend to do what other people do.
Post Covid Year 1 Stylists Recruitment
Dvashh engaged with a Great Clips franchises owner of 9 locations post year one of the pandemic.
The challenge was recruiting people back to work, competing with government assistance programs and breaking the fears of infection. Traditional recruitment efforts did not show fruits. A different strategy had to be deployed.
In order to identify and enhance the value and attraction to work at these Great Clips salons, Dvashh preformed an internal staff survey asking current employees why they chose to work for this franchise.
Over 39 questions exposed the different value points employees appreciated, and these were used in job postings, with the main identified cognitive driver - work with people you love!
After posting new content on job postings sites, a challenge was raised: content over saturation. There were just too many jobs available and no one really wanted or was ready to get back to work.
As a solution to that, Dvashh decided to activate the employees themselves, and their cognitive driver, to attract personal connections to join, and launched the Stylists Ambassadors Program- hairdresser brings a hairdresser to work!
Dvashh hosted a series of social media training seminars for stylists, teaching them how to connect with and recruit personal connections to work with them using social media.
Using text, email and social messaging templates, the employees became recruiters and added to the growth of the team.
To entice employees to bring other employees, a bonus incentive was attached to their efforts, along with the cognitive driver identified in previous survey- they get to work with people they love!
To conclude, using neuro-marketing strategies to engage and activate people is a very powerful tool. But as uncle Ben in Spiderman said: "With great power comes great responsibility!" - we as advertisers and marketers, and brands, need to use it wisely, and for good, to spread sweetness. We need to use social technology in a positively impactful and cognitive way.