1. Innovation Marketing
ROHIT ROHAN
PGP 19 | MICA

2. Contents
Neuromarketing
Long tail marketing
Sensory marketing
Tipping point marketing
ZMET

3. Neuromarketing

4. Neuromarketing
Volkswagen commercial
• Communicates with the old brain, through use of imagery
• Stimulates senses with a familiar iconic soundtrack
• Uses traditional semiotic cues as triggers
• Acts on the neocortex by making the kid move objects

5. CLICK ^

6. Neuromarketing
• Suggested use
• Use of Neuromarketing via tie-ups with other
brands/products
• Brands can subtly market themselves via colours, patterns that
are iconic to their brand on other brands
• Examples –
• Brands using insides of cars as surface for ads

7. Long Tail Marketing

8. Long Tail Marketing
• Grand Shoes
• Brand owned by a Swedish guy
named Fredrik Hammarqvist
• Sells only SIZE 13 and above branded
shoes
• Not many mass buyers, but then you
don’t get shoes that size everywhere

9. Long Tail Marketing
• Suggested use
• Online portal for ordering regional specialities
• Will arrange for year-round orders for certain transportation
charge
• Users can order food from distant parts – in Mumbai, you can
have Hyderabadi Biryani within 6 hours from order
• Tie-ups with airlines and transport/courier services and
regional food providers + tie-up with Zomato

10. Sensory marketing

11. Sensory Marketing Smell
• McCain Foods, UK
• Six-sheet posters at the bus stops were fitted with 3D fibreglass jacket potatoes
• On the press of a button, heated up and emitted the smell of an
oven-cooked potato.
• The posters also dispensed money-off vouchers to encourage
consumers to try Ready Made Jackets

13. Sensory Marketing Smell
• Suggested use
• TV commercial
• Shows people talk about the smell of a product and
stimulated the user to imagine and recall the smell of
product
• The stimulation helps incite a trigger thought towards the
purchase of the product
• Example - Haldiram canned Gulab Jamuns

14. Tipping Point

15. Tipping Point Marketing
• Hush Puppies
• Hush Puppies were so outré that a few
hippie types wore them as a kind of
counter-culture statement.
• That incited others who wanted to appear
cool, and they, in turn, attracted yet more
people who wanted to be fashionable.
• Thus grew the phenomenon that
catapulted Hush Puppies into a sensation.

16. Tipping Point Marketing
• Suggested use
• Use of social-media and eMail Marketing to talk about new
products/launches in a series of stories
• According to a study by GetResponse:
• Average number of Facebook friends: 234
• Percentage of subscribers on your email list that have a Facebook
account: 41.6%
• Average number of Facebook shares: 23
• Your presumed mailing list size: 50,000 (business set-up)
• Estimated number of shares from one newsletter: 115 (5 x 23)
• Potential number of new customers reached: 20,958!*
• *assuming that 75% of all friends notice the shared newsletter in their news stream

17. ZMET

18. ZMET
• Oticon
• A Danish manufacturer of hearing aids, applied
ZMET to understand the negative connotations
that people associated with hearing aids.
• They felt, although many people used cost as a
reason to postpone the purchase of a hearing aid,
there were deeper factors at work.
• Hearing aids were described as a symbol of being
seen as old and flawed. Oticon responded by
creating a hearing aid with a new, fashionable
styling in an attempt to counter this stereotype.

19. ZMET
• Suggested use
• Anti-tobacco campaign
• Ask people to cite things that scare and disgust them
• Ask the emotions that these things bring out in them
• Use those emotions to relate to tobacco
• Create a sense of fear and loathing towards cigarettes,
subconsciously

20. End of presentation