There you have the gift
Neuromarketing The Rolling Stones rock out to celebrate 10 years of Migros Cumulus. In the minds of many Migros consumers, however, a Cumulus storm is brewing.
Neuromarketing The Rolling Stones rock out to celebrate 10 years of Migros Cumulus. In the minds of many Migros consumers, however, a Cumulus storm is brewing.
"M-Cumulus is celebrating its 10th birthday. And as a present, there's a Rolling Stones concert - exclusively for Migros customers!" However, this headline on the front page of Migros magazine was not the first thing to enter my brain. That's because my neuronal data processing system, i.e. my brain, takes in the images first. In this case, red lips, white teeth and a tongue sticking out. A strong logo for a strong brand. The image only became a human gesture when I read the congratulations on my gift in more detail. It said that only 15,000 of the more than 2 million birthday boys and girls would receive two tickets each. So more than 99 percent are looking into the cumulus clouds from the outset. Not so bad, the recipient thinks, and counts himself among the chosen ones. After all, our brains work according to the "principle of hope". The research and development department of evolution has done a great job of this over a few million years. The subconscious is the messenger of this principle. In other words, the part to which our rational thoughts have no direct access. However, if our brain has enough time to make decisions, reason can also take its place on the jury that controls our behavior. But only with a maximum of ten out of a hundred representatives. "To rejoice or not to rejoice" is on the agenda after receiving the Migros notification. Except for those Cumulus customers who have chosen the orange giant as their hero. For them, the neuronal hero circuitry is at work. And it is so well shielded against the interference of reason that the hero's actions are approved of a priori.
6000 points for two entriesBut what happens in the minds of others? Let's take a look inside. We see how a delegate of the awareness group recapitulates Migros' congratulations: "The potential recipient must go to Migros from April 10 to 23, must shop for at least 100 francs, must take a competition card, must put 10 stickers on it and, last but not least, must go into debt for about a year, because hardly anyone has the additional 6000 entry points required in their Cumulus account." Not a bad start for the consciousness faction. Because now the representatives of the unconscious are remembering the stories of their childhood. That is their destiny, that has proven itself, that is the template archive for behavioral patterns. The jury therefore recounts birthday experiences. How you felt when presents were linked to unpleasant conditions and you still had to say thank you to the stingy uncle, the cunning aunt or the hypocritical brother.
The meeting is then briefly adjourned as new information is presented. The Lottery and Competition Commission had denied that the gift was a gift. And the city of Lausanne had classified the 6,000 Cumulus points as an admission ticket and enforced the payment of ticket tax. In response, the generous gift giver said that it was purely a communication error and that the birthday children could also order the card and sticker in return for a reply envelope.
The losers pay tooOnce back at the round table, it quickly becomes apparent that the gift-giver's assurances are neither well received nor very credible. Subsequent corrections to a birthday greeting? But whether you should ultimately be happy and love the gift giver will also depend on the evaluation of other information packages. Do the Stones' stories match those of Migros? Or would a Switzerland-wide karaoke festival not be more suitable? Do I really like it when my stupid Ländler neighbor wins - and I don't? Or do I not want to stand in front of the Stones stage with 40,000 Migros customers? Should images from a promotional event be allowed to overlay my cherished image of the Stones - no matter how wrong my image of this group may be? Does it correspond to Dutti's idea of social capital if over 99 percent of the birthday children have nothing of the 4 to 5 million expensive gift?
These and other questions are still causing a stir in my Cumulus head office. And there's probably little chance that the final decision will be: "We are delighted with the great gift and thank Migros for their idea and generosity." It is more likely that I will be disappointed. Even if I met all the conditions and was there with other Cumulus users on August 11, 2007, I could hardly tear myself away from the images of the real Stones concerts. And if I were one of the 99 percent of unlucky people, I'd resent the gift giver for denying me entry and allowing the stupid neighbor in. Especially as my subconscious is well aware that the supposed gift is a promotion that all those excluded have to pay for. Nice gift.
Dr. Werner T. Fuchs, author of "1001 Macht" and owner of Propeller Marketingdesign.
40,000 tickets to be wonTo celebrate 10 years of the Cumulus card
Migros has completely bought up the only Swiss concert in Lausanne for the Rolling Stones, who are touring Europe this summer with "A Bigger Bang". 30,000 tickets will be entered into a prize draw in which only Cumulus customers can participate. Valid tickets can be obtained by making purchases of at least CHF 100 between April 10 and 23. Alternatively, tickets can be ordered directly from Migros. 15,000 winners will be drawn to receive two tickets each, including a train ticket to Lausanne. Each winner will have 6,000 points debited to their Cumulus account (100 points = 1 franc). 10,000 tickets are reserved for various promotions in Migros branches, on the radio and on the website. There will be no free advance ticket sales.
"M-Cumulus is celebrating its 10th birthday. And as a present, there's a Rolling Stones concert - exclusively for Migros customers!" However, this headline on the front page of Migros magazine was not the first thing to enter my brain. That's because my neuronal data processing system, i.e. my brain, takes in the images first. In this case, red lips, white teeth and a tongue sticking out. A strong logo for a strong brand. The image only became a human gesture when I read the congratulations on my gift in more detail. It said that only 15,000 of the more than 2 million birthday boys and girls would receive two tickets each. So more than 99 percent are looking into the cumulus clouds from the outset. Not so bad, the recipient thinks, and counts himself among the chosen ones. After all, our brains work according to the "principle of hope". The research and development department of evolution has done a great job of this over a few million years. The subconscious is the messenger of this principle. In other words, the part to which our rational thoughts have no direct access. However, if our brain has enough time to make decisions, reason can also take its place on the jury that controls our behavior. But only with a maximum of ten out of a hundred representatives. "To rejoice or not to rejoice" is on the agenda after receiving the Migros notification. Except for those Cumulus customers who have chosen the orange giant as their hero. For them, the neuronal hero circuitry is at work. And it is so well shielded against the interference of reason that the hero's actions are approved of a priori.
6000 points for two entriesBut what happens in the minds of others? Let's take a look inside. We see how a delegate of the awareness group recapitulates Migros' congratulations: "The potential recipient must go to Migros from April 10 to 23, must shop for at least 100 francs, must take a competition card, must put 10 stickers on it and, last but not least, must go into debt for about a year, because hardly anyone has the additional 6000 entry points required in their Cumulus account." Not a bad start for the consciousness faction. Because now the representatives of the unconscious are remembering the stories of their childhood. That is their destiny, that has proven itself, that is the template archive for behavioral patterns. The jury therefore recounts birthday experiences. How you felt when presents were linked to unpleasant conditions and you still had to say thank you to the stingy uncle, the cunning aunt or the hypocritical brother.
The meeting is then briefly adjourned as new information is presented. The Lottery and Competition Commission had denied that the gift was a gift. And the city of Lausanne had classified the 6,000 Cumulus points as an admission ticket and enforced the payment of ticket tax. In response, the generous gift giver said that it was purely a communication error and that the birthday children could also order the card and sticker in return for a reply envelope.
The losers pay tooOnce back at the round table, it quickly becomes apparent that the gift-giver's assurances are neither well received nor very credible. Subsequent corrections to a birthday greeting? But whether you should ultimately be happy and love the gift giver will also depend on the evaluation of other information packages. Do the Stones' stories match those of Migros? Or would a Switzerland-wide karaoke festival not be more suitable? Do I really like it when my stupid Ländler neighbor wins - and I don't? Or do I not want to stand in front of the Stones stage with 40,000 Migros customers? Should images from a promotional event be allowed to overlay my cherished image of the Stones - no matter how wrong my image of this group may be? Does it correspond to Dutti's idea of social capital if over 99 percent of the birthday children have nothing of the 4 to 5 million expensive gift?
These and other questions are still causing a stir in my Cumulus head office. And there's probably little chance that the final decision will be: "We are delighted with the great gift and thank Migros for their idea and generosity." It is more likely that I will be disappointed. Even if I met all the conditions and was there with other Cumulus users on August 11, 2007, I could hardly tear myself away from the images of the real Stones concerts. And if I were one of the 99 percent of unlucky people, I'd resent the gift giver for denying me entry and allowing the stupid neighbor in. Especially as my subconscious is well aware that the supposed gift is a promotion that all those excluded have to pay for. Nice gift.
Dr. Werner T. Fuchs, author of "1001 Macht" and owner of Propeller Marketingdesign.
40,000 tickets to be wonTo celebrate 10 years of the Cumulus card
Migros has completely bought up the only Swiss concert in Lausanne for the Rolling Stones, who are touring Europe this summer with "A Bigger Bang". 30,000 tickets will be entered into a prize draw in which only Cumulus customers can participate. Valid tickets can be obtained by making purchases of at least CHF 100 between April 10 and 23. Alternatively, tickets can be ordered directly from Migros. 15,000 winners will be drawn to receive two tickets each, including a train ticket to Lausanne. Each winner will have 6,000 points debited to their Cumulus account (100 points = 1 franc). 10,000 tickets are reserved for various promotions in Migros branches, on the radio and on the website. There will be no free advance ticket sales.
