ZOO marketing.

It is interesting to study how people behave. In fact, that is what we do when we talk about planning in advertising – we study, plan, project and predict how consumers will respond to certain stimuli – the advertising message.

What is interesting is that major behavior patterns can be tracked back to observations of how animals behave – and yes, after all we ARE animals. I call this ZOO MARKETING.

The premise is founded on data that states that over 80% of communication is non verbal; think about it. Every second of our awake day we are making and sending some type of physical message – the way we look, raising an eyebrow, mouth movements, noises – and many times we don’t even realize we are doing it. It’s second nature.

But here’s the problem – as advertisers we place so much importance in words and so little in this non verbal communication.

Think about the last film production you attended; how much time went into getting the copy right (numerous versions and revisions, approvals, back and forth with the clients, etc.) – and how much time into getting the non verbal communication right?

Doesn’t seem right, does it? But look at it this way; how much stronger could our communication be if we placed more importance to non verbal actions. If we closely studied and planned eye movement, looks, facial expressions, body language, etc.

It’s a part of communication – often ignored – but that can have so much meaning to consumers.

A very interesting article by The Rapaille Institute talks about a “Reptilian” brain; the part of the human brain that always “wins” in decision making. It is guided by instinct. And instinct guides most of the non verbal communication (thus, ZOO MARKETING).

Now focusing on this very important non verbal communication aspect, let’s look at four areas – all used by animals in their daily lives – that dictate all these actions (data collected from a TCB Consulting article).

First is the aspect of PROXEMICS. This is the use of “space” in interpersonal relationships.

How close -or far – we are from other people or from other items that make up “our story of the moment”. If we are alone or in groups. Some animals travel alone (eagles), others in small groups (lions) while others in large groups (zebras). Some act close together while others keep a distance between them. It all has meaning. It all sends a message. A territorial message, an aggressiveness message, a social message. All “Reptilian” brain messages.

Next is the aspect of KINESICS. These are bodily movements and facial gestures used as part of communication. We use these every minute. And what’s more, these can send different messages based on cultural differences. A dog will wag its tail or show you his teeth; very different messages – and we better know the difference in order to interact correctly. Same with humans. If we don’t understand or properly use these kinesics aspects, how can we correctly share in the communication? And better yet, let’s use these aspects in order to deliver a much stronger communication!

The next area is called HAPTICS; this is the aspect of “touch” in nonverbal communication.

This is probably the area that has been examined and used to a further extent in Hispanic market communication.

Broad differences exist between cultures in this aspect; as Latinos, we are a high touch society. Anglos on the contrary are a low touch society.
But there’s more – how we touch, where we touch, with what part of the body, for how long, etc.
In fauna most touching has to do with caring and belonging – although there is also touch when it comes to defending and being aggressive.

This form of non verbal communication is more clearly marked than other types. We get what the meaning is mush clearer.

Finally there is OCULESICS, which is the use of the eyes in interpersonal communication.

They say the eyes are the windows to the soul – and for the most part they are.

Oculesics varies a lot; there are the looks we can give. They show surprise, anger, happiness, intrigue, etc.

But there is another aspect of oculesics that is harder to detect; it has to do with the message the eyes – not the look – sends.

When you look into someone’s eyes – can you see sadness? Fear? Concern? Excitement? We should be able to. And imagine the additional strength our communication would have if we correctly delivered these emotions.

And here again, our animal brothers are constantly using it. Examine when animals meet; they look into each others eyes. It seems to send a fast and immediate message about state of mind.

Non verbal communication – or ZOO MARKETING – is a growth area in advertising.

We need as advertisers to place much more importance in its use and delivery. We need to understand it better and always keep in mind – because here, a small change could make a big difference.

By Enrique R. Turegano of ONAC inc