𝗭𝗼𝗻𝗱𝗲𝗿 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗲 𝗴𝗲𝗲𝗻 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗲, 𝘇𝗼𝗻𝗱𝗲𝗿 𝗺𝗲𝗿𝗸 𝗴𝗲𝗲𝗻 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗶𝘁𝗲𝗶𝘁.

𝗭𝗼𝗻𝗱𝗲𝗿 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗲 𝗴𝗲𝗲𝗻 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗲, 𝘇𝗼𝗻𝗱𝗲𝗿 𝗺𝗲𝗿𝗸 𝗴𝗲𝗲𝗻 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗶𝘁𝗲𝗶𝘁.

Last Thursday we attended International Shopper Marketing Institute (ISMI) Campus Tour at the University of Amsterdam. An afternoon where neuroscience and activation marketing met. Together with Neurensics And at the UvA, we delved into the workings of the brain at the decisive moment: Point of Sale.

What is hanging:
Pricing promotions continue to be effective in activating purchase intent.
Brand equity doesn't necessarily suffer from that, as long as the brand and activation reinforce each other.
The balance between brand building and sales activation remains crucial for sustainable growth.

Short-term; price promotions work, but a strong brand makes the difference in the long run.

It's interesting to also see how fMRI research reconfirms the well-known theory of Les Binet & Peter Field, but now with hard data from the brain itself.

An inspiring afternoon full of new insights and new connections with ambitious brands. Pinchhitters precisely the place where we want to be: where strategy, creation, and activation come together.

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𝗭𝗼𝗻𝗱𝗲𝗿 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗲 𝗴𝗲𝗲𝗻 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗲, 𝘇𝗼𝗻𝗱𝗲𝗿 𝗺𝗲𝗿𝗸 𝗴𝗲𝗲𝗻 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗶𝘁𝗲𝗶𝘁.

Last Thursday we attended International Shopper Marketing Institute (ISMI) Campus Tour at the University of Amsterdam. An afternoon where neuroscience and activation marketing met. Together with Neurensics And at the UvA, we delved into the workings of the brain at the decisive moment: Point of Sale.

What is hanging:
Pricing promotions continue to be effective in activating purchase intent.
Brand equity doesn't necessarily suffer from that, as long as the brand and activation reinforce each other.
The balance between brand building and sales activation remains crucial for sustainable growth.

Short-term; price promotions work, but a strong brand makes the difference in the long run.

It's interesting to also see how fMRI research reconfirms the well-known theory of Les Binet & Peter Field, but now with hard data from the brain itself.

An inspiring afternoon full of new insights and new connections with ambitious brands. Pinchhitters precisely the place where we want to be: where strategy, creation, and activation come together.