Diana Lucaci Talks About the Science Behind True Impact

Diana is Founder and CEO at True Impact, starting out as a “science nerd” Diana studied neuroscience and the University of Toronto before starting in marketing and communications running analytics. In 2012, Diana started True Impact, Canada’s first neuro-marketing company. Providing services and products for the marketing, market research and advertising communities all rooted in neuroscience and bio measures. Simply put, Diana explains they can help customers understand where their consumers are going to look and what emotions are going to trigger an interest into an action. Diana says True Impact helps businesses create intentional actions that boost their business, and no crossed fingers.

By bringing emotional impact and humanity behind a targeted campaign, they can increase marketing yield. Having done work with Canada Post, True Impact was able to dive deeply into the importance of physical or personal items and have a greater effect on people as opposed to digital mailers. They were able to study the emotional impact, and found that there was just as much engagement with simple physical mailings as any digital strategies. “People are going to remain interested in this medium [physical mailings] for a long time because it taps into the way our brains are wired.”

The more you engage the senses like touch, smell, taste, etc you are more likely to be in someone's memory and become familiar. By having a tangible, physical experience, the more likely it is to stick in your mind especially if it's a fun experience. It creates an association to your brand with the physical action. Especially with all the emails you get in your inbox in the digital age, physical mailings become more and more specialised.

Diana uses these resources to stay on top of marketing trends:

• Podcasts such as B2B Growth, Marketing Jam
• Books such as “Lost and Founder” and “Getting Real”

Written by Juliana Bermudez