Does Creative Effectiveness Matter?The answer is an emphatic “YES.” Not only does creative effectiveness matter, there are proven, scientific approaches to help take "good" creative to "great."Through a partnership with the creative effectiveness experts at SellCheck, Path to Purchase Institute members are gaining access to a video series on the behavioral science of shopping. It includes keys to optimizing performance marketing tactics for the shopper mindset. The video series is a cadence of digestible vignettes that break down the science of shopping, and most importantly, provide pragmatic approaches to increasing conversion. Members can also view the white paper attached at right to explore SellCheck's approach and why it works.Episode 1In this episode, you meet Lynn Neal, the Chief Product Officer at SellCheck, formerly Procter & Gamble’s North America leader for the application of Behavioral Science at retail. Here, Neal lays out the 4C’s behavioral science architecture used to optimize creative executions.Episode 2Google indicates that media placement accounts for only 30% of a brand campaign’s success while creative drives 70%. This is consistent with SellCheck’s findings. Optimized creative delivers (on average) a 30% increase in sales versus non-optimized creative. In this episode, Neal lets you assess a pair of creative options yourself. Can you identify the winner (and why) before it’s revealed?Episode 3 What is System 1 thinking? It’s important because shoppers shop using System 1 thinking. Join as Neal explains this mode of thinking and lets you play along — you’ll participate in a scientific demonstration of System 1 processing! As always, Neal converts the behavioral science insight to the practical implications at retail.Episode 4Neal covers the first of the 4Cs to optimize performance marketing communication: Command. How does a brand effectively Command the shopper’s attention and invite the shopper into the product proposition? While each of the SellCheck 4Cs is important, Command is at the top of the purchase funnel — poor Command means fewer shoppers. Learn the key characteristics of an effective Command strategy that invites the shopper in.Episode 5Do you engage more with your friends or strangers? Friends, of course! Communication is most effective when we know who we are talking to and what they represent. Here, Neal discusses the second of the 4Cs: Connect. Participate in a fun game of "Identify the brand" and you’ll quickly understand the power of equity building, and importantly, leveraging equities for effective performance marketing. A strong Connect strategy ensures the shopper knows who’s talking and helps frame the entire engagement.Episode 6You have the shopper’s attention and recognition, now what? The third of the 4Cs drives home how to Convey a great story. In this episode, you’ll participate in a quick demonstration showing how System 1 thinking guides decision making — our brains actually work on our behalf to limit thinking in order to save energy. If the creative is not simple and clear, the shopper is gone. Neal shares some examples of in-store and online executions that will struggle, and some that are brilliantly simple, clear, and effective.Episode 7 In this episode, Neal goes deeper on the third "C" of effective performance marketing communication: Convey. Our human operating system, our brain, is constantly trying to simplify our choices to save energy. Neal covers three critical Convey elements that must be in place to keep the shopper engaged for effective performance marketing. Use them to overcome the shopper’s non-conscious bias to tune out brand messaging.Keep an eye out for additional installments in the video series and enjoy the drumbeat of science-based insight to help put more performance in your performance marketing.