Ronith Sharmila

Friends,

A young macaque named “Imo” had a big impact on her group’s behavior on the stunning island of Koshima in Japan. It all started in 1953 when Imo found that by washing sweet potatoes in the sea, the sand could be removed, increasing the potatoes’ flavor. Her fellow monkeys soon began to imitate her behavior. This amazing occurrence was recorded in a 1965 study, demonstrating the amazing capacity of monkeys to pick up knowledge through observation.

But, how does this relate to marketing to humans ?

Among the many cognitive traits we have in common with our primate relatives is the capacity for social learning. Like humans, monkeys are highly social creatures with complex communication systems. These parallels have important marketing effects in addition to being intriguing from a scientific perspective. Given the cognitive similarities between humans and monkeys, it makes sense that marketing strategies that target monkeys would also appeal to human consumers on a more instinctive and subconscious level. We can create effective marketing strategies by comprehending the cognitive biases and primal instincts that influence the behavior of both humans and monkeys.

Utilizing primal instincts such as:

Power of Visuals (Colors and Curiosity): Research indicates that monkeys are fascinated by bright colors and new objects, similar to us. This is why attention-grabbing visuals play a crucial role in marketing. Think vivid colors, distinctive designs, and captivating imagery that stands out in the endless digital stream.

Social Proof (Monkey See, Monkey Do): Monkeys are highly social animals, often learning by observing others. If one monkey sees another enjoying a specific fruit, they are more inclined to try it themselves. This reflects the influence of social proof in marketing – testimonials, reviews, and influencer endorsements serve as today’s version of “monkey see, monkey do,” indicating desirability and trustworthiness.

Problem-Solving (The Banana and the Stick): Monkeys are known for their resourcefulness in finding solutions, like using sticks to reach food in tricky spots. This underscores our inherent drive for problem-solving. Effective marketing showcases how a product or service can solve a genuine issue, fulfilling that age-old need for convenience and effectiveness.

Playfulness (The Fun Factor): Monkeys naturally engage in play and games. While we may be more restrained as adults, our brains still crave enjoyment. By incorporating playful elements into your marketing strategy, such as games, interactive content, or humor, you tap into this primal instinct and encourage engagement

Takeaway:

So, when brainstorming a new campaign or refining your marketing message, always consider:

How can I appeal to a monkey?

Remember, marketing is not just about making sales; it’s about forming connections. It’s about comprehending the basic desires and motives that drive us all, whether we’re humans browsing social media or monkeys searching for food. Embrace the primal and cognitive instincts and witness your marketing endeavors transform into something authentically primal, impactful, and unforgettable.

Marketing is Simple. Marketing is Primal.

Godspeed,

Ronith Sharmila