TIRED OF CONVENTIONAL MARKETING METHODS, WHICH DON’T SEEM TO DELIVER THE DESIRED RESULTS?
Hold on, because you are about to head first into an interesting world of neuromarketing! This innovative approach brings together your marketing expertise with neuroscientific insight so you can tap into a customer’s subconscious minds. You’ll be ready to master neuromarketing strategies that transform your marketing game by the end of this article.
What is neuromarketing? This field combines neuropsychology and market research, such as understanding how customers’ brains react to marketing stimuli. You’ll be able to develop a marketing campaign that is deeply rooted in subconscious emotion by studying the neural responses of your target audience. It’s like having a secret key to unlock the hidden power of your consumers’ minds. [Side note: One of the pillars of having the Renaissance Marketer™ Mindset (which guarantees innovation and sales growth) is to be multi-disciplined. Neuromarketing is an example of pulling ideas from neuropsychology into marketing.]
To do neuromarketing well, you’ll need robust deep data-tracking capabilities; however, there are easy hacks you can implement today based on the wealth of research already performed:
- Appeal to emotions, not just logic: The human brain is complex and processes information in various ways. While logic and reason play a significant role in decision-making, emotions are often the driving force behind consumer behavior. Gallup found ~70% of brand preference decisions are based on emotional factors vs. rational factors. This means, if you evoke strong emotions in your marketing that corresponds with your brand and value propositions, you can form a strong connection between your brand and your customer… not too dissimilar to conditioning in psychology.
- Utilize the power of storytelling: Our brains are hardwired to process and remember stories. By weaving a compelling narrative into your marketing campaigns, you can engage your audience on a deeper level and make your message more memorable. Don’t just tell your consumers about your product or service – show them how it can transform their lives through a captivating story. Google perfected this with their ‘Parisian Love’ campaign showcasing the power of their search engine by telling the story of someone falling in love while studying in France.
- Harness the psychology of color: Colors have a significant impact on our emotions and perceptions. By understanding the psychological associations of different colors, you can strategically incorporate them into your marketing materials to elicit specific emotional responses. For example, blue often conveys trust and stability hence why so many financial institutions use blue as their base color, while red is associated with excitement and passion. We picked yellow as our primary color because it’s often associated with intellect as well as inspires cheerfulness, happiness, optimism.
- Leverage the principle of scarcity: The fear of missing out (FOMO) is a powerful motivator for consumers. By creating a sense of urgency and scarcity around your product or service, you can tap into this psychological trigger and encourage quick action. Limited-time offers, exclusive deals, and countdown timers are just a few tactics you can use to capitalize on this principle.
- Use social proof to build credibility: We’re social creatures by nature, and we tend to rely on the opinions and actions of others when making decisions. By showcasing testimonials, reviews, and endorsements from satisfied customers, you can build trust and credibility for your brand. The more social proof you can provide, the more likely consumers are to choose your product or service over the competition. Think about how often you make buying decisions based on reviews (e.g. Amazon reviews, Airbnb reviews, etc.).
- Reduce cognitive load: Cognitive load refers to the amount of effort our brains have to understand something. In general, we prefer things that are easy to understand and remember. To capitalize on this principle, keep your marketing messages simple, clear, and concise, e.g. re-use that childhood hack of KISS it (“keep it simple stupid”)! Use familiar language, avoid jargon, and break complex ideas down into digestible chunks.
- Tap into the power of sensory marketing: Engaging multiple senses can create a more immersive and memorable experience for your audience. Consider incorporating sensory elements like sound, touch, and even scent into your marketing campaigns. This multisensory approach can help your message stand out in a crowded marketplace and leave a lasting impression on your consumers. This is why entertainment platforms or TV shows have a distinct sound associated with them. Can you hear the NBC chimes or the “Law & Order” dun-dun?
Remember, neuromarketing is not about manipulation – it’s about understanding the inner workings of the human brain and using that knowledge to create more effective and meaningful connections with your consumers.
Make sure to come back often as we build tools and resources for you to keep you in-the-know. So, get ready to dive into the fascinating world where psychology and marketing collide!
