|Traditional versus Neuro-marketing Research|
In Martin Lindstrom's book "Buyology", the author explained that each year $12 Billion is spent
on primary marketing research whilet 80% of new products fail. In traditional consumer research surveys, people responded to questions in writing. Since consumers had little awareness and understanding of why they made the purchase, companies did not have the proper information to understand true buying behavior.
By studying people's brain activity using MRI and other scanning devices, Mr. Lindstrom discovered that 85% of our brain runs on autopilot whereby most people are not aware of their emotions nor how they make decisions accordingly.
By using brain scanning devices it was discovered that different areas of the brain that were stimulated evoke different responses and behavior. Consequentially, if you want an accurate consumer response, then don't believe what the person states, rather understand how their brain responds.
A brief view of Neuro-marketing
In simplistic terms there are three levels of the brain. First, there's the largest section called the frontal cortex which handles matters such as reasoning, philosophy, math, and other high levels of thought.
The second level of the brain is the limbic system which is the seat of our emotions, where we find love, joy, peace, confidence, hope, anger, bitterness, and hatred. When our reasons and thoughts of the frontal cortex are merged with the emotions of the limbic brain then we solidify beliefs, loyalty, faith, and devotion, etc.
Lastly, near the base on the brain is our reptilian brain that runs most of our body functions on autopilot. It's also the center of our self-preservation where the raw and powerful emotions of fear and sex reside. When we identify danger, our reptilian brain will take over and will either do one of three things; fight, flee, or freeze. Or, when it's stimulated sexually, it will lust for its mate. The reptilian brain forms the basis that drives self-preservation. Many times self-preservation is driven by fear; sometimes it's the fear of not having enough; called greed. Take a look at fallen companies such as Enron, whereby the best and brightest of the executive team was obsessively (fear and greed) driven by meeting quarterly profits. It's amazing to see how the primitive reptilian brain took over the power frontal cortex to take down a powerful company.
Here's an important rule of thumb. The greater the emotional stimuli to the brain (fear or lust), then the more likely that the lower part of the brain will take over. For example, when a lion is chasing you, you don't have time to smell the roses. Fear takes over.
Understanding fear can work for you. For example, it's difficult to sell to a prospect when they feel everything is okay and it's more fearful to change the status quo. However, when properly motivated and reasoned, a prospect can realize that there's greater fear in remaining status quo.
The Power of Association in Neuro-marketing
The power of Neuro-marketing starts with the engagement of our seven senses; (1) Taste, (2) Smell, (3) Hearing (4) Touch, (5) Sight, (6) Humor, and (7) Intuition. To make it all work one must understand the power of association that directly impacts our emotional brain and how past experiences are recalled when we encounter a brand experience. Walk into a Whole Foods Store and you're bombarded with a cornucopia of beautiful food, fresh baked bread, brewed coffee, and desserts turned into art. You're flooded with emotions of mom, home, security, abundance, and happiness. The experience is frequently joyful and you're willing to pay premium prices for their products.
The power of association will engage our senses to recall positive experiences that we will tie to the brand. Called somatic markers, they represent a total compilation of emotions, negative associations, and positive associations. When a woman is given a light blue box with a white ribbon, the Tiffany brand and blue color evoke strong feminine emotions. When we think of a well branded produc t, such as, Coke, Coach, Chanel, Harley Davidson and Tiffany, many of us experience an emotional and somewhat sensual positive response. A good brand tied to Neuro-marketing should offer:
How we associate products with past experiences can determine our purchasing considerations. Mr Lindstrom in Buyology highlighted a few examples such as;
The sense of smell is one of the strongest and most motivating senses. One whiff will immediately stimulate both the limbic and reptilian brains. How many times have we walked into a store smelling fresh baked bread making us hungry? Like Pavlov's dog we respond immediately without thinking. Mr. Lindstrom explained that in Samsung stores, they discretely aerate the store with honey dew melon that invokes the sense of relaxation while lowering your purchasing tolerance. Clever!
Ever notice how people like the sense of belonging to an exclusive group? It offers a sense of security and comfort which can create a sense of mission. We can think of Harley Davidson, Apple, and fans of music rock groups. Other examples include an exclusive offer to join the millionaire's poker club at Harrah's in Las Vegas; at DuckBrand, loyal fans can join the "Duck Tape Club" and share their stories of DuckTape innovations and fun adventures.
What lessons can we take to make our branding and marketing more effective?
By knowing your target audience, its needs and wants, develop your brand to engage as much of the human senses as possible. Brands can develop a higher appeal and bond us emotionally when we can identify with them. Personalizing your brands with a mascot can add depth, character, and appeal to our childhood imaginations. We prefer to buy from someone we like and we all like the duck at AFLAC, Snoopy at MetLife, Mickey Mouse, and all the others. By nature people are tribal and want to belong to the community. Think of ways for your fans to become involved with a brand that is surprising, exciting, and engaging.
Here are a few other take-aways to build your brand.
Using Neuro-marketing in your Branding
Branding and Communications
Source: Denegre, Thomas