Neuromarketing - Introduction
- 1. Neuro Marketing Human brain has three (figurative) parts: 1. The new brain – thinks (rational data) 2. The middle brain – feels (emotions and gut feeling) 3. The old brain – decides (takes input from both and pulls the trigger) It has been proved in various studies that The “ Old Brain” is decision taking part of the brain and has evolved with human race Hence the earlier concept of “ Rational decision” is less important than the older survival instinct of “ Fight or Flight” . This concept works for all aspects of Marketing too and is called Neuro Marketing and is used by all big companies including Coke, Google, Nike , Apple, Tesla, Cadbury’s , Unilever, P&G, Tobacco & Liquor brands et cetera.
- 2. 6 Triggers - Neuro Marketing There are six stimuli to the decision making: 1.Self-centered 2.Contrast 3.Tangible input 4.The beginning and the end 5.Visual stimuli 6.Emotion
- 3. Self centred Self Centred works because : 1. Decisions are made only for self and not for reasons of empathy and brain does not have patience to listen. 2. Hence info should be focused on customer and not you. 3. Sell “ Benefits and not features” 4. Check the two Info graphs and find the difference
- 4. Contrast •“The old brain is sensitive to clear contrast, such as before/after, risky/safe, with/without, or fast/slow. •Contrast allows the old brain to make quick, risk-free decisions. •Without it, the old brain enters into a state of confusions leading to delayed decision or no decision at all. This could be implemented in a few ways, such as… 1. Showing you a poor quality product alongside the one that they want you to buy. 2. Showing you a wonderful product that is way beyond your reach (anchoring). 3. Selling add-ons and cross-sells. When you buy an expensive car, the optional extras look so cheap in comparison. 4. Putting contrast colours / things which needs to be highlighted
- 5. Tangible input The old brain is not qualified to process written language, the use of words – especially complicated ones “ Don’t make it think” 2 examples of same message
- 6. The beginning and the End The old brain enjoys openings and finales and often overlooks what is in between. Such a short attention span has huge implications on how we as a seller should construct and deliver our messages. Placing the most important content at the beginning is a must, as is repeating it at the end. Anything in the middle of your message will be overlooked •Show/demonstrate sequentially as per importance and repeat at end . •Placing the product first on a multi-product display. •Draw visual attention to that product/feature so that it is viewed first.
- 7. Visual Stimuli 1. The old brain is visual…By using visual stimuli, you ensure that you tap into the processing bias that the brain has developed over thousands of years. 2. In a noisy world filled with marketing messages, you need to disrupt people’s attention, and good visuals do that. 3. Google research actually showed many decision judgements only took users 17 milliseconds to form. Even the way prices are written affects purchase decisions
- 8. Emotion The old brain is only triggered by emotion Anxiety Anger Awe Sadness Belonging Fear Happiness One of the best examples of emotional advert which created a new segment in India : https://www.youtube.com/watch?v=V4AEDN1jKi0 -- Usage of fear as an emotion people are hard-wired to avoid loss more than seek gain. In studies by the neuroscientist Antonio Damasio, it was revealed that without emotions, people found it almost impossible to make decisions.
- 9. Our old brain drives decisions. So market to the old brain. Again, the 6 triggers are: •Self-centered •Contrast •Tangible input •The beginning and the end •Visual stimuli •Emotion Of course, there are many ways to execute on these triggers This is not it ---------------------------------------------------------------> Conclusion Neuroscience
- 10. Thank you !!