What is Neuromarketing?
While Neuroscience is the study of the nervous system, Nueromarketing is the use Neuroscience gauge the effectiveness of different marketing and advertising on consumers. Whether it’s a picture, an article or a video, the neurons in our brain are constantly triggered by our subconscious depending on what we see, smell, touch, taste or hear. Big companies spend big dollars on studying how your eyes track images, when your pupils dilate, how much your heart rate goes up and how much your sweat levels increase when you see their products. This is why every Westin Hotel has that white tea scent.
The best and most obvious example I can think of recently is when Coke started putting people’s names on the cans using the traditional Coke font. If you see your name, you feel included. If you don’t, you wish your name was on the can. I still haven’t found a bottle with Sean on it… 🙁
I’m the first to admit that we even attempted to use it with our logo. We specialize in getting great Google rankings for businesses in Victoria. Google colours, similar font and replace the I with the island. We also wanted the first thing a visitor to see be a lovable nerd with a huge smile.
Take a look at the Statefarm Insurance website.
The first thing you see is a relaxed couple with big shiny bright white teeth smiling as if nothing is wrong. The reality is that the majority of people who are visiting there site are either getting ready to make a claim or negotiate with an insurance agent. Both are stressful situations but you wouldn’t know it from the website. Notice the little square cartoon on the right hand side with a happy, multicultural family? It’s just there to pull your eyes towards their life insurance and remind you about your kids. Considering this an American company doing business in Canada, I’m surprised they didn’t throw in a maple leaf too.
How can Neuromarketing be useful for a small to medium business in Victoria?
We are admittedly pretty new to the subject of Neuromarketing and constantly working on learning more but there are some simple tricks and strategies that you can use to get Neuromarketing on your side.
People love smiling faces
When we build a website, the first thing we want our audience to see is a big smile, happy eyes and a person the audience can relate with. Make it feel inviting. This instantly helps the customer establish a subliminal relationship with the website. Everyone wants to be happy and if they see someone who is happy on your website, it immediately tells the brain “Hey! will this make me happy too?”
Within your content and images try and give people the feeling that they have the opportunity to join your team. It has been proven that individuals appear more attractive when they are photographed with other people. By using pictures with multiple people, it also offers the subliminal concept of inclusiveness. “You can be a part of this too!”
Your brain needs to avoid pain. It wants to feel joy. Pain is more powerful than joy.
Use short questions to trigger pain reflexes in the brain of your customer. An example of this we might use for our site would be: “Can’t get enough traffic to your website?” or “Still waiting for the phone to ring?” or “Do you really know where your marketing budget goes?”.
Less is more
People are incredibly impatient these days and you have about 8 seconds to get their attention. Get straight to the point and keep it short and sweet.
Have you ever heard of the term decision paralysis? It’s what happens when people are overloaded by options. Think of what your brain does when you go to a candy store and there are 50 different kinds of chocolate bars. That is decision paralysis.
Columbia University recently conducted a study where on day 1 they set out 60 jars of jam to be sampled by customers. 60% of the customers tried the jam while 3% made a purchase. On day 2 they did the same test but with 6 jars of jam. The result on day 2 was that 40% tasted the jam but this time 30% of the people bought a jar. The same thing occurs when a website has an overload of products or sales pitches. We’re naturally lazy and our brain doesn’t want to think if it doesn’t have to.
Tickle their senses
Do you remember this Coca-Cola commercial? From start to finish, this commercial is one of the most powerful forms of Neuromarketing I’ve ever seen. Whether or not it was designed to invigorate all of your senses, it does and it’s way before it’s time.
Starting out with a great smile panning across the screen from top to bottom the camera quickly jumps down to the cup being filled with Coca-Cola over ice cubes and in the background you can hear the bubbles popping. Back to her great smile as she shows a quick moment of anticipation and then she goes for the sip and laughs. Right then your brain is thinking, “Ha ha ha! I’ve had that happen to me too. Oh she looks so happy with her Coca-Cola. I want to be happy!” It might seem like a minor thing but it’s probably the most powerful part of this add. Anyone who has ever had a fresh Coca-Cola in a glass has felt this so instantly, your brain can relate with the situation. This commercial is sheer Neuromarketing brilliance from top to bottom.
If you sell firewood, use a picture of a perfect fire that makes you feel like you can almost hear the crackling of the wood. If you are a coffee shop, show a picture of a fresh, steaming cinnamon bun with icing dripping down the side. If you are a lawyer, show a picture of a customer who is confident, relaxed who looks like they don’t have a worry in the world.
Use contrast to make your ads or selling points pop!
Whenever you visit Facebook or Google they intentionally use contrast to attract your eye’s attention. Anything you want to see is in white and anything they want you to see is in colour. It seems pretty simple but you would be amazed at how many websites and companies overlook this.