“I don’t believe neuromarketing is the insidious instrument of corrupt governments or crooked advertisers. I believe it is simply a tool, like a hammer. Yes – in the wrong hands a hammer can be used to bludgeon someone over the head, but that is not its purpose, and it doesn’t mean that hammers should be banned, or seized, or embargoed. The same is true for neuromarketing.
If you think of two circles in a venn diagram as representing two branches of traditional marketing research – quantitative and qualitative – it’s time to make room for the new kid on the block, neuromarketing. Does product placement really work – that depends, how powerful are brand logos – fragrance and sound are more potent than any logo alone.
It had become pretty clear to me that traditional research methods, like market research and focus groups were no longer up to the task of finding out what consumers really think.
85 percent of the time our brains are on autopilot. It’s not that we mean to lie—it’s just that our unconscious minds are a lot better at interpreting our behavior (including why we buy) than our conscious minds are.
Engage customers authentically!
Marketers, for example, are still doing the same old stuff: quantitative research, which involves surveying lots and lots of volunteers about an idea, a concept, a product, or even a kind of packaging–followed by qualitative research, which turns a more intense spotlight on smaller focus groups handpicked from the same population. In 2005, corporations spent more than $7.3 billion on market research in the United States alone. In 2007, that ﬁgure rose to $12 billion. And that doesn’t even include the additional expenses involved in marketing an actual product–the packaging and displays, TV commercials, online banner ads, celebrity endorsements, and billboards–which carry a $117 billion annual price tag in America alone.
Most of the brain is dominated by automatic process, rather than deliberate thinking. A lot of what happens in the brain is emotional, not cognitive.
Goldfish, I read once, have a working memory of approximately seven seconds — so every seven seconds, they start their lives all over again. Reminds me of the way I feel when I watch TV commercials (product placement)
The first and most obvious is today’s fast-moving, ever-changing, always-on media assault. The Internet with its pop-ups and banner ads, cable TV, twenty-four-hour news stations, newspapers, magazines, catalogs, e-mail, iPods, pod-casts, instant messaging, text-messaging, and computer and video games are all vying for our increasingly finite and worn-out attention spans. As a result, the filtering system in our brains has grown thick and self-protective. We’re less and less able to recall what we saw on TV just this morning, forget about a couple of nights ago.
Products sensory qualities almost always evoke an emotional response (Harley potato-potato-potato” sound you hear when you rev up an engine.
Sounds and smell can be even stronger than sight in advertising. Visual images coupled with other sense are powerful. Sensory branding. Play dough, Dunkin Doughnuts, J&J Baby Powder (most recognized fragrance in the world, primal childhood associations will be reignited in your memory).
Most of us really can’t say, “I bought that louis vuitton bag because it appealed to my sense of vanity and I want my friends to know that I can afford a $500 purse, or I bought that Ralf Lauren shirt because I want to be perceived as an easygoing prepster who doesn’t have to work, even though all my credit cards are maxed out.
Embracing and creating real characters in order to get more exposure and sell more stuff.
The fragrance of freshly cut grass sprayed into a home improvement store left 50% of customer’s surveyed feeling that the staff was more knowledgeable.” – Buyology