{"id":30078,"date":"2013-10-14T15:40:00","date_gmt":"2013-10-14T14:40:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=30078"},"modified":"2014-08-11T17:13:38","modified_gmt":"2014-08-11T16:13:38","slug":"neuromarketing-introduction","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/persuasion-marketing\/persuasion-marketing-principles\/neuromarketing-introduction\/","title":{"rendered":"An introduction to Neuromarketing"},"content":{"rendered":"

How stimulating the full range of senses can affect consumer behaviour<\/h2>\n

Over the Summer, when we had a hot day and I was stuck on a commuter train I kept getting a whiff of somebody\u2019s sun cream that has that coconut smell that instantly flooded my brain with thoughts of a summer holiday, sat on a beach, looking out to the horizon which takes my mind off being stuck on a commuter train.<\/p>\n

This smell got me thinking about neuromarketing<\/a>, which considers all the senses and their response to marketing stimuli. We focus so hard on what we can see, we forget about our other senses, touch, sounds, smell. As marketing is now integrated with multi touch points I wondered how many people are putting these in action?<\/p>\n

In this post I would like to introduce and show learnings from the relatively new science- neuromarketing taken from the fantastic books by Martin Lindstrom.<\/a><\/p>\n

What is neuromarketing?<\/h3>\n

Branding is not just about the logo, the name, the colour palate \u2013 although our branding does need to have a constant look and feel there is more to selling than that.<\/p>\n

Neuromarketing is about looking at how our brain\u2019s subconscious thoughts, feelings and desires drive our everyday purchase decisions.\u00a0'90% of buying decisions are subconscious.'<\/em><\/p><\/blockquote>\n

Using fMRI and SST scans, as well as eye tracking techniques, brands have started to understand how we think and feel about campaigns and product. Even though most of us don\u2019t have an fMRi scan hanging around the board room, you can start to understand what makes your customers tick and what can you do to push their buying behaviour.<\/p>\n

Socrates and Somatic Markers<\/h3>\n

Socrates told his students that the mind is like a brick of wax \u2013'on which we stamp what we perceive or conceive'\u00a0we remember and know 'whatever is obliterated or cannot be impressed, we forget and do not know'<\/p>\n

\"makeimpression\"<\/a><\/p>\n

This is where the phrase 'make an impression' hails from<\/strong><\/p>\n

This is what brands needs to do, both on and offline, prior, during and after their experience. We need to create memories so strong that our customers become loyal advocates.<\/em><\/p><\/blockquote>\n

We all make our choices using cognitive and emotional processes so when you are faced with complex and conflicting choices we may be unable to decide using only our cognitive process, this is where somatic markers help us decides, they are the associations that can reoccur during the decision making process.<\/p>\n

Creating memories<\/h3>\n

How do you look, what colours do you use, fonts, paper stock, the uniform your staff wear, how do you sound, how do you smell?<\/strong> Just in case you think I have lost my marbles here are some examples from Lindstrom's work where brands have used the senses to make a difference to the bottom line.<\/p>\n