Top industry players across the globe are implementing neuromarketing to delve into the minds of the customers to understand their responses and instincts. Brands like Microsoft, Pepsi, Daimler, Mercedes Benz, Philips are investing in designing texts, products, and advertisements. Metrics like clicks, shares, and scrolls can talk about the campaign’s performance but they fail to measure the feelings and sentiment of the customers towards a brand. This is where neuromarketing makes its entry in the marketing space.
Luxury Brands Are Switching to Neuromarketing
We have found out that the luxury industry is heavily impacted by neuromarketing. What if your favorite Mocha lipstick has a roasted coffee bean aroma? Your neurons will be activated in no time to make a purchase. Technologies like AI and AR are acting as catalysts for offering exclusive online experiences. The Top French jewelry brand, Fred is using 3D configurator technology and virtual-try-on for their collection. As per reports, this has helped them to boost conversion by almost 30%.
Studying Brain Responses – When Frito Lay Resorted to Neuromarketing
Even the chips you are munching right now is a result of neuromarketing. Yes, Frito-Lay worked closely with Neurensics, a neuro market research firm to comprehend the impact of a price hike of 0.25 Turkish Lira on Lays chips in Turkey. The main concern was whether a price change would decrease revenue. Neurensics issued results measuring the brain activity that people’s verbal statements and thoughts differ to such an extent that buying decisions become a result of the subconscious mind. Lays could lose 33% revenue based on a survey and EEG results showed a 9% drop. In reality, the mother company PepsiCo had a 7% loss. Asking people for opinions on prices, packaging, or ads can lead to improper predictions. Relying on neuroscience and unconscious behavior to measure changes can be a great idea.
Here Is How Apple Does Neuromarketing in an Interesting Way
Have you shifted from a PC to a Macbook? You might be interested to know that Apple marketers used the neuromarketing technique to promote Macbook. With advertisements like “Mac Guy vs. PC Guy”, Apple drew a sharp distinction between Macbook users and PC users. This compelled several PC users to think of themselves as blindfolded business persons who were working like suicidal rodents. You will be surprised to learn that the negative thinking due to the Macbook advertisement encouraged many users to shift from PC to Macbook. This way Apple succeeded in enhancing Macbook sales.
Our Favorite KFC Is Well-Aware of This Luring Concept
Does the smell of fried chicken fill your brain the moment you enter a KFC joint? This could be KFC’s not-so-deliberate neuromarketing efforts. Even after their chicken could drive food-lovers crazy, KFC struggled to maintain their relevance among the rising macrotrend. They have now chosen the path of an emotionally led style of advertising that has been informed by neurostudies in consumer behavior. The giant coffee bar, with assorted muffins and pastries on display, takes up almost the entire counter space. KFC is trying to gain victory in the breakfast market as well as attracting coffee lovers.
Brands Can Weave Stories, Here Is Renault on Neuromarketing
In 2019, Renault came out with their newest version of CLIO hatchbacks. This called for a celebration and the company focused on showing the highlights of the brand’s 30 years in the industry. The advertisement was the love story of a homosexual couple that came into light 30 years ago. The world split into two halves where haters completely unaccepted it and the other half praised the ad for showcasing strong emotions and boldness. The video reached heights of likeability and achieved brand recognition.
Ferrero Rocher’s Shiny Golden Foil
Have you wondered why a customer chooses a specific brand to buy products? Think about Ferrero’s marketing strategy to promote Ferrero Rocher chocolates. Once you unwrap that small round chocolate, you can feel a heavenly experience even before you take the first bite. Ferrero has worked on product designs to create that experience. That shiny golden foil makes Ferrero Rocher look luxurious, enticing customers to purchase that particular chocolate. Ferrero’s business success is due to thoughtful product design, which is grounded in the neuromarketing technique.
Neuromarketing Implemented in TV Shows
“Game of Thrones” is a popular TV show that you might know. To promote this series among larger audiences, multimedia giant HBO has used viewers’ hidden responses. After selecting the key scenes that bring out the strongest emotions from viewers, the series makers used those scenes in trailers. Neuromarketing helped to enhance views of “Game of Thrones” by 15%. Marketers also consider the hidden responses of customers as another neuromarketing technique to attract target audiences.
Brand ‘Chanel’ Got a Boost With This New Marketing Technique
Chanel marketers found out root causes behind the low effectiveness of their advertising campaigns. It became apparent that with large product images and short texts in minimalistic posters, customers found it difficult to read out call to action and commercial offers. This feedback became helpful for Chanel marketers, compelling them to use emerging technologies for designing new posters with more text and small images.
Paperless Transactions Are Less Painful, Says Neuromarketing
Online payment systems are already taking the neuro-advantage as more and more brands are shifting to new marketing. While giving away money (in physical paper form) to buy your favorite items might make your heart ache, online paperless transactions are less painful. Have you felt this? If yes, then you are already affected by this neuro-trend.
Red Bull Having Two Red Bulls on Their Can – Can Color Influence Buyers?
Colorman, colorman which color do you choose? This question from the childhood game comes to mind when you are in a foreign land and wish to buy candies. All the brands are unknown to you. In such an instance, your buying decision could depend on color apart from the flavor, shape and taste? The Red Bull logo has two red bulls in the middle, the color being associated with energy, vigor and excitement. This explains the role of color in neuromarketing.
Bolletje’s Skinny Jeans Ad – 250% More Conversions
Bolletje, a food company manufacturing healthy cereal, created two TV ads. It highlights how deeply emotions can influence consumer behavior. The two ads generated such a big difference in sales despite similar ratings, their skinny jeans ad generating 250% greater sales. The ad with aqua yoga evoked negative emotions. It is a reminder that even subconscious emotional responses can drive purchasing decisions. Eye-tracking and MRI technologies played a key role here. Another trick is to use FOMO in ads like “Sale is ON!” and “Hurry! Only a few left in stock”.
Neuromarketing Help Brands Place Ads Effectively – An Insight
That’s a fascinating insight into how the placement of ads can influence consumer behavior, especially when it comes to food choices. The positioning of ads seems to tap into subconscious biases, where certain placements might trigger different emotional or psychological responses.
It makes sense that a high-calorie food ad would perform better on the bottom right. This could be because people often associate the right side with more rewarding outcomes. On the other hand, low-calorie food ads may benefit from being on the top left, perhaps because that position evokes a sense of healthier choices. This aligns with what consumers might associate with those foods.
Your Neurons Help in Their ROI Boost
According to research, the global neuromarketing market size is projected to surge 152.22 million US dollars in 2027. Neuromarketing accentuates the possibility of marketers to gain precise ideas about consumers’ subconscious desires. The knowledge of consumers’ thinking processes with neuromarketing helps marketers to create personalized advertisements. This leads to a high customer retention rate and thereby maximizes revenue channels.