What the Heck is Neuromarketing?

Have you ever wondered why a customer chooses to purchase one product over another? 

Scientists believe that our brains are in constant motion - our feelings and our actions are in direct response to our brain’s neuronal activity. 

So how does this relate to your startup business?

All business and customer purchasing power breaks down to a few things: customer growth, opportunity, exposure, and needs/wants. Neuromarketing is a breakthrough in marketing innovation.

Neuromarketing techniques allow a startup business to bring their product to a customer through clear marketing choices. In order to properly market yourself and your product, you need to fully understand your customer. 

Understanding neuroscience in business helps you to get behind your customers choices and it can help you to position yourself for success.

Clairant explains:

​What Is Neuromarketing?

Neuromarketing is marketing that studies consumer psychology. 

What is consumer psychology?

First, you need to understand what exactly neuromarketing is.

“Neuromarketing” loosely refers to the measurement of physiological and neural signals to gain insight into customers' motivations, preferences, and decisions, which can help inform creative advertising, product development, pricing, and other marketing areas. -Harvard Business Review 

Analyzing neural activity can help us to understand in a clear way how your ideal customer’s sales brain works. This scientific marketing information can then be applied in your startup’s choices - to shape and improve management, your internal team-building, your marketing choices and innovation.

​Why Is It important? How Does Neuromarketing Work?

Neuromarketing in business is important because it gives you the clearest insight into the behavior of your customer. 

Once you understand buyer psychology and behavior, you can more clearly match their needs and even potentially change their opinions and actions. 

When your startup focuses on behavioral science, it allows you to bypass conscious biases. It gives you the power to understand and identify a customer’s automatic reactions. It gives you the power to predict consumer outcomes, cognitively. 

This cognitive marketing stimulates your customers emotionally.

​Examples Of Neuromarketing

Some of the largest and most powerful brands use neuromarketing in their efforts to grow their customer base and to encourage their existing and new customers to buy. It is important to study neuromarketing examples from some of the leading neuromarketing companies.
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Here are some examples of neuromarketing:

Amazon: The Amazon advertising strategy uses neuromarketing tools to engage their customers. First, they use a visual layout that is customized. This gives their customers a secure feeling. Then, they use neuropsychopathic stimulations with recommended items for emotional decision making. They track their customers' purchases and their browsing. This Amazon ad strategy helps them understand their customer clearly and helps them push a sale. They also use “social proof” to show their customers how other customers have been satisfied with their purchases. This gives the customer the support they need to feel confident in the buying choices they are making.

Coca Cola: Coke Advertising and Coke branding are clearly hugely successful, and highly studied. Why? They use neuromarketing. In 2013, Coca Cola announced in neuromarketing articles that they would be using neuromarketing in their ad campaigns. They explained that they would be using facial coding by the company Affectiva,  and that they would also be using Link copy-testing  as their marketing  techniques to see in real time the emotions of their consumers.

Apple: Apple also uses neuromarketing and neuromarketing studies as a tool for consumer behavior research to increase sales. Apple decided to build a trust and comfort system with its customers. They felt that their brand and their stores could build a neurological connection with their customers. They wanted their customers to approach their store visit in the same way that they would visit the home of a good friend. Through careful brain marketing, they removed the feeling of effort and instead developed a customer experience that is fun and enjoyable.

​How Can Small Businesses Utilize Neuromarketing?

Clearly the BIG companies are utilizing neuromarketing to their benefit. So how can you? 

Some small steps you can take:

Create a Home: There are several steps you can take to create a customer feeling of comfort to increase your sales. Start by not using the pronoun “we”, instead include your customers on your journey with “us”. Make your customer a part of the “family”. 

Strategic Ads: Humans have survival instincts. Show your customer how you can and will help them with their very real needs. Word your presentations and ads in a way that speaks to this. 

Strategic use of Images and Colors: Images hold a person’s attention longer than words can. Utilizing effective imagery in ads and in store placements can help attract customers. Colors are proven to affect mood. Careful choice of colors can give a customer a sense of comfort or excitement. 

Product Packaging: Everyone loves to open a pretty gift, right? Use of beautiful and exciting packing with unique qualities can entrance customers towards a sale.  

Keep Choices Simple: Do not offer too many choices to overwhelm a customer. Keep your choices simple and clean.

Utilize Loss: Act while the fire is hot. If a customer feels that they may lose something if they don't “act”, you may just produce a sale more quickly.

Wrap Up

In conclusion, neuromarketing is an incredible and necessary tool for startups. Small choices in your approach with customers can make a big difference. 

Neuromarketing tools and study can aid a startup in fully understanding their customers. 
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Don’t worry if knowing how to employ neuromarketing feels overwhelming. Call Clairant Services for help - we are here to design a marketing program that is simple, affordable, and meets your needs.