A book on the way customers think should definitely not be lost in your library. Without this information, good, low-cost marketing cannot be done. Perhaps the name Martin Lindstrom does not sound familiar to many. Nevertheless, he is a highly esteemed marketing expert, advising companies like Procter & Gamble, Nestlé, Microsoft, McDonald’s, among others. This guy with a boy face decided to explore purchasing decisions with the latest technology.
Lehits entrepreneurs like to look at customers’ heads. Because they know there will be an answer to how to do effective marketing at low cost.
The result is a “buying” book, based on what’s called neuromarketing.
In Lindstrom’s case, the latest technology is the fMRI machine, which displays magnetic resonance imaging functions. The device measures the amount of oxygenated blood in the brain with an accuracy of one millimeter. It is then easy to see which part of this organ is focused on solving a particular task – the more complex the task, the more oxygen and glucose it consumes and the more blood it requires.
Brands are so much more than just a variety of products packed in eye-catching, perfectly designed packaging
Technology allows you to look at customers’ heads
The fMRI measurements were supplemented with the results obtained with the enhanced shape of the SST electroencephalogram. Especially since renting an fMRI machine is not the cheapest. Although – as Martin Lindstrom points out – the research was paid for by multinational companies (costing $ 7 million).
In the introductory chapter, the author of the book says, “I can say” that the results of the study will change the way you think How and why people shop. It came straight away with the first “bomb”.
There is a general belief that warning labels on cigarette packages reduce their consumption and even cause some smokers to quit this unhealthy habit. After all, they confirm this on their own. In terms of effectiveness, photos showing smoking-related diseases are especially appreciated.
However, fMRI measurements revealed the exact opposite. Warning signs not only repel smokers, but on the contrary have encouraged an appetite for cigarettes. Hence, promoting a healthy lifestyle has proven to be a great advertisement for tobacco companies.
How do we decide
Hence, studying brain function is a powerful weapon. So, on the one hand, neuromarketing provokes resistance (an organization called Commercial Alert has asked the US Congress to ban it), on the other hand, it arouses the interest of companies and politicians. Hollywood is also starting to notice the brain working out.
“Neuroscience has basically revealed what I’ve always been thinking: brands are so much more than just a variety of products packaged in eye-catching and perfectly designed packaging,” says Martin Lindstrom. His measurements show that our decisions are closer to emotions and mechanical reactions than to rational thinking ( Read the article as well Success is hidden beneath the surface).
Look for new ways How to attract (and influence) consumers Of course necessary. By the time we turn 60, we will have seen nearly two million TV ads. Add to that the radio, the press and the internet, and we can’t be surprised that our brains are developing better and better filters in order to direct themselves in the torrent of information at all. However, previous methods focused more on quantity. As the author points out, 23 great brands have managed to integrate into Today’s Don’t Die Bond (for example, roughly every five minutes into the movie, you are attacked with an advertisement for the product).
When the advertisement does not work
It also turns out that until really useful data on advertising results are available, contracting authorities can get negative value for their money. This is evidenced in the book by examining the effect of advertising on a TV program American IdolSponsored by Coca-Cola, Cingular, and Ford. On the other hand, the fMRI measurement revealed what was expected: that is, after viewing the show, the markers are ejected from the memory unrelated to it. But it also turns out that the same thing is happening among current sponsors. If Coca-Cole manages to draw attention to himself, Ford has been taken out of memory. Simply put, he paid $ 26 million to lose market share.
Another popular topic by Martin Lindstrom is the so-called Mirror neurons. Simply put, just like apes (remember the term “monkey”), we humans simulate how others around us deal with things. Our brain reacts as if we were performing these activities on our own. This is why we shoot with our hands in the air when the ball or puck is in the goal, and this is why a wave of joy appears in us when the hero of the film hits a villain, and that is why we feel cold in the spine when we hear beautiful music. Mirror neurons are to blame.
What does this mean for marketing? Above all, discover that people buy emotions and attitudes more than goods. We don’t wear a blouse to get it on (or to warm us up), but because someone (be it an actor or a model in a shop window) presented it to us as a symbol of a certain lifestyle or status.
It’s also interesting to note that we remember the names of people who smile better. And of course, we’d rather go back to them as well, because we’re all very sensitive to positive social cues. Here too there is a useful reflection ( You use it more in the book Lehits for the 21st Century).
However, mirror neurons do not function on their own. Often they work In conjunction with dopamine, A substance that affects brain activity and causes feelings of happiness – in the short term, unfortunately. This is also the reason why some people shop without a head. Like drug addicts, they look for their dose in the activity, this time not cocaine but dopamine.
And again on the topic of smile. In the chapter on subconscious messages, the author describes an experiment in which he showed test subjects pictures of frowning or smiling faces for a very short time. When they saw a flash of a smiling face, they were willing to buy more drinks and pay for it twice as much as when they saw a frown.
This is often argued by sellers and store owners They cannot smileWhen customers get upset and get out of their bad mood on them. But the opposite is true. Customers will not change their mood on their own. However, when the seller smiles at them and treats them kindly, the mirror neurons act and begin to behave similarly.
The next chapter is dedicated Rituals and superstitions. For all of them, let’s mention at least the long tapping on a Guinness beer. It is not an old ritual, it only appeared in the 90s of the last century. That’s when sales started dropping because impulsive customers did not want to wait for the foam to drop. The brewery has succeeded in making this wait a priority through a creative campaign.
The pleasure in all kinds of rituals is completely understandable. As the world around us becomes less predictable, we need to rely on something permanent. Of course, this is also reflected in marketing. Brands that carry rituals and myths are more attractive than those that don’t.
Martin Lindstrom continues, “I have found that despite the differences, nearly every world religion has ten of the same pillars that support its foundations.” “Just as I thought, these pillars have a lot in common with our most popular brands and products.”
The pillars are: a sense of belonging, clear vision, control of enemies, sensual strength, storytelling, nobility, evangelism, symbols, riddles and rituals. Surprisingly, fMRI measurements revealed that when people look at images associated with strong markers, the same activity occurs in their brain as it does when Watch religious scenes. So successful marketing should work with this outcome. The problem is that public propaganda of religion is not outdated – not even in America. So it is more than an ambiguous form.
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