As you well know, at IBMH we strive every day to improve as professionals. We are constantly searching new tendencies, strategies and techniques that make us grow and prosper. So today we want to talk about a concept that is increasingly gaining more strength and ground in the world of marketing: neuromarketing.
But, what is neuromarketing and how can be applied in a hardware business? We explain what it is and how some companies are currently applying it to improve the results of their marketing actions.
What is neuromarketing?
Do you think it is possible to predict how the brain is going to react to a certain brand or product? Yes, it is possible and that is precisely what neuromarketing is. It is a technique that is used in various fields of medicine, specifically neuroscience (nuclear magnetic resonance, brain activity, cardiac response…), to know the effects that a product, brand or communication strategy have about the customer.
The goal of the neuromarketing applied in a company is to analyze what happens in a brain when buying or viewing an advertising spot. With this information, knowing what makes “react” to the customer, they adapt the products, publicity and even the store to what really arouses their emotions.
But, what does neuromarketing specifically measure? This science focuses on three fundamental aspects: attention, emotions and retentive capacity. Based on these three points, the main mission of an advertising or marketing professional will be:
- Get the attention of the user by means of an advertisement or publicity campaign.
- Transmit and awaken emotions during that campaign or marketing action.
- Show the customer the product when he is already fully immersed in it. So the user will remember it more easily and that will encourage him to buy and/or consume it.
Then, what is what pushes us to buy? Reason or emotions? Many times we buy out of necessity (in a rational way). But many other people do it unconsciously because the brand attracts them, it conveys a positive emotion, persuades them. That is precisely where neuromarketing comes into play.
Conclusion: this marketing strategy aims to know exactly how the customers think, to be able to convert them into potential customers.
Everyday examples of neuromarketing
Most likely, after reading this, you may think about how you could implement a neuromarketing strategy in a hardware business. Many companies have already done it. In fact, even if you have not noticed, neuromarketing is very implanted in our day to day for a long time. These are the most common examples:
- Location of products within a store: those of first need are always placed at the end of the establishment. In this way, you will have to go through the whole store to get to them (and by the way you end up buying some more things). Moreover, the most expensive products will always be the most visible.
- Music: it is becoming more and more common for stores to use a background musical thread. The goal is to make customers feel at ease and motivate purchase and consumption.
- Good smell and the smell associated with a brand.
- The disorder in the sales: the more disorganized and rowdy the products are, the more “bargain” feeling the customer will have.
- Price .99.
- The term ‘exclusive’ in email marketing campaigns.
How you can apply the neuromarketing in a hardware business
If you are already thinking about how to apply the neuromarketing in a hardware business, take into account some of the bases that you must follow to its implementation:
- Closeness with the customer. Create a close and consolidated link with the customer. This makes them reinforce the idea that their purchase is a win to win.
- Differentiate yourself from the competition. Making a difference is essential for you to be remembered more easily.
- Connect with the human side and appeal to the customer’s feelings. This is the best way to get engagement and fidelity to your brand.
- Be positive. If you are empathetic and transmit positive emotions you will get that feeling to your products and, as a consequence, to your brand. The best example? Coca Cola and its brand vision of “happiness”, does it ring a bell?
At IBMH, besides being always very focused on new tendencies, in communication and business strategies, our utmost concern is that our growth also impact in a positive way in your hardware business. Contact us and find out how we can improve the profitability of your imports!