I watched an Olivier Roland’s video and I learned good stuff.
Click if you didn’t read Part 1 and Part 2 .
Taste is a bit of an amalgam of 5 senses because it’s necessary to use 5 senses to have the full sensation of taste in the brain. It’s enough that it misses 1-2 senses so that the flavor modified. When a brand works to be recognized by several senses, it improves the credibility and the memorization of the brand.
An effective sensory marketing is based on the coherence of the senses to increase the positive evaluation of products, stores and visiting intentions. This multisensory experience increases the probability of creating strong and lasting emotional connection with the consumer.
Cognitive ergonomics, pricing, distribution and sales
Rules of innovation, presentation product/service and a good selling price increases the turnover and improves a brand’s perceptions. Consumers spend more time in a store when the place is thematized, theatrical or with a sensory experience.
Creating nice design for the brain helps a product to succeed in a market. Certain specific packaging’s elements attract the attention and interest of the brain. Imaging and iconography provike emotional evocation, color awakens somatic makers, writing gives meaning to the product and the brand gives the product qualities linked to its essence.
The preception and the price of a product/service by the brain have important consequences on the amount of purchases. An inapproritate price compared to consumers perception on the price-quality ratio can cancel a sale. A consumer refuses to pay for an expensive product if the quality seems low. With a price too low, a consumer thinks that the quality is bad.
The psychological price, which is the price that a consumer is willing to pay to buy a product/service, is the fundamental basis for the price policy.
Pay creates an impression of pain in the brain and there are several solutions to decrease or avoid this feeling : payment term, credit, deferred payment, product/service presentation like Premium, billing per month rather than per hour, price below a fixed price ($ 299.99 instead of $ 300.00).
When stores are thematized, theatrical or with a sensory experience, it increases the presence time of consumers as well as the interest. The result is an increase in turnover and an improvement in the brand perception of the store.
Since antiquity, communication has used many subliminal techniques to be more persuasive. Subliminal communication target directly the brain’s subconscious. Ads is still based on Aristote’s rhetoric method to improve credibility and Cicero. Here are Ciceron’s recommendations : It’s necessary to prove the truth of what you say, it’s Logos. To reconcile the benevolence of the listeners by using the Ethos and to awaken in them all the emotions useful to the cause with Pathos.
This corresponds to the choice of logical and rational messages. Theses messages show indisputable arguments about the quality of the product/service on an innovation that other brands don’t have.
This is to give confidence or seduce consumers.
It’s about message based on emotions.
Communications can be based on hedonism to look for inner well-being or joy like luxury or sex. To trigger strong emotions and enter in the memory, messages can be violent as for example advertisements on the road safety.
Subliminal communication target directly the brain’s subconscious, bypassing the barrier of reasoning. Even though subliminal communication is prohibited in some countries, many methods are allowed and used in advertising.
Advertising entertainment is an advertising based on the spectacular using humor or art with the harmony’s rules like Golden Ratio , Vitruvian Man , eroticism, etc.
Brands works with emotions to influence the consumers brain to make purchase. Consumer’s brain is attracted by brands whose history is reminiscent of known myths memorized in the unconscious (copy by somatic markers).
Brands need to create a story, an original epic that can be told in the community and be told for several generations.
Community and social networks
Community and social networks influence the consumer’s individual consciousness, which make it a collective consciousness. A consumer has access to a huge amount of information from different sources in real time. This information comes from all over the planet. This access to information allows the consumer to make comparisons before buying. With interactivity, a consumer becomes a neuro-consumer-actor. We’re living the creations of a new behaviororal generation of neuro-consumer multiprogrammed, it means people who consult several media at the same time.
We’re slowly entering a world where zapping replaces logic and reflection. A world where people prefer sequential information based on emotion rather than linear information based on conceptual reasoning.
Several factors influence the purchasing behavior : free economy, uberisation or participative economy of purchases, return of auctions, the wait of the proposal of purchases of the last minute, used to choose from several references as with Amazon (70 millions products), geolocalisation use of different sales channels (social networks, internet, smartphone, etc).
There are methods to meet these new expectations, permission marketing and digital marketing desire.
Permission marketing allows communication only with prospects who have given their agreements.
Desire digital marketing
The digital marketing of desire is based on quality content and the pratice of « one-to-one ». « One-to-one » is the creation of a personalized relationship with each consumer and to develop this relationship.
Consumers saturated by the advertising of digital marketing gives a very limited confidence to the brands coming from traditional communication. They prefer to seek advice from people who have already tested the brand, product or service.
Use a viral marketing, buzz or word of mouth to spread positive communication on social networks across communities can seriously increase sales. This viral marketing, buzz or word of mouth is based on the oldest media in the world : the rumor. With the development of internet (website, blog and social networks), recommendation becomes more important than the communication.
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