With the new century came the advancement and expansion of new technologies, social networks. We have witnessed several wars: Iraq War, Afghanistan the new one Cold War… , the 11S, 11M, the great 2008 economic crisis, the first face transplant, we have survived an outbreak of Ebola... and of course, large companies also experience these advances.
Proof of this is that today if you want to compete among the best, you have to have a strong Marketing strategy. The Marketing of the last century is the Neuromarketing of this one. But what is really the Neuromarketing? The NM is a Marketing area that investigates the areas of the brain that are activated so that the consumer opts for one product or another, and this allows us to predict consumer behavior; as well as finding out what emotions and desires are awakened in the consumer.
Some studies have shown that a purchase decision takes about 2.5 sec; of which, the 93% it is taken in the unconscious.
This tool is very valuable for both manufacturers and distributors, since it allows the products to be placed in a certain way to capture our attention; even arrange them at different heights to capture the attention of all audiences, including the smallest. It has also been found that the smell of freshly baked bread causes certain areas to be activated in our brain, and we think of possible foods that we can eat with bread, and therefore we buy more.
Currently, sales strategies are based on stimulating our senses, create certain experiences for us Y generate emotions when we buy, since that makes an establishment is considered our exclusive purchase option. When we go to these centers, we go for the experience it generates, since it takes into account the smell, the music, the color...
According to the different studies carried out; the decision-making process involves the three types of brain what we have:
How many times has it happened to us, that we go to the supermarket for milk and we go with eggs, coffee and sugar? Or we see a showcase and when we want to realize it, the pants are in our closet.
According Patrick Renvoise, SL expert; emotions and instinct would explain this type of performance; since both are imposed on reason. Jurgen Klaric, one of the ten most influential marketers internationally, says “In a Neuropricing study, we discovered that the 3 × 2 purchase promotion is more powerful than the 50% discount. This shows that the mind is more emotional than rational "
The better the appeal to the senses and emotions of the consumer, the stronger the link established with the product brand.. Why is it that when we are asked to imagine a candy with a hole in the middle, we think of Donuts?? It could be a donut right?
This is because those responsible for Marketing have carried out a good promotion of the product and have managed to establish a good relationship with consumers..
Big brands focus more on generating emotional experiences than on selling the product itself; for example Nike, Coca-Cola ...
Nike for example, he plays a lot with colors, sounds, interacts a lot with customers and that means that the competition has little to do.
This type of campaign makes us remember more of the experience generated; and that causes it to be stored in our emotional memory, whose power is immense and impulsively affects the purchase process.
A clear example of a link generated is that of Coca-Cola, as we can see in the Pepsi Challenge.
This challenge is a commercial strategy that Pepsi carried out to attack Coca-Cola. The idea was for everyone to taste both drinks to see which of the two was better. To do this, they gave the public to try, but with the brand covered. And a high percentage, when they discovered their choice, it was Pepsi.
Through the five senses, they reach us 11 million items of information per second, but we only process 40 items, the rest being evaluated in an unconscious way.
I already said it Aristotle “there is nothing that passes through our mind, without first having passed through our senses"
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