There are many examples of companies embracing the effectiveness of neuromarketing to increase their market share. Here are some of the most high-profile neuromarketing examples.
Coca-Cola
Coca-Cola has such a strong belief in neuromarketing that they constructed their own in-house lab. They can measure the brain activity in volunteer subjects to determine which advertisements are likely to get the best results.
This is a much more effective way of planning a marketing strategy because you can gain unbiased results from neural activity. If a company was to ask a consumer if they like an ad, it’s possible the customer would not tell the truth. Perhaps they wouldn’t want to offend the company and tell them they like a commercial even if they don’t. But when studying brain activity, marketers can get the true results every time.
Hyundai
Neuromarketing impacts are also present in the car manufacturing industry. Hyundai asked 30 subjects, 15 men and 15 women, to look at different parts of their vehicle models. By studying the neural activity, the company was able to see which parts the consumers found appealing.
Because designing and launching a new car model is expensive, this could be an effective way for companies to begin a project in the future.
Frito-Lay
In the snack industry, Frito Lay has seen the potential benefits of successful neuromarketing. They asked one of their focus groups to give an opinion on a prank one person played on another in an ad.
The participants said they did not enjoy the prank. This could be because they did not want to seem to be mean in front of others, but their brain activity suggested they did, in fact, enjoy watching the prank in the commercial.
Brands spend considerable time and money when designing their advertising campaigns to obtain the maximum return on investment. If they get the campaign wrong, they could even lose money. When asking ‘why use neuromarketing?,’ this Frito-Lay example shows how a scientific approach can be more useful than asking people directly.
Campbell’s
Companies are aware of the effect of their packaging on sales figures and know how to use neuromarketing to their advantage. Attractive designs can draw more customers who appreciate the outer design as well as the product inside.
It’s possible to measure brain activity when consumers react to variables such as touch and images present on the packaging. Colors also have an important effect on consumer behavior.
Campbell’s used neuromarketing to redesign the labels on their soup packaging. They made it more appealing to consumers based on their neural responses to particular elements.
Yahoo
The search engine giant used neuromarketing when launching a $100 million branding campaign. Part of their strategy included a commercial of happy people dancing around the world.
Before releasing the advertisement, the company measured consumers’ brain activity using an electroencephalogram (EEG). This meant they could be more confident their campaign would be successful since they could see the responses in the test subject’s brains.
While sometimes consumers may not want to be honest with a company that has irritated them in the past, they are not always deliberately withholding the truth. People may not realize they are having unconscious reactions to stimuli.
Facebook studied how its ad system influenced perceptions and emotions that the test subject may not have known about. This is a powerful way to understand what will work for your business and what will not be effective.
How Companies Can Benefit From Neuromarketing
Neuromarketing is not just for large brands that appeal to a global audience. It can also be effective for any size of business. Imagine the potential of knowing exactly what your consumers think of your products and services — You can also learn what they want you to provide next.
Consumer research is not a new technique in marketing. For decades, companies have tried to get into the minds of their customers so they can become more successful. However, neuromarketing is a new method of getting the information you need to build a better business.
Neuromarketing is an advanced technique that uses functional Magnetic Resonance Imaging (fMRI) and EEG technology, which means you need to work with the right partner to get the information you want. When working with a reliable company, you can see the data clearly and simply, which allows you to plan your next campaign.
As with most technologies, it tends to be expensive at the start before becoming more affordable over time. This is also the case with neuromarketing, meaning it is becoming available to more and more businesses. Although you may not have the marketing budget of your competitors, you can still utilize neuromarketing to gain better information using this method.
How Neural Experience Uses Neuromarketing to Help Grow their Client’s Business
Neural Experience (NX) applies similar neuromarketing strategies that Facebook and other Silicon Valley companies use to better engage their customers to their platform. However we focus on the user experience (UX) of websites, user interfaces (UI) in software applications, and digital marketing campaign.
Our neuromarketing integrations involve things like how to drive the right chemical responses when a user navigates one of our websites; maximizing neural synapses as they engage with their content, or how to best keep them in the right emotional state to make a conversion?
These are just some of the elements that we use to boost retention, drive online sales, and increase clicks.
