Did you know that the brain has a lesser-known component that plays a crucial role in consumer behavior? In this Expert Insight Interview, Felix Cao discusses neuromarketing. Felix Cao is a Founder at Happy Buying Brain, a neuromarketing and business growth strategist, and a speaker.
The interview discusses:
- What is neuromarketing?
- How to break a pattern?
- What is the process?
- How does neuromarketing apply to B2B?
Neuromarketing integrates neurosciences with marketing and sales strategies to overcome business challenges. Our brain consists of two parts, logical and primal part. The latter determines about 95 percent of our daily activities, including purchasing decisions. Many companies overlook this fact because it involves dealing with unconsciousness, but neuromarketing creates a strong emotional connection resulting in a deeper level of brand loyalty.
Break the Pattern
Our brains average around 60,000 thoughts daily, and the majority of those thoughts are repetitive. Thus, what brands need to do is to break the consumers’ thought patterns and introduce a level of newness. A brand that succeeded in this is Energizer. For years, this brand had the same commercial with the pink bunny marching on. But then, they made a commercial in which the same bunny stopped and turned around the camera, causing a change in orientation response. The new commercial intrigued the consumers and broke their patterns. This change registered subconsciously very deep with the consumers.
When a company decides to try a neuromarketing strategy, the first thing to do is a discovery call. Discovery call discovers if the company targets the right people, sets the tone for the core messaging, and shows how good is a current marketing strategy. It turns out that many companies did not find an ideal customer avatar yet. Instead, they either have a customer avatar being too vague or have wrong demographic targeting. The company needs to find out all the problems that prevent them from achieving success in these activities. The key is to change either the core messaging or an avatar.
Neuromarketing in B2B
Business owners also have primal part of the brain influencing their fears and anxiety. Thus, just like in B2C, in B2B, it is necessary to adjust the interactions and conversations to solve the problems for a business owner. In B2B, there are a lot of emotions involved in decision-making, especially now in a time of many social issues and uncertainties. Many people are in survival mode, thus showing that you understand and want to solve their problems will make them more prone to accept your help.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.