The Six Stimuli: Activating The Consumers brain
“People aren’t out to get you, they ‘re just out for themselves”
This blog post is the 2nd iteration of a 5 part series. To read the 1 part click on this link: http://bit.ly/1lidaHR
In my last blog: ‘Say Yes To Neurmarketing’, we cover the very basics and discuss the application of neurmarketing to your campaign.
We will now take a step further and look at a simple tool created by ‘Salesbrain’; the first neuromarketing agency. They defined the ‘Six Stimuli’ that activates your consumer’s brain. Each of these stimuli teaches you a little bit about the reptilian brain that can be applicable to your marketing or communication campaign.
We live in a day in age where people have little time and are exposed to a lot of advertisements. To adapt, their reptilian brain simply won’t activate if the advertisement is not relevant to them. When creating a campaign, incorporate what is relevant to them. If you tell your audience that your dishwasher has the best water spray arm mechanics, nobody is going to care. But if you tell them that the dishwasher is 15 minutes faster and wasted less of your water and electricity, then you are grabbing your audience’s interest.
“As a matter of fact, the world revolves around me. Me, me, me my favourite person is me. I don’t want to get E-mail from anybody, I want to get Me-Mail”
~Seth Godin, Marketing Expert
This stimulus is less about grabbing your audience attention but rather about making the message as clear as possible. When your audience is exposed to your advertisement they must immediately understand the message. What happens before/after or with/without the use of your product? This will allow the reptilian brain to make a quick a decision, instead of making your audience think and leaving them in a state of confusion.
This is an advertisement for a ‘reading and writing’ course for illiterate people. The contrast clearly communicates what the course offers without much effort.
The reptilian brain does not activate with words, so instead it is more effective to make your advertisement more tangible. Your brain is constantly scanning for what is familiar and what it can recognize quickly.
Your consumer’s brain engages with your tangible advertisement far more quickly than any regular print. When the reptilian brain can make context, the brain will engage with your advertisement. Tangibility helps consumers recognize your advertisement, explain your message and engage your consumer.
Beginning & End
The reptilian brain has a short attention span, therefor the focus of your consumers brain is the highest at the beginning and end of the advertisement. Make sure that your key message is communicated here, because everything in between may be forgotten. This stimulus is mostly relevant for video or radio advertisement.
This is a very straight forward and yet the most essential stimulus that activates your consumers reptilian brain. The reptilian brain is made to analyze and gives meaning to visual cues. If your advertisement is not visual the reptilian brain will either ignore it or pay little attention, because it takes more effort. Don’t talk about your product, show what your product does.
The last stimulus is emotion. It is scientifically proven that when someone is exposed to something ‘emotional’ there are chemical reactions in their brain which effects the impact, memorability and sometimes changes behaviour.
This was an anti ‘drive-and-text’ campaign. It demonstrates how an advertisement has such an impact on the viewer that the next time he/she drives, he/she will remember this advertisement and no longer phone while driving.
Some final thoughts
It is important to realize that it is not necessary to always try and implemented each stimulus in your marketing or communication campaign. Rather look at what you want to communicate and which medium you will choose. If you are making a video, ‘emotion’ and ‘beginning & end’ are important stimulus. For a billboard ‘tangible’, ‘contrast’ and ‘visual’ are important stimulus. I would encourage you to watch this Tedx-Talk from one of the experts from ‘Salesbrain’ if you are looking for more examples: http://bit.ly/1EuQm97
Next week our topic is on the ‘science of persuasion’. The blog will cover fantastic tools that you can apply in many other areas inside your business besides marketing and communication. If this blog has interested you at all, then ill guarantee you will enjoy my next blog as well.