Science of Neuromarketing.

The first works because it is based on feeding the brain with enough information to make a conscious rational decision. These are called ‘Logical Persuasion’ adverts or LP ads. An example might be the Quooker advert. This is the tap that does everything, and the advert accurately describes what the tap can do; chilled water, fizzy water, boiling water, anti-burn features, easy to install etc. Another might be a car advert

Market Insight

where they talk about performance figures or outstanding features. These fact-based ads that are appealing to the conscious decision-making processes of the mind.

The second type of advert bypasses rational decision making pretty much altogether and appeals to the aspirational desires most of us have. These are called ‘Non-Rational Influence’ or ‘NI’ ads.

An example might be a beer advert where there is a close up of the beer glass with the condensation beading and running down the side of the glass. (I’m feeling thirsty just writing this!). Or maybe it’s an advert for a car but this time we see the car being driven on a beautiful country road by an attractive woman or handsome chap. These adverts evoke an emotional response.

The answer is the NI advert*. It’s the perfume advert with the attractive woman in glamorous surroundings. That’s why these adverts work. It’s why fragrance companies spend a fortune promoting a product which exists to make you smell nice, that you can’t actually smell via the TV. There is method in their madness!

What can we learn from this science as far vehicle branding is concerned?

My advice is simple…every time you consider a marketing promotion designed to enhance your brand and value proposition you should consider neuroscience!

When you consider that almost 50% of the human brain is designed to deal with visual processing it makes sense to make an effort with your customer facing initiatives. The more you task the brain with interesting visual stimuli, the more embroiled the person will become with your initiative. Repeated interesting messaging with a consistent brand image breeds familiarity which is why it’s so important for brands to have consistent, interesting brand messaging.

If we were to consider the B2B and the B2C markets individually, this would be a very long blog indeed, so to simplify, I am going to speak in broad terms. It’s easy enough to apply the rules to your own campaign.

Emotion Works!

Combining your marketing message with your brand, and emotion means that you are appealing to the subconscious mind of your customers…and that’s a good thing. If you want to make your customers feel good, then appeal to the typical images that cheer us up. Beer is good for me! But maybe a puppy golden retriever using your product will be good for most people. If you want to instil anger, then a sad image of someone or something NOT using your product maybe the route to take. Bear in mind the crisis and aid adverts on TV.

It’s time to think creatively. Work out how to appeal to customer preferences, emotions, and moods in your neuroscience marketing campaigns. Research your audience in detail and find out what’s appealing to them. The LCV’s you have are tremendous platforms to deliver these messages – they really are mobile billboards so treat them as such.

Why Does Emotion Work in marketing?

The answer is ‘Dopamine’. Familiar and consistent imagery stimulates Dopamine, and this makes us feel happy. That happiness then aligns with your brand and so through association, your brand becomes welcoming, memorable and comfortable.

Colour psychology

I’ve touched on this in an earlier article where colour plays an important part in delivering your marketing messages and the feel

Keep It Simple!

Vehicle marketing is different to other forms of OOH advertising. You must assume that your audience will not have much time to assimilate information…so keep it simple. Imagery is a great way to do this as are bullet points and simple colours fonts and limited text.

Be Different!

Churning out the same as everyone else is not going to make you stand out from the crowd, so be different. Once again imagery is a great way to utilise the space on your vehicles, and as we now know, the right type of imagery can be incredibly effective.

you want to portray. Colour can be a powerful tool in your branding decisions. Countless companies have used colour really effectively.

The Crown Paints vehicles are really striking and eye catching. Makes me want to decorate my house!

At Mediafleet, branding using consider the neuromarketing.

If your product appeal to the best option. But type marketing your hit rate. mechanism in Let me know Let’s call it ‘Neuromarketing’. You heard the term here first!

In Summary

Mediafleet, we have a dedicated resource for creating impactful vehicle using the tools I’ve described above. For your next campaign research and conclusions from scientific study regarding neuromarketing.

product and/or service has a technical bias then you may wish to the left-hand side of the brain. ‘Logical Persuasion’ may be the But if you can add to the campaign ‘Non-Rational Influence’ marketing using imagery, colours and fonts, then this may well improve But don’t take my word for it, why not use a different response in your marketing so you can track the effectiveness?

how you get on!