Appeal to the senses
gain vs pain tradeoff are some of the ways to
These guys go beyond the taste buds. Rightly so.
achieve that.
Half of the beauty of food is in its smell. Look even
Like everything else, it is the beginning and the
beyond that. Five Guys appeals to the visual
ending that influence the entire experience.
senses too! To show that they use only fresh
However, being at its nascent stage, Neuro-
potatoes, they line up bags of the spuds where
marketing brings in quite a lot of apprehension.
the customers queue up to order. As they say a
After all, Inception is the idea or phenomenon of
picture is worth a thousand words! It drives the
getting into an individual's brain via his dreams,
point home far more effectively by going straight
and compelling him to do your bidding. So how
to our subconscious.
ethical is this entire process of reading the consumer's mind? Knowing what drives a
Whether Five Guys consulted any neuroscientist,
consumer and doing just that to make him
we can't say. But one thing's for sure. What we
choose your product over the others? We might
see here is a perfect union of marketing and
condone such an act if it is harmful. But who
neuroscience aka neuro-marketing! And clearly,
shalt be thy judge? Who shalt stop and tell thy
it works! So it would not be wrong to assume that
that thou dost wrong?
as time passes, and economic and financial pressure increases, more and more companies
We all know that the warning labels on cigarettes
will turn to neuro-marketing. Behavioral science
make smokers want to smoke more. So where is
will soon be a major part of market research.
the limit? Curiously, the seed is already sown.
After all how many times do you get a chance like this one to convert a consumer's “mmm-good” into “mmm-better”? Lessons for marketers? To strengthen your brand, appeal to the customers' reptilian or the old brain, which guides all buying decisions. It all comes down to who triggers the first reptilian action. So what does this brain respond to? Emotions that excite all the senses, and for a customer, the 4Ps are his 'senses'. Visual orientation, conveying tangible benefits, memorable beginnings and endings that influence the entire experience, minimizing the
21| Buzz - The Markazine | Jun 2011