Neuromarketing - managing consumer behavior by influencing his subconscious. Martin Lindstrom is one of the leading experts in neuromarketing and branding. Advised companies such as Mercedes-Benz, McDonald's, Pepsi, Disney and others. What secrets did he share with a wide audience?
Where did Neuromarketing come from and why
The results of traditional marketing surveys are far from always confirmed in practice. And the matter is not only in the dishonesty of some subjects. Just when buying goods in nine cases out of ten, the decisive influence is exerted by unconscious motives. Even if during the study a person is sure that he answers the questions honestly, in real life he can behave completely differently. That is why neuromarketing does not examine conscious attitudes, but physiological reactions.
To determine how the body of a potential consumer responds to certain products, methods such as:
- MRI (magnetic resonance imaging);
- EEG (electroencephalography);
- heart rate measurements;
- sweating level measurement;
- tracking the direction of movement of the gaze (eye tracking) and others.
Based on the research results, techniques are developed for influencing the senses of a potential buyer. What color to choose for the logo, what kind of music to play in the background in the trading floors of the supermarket, which flavor to use in the premises of a car dealership or beauty salon to stimulate the consumer to buy - all this is the field of neuromarketing.
Who is Lindstrom, and how can he help?
Martin Lindstrom (b. 1970) - Danish specialist in branding and neuromarketing, chief executive officer of Lindstrom Company. He entered the list of 100 most influential people in the world according to the Times magazine in 2009. Martin Lindstrom’s books have been translated into more than 40 languages and have repeatedly been featured on bestseller books published by publications such as The New York Times and The Wall Street Journal. According to the American Association of Advertising Agencies, every fourth brand in the United States has resorted to Lindstrom’s marketing efforts.
What to read to better understand the topic
From the books of Lindstrom in Russian are available:
- "Brain blow". Our brains are systematically flushed daily by marketers. The book describes in an accessible form the technologies used to influence the consciousness and subconscious of a potential buyer. Martin Lindstrom's “Brain Takeaway” is a great reference for both marketers and those who just want to learn how to defend themselves from the aggressive effects of advertising and buy wisely.
- Buyology. What do you think, how much do cigarette and alcohol warnings affect sales? How justified is the manipulation of the sexual instinct in advertising? How do religions influence consumer behavior? The book, based on rich experimental material, disproves many common marketing stereotypes.
- "Sense of the brand." A book that describes in detail the methods of influencing the organs of sensory perception of the consumer.
- "Children's branding." The book, co-written with Patricia Seybold, talks about how to gain popularity among the younger generation of consumers.
Proficient in English can sufficiently find a more complete list on the website of the Lindstrom company.
If you don’t feel like reading too much
Numerous videos are available on the Internet in which Lindstrom shares his professional knowledge. The above short interview can provide enough food for thought to those who do not like to deal with large volumes of text.