Marketing is a discipline that encompasses many aspects and even appeals to science. There are neuromarketing strategies for a product and its marketing in which, through various techniques, it is detected how the consumer's brain acts when making a purchase.
In short, they focus on identifying the emotions that arise in the customer when deciding to purchase a product. Some certain subconscious stimuli and emotions guide the buyer's decisions. This article gives you some strategies for its implementation.
12 Neuromarketing Strategies
This discipline's main objective is to make the most of consumer responses to stimuli and emotions. Here are 10 of the most recognized neuromarketing strategies for a product:
1. Identifying Your Customers
For companies, to a large extent, their products or services must identify with an audience or social group. Getting your brand to respond to the needs, emotions, values, culture, or philosophy of a large part of your consumers is crucial for companies.
In this way, what is achieved is that followers are loyal to a brand and can also be ambassadors for it. Generating a sense of belonging in their customers is one of the major objectives of companies.
2. The Principle of Exclusivity
Associated with the previous point, this strategy focuses on offering or generating a principle of exclusivity. In a few words, this defines the offering of exclusive products or services that make the user feel special.
Exclusivity can stimulate the purchase of products, and big brands prove it day after day. One of the examples of neuromarketing in companies and the use of this principle is Apple. Each of this technology giant's products presents an exclusive opportunity for its loyal customers.
3. Mirror Neurons
The so-called “mirror neurons” are some of the neurons that impact how we do things. When someone is observed acting, they are activated and make us connect with it by empathizing or establishing imitation behaviors. For example, when your roommate at university turns around with eyes like cat from “Shrek”, you immediately understand that he will ask you to recommend an essay service for him.
This concept has great value since the consumer tends to feel identified with his or her similar. The key is in dopamine, a substance released by our brain that generates pleasure, something that these neurons also do and more in satisfactory actions such as making a purchase.
4. Offer Product Packages
One of the most popular neuromarketing strategies for a product is to offer several items instead of just one. Consumers react positively to these alternatives that a brand can offer.
If possible, avoiding selling products and services in parts is advisable, which can be an unpleasant experience for the consumer. Instead, offering an “all-inclusive” package is recommended to provide the customer with a satisfactory solution.
5. Determine a “fair” Price
Undoubtedly, price is one of the greatest stimuli that change a consumer's decision-making. For this reason, brands must take special care when setting the price of their products.
A fair price will be the one that is closest to the market price. It is clear that an above-average price will be detrimental to the buyer's interests if he decides to evaluate other options.
6. Avoid Round Figures in Prices
This topic may be taken as a “cliché,” but it is a reality. Different studies have confirmed that round prices ($20, $40) are not as effective as non-round prices ($15.50, $39.99).
BBC journalist Dalia Ventura explains in her article “The seductive numbers that lead us to buy” some of the tricks used to determine prices. In this one, Alex Bellos, author of the book Alex Through the Looking-Glass, in which he explores how numbers are reflected in the real world, talked about some techniques. One of the most popular is subtracting 1, which he exemplifies with this phrase: “799 feels like it's a lot less than 800 because it gives us the impression that something costs 700 and a bit instead of 800.”
7. Triggers All the Senses
An ideal neuromarketing study in this digital age will offer us the possibility of developing a product that arouses the greatest number of emotions in the consumer. This, moreover, is possible thanks to the stimulation of the different senses of the customer.
There are articles (shoes, for example) that are remembered in a great way by their smell, beyond not being their main characteristic. So, it is an idea to work the greatest number of senses in a product to multiply its chances of being chosen.
8. Invest in Attractive Packaging
Everything counts to attract the customer's attention, and packaging is a factor that can bring great benefits to a brand. In addition to being the object that will take care of the item the customer has purchased, it can have other uses.
It is increasingly common for brands to invest a lot of effort and innovation in this aspect as one of the great neuromarketing strategies for a product. Some clear examples are collectible packaging and special editions of a specific theme.
9. Give Importance to Color
Color is determined as a key element that directly influences the consumer. Each color and its different shades can offer people a different sensation or emotion.
For example, blue conveys security, calm, confidence, or honesty. Red is related to love, energy, and action, while green represents naturalness, harmony, and relaxation. Yellow inspires vitality, joy, energy, and optimism.
10. Enable Several Payment Methods
The more payment methods you offer to purchase your products, the better. This is fundamental since, in this way, the user will have different alternatives and be able to make his purchases simply.
For example, paying with a credit card causes less “pain” to customers than paying with cash. Financing a purchase will reduce the possibility that consumers will avoid purchasing because of its high cost.
11. Offer Only the Necessary Alternatives
The best thing to do when labeling your product is to keep it simple. If you offer too many options, in the end, what you will do is that the person will be saturated with information and then choose the competition.
Your consumers must have the ability to choose, but it is also important that the alternatives are as simple as possible. A great option is to give the customer the possibility to customize their items, so they will not have to think so much about what will be the best.
12. Use Repetition
Far from tiring our brain, repetitive stimuli help simplify information and create mental shortcuts for customers. It is clear that companies must be detailed with products, but more than that, the main objective is to make the brand clear.
It is common for us to see so much of an ad that even if we don't use the product, we know what it is, what it is for, and who is selling it. The so-called “mere exposure” effect states that the more we see a stimulus, the more we like it because it is more familiar to us.
The above are 12 neuromarketing strategies for a product that you can apply with your brand and has a high success rate. Many of the world's largest companies have used them and are aware of their benefits.
Science is a tool that today can be applied to many aspects of human life. Undoubtedly, there are many advantages that it also brings to different industries, including marketing and product sales.
If you are a brand owner, you should not underestimate the power of neuromarketing tools and consider them in your strategies. As we have already mentioned, many of the stimuli that lead us to make purchases are produced in the subconscious, where you can find opportunities. Apply neuromarketing strategies for a product and be surprised by the results!