This article is about neuromarketing advertising examples that helped the companies to sell their products to their customers. Before diving into the examples, let’s first know what is neuromarketing. Neuromarketing is the belief that all human emotions, perceptions, and actions are only the results of neural activity in the brain, including consciousness itself. The promise of this concept for marketers i.e. neuromarketing in advertising is that neurobiology will reduce the confusion and conjecture that usually hampers attempts to understand consumer behaviour by applying neuromarketing techniques and neuromarketing tools effectively.
The neuromarketing area studies the brain to predict and possibly even influence consumer behaviour and decision-making often referred to as consumer neuroscience. In the last five years, neuromarketing has been validated by many pioneering studies that show its ability to generate value for advertisers, until recently considered an extravagant “frontier science.”
But marketers still struggle with neuromarketing in advertising even as the validity of neuromarketing becomes established: Is it worth the investment? What neuromarketing techniques are most helpful? How will neuromarketing tools be used properly? Marketers need to consider the variety of neuromarketing techniques and tools involved, how they are used in both academia and business, and what possibilities they hold for the future in order to address these questions.
Neuromarketing Advertising Examples – Companies that use Neuromarketing
Unlike a few years back it is very easy to find examples of companies using neuromarketing these days. The expense of renting brain-imaging machines a few years ago stopped many advertisers from dabbling in neuromarketing. Today, with many firms selling EEG and MRI testing equipment, the cost has fallen. Many companies have adopted the practice with the number only rising with passing time. Following are some neuromarketing advertising examples:
One of the earliest neuromarketing advertising examples is of Hyundai. The company made a test group of 30 people study one of its 2011 car variants. The idea was to inspect several parts of the car. The electrical activity in their brains is recorded by special caps on their heads as they stare at the car for an hour. It is one of the neuromarketing techniques used. The data transmitted by the brain is recorded for further inspection.
The inspection of data from the brain will allow the manufacturer to gain insight regarding the design. This way they have an idea about customer preference before investing money. Based on the electroencephalograph results, Macko – brand study manager, will make changes to the car design.
Another neuromarketing advertising example is of Lays of PepsiCo. By using neuromarketing techniques they found that matte beige potato chip bags depicting potatoes and other “healthy” snack ingredients do not cause anterior cingulate cortex activity—a region of the brain correlated with feelings of guilt. They then adjusted their packaging to suit the needs of the customers.
Ann Mukherjee, Chief Marketing Officer of Frito-Lay, says brain-imaging experiments can be more specific than focus groups. Frito-Lay brain-tested a commercial that was being panned by conventional focus groups. The Cheetos spot featured a woman in a laundromat taking vengeance on someone by throwing the orange snack food in a dryer full of white clothing. To keep appearances the participants appeared to not like the prank. However, EEG studies performed by NeuroFocus exposed that women did like the prank. The ad was then broadcasted due to the information received by the use of effective neuromarketing technique.
Yahoo ran an ad for television showing smiling, dancing people around the world. Yahoo used a neuromarketing technique, before investing a huge amount to make the ad for prime-time and cable TV, as well as online. The brain waves revealed activation in the brains’ limbic system and frontal cortices. These areas of the brain are related to memory and emotional thinking. The campaign was rolled out in September to attract more users to the search engine and is part of Yahoo’s ongoing $100 million branding campaign.
By pitching it as easily, PayPal anticipated encouraging the users to use the new online payment service provided by PayPal which was very “easy to use”. Brain-wave research, a neuromarketing technique, persuaded PayPal that pace turns people into more than safety and security. This was an amazing neuromarketing technique used by PayPal. PayPal used the concept of easy to use service that is appreciated by the customer far more than security. This allowed them to be become very popular and increase their customer base. Today, PayPal is operating in many countries with a huge customer base who use it for daily transaction needs.
To show the engagement of users of Xbox, by using neuromarketing techniques, Microsoft used EEG info. Microsoft, partnering with EmSense, placed EEG limits upon gaming enthusiasts and showed them video game system ads. It monitored which parts of the brain the advertisements stimulated. Michael E. Smith, a neuroscientist at NeuroFocus, says that advertisements that excite many sections of the brain are expected to make audiences more likely to go out and purchase the advertised product. The goal of Microsoft: to get advertisers to buy spots for 30 seconds on Xbox games. The business is sponsoring the bill for six advertisers to test advertising.
One of the newer neuromarketing advertising examples is of Airbnb. What people are inspired from is the emotional value of connection with the brand. This makes more loyal customers and attracts them to purchase goods and services and also become long term customers of the brand. These principles apply to both physical and social mead marketing schemes. People are more responsive to emotional connections and cues.
Airbnb is in the business of hospitality. It suffered heavy opposition from the hotel industry when the brand entered the New York market. “It ran an ad campaign with the slogan: “New Yorkers Agreement: Airbnb is perfect for New York City” to put the word out to the general public. The brand made a video of Carol Williams, who was one of its hosts, to make the effect even better.
In this Airbnb YouTube video, the brand shares Carol Williams’ story and how Airbnb is helping her survive the financial crisis after her husband’s death. The video was titled “Meet Carol” by Airbnb. On YouTube, the video received more than 300K views and helped spread the brand’s message.
In marketing, humour is one psychological aspect that always sells. Everyone wants a brand that has a funny personality to be associated with. Among Millennials and Generation Z, the trend is especially common. According to Chegg, 80 per cent of college children can easily remember an ad with the humour aspect.
The ads by Charmin reveals that there’s a sense of humour in the brand. In its Twitter messages, the brand utilizes puns and repartee, and it really makes the audience crack up. It owes its humorous side to the impressive number of followers the brand has. This is an amazing advertising example in which the neuromarketing technique is effectively used.
Using the principle of returning a favour, Starbucks grabbed the attention of its customer base. To sell their products, brands have been using this psychological catalyst. Often, this approach is used by brands as a neuromarketing technique to create email lists of possible leads.
This psychological characteristic in humans was swift to be found by Starbucks and began a campaign to draw more leads.
The hashtag “#tweetacoffee” was used by people following Starbucks. By offering something for free the company attracted many new customers. Starbucks gave free coffee to the person who posted the hashtag. This neuromarketing technique allowed Starbucks to attract more customers and increase revenues to a great extent.
The notion that neuromarketing can be effectively used to predict the results of a campaign in a foolproof way and a more accurate manner than conventional testing and marketing approaches have been peddled by some so-called neuromarketing experts. That is off the mark slightly. To achieve a more rounded view of the consumer’s reaction, neuromarketing will supplement traditional marketing strategies.
As with anything new, neuromarketing techniques and neuromarketing tools have two different opinions. Some say they work and some say it’s a waste of resources. But as the neuromarketing advertising examples listed above show that it works when done properly. Use of neuromarketing gives the company an edge by getting a point of view from the customer’s mind directly in the form of data transmitted by the brain.
Neuromarketing is a method that is focused on the psychological characteristics of a target group to sell a brand. As you can see in the neuromarketing advertising examples above, by using several distinct aspects of neuromarketing, many brands have been able to sell their products. Using this analysis of human psychology, and effective neuromarketing techniques any brand can improve its brand image and promote itself among the target audience.