Get smart with Neuro Science

Recently, I visited the Global Shopper Brain Conference in Amsterdam. It was the 5th edition of the global shopper brain conference which was organised by NMSBA (The Neuro Marketing Science & Business Association) and Shop! (The Retail Association for enhancing consumer experiences and environments). Professionals from all over the world flew in to explore the latest insights in Neuro Marketing. The speakers represented worked in the field of science, commercial research and in neuro marketing services. What personally intrigued me is that the speakers all have a lot of information that is still only used in practice by few companies. Retailers and brands could have wonderful opportunities for competitive advantage in branding and in the implementation of branding, marketing communications and in-store communication. Why is it, that these opportunities are not usedt? The conversations I held with professionals taught me that the fragmentation of responsibilities within these companies makes it very difficult in practice to translate these neuro-scientific insights into commercial and short-term insights. Three examples:

1. Video is a powerful tool to inform consumers. The location where the video is displayed is essential to the success of the information transfer. Choose as a trade marketer for a video introductory display, then you depend on the cooperation of the retailer and its employees, or the display is in the right location for the effectiveness.
2. Pop-up is very suitable for product introductions. The Pop-up is highly visible, temporary in use and often made of beautiful materials. How consumers view and experience the Pop-up is a combination of presentation and promotion. Pop-up representatives are highly responsible for the ultimate targeted success. Pop-up asks for a different “presentation and sale” as compared to brick and mortar retailer shops. Due to the nature of the Pop-up – short term life cycle -, neuro marketing insights are hardly applied in practice to measure the purpose and effectiveness. While product launches or failure determines its success.
3. Goolge Glass and similar technologies make it possible to visualise in-store heat mapping. This gives the retailer insight into which locations have a positive impact on marketing actions because the visibility of instore communication is displayed. Not only the message must be clear and catchy, the location is conversion-increasing. In practice, there are very few retailers that apply in-store heat mapping for targeted conversion-enhancing marketing campaigns.

Neuro Marketing offers, besides scientific insights, concrete implements to influence consumer behaviour. The imagination prevails above words because the left part of the brain is directly in contact with our emotions. However, few brands and retailers seem to apply these insights into branding and marketing communications. Is it a matter of dare – do you have the pleasure to do something completely different from the usual – or is it imagination – how do you use creativity to connect with the emotional world of an individual? The Shopper Brain conference inspired me and directed me in the effectiveness of marketing communication. Whether it’s consumers in B2B or B2C, we’re all approachable and influential through our left hemisphere!

Contact me if you want to view the presentations or would like to get more insights on the business value for your brand.