Neuromarketing - ANALISIS #70

Summary

This video explores neuromarketing, focusing on how understanding the brain's three main components—Old Brain (instinctive), Middle Brain (emotional), and New Brain (rational)—can enhance marketing strategies. The Old Brain makes snap decisions based on survival instincts, the Middle Brain drives emotional connections, and the New Brain justifies purchases logically. Marketers can leverage these brain functions by using attention-grabbing visuals, creating emotional engagement through multisensory experiences, and providing rational product benefits to drive consumer behavior and brand loyalty.

Takeaways

• 😀 Neuro-marketing is the study of how to leverage the brain's functioning to design effective marketing strategies.
• 😀 The human brain is divided into three main sections: Old Brain (instinctual), Middle Brain (emotional), and New Brain (rational).
• 😀 The Old Brain is responsible for quick, instinctual decisions, such as evaluating danger or opportunity.
• 😀 The Middle Brain is where emotional responses are formed, helping individuals decide whether they like or dislike something.
• 😀 The New Brain allows for rational thinking, where people assess if a decision is logical and beneficial in the long run.
• 😀 Marketing strategies should first capture attention through striking visuals and simple, direct content to engage the Old Brain.
• 😀 Creating a sense of urgency or scarcity (e.g., limited-time offers) can effectively engage the Old Brain and prompt quicker decisions.
• 😀 For the Middle Brain, emotional engagement can be enhanced through multisensory experiences like attractive packaging, music, or scents.
• 😀 Storytelling can evoke emotions, making marketing content more relatable and memorable by sharing stories of milestones, relationships, or from zero to hero.
• 😀 To appeal to the New Brain, marketers should present rational reasons for purchases, such as performance claims, comparisons, or financial benefits.
• 😀 Social proof, such as customer ratings and endorsements, can influence potential buyers by showing that others trust and recommend the product.

Q & A

What is neuro marketing?

Neuro marketing is an approach that aims to understand the human brain and how it works, so that it can be used to design marketing strategies that effectively target audiences. It involves studying brain responses to different stimuli in order to create more effective marketing messages and campaigns.

What are the three main parts of the human brain discussed in the script?

The three main parts of the human brain discussed are the Old Brain (Reptilian Brain), the Middle Brain (Limbic Brain), and the New Brain (Neocortex). The Old Brain handles instinctive decisions, the Middle Brain processes emotions and feelings, and the New Brain is responsible for rational, intellectual thinking.

What is the role of the Old Brain in decision-making?

The Old Brain makes quick, instinctive decisions based on survival instincts, such as avoiding danger or seeking food. It filters information rapidly and determines whether something is a threat or an opportunity without the need for deep thought or analysis.

How does the Middle Brain affect consumer decisions?

The Middle Brain influences emotions and feelings. It helps consumers determine whether they like or dislike a product or brand based on their emotional response. It plays a key role in creating an emotional connection with the product or brand.

What role does the New Brain play in decision-making?

The New Brain is responsible for rational thinking and analysis. It processes logical aspects of decision-making, such as evaluating whether a purchase is a wise choice and whether the consumer will be satisfied with the product in the long term.

What is the importance of sensory stimuli in neuro marketing?

Sensory stimuli are crucial in neuro marketing because they activate the different senses (sight, sound, touch, smell, taste) to create emotional connections with consumers. By stimulating multiple senses, marketers can enhance the emotional impact and memory of a product or brand.

How can marketers engage the Old Brain effectively?

Marketers can engage the Old Brain by using simple, striking visuals, avoiding complex messaging, and creating a sense of urgency or scarcity. Approaches like using bright colors, limited-time offers, or emphasizing survival-related cues can capture quick attention and prompt instinctive responses.

What are some techniques for engaging the Middle Brain emotionally?

To engage the Middle Brain, marketers should use multisensory approaches like appealing visuals, ambient sounds, scents, and tactile experiences. Emotional storytelling is also effective, with relatable stories that evoke feelings of connection, achievement, or joy.

What strategies can be used to influence the New Brain in rational decision-making?

To influence the New Brain, marketers should provide clear, quantitative claims about the product's performance, popularity, or financial benefits. Comparisons with competitors, showcasing product improvements, and offering educational content like tips or case studies can also help rationalize the purchase decision.

What is the significance of 'brand recall' in neuro marketing?

'Brand recall' is the ability of consumers to remember a brand when they encounter a product category. Creating memorable experiences or making strong emotional connections with a brand helps increase brand awareness and ensures that consumers will remember the brand when making future purchase decisions.