Neuromarketing, which applies the principles of neuroscience to marketing research, has quickly become one of the quickest ways for advertising agencies to get through to customers.
Almost every major brand uses neuromarketing tactics to spark an emotion among its consumers, and meeting planners can do the same. Here are five ways to effectively use neuromarketing pre- and post-event.
Use Effective Packaging
Top food brands such as Campbell’s and Frito Lay have conducted research to gain insight into what color, text and imagery is most appealing with customers. They found that customers are more attracted to vibrant packaging and shiny materials. Experiments conducted at the University of Michigan also showed that simple fonts can encourage action in customers, while complex fonts will help them remember. Meeting planners can use this knowledge to plan out the design of their next event program or marketing materials.
Don’t Forget Color
Similarly, attendees will associate specific colors with certain feelings. Warm bright colors—like the red used by Coca-Cola—are eye-catching and associated with a friendly, energetic nature. Cold bright colors such as silver, lavender or teal evoke a sense of modernity and professionalism used by business and service websites, especially in health and cosmetic industries. The more meeting planners research color, the better idea they’ll have of how colors can affect the overall tone of their event.
Avoid Decision Paralysis
Studies have shown that too many choices are actually overwhelming customers, making it difficult for customers to make a decision about, say, purchasing a jar of pasta sauce. With this in mind, meeting planners can opt to use less choices for F&B or even programming, replacing quality with quantity when it comes to choice.
Take Advantage of FOMO
Today’s society has a serious case of FOMO (fear of missing out), and advertisers are really starting to take advantage of this fact. They’ve found that customers are just as worried about what they might lose as what they might gain from buying or not buying something. Meeting planners can use this strategy by sending out “buy before it’s sold-out” emails to encourage attendees to purchase last-minute tickets right before an event.
Neuromarketing guru Roger Dooley writes that there are very specific closing words that maximize email results. Emails ending with some variation of thanks received the highest percentage (62 percent) of response rates, compared to ones that concluded with “regards” or “best.” Needless to say, if you want to send out a follow-up survey after an event, make sure to end it with words of gratitude.