Coca-Cola's NeuroMarketing Strategy : Sensory Marketing

We are all familiar with the brand "Coca-Cola" and we are also all familiar with the five sense we are all born with; (1) sight, (2) hearing, (3) touch, (4) smell, and (5) taste. What a lot of us don't know is how to use all five of these sense in our marketing techniques. When our body receives information the brain is not the only organ that interprets the information, all of the body translate the message differently depending on its main sensory. When you are trying to appeal to a potential customer you may only be using the bare minimum in "sensory" tactics. By collaborating all five of these senses into your marketing campaign you can redesign your product from a non-seller to a powerhouse. 

Martin Lindstrom (the author of Buyolgy) is a dedicated researcher of sensory marketing. Lindstrom believes that in order for your brand to be successful you must incorporate every sense and treat them as equals. The purpose of this equal incorporation is to design your brand to be recognizable if you deleted one or more senses. 

The five sensory's should be targeting as such:

(1) Sight : logo, product design, color(s), typeface (using the eyes)

(2) Sound : music, product sounds (using the ears)

(3) Taste : product taste, edible favors/gifts (using mouth and tongue)

(4) Smell : environmental aroma, product aroma (using the nose)

(5) Touch : product surface and shape, marketing materials, environment surfaces (using hands, feet, and skin)

This marketing technique of "sensory" targeting should always be kept consistent. The key to building your brand is to make your brand the same in sight, sound, taste, smell and touch at any point in time. 

A perfect example of a sensory targeted brand in Coca-Cola. Let show some examples: 

 

Although the design of the bottle has slightly changed, you can see that the Coca-Cola scripted logo has been the same since 1899. The design of the bottle has always been so similar that even if you remove the scripted logo, the audience still knows that it is Coca-Cola. 

Coca-Cola has marketed their product with not only the red and white colors with the scripted font, but with the use of the "coke" bottle itself. In its logo design it has targeted the sight of their customers, the taste (the taste same remained the same in 1899), the sound (the pop of the bottle), the smell, and the touch (keeping the shape of the product consistent throughout the years even though the materials may have changed). Coca-Cola is one of the best examples of positive sensory marketing that has shown tremendous branding results. 

Neuromarketing: What the Brain has to do with Sales

For years, Marketers have always thought the key to sales was the right advertising and SEO. As we have seen in the past 5 years with the growth of technology and the progress of apps, SEO is not where marketing ends. Neuromarketing is the newest and most advance form of marketing that is beginning to surface across the globe. Before the study of Neuromarketing, we would never have associated science with sales. But this is definitely a cup of kool-aid you want to get your hands on.

Research has shown and explained to us throughout school that we only use 10% of our brain. Of the 10% of the brain that we use, 95% of our decisions are made subconsciously. So the majority of businesses, marketers and advertisers are only stimulating 5% of their customers brain. So here are 5 tips to helping you market more towards your clients brains then just your brand:

1. IT'S NOT ABOUT YOU : Don't focus about saying how great your product or service is, but tell your customer why your product is right for them. Let your product sell itself and people will come running.

2. GET TO THE POINT :  We live in a society that everything needs to be short, sweet, and to the point. Don't give your potential buyers the run around. They want to know what the product is and WHY THEY should buy it. We are impatient creatures and we don't want our time to be wasted, so sell it short and sweet.

3. A PICTURE IS WORTH A THOUSAND WORDS :  Pintrest monopolized the market by doing less talking and more selling through visuals. What we see connects directly with our unconscious brains, which is exactly what you want to reach. Use pictures whenever possible to help sell concepts quickly and efficiently.

4. STRONG START; CAPTIVATING CLOSE : People usually remember the beginning and the ends of things more than the middle. So make sure that you start and end strong, this can make or break the deal.

5. SIMPLICITY IS THE KEY : Do not be to bold or dramatic, your brain wants simplicity. Statistics have shown that too many options when a person is looking to purchase an item can cut sales dramatically because they get overwhelmed and confused with so many options. Make the decision easy for the customer so they engage in it, and always make them feel like they are making the right choice.