Versión en español, pulse aquí
Understand how man relates with his environment is fundamental to understanding how it should be the relationship between brands and people. Companies are only one element in our environment.
Man is by nature, curious. Want to learn. It is pure survival instinct of the species. Find out more around us allows us to better prevent and defend against threats. Therefore, the new, the unknown attracts us.
When something unexpected happens, we quickly huddled around to see what happened. The many road accidents, the cause of which has been a major accident is not the first crash, but the decrease in the rate of those who went back to see what happened. Are typical scenes of the movies in which people around an area where there has been a tragedy and the police try to clear the congestion, scenes that reflect reality.
Naughty say some, but more than that is survival instinct. We were attracted by the unfortunate event to learn and so we try not happen to us.
With the relationship between people, something curious happens. We attract new people, yes, but we like being with people who are similar to us. We were attracted by strangers, but when we approached them we began to unconsciously associations to classify the new acquaintance. As we confirmed our assumptions that person wins or loses interest for us as far as it coincides roughly with the way we are. If we like the self-assertion, look people we discuss and try to get over it. If we do not like to argue, the other person will lose interest as they discover that does not match our thinking.
The company-customer relationship is exactly like the relationship between individuals. Companies are made up of people and products marketed cover human needs. So when we see a brand we are attracted to them when they are unknown. When we discovered what the product or the company they represent, we began to classify and arouse more interest or lose everything, to the extent that this classification agrees or not with our way of being and the product covers or not our needs.
So there are brands that "we like" and other "we dislike." Sometimes we consume a product because it is the only to us, but we are not comfortable with him. And maybe perfectly fulfills its function, but what it communicates your brand is contrary to our way of being. We do not like. It's like that coworker who can not stand, but we have to live with it, necessarily, on a day to day.
It is important when designing a brand, be clear to whom it is addressed, what personality traits we want to evoke feelings and what we want to achieve. Neuromarketing can help achieve our goal, making sure that really evokes the intended.
It is also important to know that, like every one of us likes us to everyone else, our brand will be detractors within our market potential. People who do not sit well. It is therefore essential to know the target and, in defining the personality traits of the brand, try to find features common to most people who make up our target market. Still, one must assume that our brand is not going down well at all, so our goal will never be 100% of our potential market.
Wednesday, July 18
Wednesday, July 4
The Neuromarketing in tourism
Versión en español, pulse aquí
The neuromarketing has applications in absolutely all areas. Tourism is one of the most powerful in the economies of many countries, and one in which the neuromarketing can contribute a lot.
When a city sells its beaches or its gastronomy, in fact, is selling what the tourists feel to soak up the sun, drinking cool water, or enjoy the typical food of the area. And of course, nothing like the neuromarketing to measure emotions, is one of its purposes.
Other times I have spoken of neuromarketing in advertising campaigns. Well we can apply these to see if we are communicating the feelings we want. But in this post, I would like to focus on another important aspect that neuromarketing can help tourism.
In addition to ensure that our communication campaigns are effective, neuromarketing can help identify what feel our tourists. Those positive feelings will be those living then communicate through our campaigns.
It's about being more effective. So far, those responsible for tourism campaigns, the designing based on what they thought, felt the tourist. The Neuromarketing can help identify those feelings that tourists feel real truth in a certain place, a city, a beach, a restaurant.
Studies using neuromarketing techniques applied to a representative sample, allow it to identify the sensations and feelings associated with a tourist experience. After defining the experienced positive values, is designed communication campaigns around them, and check that they really are these and not others, the values being transmitted.
This methodology is applicable not only to a city, also to a particular establishment. A hotel, restaurant, entertainment complex even a train or plane, may be subject to them.
Furthermore, once identified the sensations experienced in the area studied, we can introduce elements that enhance them. So, Bernd Reutermann, founder of Mindness Hotel, introduced in hotels humorous details in the toilets or "hugging pillow" in their armchairs. Identified that almost all clients traveling alone and was using humor to alleviate "the solitude of the business traveler."
Although there is much to contribute to the tourism sector, this is still anchored in traditional patterns of marketing and has not taken advantage of the benefits of neuromarketing to offer. But yes, those places that have decided to implement it, have marked difference from the others.
The neuromarketing has applications in absolutely all areas. Tourism is one of the most powerful in the economies of many countries, and one in which the neuromarketing can contribute a lot.
When a city sells its beaches or its gastronomy, in fact, is selling what the tourists feel to soak up the sun, drinking cool water, or enjoy the typical food of the area. And of course, nothing like the neuromarketing to measure emotions, is one of its purposes.
Other times I have spoken of neuromarketing in advertising campaigns. Well we can apply these to see if we are communicating the feelings we want. But in this post, I would like to focus on another important aspect that neuromarketing can help tourism.
In addition to ensure that our communication campaigns are effective, neuromarketing can help identify what feel our tourists. Those positive feelings will be those living then communicate through our campaigns.
It's about being more effective. So far, those responsible for tourism campaigns, the designing based on what they thought, felt the tourist. The Neuromarketing can help identify those feelings that tourists feel real truth in a certain place, a city, a beach, a restaurant.
Studies using neuromarketing techniques applied to a representative sample, allow it to identify the sensations and feelings associated with a tourist experience. After defining the experienced positive values, is designed communication campaigns around them, and check that they really are these and not others, the values being transmitted.
This methodology is applicable not only to a city, also to a particular establishment. A hotel, restaurant, entertainment complex even a train or plane, may be subject to them.
Furthermore, once identified the sensations experienced in the area studied, we can introduce elements that enhance them. So, Bernd Reutermann, founder of Mindness Hotel, introduced in hotels humorous details in the toilets or "hugging pillow" in their armchairs. Identified that almost all clients traveling alone and was using humor to alleviate "the solitude of the business traveler."
Although there is much to contribute to the tourism sector, this is still anchored in traditional patterns of marketing and has not taken advantage of the benefits of neuromarketing to offer. But yes, those places that have decided to implement it, have marked difference from the others.
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