Welcome to the fifth issue of MENA Review, your weekly newsletter bringing you the latest insights and trends in the world of marketing. In this edition, we will delve into the fascinating world of neuromarketing and explore how brands in the MENA region have leveraged this powerful technique to create impactful ad campaigns. So, let’s get started!
Riddle of the day:
I am a term that combines the principles of neuroscience and marketing. I uncover the hidden motivations and desires of consumers, helping brands create more effective advertising. What am I?
Marketing term of the day: Neuromarketing
Neuromarketing is the study of how the brain responds to marketing stimuli and how this knowledge can be used to optimize advertising strategies. By using techniques such as brain imaging, eye tracking, and biometrics, marketers can gain valuable insights into consumers’ subconscious reactions to various marketing stimuli.
The term is embedded within the field of marketing that uses neuroscience and cognitive science techniques to measure and influence the subconscious responses of consumers to marketing stimuli.
Some of the applications of neuromarketing are:
- Improving communication: Neuromarketing can help marketers design more effective and persuasive messages, products, packaging, content, and other elements that elicit the desired emotional reaction from the target audience.
- Perfecting customer behavioural segmentation: Neuromarketing can help marketers identify the needs, motivations, preferences, and decisions of consumers that are not accessible by traditional methods such as surveys and focus groups.
- Reinforcing sales force efficiency: Neuromarketing can help marketers train and motivate their sales teams by understanding the neural and emotional factors that influence their performance and customer relationships.
- Evaluating customer satisfaction: Neuromarketing can help marketers measure the satisfaction and loyalty of their customers by capturing their physiological and neural signals that reveal their hidden feelings and opinions.
- Testing product or service prototypes: Neuromarketing can help marketers test and refine their prototypes before launching them to the market by assessing their usability, appeal, and impact on the consumers.
- Setting the right price: Neuromarketing can help marketers determine the optimal price for their products or services by analysing the neural and emotional responses of consumers to different price levels.
- Optimizing website layout (UI): Neuromarketing can help marketers optimize the layout and design of their websites by using eye tracking devices to track the attention and gaze patterns of the visitors.
- Creating memorable headlines: Neuromarketing can help marketers create headlines that catch the attention and interest of the readers by using brain scanning techniques to measure the neural activity associated with memory formation.
So what are these marketing stimuli and how are they measured? If you would like to dive deeper into the science and it’s refraction into marketing, check out the below interesting articles:
- An article prepared by Eben Harrel. The article provides an overview of the main tools and methods of neuromarketing, the science behind it, some examples of its applications, and some best practices and future directions for neuromarketing research and practice. Neuromarketing: What You Need to Know (hbr.org)
- An article prepared by Humphrey Couchman. As Fabrik is a branding agency, their blog article talks about benefits and challenges of neuroscience and its potential to create value for marketers, the ethical implications, its validity and reliability and the integration with other marketing methods. This Is Your Brain On Branding: Neuroscience Marketing Mind Control (fabrikbrands.com)
- The team at Bitbrain prepared 25 application of neuromarketing: 25 examples of neuromarketing applications | Bitbrain
- CXL, a company that provides online courses and services on digital marketing, experimentation, and optimization. The blog post is about 10 Recent Neuromarketing Research Studies with Real-World-Examples (cxl.com)
TED Talks worth a watch:
- In the video, Patrick Renvoise talks about the three selves of the brain: the rational self, the emotional self, and the reptilian self. He argues that the reptilian self, which is located in the brainstem and controls our survival instincts, is the most powerful and influential part of our brain when it comes to making decisions. He gives some examples of how marketers can appeal to the reptilian brain by using contrast, tangibility, visuals, emotions, and stories. He also shows some practical applications of neuromarketing in various domains, such as politics, education, health, and social change. Is There a Buy Button Inside the Brain: Patrick Renvoise at TEDxBend – YouTube
- In her TED talk, Molly Crockett, a neuroscientist who warns us about the dangers of neuro-bunk, or the misuse and misinterpretation of neuroscience findings in the media and marketing. She explains how some headlines and claims about the brain are based on flawed studies, exaggerated results, or false analogies. She also gives some tips on how to spot neuro-bunk and how to evaluate the quality and validity of neuroscience research. She urges us to be more critical and skeptical of the neuro-hype and to demand better evidence and standards for neuroscience applications. Beware neuro-bunk: Molly Crockett – TEDSalon London
If mind control becomes a scientifically proven reality, marketers might have to take an oath before they can practice their profession 🙂
Enough with the terminology jargon, let’s take a look at some neuromarketing executions by Brands we love:
Coca-Cola’s “Share a Coke” Campaign
Objective: Coca-Cola aimed to create a deeper emotional connection with consumers and increase sales by personalizing their iconic bottles with individual names.
Thinking: By incorporating personalized names on their bottles, Coca-Cola tapped into consumers’ desire for personal recognition and the need to feel special. The brand wanted to evoke positive emotions associated with sharing and connection.
Execution: Coca-Cola launched a massive campaign across the MENA region, featuring billboards, TV commercials, and social media posts showcasing people sharing their personalized bottles. They also encouraged consumers to share their own stories and experiences using the hashtag #ShareACoke.
Results: The campaign was a resounding success, with Coca-Cola reporting a significant increase in sales and social media engagement. The personalized approach resonated with consumers, leading to heightened brand affinity and a sense of personal connection.
How it relates to Neuromarketing: Coca-Cola’s “Share a Coke” campaign leveraged the principles of neuromarketing by tapping into consumers’ emotional responses. By personalizing the bottles, the brand triggered positive emotions and created a sense of personal connection, which ultimately influenced consumers’ purchasing decisions.
Agency Muscle: Share a Coke – Coca-Cola | Our Work | Ogilvy
Press Release: Coca-Cola connects with Oman through the launch of ‘Share a Coke’ campaign | Day of Dubai
Arabic TVC: اغنية كولاكولا سمي الفرحة بأسمك
Emirates’ “Hello Tomorrow” Campaign
Objective: Emirates aimed to position itself as a forward-thinking and innovative airline, appealing to tech-savvy travellers in the MENA region.
Thinking: Emirates wanted to tap into consumers’ curiosity and desire for new experiences. The brand aimed to create a sense of anticipation and excitement by showcasing the latest technology and innovations in their services.
Execution: Emirates launched the “Hello Tomorrow” campaign, highlighting their state-of-the-art aircraft, in-flight entertainment systems, and seamless travel experience. They used captivating visuals and storytelling techniques to evoke a sense of wonder and adventure.
Results: The campaign successfully positioned Emirates as a technologically advanced airline, attracting a new segment of tech-savvy travellers. The brand witnessed an increase in bookings and brand loyalty among the target audience.
How it relates to Neuromarketing: Emirates’ “Hello Tomorrow” campaign utilized the principles of neuromarketing by triggering consumers’ sense of curiosity and anticipation. By showcasing innovative technology and creating a sense of wonder, the brand captured consumers’ attention and influenced their decision-making process.
The Hello Tomorrow Story, Emirates Airline – Youtube.com
Nissan’s “Camel Power” Campaign
Objective: Nissan aimed to establish itself as a reliable and powerful automotive brand in the MENA region, specifically targeting consumers in desert regions.
Thinking: Nissan recognized the cultural significance of camels in the MENA region and wanted to create a connection between their vehicles and the idea of strength and endurance. The brand aimed to position their cars as powerful machines capable of conquering the desert terrain.
Execution: Nissan launched the “Camel Power” campaign, featuring their vehicles navigating through challenging desert landscapes alongside camels. They highlighted the durability, performance, and adaptability of their cars, drawing parallels to the characteristics associated with camels.
Results: The campaign successfully resonated with consumers in the MENA region, positioning Nissan as a trusted brand for desert exploration. The association with camels and the idea of power and endurance helped strengthen the brand’s image and increase sales.
How it relates to Neuromarketing: Nissan’s “Camel Power” campaign leveraged the principles of neuromarketing by tapping into consumers’ cultural associations and emotions. By creating a connection between their vehicles and the concept of strength and endurance, the brand evoked positive emotions and influenced consumers’ perception of their cars.
Nissan’s press release: https://me.nissanmotornews.com/en/releases/release-560dc24751c179d9d6d8d4dbaf03f12e-nissan-introduces-desert-camel-power-the-scientific-measure-of-desert-performance?selectedTabId=releases
Agency Muscle: Camel Power – TBWA\RAAD
Branded Documentary on National Geographic: Nissan introduces Desert Camel Power – the scientific measure of desert performance
Reveal Answer for the riddle: Neuromarketing!
Thank you for joining us in this exploration of neuromarketing and its application in the MENA region. Stay tuned for our next issue, where we will uncover another exciting facet of the marketing world. Don’t forget to visit our website, MENA Review, at www.mena-review.com, and subscribe to our newsletter for more valuable insights. For any inquiries, please reach out to us at info@mena-review.com.
Until next time,