“How to influence the subconscious?” may be the million-dollar question every marketer wishes they could answer. Increasingly, brands are looking for strategies to entice the human mind. The reason for this is simple: Although we all seek to verbalize justifications for our purchases, we already know that our brain does not always make fully logical choices.
Given that, we understand that the consumer’s behavior is driven by very subtle subconscious influences. This whole idea has helped to leverage areas such as neuromarketing and topics such as mood marketing.
With a saturated market, the task of getting into the consumer’s mind and making an emotional impact is arduous. However, it is not impossible. To help you connect with your consumers’ subconscious, write down our four tips:
1- Create associations
For neuromarketing, every brand is a concept stored in our memory within a network of associations. Think of a network in which each branch interconnects with other branches. This linking of branches forms the network itself. In marketing, the branches would be brand associations.
A good example of this is Red Bull. With the slogan “Red Bull gives you wings”, the brand has built associations with extreme sports. Subconsciously, a consumer can watch a sports program and make a connection with the energy drink. The same applies to heat (or summer) and beer, for example.
The Coca-Cola truck can bring up Christmas memories. Even unknowingly, this can be a trigger that makes you buy the soda for your family’s Christmas dinner. Do you see what we mean by “creating associations”?
O caminhão da Coca-Cola pode trazer a lembrança do Natal. Mesmo sem saber, isso pode ser um gatilho para você ter comprado garrafas do refrigerante na sua ceia. Consegue entender o que queremos dizer com “criar associações”?
And the matter of association may go even further. A certain type of food can trigger a childhood memory, a scent can be associated with a “the smell of grandma’s house”, the smell of a perfume can remind you of a person, and so on.
Association is possible because our mind is permanently alert, receiving stimuli and assigning meanings to them. This happens even when we’re not paying attention.
Because information is processed by the brain much faster than our thoughts, emotional stimulation occurs all the time. Therefore, one way to influence the subconscious is to associate your brand with a sensation. It can be of safety, light-heartedness, well-being, power, elegance, etc.
2 – Create feelings of scarcity and urgency
As humans, we generally want what we can’t have. One of the triggers most used by neuromarketing to influence the subconscious is to give “limited time offer” or to say that “there are only a few units left” of a product.
Let’s be honest. How many of us have ever made an impulse purchase of a product that was at the end of a special sales event or because it was almost out of stock?
On instinct, what other people want, is what we also want (yes, our brain is naturally envious). So our mind works kind of like this: “If there’s a line to go into this store, there must be something worth it in there. I want to go in there before they run out of certain products!”
The same applies if there’s a line (or a lot of people) at a booth at trade shows, a line outside a restaurant, a special event coming to town, or one that most of us are familiar with, Black Friday deals.
3 – Invest in visual content
The brain is 70% visual. A site full of ads or a showcase stacked with products may even catch our eye, but soon after, our attention will be diverted.
One of the most efficient ways to influence the subconscious is to show appealing images in a well-organized design or setting. This happens because our brain likes what it considers to be “attractive”.
In this case, the use of photorealistic images and videos are the best option. Not only are they attention-grabbing because it’s nearly impossible to tell them apart from traditional photography and videography, but they also give marketing teams the ability to show different points of views that would otherwise be impossible using a traditional camera.
Since the brain is also lazy, a text explaining how something works, for example, will not be as effective as a 3D video actually showing the product working. A picture, as they say, is worth a thousand words, right?
4 – Deliver unforgettable experiences
Here at Signia Digital, we are huge fans of experience marketing because we know it works and brings results to our clients. We have lots of Augmented Reality projects that serve as examples.
These initiatives work because they focus on the user (i.e the consumer) and activate a sense of pleasure in the brain. And that feeling is revived every time the consumer remembers the brand.
Are you ready to connect with your consumer’s subconscious?
Our conscience is the tip of the iceberg, that is, what we can see. But to connect with the subconscious one has to work with what is submerged. Every day we are bombarded with triggers that can activate feelings or sensations in each of us.
As a marketer, you can think about your audience and analyze how you can “activate” some triggers that will attract them to your brand. On our website, we have examples of project cases that show how companies are working with images and videos to influence the subconscious.
If you want to learn more or do a diagnosis of your products or your brand, just click on the icon at the bottom right corner of your screen and let Carol know!
‘Till next time!