Neuromarketing: brain-friendly communication and selling

How marketing messages work

• Basics and methods of neuromarketing.
• Latest findings, possibilities and limits.
• Memory/learning processes in customers, perception, information processing.
• The importance of emotions, reason, motives and rewards in the purchasing decision process.

Benefits for practical market research

• Determine customer wishes in a targeted manner, also take into account wishes that are not explicitly articulated.
• Using neuroscientific findings profitably.
• Possibilities and approaches of target group segmentation.
• Creation of customer persona.

Successful brand positioning

• More effectiveness through emotional concepts. LimbicTypes.
• Storytelling as a fundamental connecting element.
• Psychological brand models. Archetypes.
• Use of symbols and pictorial anchors.
• The multisensual brand design.

Increase product benefits

• Structure in the product portfolio.
• Progressive abstraction as an instrument.
• Psychological preferences for development.
• Added value: look, feel, usability.

Brain-friendly communication

• Master the four approaches to the customers ' head.
• Brain-friendly advertising concepts and campaigns, success factors, cover/impact story.
• Communicate effectively: How does the: customer perceive the product and service offerings?
• Cross-media optimization. What is different online? Integrated approach.
• Consider the role of the media in advertising.
• What is the best way to connect the different channels?

Brain-friendly selling

• Incorporate the customers ' motives into the product solutions.
• Build trust, win and retain customers with a type-appropriate approach.
• Price psychology: the relativity of price, price and product position.
• Who is responsible for customer service?

Effective sales promotion

• Sales-activating elements, customer loyalty systems.
• Brand and performance marketing.

Trade fair appearances and presentations from an advertising psychology perspective

• Sharpening the company profile with all senses.
• Persuasion strategies for potential customers.