Neuromarketing in practice

How a complex product or topic becomes emotionally tangible

What the customer does not understand, he does not buy. For customers, emotions are easier to understand than technical information. A product presentation therefore needs a clear emotional message so that it is intuitively tangible for the customer. Findings from neurology and psychology help us to translate complex products and topics into emotions and make them tangible for all senses. This makes products and services understandable – and gets them bought.


Content overview:
1. LLB Bankorama >
2. GRB Investment Cube and Topo Model (incl. video) >
3. Raiffeisen Chocolate >
4. Emotionalize your product too >


Case 1: LLB Bankorama

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1. TASK
To make complex banking topics such as the different investment strategies or diversification (distribution of risk) comprehensible for the average customer in a playful way.

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2. APPLIED NEUROPSYCHOLOGICAL PRINCIPLES
• “Let the customer do it.”
• “Appeal to the comparative brain.”
• “Anchor simple images.”

Case Prinzipien des LLB Bankoramas

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3. IDEA, CONCEPT AND PRODUCTION OF A PHYSICAL INTERACTION IN THE CUSTOMER ZONE
Playful learning and comprehension together with the customer as part of the consulting process

Moodboard des LLB Bankoramas


Case 2: GRB Investment Cube & Topo Model

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1. TASK
To make investment strategies and mortgage models tangible and comprehensible for the layman through analogies and relation to the region (Glarnerland).

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2. APPLIED NEUROPSYCHOLOGICAL PRINCIPLES
• “Let the customer choose.”
• “Create sensory bridges.”
• “Let the customer play.”
• “Trigger concern and memories.”

Ausgespielte neuropsychologische Prinzipien der Glarner Regionalbank

3. IDEA, CONCEPT AND PRODUCTION MONITORING OF A PHYSICAL INTERACTION IN THE CUSTOMER ZONE
In the Glarner Regional Bank in the city of Glarus, the various investment strategies and mortgage models are no longer explained with the help of brochures and tablets, but are made comprehensible by means of investment cubes and the Topo model. Three cubes hanging from the ceiling take the customer on a hike through the Glarnerland region: drone and helicopter shots as well as integrated quizzes make different altitude profiles (volatility) and condition levels (investment horizon) visible. In the consulting room, the topic can be deepened on request: The Topo model automatically calculates the optimal investment strategy for the client based on input and presents it in the form of an investment route on the Glarus map.

Touchable Investments of the Glarner Regional Bank


Case 3: Raiffeisen Chocolate

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1. TASK
To reflect the Raiffeisen bank of Mittleres Toggenburg, their advice and the resulting benefits for the customer in a fitting, emotionally appealing, bespoke chocolate creation.

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2. INSIGHTS EMOCOMPASS® STUDY
• The office experience can be optimized in the direction of the GOLD STANDARD
• The emotional approach playing of the values helps
• This way, competitors can easily be left behind

EmoMap© for Raiffeisen chocolate

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

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3. DEVELOPMENT AND INPUTS FOR THE RECIPE, INCLUDING ACCOMPANYING COMMUNICATION
Change in the initiation of conversations: From a classic bank presentation to a multi-sensual experience presentation. It is not the consultant who explains to the customer what Raiffeisen Mittleres Toggenburg stands for, but rather the customers explain this to the consultants – inspired and motivated through all their senses during the chocolate enjoyment. The Bank’s messages are thus firmly anchored in the customer. A lucrative side effect: Existing customers bring new customers to the office – so that they can taste the Raiffeisen chocolate. The Raiffeisen Mittleres Toggenburg is growing.
Case Bild einer Raiffeisen Schokolade


Emotionalize your product too

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As part of a free workshop*, we jointly define which gold standards are to be explored for your brand. Experience the EmoCompass® with a demo survey tailored to you and configure your EmoCompass® project so that you can achieve your marketing goals scientifically with the inclusion of neuropsychological principles.

 
  • * Der Workshop kann in Wolfhausen durchgeführt werden (kostenlos) oder bei Ihnen (Reisezeit / Spesen nach Absprache). Z&P behält sich vor, Workshops nur an ernsthaft interessierte potentielle Kunden anzubieten.
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