September 4, 2015 | Clare Farthing
Engaging with visitors on an exhibition stand is crucial and when it’s done right, you’ll reap the rewards. All kinds of signals, decisions and interactions are taking place, both consciously and unconsciously. You can almost smell the dopamine and serotonin in the air!
When it comes to exhibition stands, your goals are not that dissimilar to a party. You want an audience that wants to be there, and to actively participate in the experience. Plus, of course, you want them to fall in love with your brand.
Successful marketing includes the following key stages:
– Acquisition of data.
– Analysis and Evaluation.
The scope and depth of the data (including behaviour analysis) will inform, influence and constrain many of your core assumptions. They, in turn, will drive your analysis, evaluation and conclusions.
Like the perfect party host, your marketing or campaign strategy will have considered location, decor, refreshments and possibly the entertainment too (which in the case of an exhibition stand could be a digital game/quiz or survey). But how carefully have you considered your audience behaviour?
Neuromarketing is a set of methodologies to assess and quantify customer/audience behaviour. That knowledge enables you to be responsive, adaptable and innovative.
As a ‘bottom-up approach’ you are tapping into the most valuable source of customer intelligence, which is the customers themselves. Feedback mechanisms range from something as simple as questionnaires or touchscreens. At the other end of the scale, sophisticated biometric technology can measure changes in heart rate, perspiration, pupil dilation or even brain activity itself.
Neuromarketing tools can help you better understand your audience, tools such as an EDA reader for example.
EDA – or Electrodermal activity – is the electro-conductivity of the skin, which is affected by the skin’s sweat glands. Simplistically, in the context of neuromarketing, more sweat means greater conductivity. The unconscious changes are caused by stimulus/arousal and indicate an emotional or psychological response. The technology needn’t be cumbersome. For example, Neuron Tools has developed an integrated neuromarketing device that can be worn like a pair of sunglasses, as well as a separate Attention Meter bracelet.
Eye tracking research can also be employed in a fixed or mobile environment (at a static stand or as part of an immersive display). Companies like Eye Tracker provide accurate, in-depth analysis on how customers interact with products – where they look and their levels of cognitive engagement providing real insights into “The First Moment Of Truth. ” in the buying cycle.
Whatever methods you use, when you employ neuromarketing on your exhibition stand you’re embarking upon a significant shift of focus from what you need to what customers want.
The results can be truly radical and carry high rewards. Danish-born, Brand Futurist, Martin Lindstrom has transformed the market share, reach and customer experience of global brands through the application of neuroscience. Buyology Inc, a leveraging and solutions consultancy, uses neuro methodologies to answer simple, direct questions. The answers can be far-reaching.
When you truly understand what your audience wants you can create a powerful and emotive experience with your exhibition stand. That’s the sweet spot where memories and brand loyalty are formed.
For more information on digital engagement techniques please click here.