The Power of Neuromarketing in Coca-Cola's Strategy
SEO experts at Tandem.Buzz discuss the NeuroMarketing strategy, specifically Coca-Cola's focus on touching on all 5 senses in their ad campaigns.
The 20-acre Atlanta complex ‘World of Coke’ Museum has proven since its opening in 1990, that regardless of your nationality or upbringing, we are all familiar with the world’s beloved carbonated soft drink and brand “Coca-Cola”. Society is also aware of the five senses each of us is born with; (1) sight, (2) hearing, (3) touch, (4) smell, and (5) taste. But what many of us are unaware of is how large corporations, such as The Coca-Cola Company, leverage our five senses in their marketing techniques.
When our body receives information, the brain may be the first organ to interpret the information, but it is not the only organ deciphering the information it has received. Our entire body translates the message differently depending on its main sensory. You may be asking,
Why would your body’s collective interpretation of information be important to a soft drink company?
As a brand, when you are trying to appeal to a potential customer you may be limiting your marketing strategy by only using the bare minimum in “sensory” tactics. By allowing all five of these senses to collaborate within your neuromarketing strategy, your campaign can redesign your product from a non-seller to a powerhouse.
Martin Lindstrom (the author of Buyolgy) is the founder of Lindstrom Company, a leading brand and culture transformation group, and a dedicated Danish researcher of sensory marketing. Lindstrom believes that in order for your brand to be successful you must incorporate every sense into your marketing strategy, in addition, you must treat all five as equals. The purpose behind this ‘equal incorporation’ is to design your brand to be recognizable even if you deleted one or more senses within the process.
The five senses’ should be targeted in a matter that heightens the user experience with its corresponding sense to build brand awareness, recognition, and ultimately, loyalty. Examples of how to appeal to each sense would be:
- Sight. Logo, product design, color(s), typeface (using the eyes)
- Sound. Music, product sounds (using the ears)
- Taste. Product taste, edible favors/gifts (using mouth and tongue)
- Smell. Environmental aroma, product aroma (using the nose)
- Touch. Product/environmental surface(s) and shape(s), marketing materials (using hands, feet, and skin)
When creating a neuromarketing branding campaign using “sensory” targeting the leading component to a successful campaign is to always be consistent. This fundamental principle is to harmonize your efforts so your brand is always uniform and identifiable in sight, sound, taste, smell, and touch at any point in time, even if one or more senses are missing.
While there are many enterprises and Fortune companies utilizing this neuromarketing technique, a perfect example of a robust sensory-targeted brand is The Coca-Cola Company. Let’s review the neuromarketing coke has created through the years with the following examples: