In our previous News & Updates we gave you the opportunity to learn more about 6 elements of unconscious behavioral influence enabling you to significantly increase conversion and impact of your marcom campaign in general and more specific your event and exhibition campaigns.
This time we finalize our News & Updates about how to increase conversion and impact.
Especially when people are uncertain, they will look to the actions and behaviors of others to determine their own. Have your stats ready, in order to tell people about your product or service. Motivate them to try out your product or service by telling them what percentage of people in similar situations have already opted for your product or service. Consensus is a powerful driver: most people want to comply with the trend or the en vogue choice.
- See for yourself
The human brain combines the rational and the emotional at the speed of light. The brain also learns much faster by doing things rather than by reading or hearing about them. The impact in terms of dopamine and cortisol (the “happy hormones”) has been proven to be much more important when people experience/ feel/ see for themselves. Personal experience is a powerful tool in achieving instant concurrence of rational knowledge (often information acquired from an outer source / person) with emotional knowledge (often information from a person’s inner source / intuition / gut feeling.) Allowing your target audience, in this case your potential customer at the trade fair, to experience something themselves, will be far more convincing than anything you could possibly tell them. In fact, you are helping them to turn your message into their own.
For example: if you want to increase awareness in young people of the dangers of drunk driving, put them in a simulator in which they actually experience what it feels like to drive under the influence of alcohol.
Or: if you want to persuade your target audience of the deliciousness of your new peanut butter, don’t just tell them. They will forget 90% of your story within 2 hours. Let them taste! Six months later, they will still remember that taste.
- Effective design
The cherry on the cake is your design. This takes us right back to the power of The Nudge. Use color, lines, shapes, form, text and typeset, photography and graphics to achieve the effect you are looking for and to give yourself that competitive edge. Be aware of what these elements do to people: the mood, the call to action, the emotions that you evoke in them by how you present yourself. Because: in those first 3 important seconds, emotion is all that counts.
So, having read this as well as our previous News & Updates about conversion & impact, imagine once again, you are about to attend that trade fair in your line of business. As CEO, you now know that your investment will only truly be worth your while if you apply what behavioral design, neuromarketing and brain research tell us. Use of the 9 subconscious influencing techniques described above will create significantly higher conversion and impact for your trade fair event. PEAK XV has the expertise to help you do it (and 800 million euros worth of campaigns to prove it.)
If you also would like to read the previous News & Updates about conversion & impact, click on the link:Conversion and Impact: it’s all about emotions
Richard Thaler and Cass Sunstein,‘Nudge: Improving Decisions about Health, Wealth and Happiness’, New Haven: Yale University Press, 2008
David Halpern on Nudge Theory, ‘How Small Changes can Make a Big Difference,’RSA Spotlights, https://www.thersa.org/discover/videos/event-videos/2015/11/david-halpern-on-nudge-theory
Dr. R. B. Cialdini, Influence, Harper Collins Publishers, 2007
Martin van Kranenburg en Laurens Boex, De psychologie van het overtuigen in een online omgeving, Blog posts on Marketing Facts, 2013
Victor Lamme, De vrije wil bestaat niet, Uitgeverij Bert Bakker, 2010
Paul Postma, Anatomie van de Verleiding, Boom Uitgevers Amsterdam, 2017
Job Boersma & Sarah Gagestein, Harder Praten helpt niet, Haystack Uitgeverij, 2015
Daniel Kahneman, Thinking Fast and Slow, Penguin Books Ltd, 2012
Dick Swaab, Wij zijn ons brein, Olympus, 2015
David Servan-Schreiber, Guérir, Pocket, 2005