A car with a life-size cow on the roof, that stands out. A plastic cow, mind you, not a real one of course. In our city, this car is by far the most striking. It is namely the car of the owner of the ice cream shop. He understands very well that standing out works and we can learn something from that.
Brand association
Why a life-size cow? That consideration comes from somewhere, of course. In my eyes, it’s all about brand association. The ice cream shop is called ‘t Boerinneke. And that name is not there for nothing. The shop does not focus on an incredibly wide range, but distinguishes itself by ‘real farm ice cream’.
Okay, so it’s all about fresh farm ice cream. And what association do you have? Milk, cow, farm. That striking cow on the roof, that’s not so crazy.
If the brand association is in order, it is about being visible. The car is almost always parked on the boulevard, close to the ice cream shop. We often walk past it. Where my four-year-old son is still impressed by the cow on the roof, my six-year-old daughter shouts that she wants ice cream.
I only recently noticed that the car has such a telegram database users list big effect. I was taking my children to school and at the kindergarten playground I heard several kindergarteners talking to the teacher about ice cream. To give you an idea: it was 8:20 in the morning, cloudy and drizzling lightly. Not a sunny standard day for ice cream. Where did this great interest in ice cream come from?
That realization hit me a little later. A few minutes earlier, the car from ‘t Boerinneke drove past the school. No advertisement about ice cream on the car, at least those toddlers can’t read yet, but there was that huge cow that attracted attention. And, the cow on the car is the same as eating ice cream. It’s that simple.
Also read: Do I have your attention? How to influence customer behavior
Bringing neuromarketing out of the stable
Or well, simple? In marketing, things often seem simple, but they have to be thought of first. That’s exactly where expertise comes in. And in this specific case, there’s a technique behind it. Let’s use the principle of neuromarketing for that. (How many points for this pun?)
Every month we have an inspiration day Για παράδειγμα, χειριστές ταυτόχρονα at the office with speakers, brainstorming sessions and interactive workshops. Recently colleagues gave a super interesting presentation about neuromarketing. In order to use the principles of neuromarketing well, it is important to know the difference between system one and two. Time for some theoretical knowledge before we go back to the cow.
In the specific case of neuromarketing, it is all usa lists about how we think and decide. We humans are much less rational than we think. This is evident from the theory of the famous behavioral psychologist Daniel Kahneman, who divides all the decisions we make daily into system one and system two.
The difference between the systems? System one focuses on the subconscious brain and system two on the conscious brain. Where with system one you make quick initiatives and automatic decisions, with system two you are consciously busy with it.
