Neuromarketing applies the learning of neuroscience and behavior to marketing. Really, all marketing and especially chamber marketing should contain aspects of neuroscience and behaviorism at this point. We should be doing everything in our powers to observe member actions to realize their preferences.
But who has the time?
Of course, we can also do these things through surveys and conversations but they aren’t quite as magical as simply watching reactions and changing actions and offerings based on observations.
Neuromarketing Gives Your Chamber a Competitive Edge
One aspect of neuroscience that can’t be learned from observation in the world, has been learned in the laboratory. Studies of brains have shown that the mind is quick to identify patterns. New experiences cause the brain’s neurons to light up.
However, when the brain identifies something as having happened before or being part of a pattern–been there done that— fewer neurons light up. When fewer neurons light up, the brain has a tendency to go on auto-pilot.
You’ve experienced this if you’ve ever driven home your usual path and don’t remember anything about your drive. That’s what we can refer to as bored brain. It’s not engaged because it’s having a repeat experience.
If you find ways to surprise and delight your chamber members (especially at events) you can engage the brain and keep those neurons firing. You’ll kill autopilot and create events they’ll remember.
Serve Dessert First
Think about their experiences with your chamber and other membership groups they belong to like the rotary. How are they welcomed? What’s the event experience look like? How do these events end? What learning experiences have they had? What invoicing experiences? Map out how life as a member looks and then look for opportunities to disrupt it.
In the simplest of terms, you can liken these experiences to a meal. In an average situation, you serve soup or salad, the main course, and then dessert. This is the standard protocol. When you serve dessert first, people will sit up and take notice.
Where’s the salad?
Look for ways you can disrupt what they expect and they’ll not only remember it, they’ll talk about you.