Jun 29, 2021
How Can Neuromarketing Increase Customer Loyalty? It Provides Insight into the Buying Brain with Felix Cao
What makes your consumers have loyalty? How does the consumer what to connect with you? How do you drive brand loyalty? We have to try to engage our messaging with the consumer with as many senses as possible. Neuromarketing helps us to answer all of these questions, connect with our consumers in a deeper more efficient manner.
About Felix
Felix has accrued over 15 years of business experience when it comes to sales & marketing.
He has been featured in major media outlets, such as the HuffPost, Adweek, and Authority Magazine, and has also appeared on a major Canadian morning radio show, to talk about neuromarketing and the 2019 Canadian election.
You can find him on numerous top podcasts where he shares neuromarketing insights on how businesses can grow and thrive during the pandemic and moving forward into 2021.
Today, at his neuromarketing company called Happy Buying Brain, he is combining his 15 years of business experience with his educational background in biological science and psychology, to help businesses truly understand what makes their customers’ brains tick when it comes to better achieving customer brand loyalty over their competitors, through the power of implementing neuromarketing into their own marketing campaigns.
www.thebusinessofbusinesspodcast.com
Full Transcript Below
How Can Neuromarketing Increase Customer Loyalty? It Provides Insight into the Buying Brain with Felix Cao
00:00:03
Roy
Hello, and welcome to another episode of the business of business
podcast. I'm your host, Roy, of course we are the show that brings
you a wide variety of guests that can speak to a bunch of diverse
topics. Of course, we want to help businesses understand, maybe
what they don't know, but we also want to provide experts in
different areas that can help them when they know they have an
issue that they do need to solve in order to be successful. Today,
we're happy to have Felix Cao. He is a crude over 15 years of
business experience when it comes to sales and marketing, he has
beach. He's been featured in major media outlets, such as Huff post
ad week and authority magazine. As appeared on a major Canadian
morning radio show to talk about neuro marketing and the 2019
Canadian elections, you can find him on numerous top podcasts where
he shares neuro marketing insights on how business can grow and
thrive during the pandemic.
00:01:06
Roy
Moving forward into 2021 today, his new role marketing company
called happy buying brain. He is combining his 15 years of business
experience with his educational background in biology and
psychology to truly help businesses understand what makes their
customer's brains tick and when it comes to better achieving
customer brand loyalty over their competitors, through the power of
implementing neuro-marketing into their own marketing campaigns.
Felix, welcome to the show and thank you for taking time out of
your day to be with us. It's certainly a pleasure to have you here.
I've been looking forward to talking to you for a while. This is
going to be an interesting conversation.
00:01:48
Felix
Well, hi Roy, thank you for the really kind introduction that I
definitely appreciate, being on your podcast. I think we're going
to have a really meaningful and good conversation that you're
listing as well. We're certainly finding backfill, right? So.
00:02:00
Roy
I will tell you the one shortcoming as I just don't know enough
about the subject to probably ask intelligent questions. Let's
start at the very, let's start at the beginning of the night. How
did you find yourself here, taking your sales and marketing
experience and combining it and coming up with the neural
marketing?
00:02:17
Felix
Yeah, absolutely. I guess, so the best way to really kind of
explain things is to, kind of walk, take a, take the audience
through the walk of the journeys. Okay. Let's say that if you and I
were to have this conversation, 20 years ago, you would find, I'd
be a student and in post-secondary in university, with a very, high
interest when it comes to, biological science and psychology, by
that time, the inspiration was more geared towards the health
field. During that time it was more towards I'm actually get into
optometry business was not in the picture at all. Okay. So, that
twist in terms of, the trajectory, quite unexpected, but, it was a
welcome unexpected, outcome that came out of it. That, where a lot
of the, kind of educational background came from was, having a
strong interest in terms of the biological sciences and how the
mind work.
00:03:19
Felix
What ended up happening, later on in my mid twenties is I came
across, some friends that were more, attuned to the business world,
and they introduced me to the soft employment side of things. And,
that's where I got the opportunity to work in, several industries
such as the, finance investment insurance industries. That was the
first, the very first, introduction in terms of transitioning into
the world of business. It went from, a book kind of theory, world
into the more, conversations and building relationships. So that
was a really fun part. I, I, I think it's, this game, the
opportunity to talk to people. So, spent a couple of years in that.
Then, through met another group of friends and they were actually
involved in technology. This is roughly the early 2000 tens. During
that time, we spent nearly a decade, during that time in terms of
the tech and mobile space, then what we noticed segwaying into the
neuro marketing side of things was that, at the tail end of, our
tenor in the tech space, we're looking at all the different trends
that were happening.
00:04:28
Felix
In the two thousands, it was, they always hit the internet they
came about. 2000 tens is more of the mobile movement with iPhones
androids. When were looking forward, we noticed that, but, we're at
the cusp of another technology revolution, which this time
involves, artificial intelligence, machine learning and virtual
reality. What we noticed that at the core of a lot of these
innovations was actually neuroscience. What we looked at it was
that, the concepts of neuroscience could be applied to, industries
outside of technology. One of it was, business and marketing. We
looked at the overall landscape and we, in terms of the timing was
a really good time because usually when you have kind of trends
that become Poplar, any concepts that are associated with it also
become familiarized and Poplar as well. So, that's why we made the
transition in terms of combining, let's say my 15 years of being in
business with educational background of, biological sciences and
psychology, and then it was just a perfect marriage in terms of the
timing, especially right now, as we look to transition to this new
technical or a technology, revolution and the pandemic, obviously,
kind of help speed this as, companies are looking for better ways
to maximize the ROI or their budget when it comes to connecting and
reaching the customer.
00:05:58
Felix
That's how, the, our neuro marketing company happy buying brain
came about. Okay.
00:06:04
Roy
Yeah, that's an awesome story. I liked those that, he's kinda
started one path and ended up somewhere totally different and,
it's, I think it's a great time to be in this, not only for the
pandemic, but also, there's so much information out there that all,
we really need to be differentiators, not just the same message to
you, because depending on what we're selling, you feel about some
that one way you may be very passionate about you need touch it and
feel it and smell it. Me, I'm just like, eh, I don't care if it's
blue, green, or red or whatever, I just need one, ?
00:06:43
Felix
Yeah. I think it's just, as you mentioned, that there's just so
much information and, there's pretty much a new way or a way to
connect withe audience no matter how they find that connection,
withe people or with brands, for example. Right. It gives them
options in terms of how to build those relationships.
00:07:02
Roy
What about channeling, is this across the spectrum, as far as
print, audio visual kind of, does it run the gamut or do y'all like
kind of focus one type of delivery system?
00:07:20
Felix
Well, the thing is when it comes to the human brain, the body,
right, they respond to multiple stimuli. Ideally we want to be able
to understand the consumer and then you engage with them on as many
senses as possible, because the more let's say, if we touch
something, yes, we have a tangible feel for it. If we combine that,
let's see what the smell and then the hearing, just so the
experience becomes a lot more Apfel amplified. Yeah. The recall of
let's say a brand becomes, also becomes amplified as well. Okay.
Ideally the ideal situation is, if all of these different senses
could be touched on, then that's the best way to, engage or attract
a customer for example, or people in general. Yeah. Right. Like
for, even for communication, like there's a difference between in
terms of the level of intimacy versus receiving an email compared
to meeting someone face-to-face correct.
00:08:16
Felix
Because there's a lot more in terms of the senses that are engaged.
Like right now we could hear each other's voices. We could see each
other, for example, there's a lot of nonverbal cues that come into
it. Whereas when we read, let's say an email for somebody that
might get lost in translation, for example, or it may not, be
expressed in a way that, it would take a lot of mental effort to
really picture what the person is really thinking, because the mind
is, it doesn't like to do a lot of work. Right? One of it's, one of
its, focal points is to, be energy efficient. Only when it has to,
kind of put themselves like someone has to themselves in another
person's shoes, then that's when we started kind of utilizing that
mental capacity. We can make it easier on people by already having
it out there, then it makes their life a lot easier and it makes
the experience a lot more memorable as well.
00:09:09
Felix
Okay.
00:09:10
Roy
Yeah. No, I guess that's one reason why, videos do so well in so
many tests too, also because they touch so many senses, we can
actually see them and, see here and probably that the V like you
were saying, the visual clues versus the written word. I know that
there's been a lot of research, like when you post a blog article,
for instance, it's like they say, if you put the text up there,
that's awesome. If you put a picture on there, it's even better
because you'll draw some people's attention, but if you use video,
that's the very best that you can do.
00:09:48
Felix
Exactly. Like a hundred percent. Yeah, yeah. Words it's something
that your logical brain or your cortex, which is the really
developed part has a really, it understands it has a really process
it. It's, that's a part of the brain that takes the most energy,
and it does a lot of the mental work. Right. Whereas you have a,
the, an older part of the brain called the primal brain. That does
knows what is like, it's a really basic, for example. It sees a
picture, it's going to understand what there's a picture of an
elephant or like a spoon. Right. That's why there's a difference in
terms of, this, helping the viewer understand what it is that
you're looking to convey. Then, they say a picture there's, I think
170,000 words in the English language. A picture would be
essentially worth, not as a thousand words, but up to, I like the
ability to convey up to 170,000, whereas the video, that's infinite
red, so that's infinite.
00:10:44
Felix
So, yeah, that video is definitely where, the most engaging type of
medium.
00:10:50
Roy
Yeah. That's some good. So, what are some examples of companies
that have, put y'alls, I don't want to call it technology, but put
y'alls, the neuro marketing, into play and that's really helped
them out.
00:11:04
Felix
Absolutely. There's several ways to look at it. Right. In terms of
neuro-marketing, how does it impact, campaigns, for example,
marketing campaigns, one way is to attract attention and to
increase the engagement no second ways to maximize ROI, third ways
to get, a better understanding of, I, your ideal customer avatar,
for example, and another very prominent way to use their marketing
is how do you mitigate loss, for example, before rolling out a
product. Right? So, let's say in terms of, engagement and
attention. One of the ways to actually do that is what we call, the
orientation response. So especially this is really prominent
videos. All it is this shifting angles, every couple of sockets,
right? And not what that does is it causes the brain to now have to
pay attention to that new stem line because through evolution and
over time, and this kind of, this explains like why, marketing
works versus the traditional marketing, which, more talks about
like the, how and the, what, whereas neuro marketing talks about
the, why something works.
00:12:17
Felix
You have, when you implement, the principle, orientation response,
which is pretty much a shift in, the angles that happen every few
seconds on an evolutionary basis are our brains or the primal brain
is actually designed to pick up new stimuli. The reason why it does
that, it needs to, figure out is this new stimuli, does it add to
my survival and reproductive success? So back in the day with our
ancestors, for example, they used to walk around and when they
spot, let's say a plant on the ground, that caught their attention
because, now their brains are the primal brain. It goes into this
mode where it wants to assess this safety, if it is, then it's
going to increase my chances of survival and also, or is it, is
this a threat to me, if I eat poison Ivy, then obviously you're not
going to do too well.
00:13:09
Felix
Right. Exactly. Also goes in terms of the mating side. If you meet
new people, for example, is this person, are they gonna, increases
the chances of, let's say, down the road, a suitable partner to
pass your genes on, or, is, or is that person that you've met down
the street, they're holding something in their hand? Are they a
potential threat? So the same way. Even today, the human brain is
actually still governed by those same guidance systems. That's why
wouldn't we have a shift in angle and it causes the brain to really
reevaluate things from a different perspective each time. That's
what keeps it engaged and keeps it fresh. It keeps that attention.
Yeah. Some examples of that, it's like the old spice commercial.
You have a gentleman and he's in his Washington, so it's no big
deal, right. Because, it's, there's a correlation in association
with using, deodorant and being, just taking a nice shower, but
then all of a sudden, like the background shifts to him being on
the beach and then him being on the, on a farm.
00:14:09
Felix
So, so these kinds of like these pattern interruptions, those are
one of the things that causes the problem of brain to have to
reorientate itself and pay attention to that new stem line that's
coming in. And, that's something that old spice found to be very
effective in their videos to not only grab their attention, but to
keep their attention as well. Another company is for example,
Energizer. Everybody knows Energizer the battery and they'd build
the, know the bunny. The bunny has been around for like 30 years in
the boots on the drum, Fred. He keeps on saying, it keeps going and
excuse me, and going. The real creative part is how do you keep a
concept like that still new, right. Because there's only so many
ways that a bunny can move and beat on a drum. Right. Have you been
doing that close to three decades? Like, people are like, they're
going to get used to it.
00:15:00
Felix
Right. But, in a commercial, they did a few years ago, they'd say
there's something really creative. So that commercial is 15
minutes. It starts off with the bunny beating on his drum, but the
bow, but then about halfway through, it shows us a brief pause for
half a second. What ends up happening is the body turns back, looks
through the camera at the viewer. What it says that, it keeps going
and going longer with the power of carrots. There's that pause,
turn around and have a look and to say that, Hey, like not only
does it keep on going longer, but it goes, it keeps on going along
with carrots. In fact, he's actually, instead of holding like a
drumstick that you would expect him to beating on the drum, he's
actually holding his, like carrot that he was using. So, that's,
that was something that was very innovative that, a lot of people,
I don't think expected when they're watching that video and you
remember those kind of those changes, right.
00:15:58
Felix
Especially when it breaks here, it's novel and it breaks the patent
regular pattern of thinking, because there's studies that say that
humans, they get up to, 12 to 60,000 thoughts a day, but about 95%
of those are on repeat. That leaves us very little room for like
new thoughts, new behaviors. Just the idea of like having that
pattern interruption, that's what allows, the like companies to
kind of break through the noise because it breaks through that kind
of repetitive thought, right. By having those pattern
interruptions. So those are examples. Also when you're writing
blogs, and you've probably heard about this as well as called
hippocampal headlines. So, that is pretty much, you're using
something that's, they call it the concept is novel and safe. The
problem of brain is one of the main functions is, what it is
actually the lower part of your brain.
00:16:56
Felix
It's anything, but let's just say just to keep it simple, anything
but your logical brain. Okay. Right. So it holds like your
emotions. It's a, the thing that when you see something, even
though you're not able to clearly identify it, your heart starts
racing until like, after, until like two seconds later, when you
actually look at it and you figure out that it that's just like a,
a mannequin for example. Right. So that's the part of the brain.
That's more subconscious. It deals with your physical body. It's
fast, automatic reflexive, and it deals more with the fight or
flight response, right? So that's at the very base and that's the
reptilian brain. Sitting on top of that is your midbrain and that
deals with more emotions and social situations. Together you have
those, the reptilian brain and the midbrain that comprises of your
primal brain and then sets up what sits on top of that is what
everybody knows your more rational, logical part of the brain,
right? You're a cortex, for example.
00:17:48
Felix
So, so the understanding the primal brain, which is the foundation
of neuro marketing, it's so important to understand that part of
the brain, because that part of the brain is where the subconscious
mind lives, but it also influences up to 95% of our everyday
behaviors. In the world of business, for example, for the business
owner, that would influence what they're doing on a daily basis to
grow their business and a law that's an automatic, right. On the
other side is the consumer, their buying behaviors are also highly
influenced by their primal brain in which, up to 95% of their
purchasing decisions are done on the subconscious level. That's why
understanding, like the emotions that come into it and also, things
like status and things like that is a big, driver in terms of,
getting insight in terms of, the decision making process when it
comes to, let's say, Brad and wants to connect with their audience,
or even within a company, how do they make their company work for
the employees a lot more happy and work a lot more efficiently as
well.
00:18:55
Felix
So, that's something that's very important, but going back to the
hippo capital had, headlines in the primal brain is that, one of
the main, core functions of the primal brain is threat detection.
Here, because of, we're not running away from saber tooth tigers,
but because we're governed by a lot of those same guidance systems
that catch our attention, we want to be able to identify stimuli
that is safe, but yet we're always on the lookout for stimuli
that's novel as well, like that new fruit on the tree that can
increase our chances of survival or that new, significant other
that, we have a relationship with, for example, and a tequila for
exempt is a tequila company. And, they had a very good, headline.
They, every, the, everybody knows the saying, practice makes
perfect. Right. What they did was they had practiced makes patron
because the name of the tequila companies patron.
00:19:56
Felix
Yeah. By kind of adding something that's very familiar, which is
practice makes perfect with not putting a spin on it and adding
that novelty of like, Patrick makes patron, it's like, I like two
of the three words make sense. Like they kind of come together, but
where did the patron came in? And that's something that isn't an
attention grabber, when it comes to especially the written
language. So, that's something that, in blogs or articles that
seems to be very effective. So once again, that's the hippocampus,
headline. Okay. So, yeah, so that's a very important, and, also
when it comes to, even the packaging, for example, Frito-Lays, so
there are a company that makes chips in their own bite Pepsi, which
is, a powerhouse in the assault trinket industry. Not that time
they were looking to get more involved in, like the, or did they
felt that the female demographic was highly underserved.
00:20:58
Felix
At that time there, the packaging of their chips was actually in a
shiny bag. They ran preying studies on it to see how the
participants would respond to their shiny bags. And, what they
found was there was an area in their brain that was becoming highly
activated and that part of the brain was actually associated with
feelings of guilt. So, so the, conclusion was that, when these
participants were viewing, these female participants were looking
at the shiny bags that the Frito-Lays was packaged in, they're
associating the brand and eating the chips with feelings of guilt.
What they did was they changed their, packaging from the shiny bags
to the mass style, bags. When they did, the brain studies with the
new design, what they found was as, a drastic reduction in that
area that would indicate, guilt and as a result, that the female
audience or the participants, they had a much more positive
association eating the fruit of those chips, as opposed to when it
was packaged in the shiny bags.
00:22:07
Felix
That of course, led to, excuse me, led to an increase in sales,
right? So that's one, like really good example when you're looking
to tap into a brand new demographic, for example, to how the type
of understanding, also, Campbell's soup. Campbell's soup is a
staple that everybody has grown up with, right. So, back in early
2000 tens, they want to make improvements in terms of their
current, soup labels. What they did was they made it more human.
They added a human face, they eliminate the large spoon and they
want to appeal more to the sentence, census, by adding a robot
vapors. What they found by making that one change was that their
sales increased by 12%. Now, 12%. It may not seem a lot to two
companies, but at that time, like Campbell soup was doing, close to
seven to $8 billion annually. 12% increases is close to a billion
dollars in extra sales by making that change.
00:23:10
Felix
Right. So these changes are, quite significant. I'll bring in, the
opposite example where companies that, don't have to use, near
marketing, or maybe they did use neuro-marketing, but maybe, had
they gone to more insights into it and looked at the data, perhaps
they would have came to those conclusions, was, M and M for
example, they did a super bowl commercial in 2018. And, it started,
Danny DeVito. At first it starts off with two admin items and,
Eminem's always how the problem, because it tastes so good. Down
the street and they're talking to each other and they're saying,
oh, what? Like every time that we walked in, everybody always says
that they want to eat us. Of course something happens and at one of
the M and M's, Morrison to Danny DeVito. Now Danny DeVito is a
human, so he's walking around and he knows he's a human now, but he
wants to know, but he still thinks like an M and M.
00:24:09
Felix
He's walking off from human to human down the street, and he's
asking him, Hey, do you want to eat me? And do you want to meet me?
And of course they don't because he looks like a human he's no
longer an M and M. Right, right. He's in the middle of the street
now, and he's raising his hands, like in just like pure, like joy
and victory, because like, that's the whole point of an Imam. He
doesn't want to be eaten. Right. That'd be, that'd be like the
prime of his life. Then, it hits this climax where you all of a
sudden see a bus enter the pitcher and it just hits him. He goes
right into this, in this grocery market or with the fruits and
veggies. That would happen about the 22nd mark. So, this in total,
this, commercial book was about 30 seconds long.
00:24:49
Felix
Then, what they found was doing these brain studies after daddy,
the video got hit by the bus, the last 10 seconds, the engagement
was a lot lower. At that time, to be at the time per second,
companies were paying about a hundred thousand dollars a second.
For that 10 seconds, M and M for example, was paying, not a million
dollars for example. If they had that, they knew that engagement
was really low. There's several things that they could have done.
They could have perhaps, assuming that there was no limitations in
terms of the length that could make it. Let's say that there
wasn't, they, could've probably made a 22nd clip and kind of ended
there, or else they would have found, more effective ways to be
more engaging for the last time, 10 seconds. That, in a way, would
have made the million dollars that was invested into that last 10
seconds of the commercial, a lot more, effective that's something
that's very important.
00:25:48
Felix
Also one thing that, helps mitigate risks, as well as, Chrysler,
for example, there were designing their headlights and there were
thinking about going with the more sleeker type of law. And, but
what they did was once they ran brain studies on it, they noticed
that, when they designed the headlights to be more humanoid, so
more like human shaped, right. A part of the brain that becomes
activate that's associated with reward and deals with, the dopamine
system, that part of the brain became a lot more active. By making
that change from initially thinking that, Hey, maybe our customers
would like sleek looking at lights to more, humanoid headlights
that saved them potentially millions of dollars, in terms of
manufacturing costs, had they decided to roll everything out in
full force without doing those brain studies of how their consumers
would respond, to sleek headlights versus humanoid headlights.
00:26:48
Felix
So, it's really neat to see like all these different things kind of
different, impact that, it may have in terms of not only increasing
ROI, it's the packaging, and also, mitigating risks. And, and also
this, how we talked about in terms of multichannel, how do you
engage multiple senses so that your brand becomes more memorable?
Right. So, there's actually a very Poplar, cartoon has been running
for probably like 20 something years called south park. So, so most
people have heard of south park and they released a game not a few
years ago and they wanted to make it really immersible. And, so
they have, of course, a game, you play it on a screen, but they
made us a contraption where it goes over the nose actually. There's
a, every single time there's an action that correlates the gas
smell, then it actually releases that gas smell.
00:27:43
Felix
Not only do you get the visual senses, then the audio, but now
yeah, she'd get this, your, it actually activates your smells as
well. So while you're playing the game. Yes, it's interesting.
Yeah. It's pretty neat. Pretty neat idea when they came up with it.
You'll definitely remember that experience when you'll be smelling
the gas as you're playing the game. Just more on a basic level is
you can use pictures to even associate senses with your brand.
Let's say that, you're not able to build some equipment, for your
customers is, there's one company that sells essential oils and
essential oils are, the first thing that comes to mind is like,
this stuff is not the best tasting stuff. How do you change that
perception? Right. What they did was, in a lot of their
advertisement and website, they would have their essential oils
placed next to, the fruits that really make your mouth water like
citrus lemons, oranges, for example.
00:28:42
Felix
Yeah. By doing that, what they're doing now is they're associating
the taste of their essential oils to the mouthwatering effect of
the citrus foods. Interesting. Yeah. So, so it's, something like
that, you don't need to do these brain studies, but what you can do
is, apply a lot of these neuro marketing strategies that are based
on these neuro-marketing research into, company's marketing
campaigns. So, that's another idea. Of course, one that was really
cool. I really thought in terms of engaging multiple senses was,
they want to test how scent or smell would, impact, virtual reality
experiences. They would have participants, they would have the big
virtual reality machines on their cover, their eyes, right. And,
they would have different types of visuals where some of them would
be, non-stimulating like sitting on a bench, for example, all the
way to, through, to riding a right. They want to see does, adding
scent really amplify the intensity of the experience and what they
found was that, intuitively we think that, if we take two different
types of senses, then it'd be like a synergistic effect and it
should be something, the overall facts should be a lot more
powerful.
00:30:01
Felix
But, for example, when they tested it with a high intensity type of
virtual reality experience and they added scent to it, they found
that the level of intensity was this more than without the smell.
The biggest impact that has was when participants were reviewing
kind of, if you want to say more or less the millet stimulant or
less, or maybe more borrowing bore, boring scenes, right? Like
sitting around on a chair, for example, and by adding sent to those
types of experiences, it actually helped retain their attention. So
that's very important. If you're, let's say have peaks in your
presentation, or even someone walking through your physical store,
or even on your website or what websites will be kind of hard
because the scent doesn't come through, but let's say physical
store, you would have those sense that they don't their attention.
Doesn't totally just break off.
00:30:54
Felix
They just kind of, and they just lose their attention, want to go
somewhere else. That was very important in terms of that finding of
how scent actually impacts, low, stimulating experiences.
Right.
00:31:11
Roy
Wow. Yeah. That's a lot of good stuff there. Felix. I know that we
are up against a hard stop. I'm going to go ahead and we'll try to
do a wrap up, but I'm going to invite you back on because I've got
a lot of questions, as you're talking, I just, a lot of things come
up about the, I'm gonna go ahead and prime you with some questions
for the next time, but, appealing to the logical brain versus to
the emotional men and women. I know we need, women tend to do the
grocery shop. In your example, we probably want to skew to that,
but I was thinking just the opposite that, some guy walking into
the convenience store, the bright, shiny object is definitely going
to get his attention, to go by. But, it's like how the people make
those decisions, especially when you're, dealing to multiple.
00:32:00
Roy
The other big one I thought about too, was the, new car, new Coke
when it came out and was a colossal failure. Was, was that because
of people's perception that they're messing with they're messing
with something that's good or was the product just really, not that
good. I have my own opinions on that, but, sometimes we can get
locked into not wanting to change or something is good that it can,
I guess, give us a conception that this new thing is not going to
be any good. We will make it a failure before we even give it a
chance.
00:32:37
Felix
So, yeah. So, so I know that we have to come to a hard stop,
precinct, but I just want touch on that. Yeah. They released that
new Coke, it was in the clear, I believe the color was more clear
right. At that time. There was in terms of the leap, it was just,
it just happened too fast. Yeah. For example. People didn't
associate, let's say, like a clear color with how Coke looks like,
for example, it's Coke is more dark. Right, right. In that time.
That's why when they made the transition back to the original
color, then people start recognizing again, that this is how Coke
should look like. Yeah. There needs to be a time like the boiling
frog. That's why I called the Nate the novel, but safe approach.
It's not this total blue ocean type of, change where just looking
for something that's totally brand new.
00:33:29
Felix
Yeah. This is something that, already has some foundation. Now
you're just adding a layer on top of it. That's novel. Right. It's
called another way to describe is called the most advanced yet
acceptable. This is the most advanced meaning, oh, this is
something as new because of the bats, but yet it's acceptable by
our standards because we have seen something very similar to this
before. It's not like you're taking somebody on this big ride in
terms of a totally new revolution that it's like a brand new
concept. Right. You want to be able to guide them properly through
it. And, a lot of that had to do with, the packaging as well. And,
and, I'll explain on our next time that we have the opportunity to
talk, the diet Coke can in terms of how they made it, where it was
still, it's still seen by the audience where their customers had
some, as some, as a drink, that's still light, but at the same time
still has the good taste of a regular Coke.
00:34:28
Felix
The packaging and the design around that, does a lot of
neuroscience in terms of how that works as well. That's something
that we could touch on and of course, with, the female as well, and
then there's certain ones, it is very interesting as I wrote an
article, not, back in 2020, well, there's different shopping
behaviors about, how females shop as following, due to
evolutionary, changes and also, some structural differences in the
brain. And, we can certainly touch on those as well. There's lots
of things that we could certainly do. Yeah.
00:35:01
Roy
Yeah. Well, definitely. We're going to get you an invite to get you
back on here. Cause this is good stuff. Like, we kind of were
talking pre-show about some things and there's just so much noise
out there. There's no social media, it don't matter where LinkedIn,
Facebook, Twitter, everybody's gone to videos. You're being slammed
with all this, stimulating content. We've got to find a way to set
ourself apart from all that noise. I think that's why this is such
a great subject to talk about. While we need to go deeper, see if
we help these guys okay. I'll wrap feeds well, before we let you
go. One thing is, what do you, what's a tool or what's a habit that
you have during, that you use during the day that you feel adds a
lot of value and it could be professional. It could be personal,
but just,
00:35:55
Felix
I think just reading for 10 minutes a day, I think that does that
alone time, like how you mentioned that, there's just so much
happening in a world today. Especially now there's a lot of overlap
with work and home. Yeah. Just giving yourself, 10, 15 minutes of
load time, and whatever that could be your favorite hobby. That
could be on my case. I'll take that 10, 15 minutes to read that
just gives you a, it gives, in my opinion, or it gives people just
the ability to separate themselves from everything that's happening
around them and just kind of regroup and collect their thoughts.
And then that's very, reenergizing. When it's time to go for the
rest of the day that at least, that you're in a good place
emotionally and mentally as well to start things off on the right
foot. Right.
00:36:44
Roy
Yeah. That's a good point. I try to read overnight, when I go to
bed, because what I find is, I'm always thinking, stuff is always
cooking. So, when I lay down, if I don't take that time to read the
reading, for some reason, it just puts me in a different place. It
cuts off all that, the business and work thoughts where I can
actually, rest and relax. Felix, tell it, tell everybody, basically
who is your client, what you can do for them. Of course, how can
they reach out and get ahold of him?
00:37:16
Felix
Yeah, absolutely. We work with, so we're a B2B company we work with
mainly businesses. They could be from, usually we work with small
and medium size, but large sizes as well. But, yeah, the main thing
is number one is understanding their ideal customer avatar a lot
better, especially how their primal brains, there's, a lot of
people are in a state of heightened fear, anxiety and showing
companies, how did they position their brand to eliminate or
alleviate, these fears and uncertainty, and be the ultimate
solution, even placing their brand, as a solution to these societal
problems, like, all these social inequalities or generate
qualities. And, and that way it will allow the brand to build a
strong connection and a deeper connection with their audience. And,
implementing the strategies that we talked about in terms of the
packaging, how do you engage multiple senses? how do you mitigate,
risks by testing certain concepts out? also, there's, yeah, there's
plenty of things in terms of how to grab attention, product
placement, for example, website designs.
00:38:29
Felix
So, anyone that's looking that's unhappy with their current way of
doing marketing, I'm more than to have a conversation with them and
show them how they could reach the higher marketing goals by
implementing neuro into their current marketing strategies. Okay,
awesome.
00:38:44
Roy
How can they reach out and get ahold of y'all?
00:38:47
Felix
Absolutely. Number one is, come to our website,
happybuyingbrain.com and you can reach us through the contact form,
or you can reach me directly at felix@happybuyingbrain.com and
another good place to find me is on LinkedIn. If you searched Felix
Cao, then I'm more than happy to connect with people in there and
have a conversation to see how we can help them.
00:39:10
Roy
Felix, thanks so much for taking time out of your day. We certainly
do appreciate all the great information and we do look forward to
getting you back on here and continue in this conversation. So
thank you, Ryan. That's going to do it for another episode of the
business of business podcast. You can of course, find us on
www.thebusinessofbusinesspodcast.com. We are on all the major
social media, Facebook, Twitter, Instagram, this, video. There will
be a, a video of this interview will go up on YouTube as well. We
are on all the major podcast platforms, iTunes, Google, Stitcher,
Spotify for non one that you use. Please reach out. We'll be glad
to get ourself on there. Until next time, take care of yourself and
take care of your business.