Communication Events

How does Neuromarketing work in events?


Neuromarketing continues its influence in the world of events. This professional tool allows companies and event planners to know in depth what attracts professionals to meetings and conventions, what may move attendees, and which type of contents do really awake intense feelings in the. A highly useful information to provide another level of event personalization.

Originally, the term began to be used at the beginning of this century, specifically in the year 2002, since winner of the Nobel Prize for Economy, Ale Smidts, created the concept.  Neuromarketing conveys an information source about mental processes that occur out of conscious perception. It is estimated that 85% of our decision-makings processes are taken in a subconscious way, while only 15% are consciously-driven decisions.

This tool may allow to somehow conduct the audience behavior in order to boost their motivation. To achieve this goal, it is necessary to launch a series of actions which captivate and arise emotions in our audience.

These series of strategies must generate a positive impact in the audience. Venue, decoration, advertising, catering, lighting, colors, or music have a lot to say in the way the event is perceived and appreciated. The mastering of all these elements guarantees our attendees’ full attention.

One of the main goals of event planners is to create a positive atmosphere during the particular MICE activity. In order for a neuromarketing strategy to work it is crucial to bear in mind all the aforesaid aspects.

Undoubtedly, if we organize an event with our guests in mind it will be easier to get to them. Our guests will be the focus of our attention and the protagonists of the event: they must feel part of something important. In this sense, the event planner has an essential role, always attentive to the correct development and timing of the event.

Neuronal and sensorial research outside the communication sphere, especially in the event industry, is becoming more sophisticated and complex each day. We will continue in the path towards new ways of discovering and meeting our clients’ needs.


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