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Vadim Kotelnikov

Marketing to the Subconscious

Targeting Subconscious Mind and Values

Vadim Kotelnikov, founder of 1000ventures - personal logo VadiK

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Marketing To the Subconscious Top 10 Subconscious Values Marketing Strategies Emotional Marketing Experiential Marketing Pricing Psychology Colors and Emotions Behind Them Marketing To the Subconscious - appeal and techniques  

The Power of Subconscious

The unconscious part of our minds drives behavior and initiates the change that marketers seek.

Researchers say that over 90% of all consumer behavior is driven by their unconscious minds.

 

 
 

Color Psychology

Initial product judgments are often based on color alone. Brands strategically choose palettes to build trust (blue), drive impulse buys or urgency (red), or highlight eco-friendly values (green)... More

  

Using Color Psychology in Branding and Marketing

Lüscher Color Test

  

 

 

 
White Marketing to the subcosncious - KoRe concept by Vadim Kotelnikov  

Appeal to
Subconscious Values and Motivators

Unconscious core values operate automatically largely out of our awareness. They are not specific to any particular situation. Being at the root of our perceptions, they color what we think or do in every situation.

For most people, top subconscious values are self realization, security, sexual harmony, and adherence to tradition... More

The Driving Force

Neuro-imaging research technologies have shown that the unconscious mind of the consumer is the driving force in how and why consumers buy.

 		 

White marketing is about is about a love-driven appeal to noble desires of potential customers.

~ Vadim Kotelnikov

 
   

If over 90% of the decisions of your prospects are driven by their unconscious mind, would you, as a marketer, focus your efforts on the subconscious or the other 10%?

Leading companies realize this and target the subconscious mind in their marketing campaigns.

Nike’s slogan "Just Do It." is a good example. It’s catchy and triggers a bunch of positive associations such as achievement, power, optimism, and joy.

Many successful marketers use intriguing and persuasive words such as 'imagine' or 'discover' that tap into customers’ deepest values and  desires, no matter what they are. Once people see themselves happier, wealthier, freer, or whatever else you promise, they subconsciously talk themselves into buying.

 

  

 

 

 
 

"Different locks must be opened with different keys."
~ Chinese proverb

  

"Every social generation hears the same melody, but each dances to a different rhythm." ~ KoRe proverb

  

 
 

Generation-specific Emotional Value Proposition

Different social generations – Baby Boomers, Generation X, Millennials, Zoomers, Alpha – respond to different emotional drivers. A generation-specific Emotional Value Proposition (EVP) ensures your emotional promise resonates across age groups without losing its core identity.  →  Examples

  

Emotional Value

KoRe 7 Keys to Creating Innovative Emotional Value

Innovative Emotional Value Created by Innompic Games

  

 

 
   

Even if you sell mundane products such as toilet paper or accounting software you can still make them exciting.

For instance, one company used the image of a Golden Labrador puppy in its advertising campaign and achieved remarkable success because people appreciate a Labrador unconsciously as a great family member with exceptionally soft fur.

Another company that turned its accounting software into a luscious customer experience through its focus on beauty and design.

Repetitions and 'test drives' are very important as they register best on the subconscious mind.

 

  

 

 
   

Price is also a powerful trigger for the subconscious. A higher price conveys a premium product experience, causing a powerful subconscious emotional mix of self-esteem, recognition and joy in consumers.