To top off 2019, the Brightlands Business Club gathered for the fifth time, in a fairy-tale environment: Kasteel de Keverberg in Kessel. The view over the Maas river was breath-taking, but so was the presentation of Hein Heijen, the renowned neuromarketer. He led us through the principles of neuromarketing, and showed us where the science comes in (hint: you need a MRI-scanner to do it properly). The 35 BBC-members who were present now understand how a frog can be a peripheral cue (and make you want to buy a television set). And we got to see how a smiley letter makes you thirsty. And even how the Golden Arches appeal to some very basic instincts. Striking was the example of how you can make a deal sound very attractive, just by inserting a non-attractive deal.
Hein then switched on the psychologist in him and told us about emotions, values , convictions and how that explains, nay, dictates behaviour of us all. If you read the clues you can understand what makes people tick within a few minutes. Sounds baffling? You just needed to be there.
Next year the BBC will also organize 5 events. Make sure you put those dates in your calendar. It might be as good as this episode.
Save the dates for upcoming events in 2020:
- Thursday March 12, 2020, Tefaf Maastricht
- Thursday May 28, 2020
- Tuesday July 7, 2020
- Thursday October 1, 2020
- Thursday November 26, 2020