Engage & Stimulate Every Learning Style with Learning Code #19
Tailor Your Marketing Strategy to the 11 Biological Learning Preferences
Each and every individual in your audience has a unique way of learning and processing information. Learning Code 19 emphasizes the importance of designing marketing campaigns in a way that caters to as many of the 11 Biological Preferences as possible.
This article highlights the importance of tailoring marketing strategies to the 11 Biological Preferences to ensure each consumer can adopt new information through their preferred modality and provides real-world examples of successful marketing strategies for each Preference to showcase the tangible benefits of a personalized, multi-modal approach in driving consumer behavior and brand loyalty.
Understanding Biological Preferences
Evolution has selected genes that produce a limited number of general brain designs, each providing a primary modality in which individuals prefer to learn and adapt to their world. By delivering new information in a way that aligns with a consumer’s biological preferences, we can enhance their information adoption experience and retention.
The 11 Biological Preferences:
- Kinesthetic Preference: Learning through movement and physical activities.
- Tactile Preference: Learning through touch and hands-on experiences.
- Taste/Smell Preference: Learning through gustatory and olfactory cues.
- Visual Preference: Learning through seeing and visualizing.
- Auditory Preference: Learning through hearing and listening.
- Spatial/3D Preference: Learning through spatial awareness and manipulation.
- Musical Preference: Learning through rhythm and sound.
- Linguistic Preference: Learning through language and verbal expression.
- Mathematical Preference: Learning through logical reasoning and numbers.
- Internal Emotional Preference: Learning through internal emotional processing.
- Social-Emotional Preference: Learning through social interactions and empathy.
The Impact of Catering to Biological Preferences
When marketing campaign environments are curated to encompass and stimulate as many of these 11 Biological Preferences as possible, the following positive outcomes can occur:
- Enhanced Engagement: Consumers are more engaged when information is presented in a way that aligns with their preferred modality.
- Improved Retention: Tailoring marketing strategies to biological preferences enhances brand relatability and recall.
- Increased Motivation: Consumers are more motivated when they’re presented with information in a way that feels natural and enjoyable to them.
Marketing Strategies to Engage Biological Preferences
By aligning marketing strategies with these preferences, brands can create more engaging and effective campaigns that resonate with diverse audiences. Check out the following real-world examples of ways in which real brands stimulated various learning types. Keep an eye out for crossover that you can play off of to stimulate multiple learning types with one strategy type:
Linguistic Preference
- Example: HubSpot‘s content marketing strategy.
- Strategy: HubSpot offers a wealth of high-quality blog posts, eBooks, and webinars that educate their audience on inbound marketing and sales.
Logical-Mathematical Preference
- Example: IBM‘s data-driven marketing.
- Strategy: IBM frequently publishes detailed reports and case studies that use data to demonstrate the effectiveness of their solutions.
Spatial Preference
- Example: IKEA’s AR app.
- Strategy: IKEA’s app allows customers to visualize how furniture will look in their own homes using augmented reality.
Bodily-Kinesthetic Preference
- Example: Lush Cosmetics‘ in-store experiences.
- Strategy: Lush stores offer customers the opportunity to touch, smell, and try their products, creating a hands-on shopping experience.
Musical Preference
- Example: Coca-Cola‘s use of music in marketing.
- Strategy: Coca-Cola often incorporates popular music and original jingles into their advertising campaigns to create a memorable brand experience.
Interpersonal Preference
- Example: Nike‘s community engagement.
- Strategy: Nike engages with its audience through social media campaigns and community events like marathons and training clubs.
Intrapersonal Preference
- Example: Headspace‘s mindfulness content.
- Strategy: Headspace provides mindfulness and meditation content that helps users improve their personal well-being.
Naturalistic Preference
- Example: Patagonia’s environmental campaigns, like their latest film $#!tthropocene.
- Strategy: Patagonia’s marketing emphasizes their commitment to environmental sustainability, often highlighting their eco-friendly products and activism.
Existential Preference
- Example: TOMS Shoes’ one-for-one campaign.
- Strategy: TOMS’ marketing focuses on their mission to improve lives through their one-for-one giving model, addressing social causes and deeper values.
Visual Preference
- Example: Apple‘s product design and advertising.
- Strategy: Apple’s marketing emphasizes sleek, minimalist design and visually stunning advertising campaigns that highlight their product aesthetics.
Emotional Preference
- Example: Dove’s Real Beauty campaign.
- Strategy: Dove’s campaigns focus on real people and emotional storytelling to build a strong connection with their audience, emphasizing self-esteem and body positivity.
Practical Applications in Marketing
- Personalized Marketing Strategies: Tailor marketing messages to appeal to different biological preferences. Use a mix of visual, auditory, and interactive content to engage a broad audience.
- Interactive Experiences: Create marketing experiences that allow customers to engage through their preferred modalities, such as virtual reality tours, interactive demos, and hands-on events.
- Emotional Connections: Design campaigns that connect with the emotional and social preferences of your audience, using storytelling and empathetic messaging.
Learning Code #19: Key Takeaways
Designing marketing campaigns that access a variety of the 11 Biological Preferences ensures that more consumers can engage with and retain information in a way that aligns with their natural information adoption preferences and capabilities. By catering to these diverse modalities, we can tailor consumer behavioral responses to the campaign objective and create more effective brand-buyer interaction experiences.
At CoreCentrica, we’re committed to leveraging the latest neuroscientific insights to create tailored Meaningful Marketing strategies. Stay ahead of the game and subscribe to our newsletter below!
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