How Brain Science Turns Browsers into Buyers: SXSW 2012
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Slides from Roger Dooley's panel, How Brain Science Turns Browsers into Buyers at SXSW 2012. The first part is an introduction to the panel's topic and the importance of marketing to the ...

Slides from Roger Dooley's panel, How Brain Science Turns Browsers into Buyers at SXSW 2012. The first part is an introduction to the panel's topic and the importance of marketing to the non-conscious part of the consumer's brain.

Two individual strategies are covered. First, "putting your customer in the ad" looks at ways to personalize marketing using either data supplied by the individual or from social media profiles. Second, the ability of male buying behavior to be influenced by images of an attractive woman is illustrated.

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How Brain Science Turns Browsers into Buyers: SXSW 2012 Presentation Transcript

  • 1. How Brain Science Turns Browsers into Buyers #BrainBuy #sxsw SXSW Interactive - Austin March 11, 2012 Brian Clark Roger Dooley Derek Halpern Dr. A.K. Pradeep
  • 2. #BrainBuyDr. A. K. Pradeep@akpradeep Brian Clark @copybloggerDerek Halpern@derekhalpern Roger Dooley @rogerdooley
  • 3. MostMarketing Fails. @rogerdooley #BrainBuy #sxsw
  • 4. “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #BrainBuy #sxsw
  • 5. Wanamaker guessed TOO LOW! @rogerdooley#BrainBuy #sxsw
  • 6. 95%of New Products @rogerdooley #BrainBuy #sxsw
  • 7. 95%of New Products @rogerdooley #BrainBuy #sxsw (Acupoll)
  • 8. 98% of Direct Mail @rogerdooley#BrainBuy #sxsw
  • 9. 98% of Direct Mail @rogerdooley (DMA)#BrainBuy #sxsw
  • 10. 98%of Emails @rogerdooley #convcon
  • 11. 98% of Emails @rogerdooley(DMA) #BrainBuy #sxsw
  • 12. 20%of Ad Campaigns @rogerdooley #convcon
  • 13. 20%of Ad Campaigns @rogerdooley #BrainBuy #sxsw
  • 14. 20%of Ad Campaigns @rogerdooley #convcon
  • 15. 20%of Ad Campaigns @rogerdooley #convcon
  • 16. MostMarketing Fails. @rogerdooley #BrainBuy #sxsw
  • 17. Iceberg: 88% HiddenMind: 95% Subconscious(Lakoff & Johnson) @rogerdooley #BrainBuy
  • 18. Neuromarketing @rogerdooley#BrainBuy #sxsw
  • 19. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding @rogerdooley #BrainBuy #sxsw
  • 20. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding @rogerdooley #BrainBuy #sxsw
  • 21. How Brain Science Turns Browsers into Buyers SXSW Interactive - Austin March 11, 2012Roger DooleyNeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
  • 22. How do we make Brian Clark like Coca Cola? @rogerdooley#BrainBuy #sxsw
  • 23. @rogerdooley#BrainBuy #sxsw
  • 24. @rogerdooley#BrainBuy #sxsw
  • 25. @rogerdooley#BrainBuy #sxsw
  • 26. The Doppelganger Effect Brand Preference @rogerdooley #BrainBuy #sxsw
  • 27. Personalized Video
  • 28. Derek! @rogerdooley #BrainBuy #sxsw
  • 29. Playboy: Viral Bunnies at Homehttp://youtu.be/isjPpbmnaYo @rogerdooley #BrainBuy #sxsw
  • 30. thedexterhitlist.com @rogerdooley #BrainBuy #sxsw
  • 31. Higher Ed Ads Adler School of Professional Psychology @rogerdooley http://www.leadsocialchange.net/#BrainBuy #sxsw (Courtesy: Hobsons)
  • 32. SocialPersonalization @rogerdooley #BrainBuy #sxsw
  • 33. @rogerdooley#BrainBuy #sxsw
  • 34. St. Bonaventure University @rogerdooley http://www.becomingextraordinary.net/#BrainBuy #sxsw (Courtesy: Hobsons)
  • 35. St. Bonaventure Universityhttp://www.becomingextraordinary.net/ (Courtesy: Hobsons)
  • 36. takethislollipop.com
  • 37. Untapped opportunity: Put your customer in the ad. @rogerdooley#BrainBuy #sxsw
  • 38. Selling toGuys? @rogerdooley #BrainBuy #sxsw
  • 39. Impatient Short Term Emphasis-Margo Wilson and Martin Daly @rogerdooley #BrainBuy #sxsw
  • 40. Attractive Photo = -4% Interest RateMarianne Bertrand et al, 2005 @rogerdooley #BrainBuy #sxsw
  • 41. Test Source: IonInteractive
  • 42. Source: IonInteractive
  • 43. @rogerdooley#BrainBuy #sxsw
  • 44. Convert more guys with “mating triggers.”# 31 @rogerdooley #BrainBuy #sxsw
  • 45. How Brain Science Turns Browsers into Buyers SXSW Interactive - Austin March 11, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
  • 46. How Brain Science Turns Browsers into Buyers #BrainBuy #sxsw SXSW Interactive - Austin March 11, 2012 Brian Clark Roger Dooley Derek Halpern Dr. A.K. Pradeep