Aquent/AMA Webcast: Marketing to Your Customer's Brain

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Our brains are hard-wired with preferences and behaviors that every marketer needs to understand. For years, Roger Dooley, Author and Founder of …

Our brains are hard-wired with preferences and behaviors that every marketer needs to understand. For years, Roger Dooley, Author and Founder of
Dooley Direct has been writing about how to use brain and behavior research to improve marketing, advertising, and sales process. In this webcast, Roger will talk about the latest neuromarketing research that will help you understand how to market directly to your customer's brain.

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  • In addition to AMA webcasts - Did you know that AMA also offers virtual events?   Coming up on February 9, we invite you to attend Changing the Game: Innovations for Future Success.   Innovation is necessary to succeed. But in today’s marketplace, change is rapid, to say the least. How do you keep up with the ever evolving landscape? Better yet, how do you move beyond “keeping up” to being in front of trends? Featuring hard-hitting keynotes featuring Jeffrey Hayzlett and Brian Solis, this virtual forum will give you an opportunity to learn from leading business experts on how to help your team embrace the business changes snd drive innovation in your organization. Visit marketingpower.com/ChangingTheGame for more information and to register!
  • Aquent's marketing practice helps some of the world's biggest brands find talented marketing contractors to achieve their goals. Talk to Aquent about how you can utilize contractors for specialized skills or to tackle fast approaching deadlines.  Visit aquent.com to learn more.
  • Roger Dooley is a marketing speaker, author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing , and publisher of the blog Neuromarketing .  He is the founder of Dooley Direct, a marketing consultancy, and co-founded College Confidential, the leading college-bound website. Dooley spent years in direct marketing as the co-founder of a successful catalog firm and director of corporate planning for a Fortune 1000 company. 

Transcript

  • 1. Marketing to Your Customer's Brain Our brains are hard-wired with preferences and behaviors that every marketer needs to understand. For years, Roger Dooley, Author and Founder of Dooley Direct has been writing about how to use brain and behavior research to improve marketing, advertising, and sales process. In this webcast, Roger talk about the latest neuromarketing research that will help you understand how to market directly to your customer's brain. Some of the highlights are: > Pricing strategies that increase sales of your most profitable products > How the images and even fonts in your ads and on your website can help (or hurt!) you > How to boost the memorability of your brand > The copywriting technique with the biggest brain impact
  • 2. Marketing to Your Customer's Brain Presenters: Roger Dooley, Author and Founder, Dooley Direct Alli Libb, Moderator, American Marketing Association Sponsored by: The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.945.9434 Participants (International): +1 212.231.2907
  • 3. Changing the Game: Innovations for Future Success February 9, 2012 A Half Day Online Summit Learn more at marketingpower.com/ChangingTheGame
  • 4. Housekeeping Items Recording and Slides A recording of this presentation and a link to the slides will be sent via email Videos Video will be played during today’s webinar. To ensure that you can hear the audio, make sure that your computer speakers are turned up. Keep in mind that if you are listening via a phone line, you will not be able to hear the audio. If you run into technical problems and cannot view video during the conference, it will be captured via the recorded version of today’s presentation. Twitter Please reference hash tag: #AMAAquent , when tweeting about this webinar
  • 5.  
  • 6. Today’s Presenter
    • Roger Dooley Author and Founder Dooley Direct
    • Author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, and publisher of the blog Neuromarketing
    • Co-founded College Confidential
    • Spent years in direct marketing
    •  
  • 7. Marketing to Your Customer’s Brain AMA/Aquent Webcast January 18, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com Brainfluence.com [email_address] @rogerdooley
  • 8. Most Marketing Fails. @rogerdooley #AMAAquent
  • 9.  
  • 10. “ Half my advertising is wasted…”
  • 11. “ Half my advertising is wasted…” “… if only I knew which half!” @rogerdooley #AMAAquent
  • 12. 95% of New Products
  • 13. 95% of New Products (Acupoll) @rogerdooley #AMAAquent
  • 14. 98% of Direct Mail
  • 15. 98% of Direct Mail (DMA) @rogerdooley #AMAAquent
  • 16. 98% of Emails
  • 17. 98% of Emails (DMA) @rogerdooley #AMAAquent
  • 18. 20% of Ad Campaigns
  • 19. 20% of Ad Campaigns @rogerdooley #AMAAquent
  • 20. 20% of Ad Campaigns
  • 21. 20% of Ad Campaigns
  • 22.  
  • 23. Wanamaker guessed TOO LOW! @rogerdooley #AMAAquent
  • 24. Project Impact 2008 Research: “Stores too cluttered”
  • 25. Real Impact : -$1.85 Billion Source: DailyArtifacts.com, Phil Terry
  • 26. Project Impact 2010 Research: “Want more products”
  • 27. Asking Questions? @rogerdooley #AMAAquent
  • 28.
    • Memory is imperfect
      • Altered by questions and new information
      • False memories
      • Malleable memories
    Memory
  • 29.
    • Memory is imperfect
      • Altered by questions and new information
      • False memories
      • Malleable memories
    Memory Changed @rogerdooley #AMAAquent
  • 30.
    • Memory is imperfect
      • Altered by questions and new information
      • False memories
      • Malleable memories
    Memory False
  • 31.  
  • 32. @rogerdooley #AMAAquent
  • 33. Focus Groups @rogerdooley #AMAAquent
  • 34. Why did you buy that?
  • 35. Why did you buy that?
    • It tastes better!
    • I like the smell!
    @rogerdooley #AMAAquent
  • 36.  
  • 37.  
  • 38.  
  • 39. Iceberg: 88% Hidden (Lakoff & Johnson) Mind: 95% Subconscious @rogerdooley #AMAAquent
  • 40. Neuromarketing @rogerdooley
  • 41.  
  • 42. @rogerdooley #AMAAquent
  • 43. (from Deliver mail marketing magazine)
  • 44.
    • No Mind Reading
    @rogerdooley #AMAAquent
  • 45.
    • No Mind Reading
    • No “Super-Ads”
    @rogerdooley #AMAAquent
  • 46.
    • No Mind Reading
    • No “Super-Ads”
    • No “Buy Button”
    @rogerdooley #AMAAquent
  • 47.
    • No Mind Reading
    • No “Super-Ads”
    • No “Buy Button”
    @rogerdooley #Brainfluence
  • 48.  
  • 49.
    • Neuroscience
      • EEG
      • fMRI
      • MEG
      • Biometrics
    • Behavioral
    • Science
      • Behavior Studies
      • Eye Tracking
      • Facial Coding
    @rogerdooley
  • 50. fMRI Photo: wisc.edu
  • 51. fMRI
    • Expensive
    • Claustrophobic
    • Noisy
    • Limited Motion
    • Small Sample Size
    Photo: stanford.edu
  • 52. VIDEO NEXT
  • 53. fMRI Analysis @rogerdooley #AMAAquent
  • 54. GoDaddy Girl: 1 Neuroscientists: 0 @rogerdooley #AMAAquent
  • 55. Sands Research EEG Cap @rogerdooley #AMAAquent
  • 56. Neurofocus Mynd @rogerdooley #AMAAquent
  • 57. Innerscope Biometric Belt @rogerdooley #AMAAquent
  • 58. EEG in Action Eye Tracking EEG
  • 59. VIDEO NEXT
  • 60. http://sandsresearch.com/
  • 61. Facial Coding
    • Premises:
    • Brief facial expressions reveal true emotions
    • A trained individual can interpret
    Sensory Logic @rogerdooley #AMAAquent
  • 62. VIDEO NEXT
  • 63. Sensory Logic @rogerdooley #AMAAquent
  • 64. Facial Coding Sensory Logic @rogerdooley #AMAAquent
  • 65. Facial Coding Sensory Logic @rogerdooley #AMAAquent
  • 66. Automated Facial Analysis
    • Lie detection
    • Thermal Imaging
    • Webcam mood-reading
    Photo via BBC.co.uk @rogerdooley #AMAAquent
  • 67. Rapid Response Choice “emotionally evocative images” Source: Forbes Consulting
  • 68. Latency Response Source: Buyology Inc. @rogerdooley #AMAAquent
  • 69. Latency Response Source: Buyology Inc. @rogerdooley #AMAAquent
  • 70. Try an implicit association test: rgr.cc/w82nR9 (redirects to: https://implicit.harvard.edu/implicit/demo/ ) @rogerdooley #AMAAquent
  • 71.
    • Science limited
    • Peer-reviewed studies?
    • Validation with sales?
    @rogerdooley #AMAAquent
  • 72.  
  • 73.
    • Behavior
    • Research
  • 74. Socializing? image credit: jessicaswanson.com
  • 75. The Ultimatum Game @rogerdooley #Brainfluence
  • 76. Ultimatum Game Results
  • 77. Effect of Social Conversation @rogerdooley #AMAAquent
  • 78.
    • To get a deal done, socialize first, then talk business.
    @rogerdooley #AMAAquent
  • 79. Neuromarketing
  • 80. € $
  • 81. @rogerdooley #AMAAquent
  • 82. € $ @rogerdooley #AMAAquent
  • 83.
    • Avoid money imagery if you are asking for help.
    @rogerdooley #AMAAquent
  • 84. Decoy Marketing @rogerdooley #AMAAquent
  • 85. Subscription Offer A $59 – Internet Only $125 – Internet & Print Source: Dan Ariely @rogerdooley #AMAAquent
  • 86. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 Source: Dan Ariely @rogerdooley #AMAAquent
  • 87. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print Source: Dan Ariely @rogerdooley #AMAAquent
  • 88. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 Source: Dan Ariely @rogerdooley #AMAAquent
  • 89.
    • Add a less-desirable product boost sales of a similarly priced product.
    @rogerdooley #AMAAquent
  • 90. More Decoy Marketing @rogerdooley #AMAAquent
  • 91. @rogerdooley #AMAAquent
  • 92. @rogerdooley @rogerdooley #AMAAquent
  • 93.
    • Add a higher-priced product to boost sales of a less costly product.
    @rogerdooley #AMAAquent
  • 94. Simple Fonts Convince @rogerdooley #AMAAquent
  • 95. Simple Fonts Convince @rogerdooley #AMAAquent
  • 96. Simple Fonts Convince @rogerdooley #AMAAquent
  • 97.
    • Use simple fonts to minimize perceived effort
    @rogerdooley #AMAAquent
  • 98.  
  • 99. Marketing to Your Customer’s Brain AMA/Aquent Webcast January 18, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com Brainfluence.com [email_address] @rogerdooley
  • 100. Questions and Answers
    • How to Submit Questions
    • Submit questions using the chat box located on the left-hand side of your screen.
    • Submit questions via Twitter by referencing the hash tag #AMAAquent
    • Additional Questions?
    • Contact Roger at: rogerd@dooleydirect.com, @rogerdooley
    • General AMA Questions can be sent to: alibb@ama.org
  • 101. Thank You for your Participation!
    • Additional Questions?
    • Contact Roger at: rogerd@dooleydirect.com, @rogerdooley
    • General AMA Questions can be sent to: alibb@ama.org
    • Recording
    • A link to the recording of this presentation will be sent to you
    • Presentation
    • A link to the presentation will be sent to you
    • Twitter
    • Please reference hash tag: #AMAAquent , when tweeting about this webinar
    • Today’s Presentation was brought to you by the ReadyTalk Web Conferencing
    • Platform. If you are interested in learning more about ReadyTalk and their
    • services, please visit www.ReadyTalk.com/AMA