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Marketing to Your Customer's Brain Our brains are hard-wired with preferences and behaviors that every marketer needs to u...
Marketing to Your Customer's Brain Presenters: Roger Dooley, Author and Founder, Dooley Direct Alli Libb, Moderator, Ameri...
Changing the Game: Innovations for Future Success February 9, 2012 A Half Day Online Summit Learn more at  marketingpower....
Housekeeping Items Recording and Slides A recording of this presentation and a link to the slides will be sent via email V...
 
Today’s Presenter <ul><li>Roger Dooley Author and Founder Dooley Direct </li></ul><ul><li>Author of  Brainfluence: 100 Way...
Marketing to Your Customer’s Brain AMA/Aquent Webcast January 18, 2012 Roger Dooley   Dooley Direct, LLC NeuroscienceMarke...
Most Marketing Fails. @rogerdooley #AMAAquent
 
“ Half my advertising is wasted…”
“ Half my advertising is wasted…” “… if only I knew which half!” @rogerdooley #AMAAquent
95%  of New Products
95%  of New Products (Acupoll) @rogerdooley #AMAAquent
98%  of Direct Mail
98%  of Direct Mail (DMA) @rogerdooley #AMAAquent
98%  of Emails
98%  of Emails (DMA) @rogerdooley #AMAAquent
20%  of Ad Campaigns
20%  of Ad Campaigns @rogerdooley #AMAAquent
20%  of Ad Campaigns
20%  of Ad Campaigns
 
Wanamaker guessed TOO LOW! @rogerdooley #AMAAquent
Project Impact 2008 Research: “Stores too cluttered”
Real Impact :  -$1.85 Billion Source: DailyArtifacts.com, Phil Terry
Project Impact 2010 Research: “Want more products”
Asking Questions? @rogerdooley #AMAAquent
<ul><li>Memory is imperfect </li></ul><ul><ul><li>Altered by questions and new information </li></ul></ul><ul><ul><li>Fals...
<ul><li>Memory is imperfect </li></ul><ul><ul><li>Altered by questions and new information </li></ul></ul><ul><ul><li>Fals...
<ul><li>Memory is imperfect </li></ul><ul><ul><li>Altered by questions and new information </li></ul></ul><ul><ul><li>Fals...
 
@rogerdooley #AMAAquent
Focus Groups @rogerdooley #AMAAquent
Why did you buy that?
Why did you buy that? <ul><li>It tastes better! </li></ul><ul><li>I like the smell! </li></ul>@rogerdooley #AMAAquent
 
 
 
Iceberg:  88% Hidden   (Lakoff & Johnson) Mind:  95%  Subconscious @rogerdooley  #AMAAquent
Neuromarketing @rogerdooley
 
@rogerdooley #AMAAquent
(from  Deliver  mail marketing magazine)
<ul><li>No Mind Reading </li></ul>@rogerdooley #AMAAquent
<ul><li>No Mind Reading </li></ul><ul><li>No “Super-Ads” </li></ul>@rogerdooley #AMAAquent
<ul><li>No Mind Reading </li></ul><ul><li>No “Super-Ads” </li></ul><ul><li>No “Buy Button” </li></ul>@rogerdooley #AMAAquent
<ul><li>No Mind Reading </li></ul><ul><li>No “Super-Ads” </li></ul><ul><li>No “Buy Button” </li></ul>@rogerdooley #Brainfl...
 
<ul><li>Neuroscience </li></ul><ul><ul><li>EEG </li></ul></ul><ul><ul><li>fMRI </li></ul></ul><ul><ul><li>MEG </li></ul></...
fMRI Photo: wisc.edu
fMRI <ul><li>Expensive </li></ul><ul><li>Claustrophobic </li></ul><ul><li>Noisy </li></ul><ul><li>Limited Motion </li></ul...
VIDEO  NEXT
fMRI Analysis @rogerdooley #AMAAquent
GoDaddy Girl:  1 Neuroscientists:  0 @rogerdooley #AMAAquent
Sands Research EEG Cap @rogerdooley #AMAAquent
Neurofocus Mynd @rogerdooley #AMAAquent
Innerscope Biometric Belt @rogerdooley #AMAAquent
EEG in Action Eye Tracking EEG
VIDEO  NEXT
http://sandsresearch.com/
Facial Coding <ul><li>Premises: </li></ul><ul><li>Brief facial expressions reveal true emotions </li></ul><ul><li>A traine...
VIDEO  NEXT
Sensory Logic @rogerdooley #AMAAquent
Facial Coding Sensory Logic @rogerdooley #AMAAquent
Facial Coding Sensory Logic @rogerdooley #AMAAquent
Automated Facial Analysis <ul><li>Lie detection </li></ul><ul><li>Thermal Imaging </li></ul><ul><li>Webcam mood-reading </...
Rapid Response Choice “emotionally evocative images” Source: Forbes Consulting
Latency Response Source: Buyology Inc. @rogerdooley #AMAAquent
Latency Response Source: Buyology Inc. @rogerdooley #AMAAquent
Try an implicit association test: rgr.cc/w82nR9  (redirects to: https://implicit.harvard.edu/implicit/demo/  ) @rogerdoole...
<ul><li>Science limited </li></ul><ul><li>Peer-reviewed studies? </li></ul><ul><li>Validation with sales? </li></ul>@roger...
 
<ul><li>Behavior </li></ul><ul><li>Research </li></ul>
Socializing? image credit: jessicaswanson.com
The Ultimatum Game @rogerdooley #Brainfluence
Ultimatum Game Results
Effect of Social Conversation @rogerdooley #AMAAquent
<ul><li>To get a deal done, socialize first,  then  talk business. </li></ul>@rogerdooley #AMAAquent
Neuromarketing
€  $
@rogerdooley #AMAAquent
€  $ @rogerdooley #AMAAquent
<ul><li>Avoid money imagery if you are asking for help. </li></ul>@rogerdooley #AMAAquent
Decoy Marketing @rogerdooley #AMAAquent
Subscription Offer A $59 – Internet Only  $125 – Internet & Print    Source: Dan Ariely @rogerdooley #AMAAquent
Subscription Offer A $59 – Internet Only  (68) $125 – Internet & Print  (32) Predicted Revenue –  $8,012 Source: Dan Ariel...
Subscription Offer B  $59 – Internet Only  $125 – Print Only  $125 – Internet & Print  Source: Dan Ariely @rogerdooley #AM...
Subscription Offer B $59 – Internet Only  (16) $125 – Print Only  $125 – Internet & Print  (85) Predicted Revenue –  $11,4...
<ul><li>Add a less-desirable product boost sales of a similarly priced product. </li></ul>@rogerdooley #AMAAquent
More Decoy Marketing @rogerdooley #AMAAquent
@rogerdooley #AMAAquent
@rogerdooley @rogerdooley #AMAAquent
<ul><li>Add a higher-priced product to boost sales of a less costly product. </li></ul>@rogerdooley #AMAAquent
Simple Fonts  Convince @rogerdooley #AMAAquent
Simple Fonts  Convince @rogerdooley #AMAAquent
Simple Fonts  Convince @rogerdooley #AMAAquent
<ul><li>Use simple fonts to minimize perceived effort </li></ul>@rogerdooley #AMAAquent
 
Marketing to Your Customer’s Brain AMA/Aquent Webcast January 18, 2012 Roger Dooley   Dooley Direct, LLC NeuroscienceMarke...
Questions and Answers  <ul><li>How to Submit Questions   </li></ul><ul><li>Submit questions using the chat box located on ...
Thank You for your Participation!  <ul><li>Additional Questions?  </li></ul><ul><li>Contact Roger at:  rogerd@dooleydirect...
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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
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&apos;s marketing practice helps some of the world&apos;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 of "Aquent/AMA Webcast: Marketing to Your Customer's Brain"

    1. 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. 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. 3. Changing the Game: Innovations for Future Success February 9, 2012 A Half Day Online Summit Learn more at marketingpower.com/ChangingTheGame
    4. 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 <ul><li>Roger Dooley Author and Founder Dooley Direct </li></ul><ul><li>Author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, and publisher of the blog Neuromarketing </li></ul><ul><li>Co-founded College Confidential </li></ul><ul><li>Spent years in direct marketing </li></ul><ul><li>  </li></ul>
    6. 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
    7. 8. Most Marketing Fails. @rogerdooley #AMAAquent
    8. 10. “ Half my advertising is wasted…”
    9. 11. “ Half my advertising is wasted…” “… if only I knew which half!” @rogerdooley #AMAAquent
    10. 12. 95% of New Products
    11. 13. 95% of New Products (Acupoll) @rogerdooley #AMAAquent
    12. 14. 98% of Direct Mail
    13. 15. 98% of Direct Mail (DMA) @rogerdooley #AMAAquent
    14. 16. 98% of Emails
    15. 17. 98% of Emails (DMA) @rogerdooley #AMAAquent
    16. 18. 20% of Ad Campaigns
    17. 19. 20% of Ad Campaigns @rogerdooley #AMAAquent
    18. 20. 20% of Ad Campaigns
    19. 21. 20% of Ad Campaigns
    20. 23. Wanamaker guessed TOO LOW! @rogerdooley #AMAAquent
    21. 24. Project Impact 2008 Research: “Stores too cluttered”
    22. 25. Real Impact : -$1.85 Billion Source: DailyArtifacts.com, Phil Terry
    23. 26. Project Impact 2010 Research: “Want more products”
    24. 27. Asking Questions? @rogerdooley #AMAAquent
    25. 28. <ul><li>Memory is imperfect </li></ul><ul><ul><li>Altered by questions and new information </li></ul></ul><ul><ul><li>False memories </li></ul></ul><ul><ul><li>Malleable memories </li></ul></ul>Memory
    26. 29. <ul><li>Memory is imperfect </li></ul><ul><ul><li>Altered by questions and new information </li></ul></ul><ul><ul><li>False memories </li></ul></ul><ul><ul><li>Malleable memories </li></ul></ul>Memory Changed @rogerdooley #AMAAquent
    27. 30. <ul><li>Memory is imperfect </li></ul><ul><ul><li>Altered by questions and new information </li></ul></ul><ul><ul><li>False memories </li></ul></ul><ul><ul><li>Malleable memories </li></ul></ul>Memory False
    28. 32. @rogerdooley #AMAAquent
    29. 33. Focus Groups @rogerdooley #AMAAquent
    30. 34. Why did you buy that?
    31. 35. Why did you buy that? <ul><li>It tastes better! </li></ul><ul><li>I like the smell! </li></ul>@rogerdooley #AMAAquent
    32. 39. Iceberg: 88% Hidden (Lakoff & Johnson) Mind: 95% Subconscious @rogerdooley #AMAAquent
    33. 40. Neuromarketing @rogerdooley
    34. 42. @rogerdooley #AMAAquent
    35. 43. (from Deliver mail marketing magazine)
    36. 44. <ul><li>No Mind Reading </li></ul>@rogerdooley #AMAAquent
    37. 45. <ul><li>No Mind Reading </li></ul><ul><li>No “Super-Ads” </li></ul>@rogerdooley #AMAAquent
    38. 46. <ul><li>No Mind Reading </li></ul><ul><li>No “Super-Ads” </li></ul><ul><li>No “Buy Button” </li></ul>@rogerdooley #AMAAquent
    39. 47. <ul><li>No Mind Reading </li></ul><ul><li>No “Super-Ads” </li></ul><ul><li>No “Buy Button” </li></ul>@rogerdooley #Brainfluence
    40. 49. <ul><li>Neuroscience </li></ul><ul><ul><li>EEG </li></ul></ul><ul><ul><li>fMRI </li></ul></ul><ul><ul><li>MEG </li></ul></ul><ul><ul><li>Biometrics </li></ul></ul><ul><li>Behavioral </li></ul><ul><li>Science </li></ul><ul><ul><li>Behavior Studies </li></ul></ul><ul><ul><li>Eye Tracking </li></ul></ul><ul><ul><li>Facial Coding </li></ul></ul>@rogerdooley
    41. 50. fMRI Photo: wisc.edu
    42. 51. fMRI <ul><li>Expensive </li></ul><ul><li>Claustrophobic </li></ul><ul><li>Noisy </li></ul><ul><li>Limited Motion </li></ul><ul><li>Small Sample Size </li></ul>Photo: stanford.edu
    43. 52. VIDEO NEXT
    44. 53. fMRI Analysis @rogerdooley #AMAAquent
    45. 54. GoDaddy Girl: 1 Neuroscientists: 0 @rogerdooley #AMAAquent
    46. 55. Sands Research EEG Cap @rogerdooley #AMAAquent
    47. 56. Neurofocus Mynd @rogerdooley #AMAAquent
    48. 57. Innerscope Biometric Belt @rogerdooley #AMAAquent
    49. 58. EEG in Action Eye Tracking EEG
    50. 59. VIDEO NEXT
    51. 60. http://sandsresearch.com/
    52. 61. Facial Coding <ul><li>Premises: </li></ul><ul><li>Brief facial expressions reveal true emotions </li></ul><ul><li>A trained individual can interpret </li></ul>Sensory Logic @rogerdooley #AMAAquent
    53. 62. VIDEO NEXT
    54. 63. Sensory Logic @rogerdooley #AMAAquent
    55. 64. Facial Coding Sensory Logic @rogerdooley #AMAAquent
    56. 65. Facial Coding Sensory Logic @rogerdooley #AMAAquent
    57. 66. Automated Facial Analysis <ul><li>Lie detection </li></ul><ul><li>Thermal Imaging </li></ul><ul><li>Webcam mood-reading </li></ul>Photo via BBC.co.uk @rogerdooley #AMAAquent
    58. 67. Rapid Response Choice “emotionally evocative images” Source: Forbes Consulting
    59. 68. Latency Response Source: Buyology Inc. @rogerdooley #AMAAquent
    60. 69. Latency Response Source: Buyology Inc. @rogerdooley #AMAAquent
    61. 70. Try an implicit association test: rgr.cc/w82nR9 (redirects to: https://implicit.harvard.edu/implicit/demo/ ) @rogerdooley #AMAAquent
    62. 71. <ul><li>Science limited </li></ul><ul><li>Peer-reviewed studies? </li></ul><ul><li>Validation with sales? </li></ul>@rogerdooley #AMAAquent
    63. 73. <ul><li>Behavior </li></ul><ul><li>Research </li></ul>
    64. 74. Socializing? image credit: jessicaswanson.com
    65. 75. The Ultimatum Game @rogerdooley #Brainfluence
    66. 76. Ultimatum Game Results
    67. 77. Effect of Social Conversation @rogerdooley #AMAAquent
    68. 78. <ul><li>To get a deal done, socialize first, then talk business. </li></ul>@rogerdooley #AMAAquent
    69. 79. Neuromarketing
    70. 80. € $
    71. 81. @rogerdooley #AMAAquent
    72. 82. € $ @rogerdooley #AMAAquent
    73. 83. <ul><li>Avoid money imagery if you are asking for help. </li></ul>@rogerdooley #AMAAquent
    74. 84. Decoy Marketing @rogerdooley #AMAAquent
    75. 85. Subscription Offer A $59 – Internet Only $125 – Internet & Print Source: Dan Ariely @rogerdooley #AMAAquent
    76. 86. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 Source: Dan Ariely @rogerdooley #AMAAquent
    77. 87. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print Source: Dan Ariely @rogerdooley #AMAAquent
    78. 88. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 Source: Dan Ariely @rogerdooley #AMAAquent
    79. 89. <ul><li>Add a less-desirable product boost sales of a similarly priced product. </li></ul>@rogerdooley #AMAAquent
    80. 90. More Decoy Marketing @rogerdooley #AMAAquent
    81. 91. @rogerdooley #AMAAquent
    82. 92. @rogerdooley @rogerdooley #AMAAquent
    83. 93. <ul><li>Add a higher-priced product to boost sales of a less costly product. </li></ul>@rogerdooley #AMAAquent
    84. 94. Simple Fonts Convince @rogerdooley #AMAAquent
    85. 95. Simple Fonts Convince @rogerdooley #AMAAquent
    86. 96. Simple Fonts Convince @rogerdooley #AMAAquent
    87. 97. <ul><li>Use simple fonts to minimize perceived effort </li></ul>@rogerdooley #AMAAquent
    88. 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
    89. 100. Questions and Answers <ul><li>How to Submit Questions </li></ul><ul><li>Submit questions using the chat box located on the left-hand side of your screen. </li></ul><ul><li>Submit questions via Twitter by referencing the hash tag #AMAAquent </li></ul><ul><li>Additional Questions? </li></ul><ul><li>Contact Roger at: rogerd@dooleydirect.com, @rogerdooley </li></ul><ul><li>General AMA Questions can be sent to: alibb@ama.org </li></ul>
    90. 101. Thank You for your Participation! <ul><li>Additional Questions? </li></ul><ul><li>Contact Roger at: rogerd@dooleydirect.com, @rogerdooley </li></ul><ul><li>General AMA Questions can be sent to: alibb@ama.org </li></ul><ul><li>Recording </li></ul><ul><li>A link to the recording of this presentation will be sent to you </li></ul><ul><li>Presentation </li></ul><ul><li>A link to the presentation will be sent to you </li></ul><ul><li>Twitter </li></ul><ul><li>Please reference hash tag: #AMAAquent , when tweeting about this webinar </li></ul><ul><li>Today’s Presentation was brought to you by the ReadyTalk Web Conferencing </li></ul><ul><li>Platform. If you are interested in learning more about ReadyTalk and their </li></ul><ul><li>services, please visit www.ReadyTalk.com/AMA </li></ul>
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