Persuadir con neuromarketing
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Persuadir con neuromarketing

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Persuadir y convertir en cliente utilizando el neuromarketing

Persuadir y convertir en cliente utilizando el neuromarketing

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Persuadir con neuromarketing Persuadir con neuromarketing Presentation Transcript

  • Persuade and Convert with Neuromarketing! Affiliate Day 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
  • Most Marketing Fails. @rogerdooley #AFD12 #Brainfluence
  • “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #AFD12 #Brainfluence View slide
  • Wanamaker guessed TOO LOW! @rogerdooley #AFD12 #Brainfluence View slide
  • 95% of New Products @rogerdooley #AFD12 #Brainfluence
  • 95% of New Products (Acupoll) @rogerdooley #AFD12 #Brainfluence
  • 98% of Direct Mail @rogerdooley #AFD12 #Brainfluence
  • 98% of Direct Mail @rogerdooley #AFD12 #Brainfluence (DMA)
  • 98% of Emails @rogerdooley #AFD12 #Brainfluence
  • 98% of Emails (DMA) @rogerdooley #AFD12 #Brainfluence
  • 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • Project Impact 2008 Research: “Stores too cluttered” @rogerdooley #AFD12 #Brainfluence
  • Real Impact: -$1.85 Billion @rogerdooley FD12 #Brainfluence Source: DailyArtifacts.com, Phil Terry
  • Project Impact 2010 Research: “Want more products” @rogerdooley #AFD12 #Brainfluence
  • Most Marketing Fails. @rogerdooley #AFD12 #Brainfluence
  • Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson) @rogerdooley #AFD12 #Brainflu
  • @rogerdooley #AFD12 #Brainfluence
  • Neuromarketing @rogerdooley #AFD12 #Brainfluence @rogerdooley
  • Psychology & Social Science Response Stimulus Brain Neuroscience
  • @rogerdooley #convcon http://sandsresearch.com/
  • Neuroscience •EEG •fMRI •MEG •Biometrics Behavioral Science •Behavior Studies •Eye Tracking •Facial Coding •Response Timing @rogerdooley #AFD12 #Brainfluence
  • Neuroscience Research Techniques to Increase Conversion
  • @rogerdooley #AFD12 #Brainfluence
  • Neuro-Nudges @rogerdooley #AFD12 #Brainfluence
  • Your offer + neuro-nudge(s) = @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • Scarcity Photo via Doniv.org
  • Vs. @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • Scarcity + Social Proof! @rogerdooley #AFD12 #Brainfluence
  • Creating Scarcity @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • Use SCARCITY to make your offer more attractive. # 64 @rogerdooley #AFD12 #Brainfluence
  • Scarcity on Steroids @rogerdooley #AFD12 #Brainfluence
  • FTW @rogerdooley #AFD12 #Brainfluence
  • Amp up SCARCITY EFFECT by showing decreasing availability. # 96 @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • rogerdooley #AFD12 #Brainfluence Source: James Breeze
  • rogerdooley #AFD12 #Brainfluence Source: James Breeze
  • Use baby images to attract and focus attention. 30 # @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence Kantar Media
  • 77% Free Shipping @rogerdooley #AFD12 #Brainfluence 56% Free Returns Kantar Media
  • VS. @rogerdooley #AFD12 #Brainfluence
  • vs. 20¢ @rogerdooley #AFD12 #Brainfluence
  • Use FREE offers instead of very cheap ones. # 64 @rogerdooley #AFD12 #Brainfluence
  • Anchors @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • Irrelevant Anchors Social Security # Estimated Price 00-19 20-39 40-59 60-79 80-99 $16 $27 $29 $35 $56 @rogerdooley #AFD12 #Brainfluence Researcher: Ariely
  • Photos via NASCAR, NFL Value? @rogerdooley #AFD12 #Brainfluence
  • Even irrelevant numbers can create price anchors - avoid low values. # 96 @rogerdooley #AFD12 #Brainfluence
  • Socializing? @rogerdooley #AFD12 #Brainfluence image credit: jessicaswanson.com
  • The Ultimatum Game @rogerdooley #AFD12 #Brainfluence
  • Ultimatum Game Results @rogerdooley #AFD12 #Brainfluence
  • Effect of Social Conversation @rogerdooley #AFD12 #Brainfluence
  • To increase conversion, socialize first. 40 # @rogerdooley #AFD12 #Brainfluence
  • Rude Interruption Justifies Bad Behavior @rogerdooley #AFD12 #Brainfluence
  • What canceled rudeness effect? @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • Apologies really DO work. Apologize! 86 # @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • What small change did this? • • • • • @rogerdooley #AFD12 #Brainfluence Fair Price – Up 7% Caring – Up 11% Fair Treatment – Up 20% Quality – Up 30% Competency – Up 33%
  • “You can trust us to do the job for you.” # 38 @rogerdooley #AFD12 #Brainfluence
  • Personalizaton Dear Roger, I’ve got a deal… @rogerdooley #AFD12 #Brainfluence
  • Social Personalization @rogerdooley #AFD12 #Brainfluence
  • The Doppelganger Effect @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
  • St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
  • Playboy: http://youtu.be/isjPpbmnaYo Amazing use of Facebook data: http://www.takethislollipop.com/
  • Untapped opportunity: Put your customer in the ad. @rogerdooley #AFD12 #Brainfluence
  • Selling to Guys? @rogerdooley #AFD12 #Brainfluence
  • Impatient Short Term Emphasis -Margo Wilson and Martin Daly @rogerdooley #AFD12 #Brainfluence
  • Attractive Photo = -4% Interest Rate Marianne Bertrand et al, 2005 @rogerdooley #AFD12 #Brainfluence
  • Test Source: Ion Interactive
  • +95% Source: Ion Interactive +35%
  • @rogerdooley #AFD12 #Brainfluence
  • Convert more guys with “mating triggers.” # 31 @rogerdooley #AFD12 #Brainfluence
  • Decoy Marketing @rogerdooley #AFD12 #Brainfluence
  • Subscription Offer A $59 – Internet Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • Add a less attractive offer to boost sales of a similar offer. 8 # @rogerdooley #AFD12 #Brainfluence
  • More Decoy Marketing @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley #AFD12 #Brainfluence
  • @rogerdooley @rogerdooley #AFD12 #Brainfluence
  • Add a more expensive product to boost sales of a lower priced one. 9 # @rogerdooley #AFD12 #Brainfluence
  • Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  • Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  • Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  • Use simple fonts to minimize perceived effort. # 26 @rogerdooley #AFD12 #Brainfluence
  • “The most important word in the vocabulary of advertising is TEST.” -David Ogilvy @rogerdooley #AFD12 #Brainfluence
  • Persuade and Convert with Neuromarketing Affiliate Day 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley