0
Persuade and
Convert with
Neuromarketing!
Affiliate Day 2012
Utrecht - May 31, 2012

Roger Dooley
Dooley Direct, LLC

Neur...
Most
Marketing
Fails.
@rogerdooley
#AFD12 #Brainfluence
“Half my advertising is wasted…
“…if only I knew which half!”
@rogerdooley
#AFD12 #Brainfluence
Wanamaker guessed
TOO LOW!
@rogerdooley
#AFD12 #Brainfluence
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 Tim...
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
#A...
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...
“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 Irra...
Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)
Predicted Revenue – $8,012
@rogerdooley
#AFD12 ...
Subscription Offer B
$59 – Internet Only
$125 – Print Only
$125 – Internet & Print

@rogerdooley
#AFD12 #Brainfluence

Fro...
Subscription Offer B
$59 – Internet Only (16)
$125 – Print Only
$125 – Internet & Print (85)
Predicted Revenue – $11,444
@...
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

Neuro...
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
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Persuadir con neuromarketing

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Persuadir y convertir en cliente utilizando el neuromarketing

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Transcript of "Persuadir con neuromarketing"

  1. 1. 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
  2. 2. Most Marketing Fails. @rogerdooley #AFD12 #Brainfluence
  3. 3. “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #AFD12 #Brainfluence
  4. 4. Wanamaker guessed TOO LOW! @rogerdooley #AFD12 #Brainfluence
  5. 5. 95% of New Products @rogerdooley #AFD12 #Brainfluence
  6. 6. 95% of New Products (Acupoll) @rogerdooley #AFD12 #Brainfluence
  7. 7. 98% of Direct Mail @rogerdooley #AFD12 #Brainfluence
  8. 8. 98% of Direct Mail @rogerdooley #AFD12 #Brainfluence (DMA)
  9. 9. 98% of Emails @rogerdooley #AFD12 #Brainfluence
  10. 10. 98% of Emails (DMA) @rogerdooley #AFD12 #Brainfluence
  11. 11. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  12. 12. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  13. 13. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  14. 14. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  15. 15. Project Impact 2008 Research: “Stores too cluttered” @rogerdooley #AFD12 #Brainfluence
  16. 16. Real Impact: -$1.85 Billion @rogerdooley FD12 #Brainfluence Source: DailyArtifacts.com, Phil Terry
  17. 17. Project Impact 2010 Research: “Want more products” @rogerdooley #AFD12 #Brainfluence
  18. 18. Most Marketing Fails. @rogerdooley #AFD12 #Brainfluence
  19. 19. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson) @rogerdooley #AFD12 #Brainflu
  20. 20. @rogerdooley #AFD12 #Brainfluence
  21. 21. Neuromarketing @rogerdooley #AFD12 #Brainfluence @rogerdooley
  22. 22. Psychology & Social Science Response Stimulus Brain Neuroscience
  23. 23. @rogerdooley #convcon http://sandsresearch.com/
  24. 24. Neuroscience •EEG •fMRI •MEG •Biometrics Behavioral Science •Behavior Studies •Eye Tracking •Facial Coding •Response Timing @rogerdooley #AFD12 #Brainfluence
  25. 25. Neuroscience Research Techniques to Increase Conversion
  26. 26. @rogerdooley #AFD12 #Brainfluence
  27. 27. Neuro-Nudges @rogerdooley #AFD12 #Brainfluence
  28. 28. Your offer + neuro-nudge(s) = @rogerdooley #AFD12 #Brainfluence
  29. 29. @rogerdooley #AFD12 #Brainfluence
  30. 30. Scarcity Photo via Doniv.org
  31. 31. Vs. @rogerdooley #AFD12 #Brainfluence
  32. 32. @rogerdooley #AFD12 #Brainfluence
  33. 33. @rogerdooley #AFD12 #Brainfluence
  34. 34. Scarcity + Social Proof! @rogerdooley #AFD12 #Brainfluence
  35. 35. Creating Scarcity @rogerdooley #AFD12 #Brainfluence
  36. 36. @rogerdooley #AFD12 #Brainfluence
  37. 37. @rogerdooley #AFD12 #Brainfluence
  38. 38. Use SCARCITY to make your offer more attractive. # 64 @rogerdooley #AFD12 #Brainfluence
  39. 39. Scarcity on Steroids @rogerdooley #AFD12 #Brainfluence
  40. 40. FTW @rogerdooley #AFD12 #Brainfluence
  41. 41. Amp up SCARCITY EFFECT by showing decreasing availability. # 96 @rogerdooley #AFD12 #Brainfluence
  42. 42. @rogerdooley #AFD12 #Brainfluence
  43. 43. @rogerdooley #AFD12 #Brainfluence
  44. 44. rogerdooley #AFD12 #Brainfluence Source: James Breeze
  45. 45. rogerdooley #AFD12 #Brainfluence Source: James Breeze
  46. 46. Use baby images to attract and focus attention. 30 # @rogerdooley #AFD12 #Brainfluence
  47. 47. @rogerdooley #AFD12 #Brainfluence
  48. 48. @rogerdooley #AFD12 #Brainfluence Kantar Media
  49. 49. 77% Free Shipping @rogerdooley #AFD12 #Brainfluence 56% Free Returns Kantar Media
  50. 50. VS. @rogerdooley #AFD12 #Brainfluence
  51. 51. vs. 20¢ @rogerdooley #AFD12 #Brainfluence
  52. 52. Use FREE offers instead of very cheap ones. # 64 @rogerdooley #AFD12 #Brainfluence
  53. 53. Anchors @rogerdooley #AFD12 #Brainfluence
  54. 54. @rogerdooley #AFD12 #Brainfluence
  55. 55. 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
  56. 56. Photos via NASCAR, NFL Value? @rogerdooley #AFD12 #Brainfluence
  57. 57. Even irrelevant numbers can create price anchors - avoid low values. # 96 @rogerdooley #AFD12 #Brainfluence
  58. 58. Socializing? @rogerdooley #AFD12 #Brainfluence image credit: jessicaswanson.com
  59. 59. The Ultimatum Game @rogerdooley #AFD12 #Brainfluence
  60. 60. Ultimatum Game Results @rogerdooley #AFD12 #Brainfluence
  61. 61. Effect of Social Conversation @rogerdooley #AFD12 #Brainfluence
  62. 62. To increase conversion, socialize first. 40 # @rogerdooley #AFD12 #Brainfluence
  63. 63. Rude Interruption Justifies Bad Behavior @rogerdooley #AFD12 #Brainfluence
  64. 64. What canceled rudeness effect? @rogerdooley #AFD12 #Brainfluence
  65. 65. @rogerdooley #AFD12 #Brainfluence
  66. 66. Apologies really DO work. Apologize! 86 # @rogerdooley #AFD12 #Brainfluence
  67. 67. @rogerdooley #AFD12 #Brainfluence
  68. 68. 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%
  69. 69. “You can trust us to do the job for you.” # 38 @rogerdooley #AFD12 #Brainfluence
  70. 70. Personalizaton Dear Roger, I’ve got a deal… @rogerdooley #AFD12 #Brainfluence
  71. 71. Social Personalization @rogerdooley #AFD12 #Brainfluence
  72. 72. The Doppelganger Effect @rogerdooley #AFD12 #Brainfluence
  73. 73. @rogerdooley #AFD12 #Brainfluence St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
  74. 74. St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
  75. 75. Playboy: http://youtu.be/isjPpbmnaYo Amazing use of Facebook data: http://www.takethislollipop.com/
  76. 76. Untapped opportunity: Put your customer in the ad. @rogerdooley #AFD12 #Brainfluence
  77. 77. Selling to Guys? @rogerdooley #AFD12 #Brainfluence
  78. 78. Impatient Short Term Emphasis -Margo Wilson and Martin Daly @rogerdooley #AFD12 #Brainfluence
  79. 79. Attractive Photo = -4% Interest Rate Marianne Bertrand et al, 2005 @rogerdooley #AFD12 #Brainfluence
  80. 80. Test Source: Ion Interactive
  81. 81. +95% Source: Ion Interactive +35%
  82. 82. @rogerdooley #AFD12 #Brainfluence
  83. 83. Convert more guys with “mating triggers.” # 31 @rogerdooley #AFD12 #Brainfluence
  84. 84. Decoy Marketing @rogerdooley #AFD12 #Brainfluence
  85. 85. Subscription Offer A $59 – Internet Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  86. 86. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  87. 87. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  88. 88. 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
  89. 89. Add a less attractive offer to boost sales of a similar offer. 8 # @rogerdooley #AFD12 #Brainfluence
  90. 90. More Decoy Marketing @rogerdooley #AFD12 #Brainfluence
  91. 91. @rogerdooley #AFD12 #Brainfluence
  92. 92. @rogerdooley @rogerdooley #AFD12 #Brainfluence
  93. 93. Add a more expensive product to boost sales of a lower priced one. 9 # @rogerdooley #AFD12 #Brainfluence
  94. 94. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  95. 95. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  96. 96. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  97. 97. Use simple fonts to minimize perceived effort. # 26 @rogerdooley #AFD12 #Brainfluence
  98. 98. “The most important word in the vocabulary of advertising is TEST.” -David Ogilvy @rogerdooley #AFD12 #Brainfluence
  99. 99. 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
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