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