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Emotionomics - Neuromarketing

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Emotionomics - Neuromarketing

  1. 1. The Power of<br />Emotionomics<br />Brand Advocates<br />How to collect emotional intelligenceto improve your performance<br />
  2. 2. Prof. Arnaud Pêtre – Université C. de LilleManagingDirector - Brain Impact <br />Emotionomics<br /> how to collect emotional intelligence to improve your performance? <br />
  3. 3. Have youeverwondered…<br /> - Why your advertising campaign was not as effective as you hoped?<br />-Why 70% of new products launched failed to reach the market?<br />
  4. 4. “Every good marketer knows that …half the money spend on advertising is wasted, he just doesn’t know which half”<br />- John Wanamaker<br />
  5. 5. We show prospects information based on : what WE think they think…<br />
  6. 6. Or in the most optimal situation based on :<br />what THEY say they think…<br />
  7. 7. But most of the time prospect DON’T DO what they THINK or what we think they think !…<br />D Kahneman Nobel Price in economy 2002 <br />Predictableirrationnality<br />
  8. 8. There’smore to see<br />85%<br />of processleading to propsects’ decisionsis non-CONSCIOUS<br />
  9. 9. To unveilthis new field<br />Understand how decisions are taken<br />Find out and optimizeyourcom, Brand positioning, website, advertisments,emailing, …<br />You mightbesurprised…<br />
  10. 10.
  11. 11. Is this efficient ?<br />
  12. 12. Or this ?<br />
  13. 13. THE EFFICIENCY SECRET<br />1° DECISION NEEDS EMOTION (limbicbrain) ! <br />2° VISUAL ACTiVATiON SHOULD BE BALANCED <br /><ul><li>WHAT WAY (ventral stream)
  14. 14. WHERE WAY(dorsal stream)</li></ul>3° RATIONNAL THINKING (&memoryrecall) KILLS DECISION<br />
  15. 15. Let’ssee if emotionomics!<br />FMRI to explore EMOTION<br />
  16. 16. i<br />UnconsciousBehavioralResponse<br />BAD!<br />
  17. 17.
  18. 18. Whatcanwedo for YOU?<br />
  19. 19. MAXIMIZE ! <br />Training and coaching<br />Web Usability<br />TV / video/ Print copy testing<br />BrandingEmpowerment<br />
  20. 20. RE- POSITIONING<br />&<br />DEEP BRAND UNDERSTANDING<br />BrandingEmpowerment<br />
  21. 21. Neural Mapping – Strengh of linked concepts<br />seduction<br />flirt<br />Health<br />thinness<br />beauty<br />diet<br />holydays<br />feminity<br />effort<br />source<br />water<br />transparency<br />environnement<br />nature<br />life<br />mountain<br />glacier<br />baby<br />maternity<br />snow<br />volcan<br />Ice cube<br />rose<br />Hugs<br />smoothness<br />0%<br />Consciousness<br />+<br />100%<br />A famous brand of water<br />
  22. 22. source<br />water<br />transparency<br />environnement<br />nature<br />life<br />Neural Mapping - Dimension 1<br />+<br />Core business<br />
  23. 23. mountain<br />glacier<br />snow<br />volcan<br />Ice<br />Neural Mapping - Dimension 2<br />+<br />Mountain<br />Core business<br />*illustration, for the whole results please contact us<br />
  24. 24. baby<br />maternity<br />Hugs<br />smoothness<br />Neural Mapping - Dimension 3<br />+<br />Core Business<br />+<br />Lovingmum<br />Moutain<br />Mountain<br />Core business<br />Lovingmum<br />*illustration, for the whole results please contact us<br />
  25. 25. seduction<br />flirt<br />Health<br />thinness<br />beauty<br />diet<br />holydays<br />feminity<br />Neural Mapping - Dimension 4<br />Seduction<br />Seduction…<br />+<br />Core Business<br />’<br />+<br />Lovingmum<br />Moutain<br />Mountain<br />Core business<br />*illustration, for the whole results please contact us<br />
  26. 26. seduction<br />flirt<br />Health<br />thinness<br />holydays<br />feminity<br />Neural Mapping - New territory<br />Glamour<br />+<br />
  27. 27. Brain Impact in the Media<br />our 3 tesla IRMf<br />
  28. 28. Prof. Arnaud PETRE <br />ManagingDirectorBrain Impactwww.brainimpact.eu<br />Tel: +32 (0)496/ 78 15 41<br />Arnaudpetre<br />
  29. 29. Thanks…<br />Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be<br />

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