Neuroscience of Marketing

1. OF MEMORABLE CONTENT
THE NEUROSCIENCE
Dr. Carmen Simon, REXI MEDIA

2. IS YOUR INTELLIGENT CONTENT
FORGETTABLE CONTENT?

3. CUSTOMERS
FORGET
UP TO 90% OF WHAT
YOU PRESENT

4. 100 YEARS
10 YEARS
WHAT THEY MIGHT REMEMBER

5. WHAT YOU
WOULD LIKE THEM
TO REMEMBER

6. IS IT THE RIGHT 10%?
YOUR CUSTOMERS
REMEMBER ONLY 10%

7. USE BRAIN SCIENCE TO CONTROL THE
“10%” CUSTOMERS
REMEMBER

8. ACTION
Rexi MethodTM
DECISIONMEMORYATTENTION

9. CAN YOU PREDICT
WHAT THEY REMEMBER?

10. WHAT WOULD YOU LIKE THEM TO
REMEMBER?

11. WHAT IS THE MOST IMPORTANT MESSAGE?

12. 3 SUPPORTING POINTS
THE 10%

13. WHAT IS
YOUR 10%?

14. ACTION
Rexi MethodTM
DECISIONMEMORYATTENTION
DETERMINE THE “10%”

15. ACTION
Rexi MethodTM
DECISIONMEMORYATTENTION
DETERMINE THE “10%”

16. HABITUATION
WHAT IS SOMETHING YOU’VE
HABITUATED TO IN YOUR OFFICE?

17. HABITUATION HAS
EVOLUTIONARY VALUE

18. HABITUATION KILLS
MARKETING

19. WHAT IS SOMETHING YOU USED TO
CONSIDER A TREAT AND NOW IT’S A
(MUNDANE) NORM?
HUMANS HABITUATE VERY QUICKLY

20. NEUROSCIENCE PRINCIPLE
Habituation is influenced by
2 factors: stimulus internal
variation and subjective
arousal

21. HABITUATION IS
INFLUENCED BY
2 FACTORS
STIMULUS INTERNAL
VARIATION
Degree of change over time
SUBJECTIVE AROUSAL
Perceived novelty
and familiarity

22. after 2000
below 4s
SHORT SHOTS INCREASE
VIEWER RESPONSE
1930s/1940s
about 10s
Shot
lengths
have
grown
shorter
Shorter shots
contain
more motion
AND
movement
Motion and
movement
have
increased
significantly

23. MODERN AUDIENCES HAVE
INCREASED THEIR THRESHOLD
FOR STIMULATION

24. HOW ATTENTION WORKS
How do we
narrow the
attentional
filter?
ATTENTIONAL FILTER

25. CHANGE
HOW ATTENTION WORKS

26. HOW ATTENTION WORKS
ATTENTIONAL FILTER
CHANGE
The brain
detects change,
not constancy

27. CHANGE THE STIMULUS
TO GET ATTENTION
Graphics
Informal
Dynamic
Dialogue
Stories
Simplicity
FROM TO
Text
Formal
Static
Monologue
Facts
Complexity

28. ARE YOU MAKING IT POSSIBLE
FOR PEOPLE TO LOOK AWAY?
HOW OFTEN DO YOU PROVIDE A “CUT”?

29. USE CHANGE TO DRAW ATTENTION BUT
KEEP YOUR 10% CONSTANT

30. ACTION
Rexi MethodTM
DECISIONMEMORYATTENTION
DETERMINE THE “10%”
Use frequent stimulus change to avoid habituation.

31. DOPAMINE PLEASURE
AND REWARD
WHAT HAPPENS IN THE BRAIN
WHEN WE HABITUATE?
Dopamine enables greater
effort for obtaining the reward

32. DOPAMINE
SIGNAL WORK REWARD
DOPAMINE AND DRIVE
REWARD
50% OF
THE TIME
DOPAMINE IS NOT ABOUT THE PLEASURE,
IT IS ABOUT THE ANTICIPATION OF
PLEASURE

33. REWARD UNCERTAINTYANTICIPATION
WHEN YOU KILL THE DOPAMINE,
YOU KILL THE GOAL-ORIENTING BEHAVIOR

34. HOW DO YOU PROVIDE THESE
ELEMENTS IN YOUR MARKETING?
REWARD UNCERTAINTYANTICIPATION

35. TEMPORARY
PLEASURE
LONGER-LASTING
PLEASURE

36. FORMULA FOR (WELCOMED)
UNCERTAINTY
Each event can
happen with
equal
probability
Any number of
alternative events
can occur
Sequence
is unknown

37. HOW DO YOU PROVIDE THESE
ELEMENTS IN YOUR MARKETING?
REWARD UNCERTAINTYANTICIPATION
+
alternatives
+ suspense
+ discovery

38. WHAT STORIES COULD
YOUR SHOES TELL?
Use your phone to take a picture of your shoes.
Write 1-2 sentences about how the shoes boost your
distinctiveness (e.g. “These shoes have have been to
an amazing place such as…,” or “These shoes have
seen something they were not supposed to…,” or “I
raised out of these shoes to kiss …,” or “There is a
certain wrong rightness about these shoes…”)
Email your pic to
csimon@reximedia.com

39. Rexi MethodTM
DETERMINE THE “10%”
• Provide a reward
• Build anticipation
• Include uncertainty (alternatives,
suspense, and discovery)
ATTENTION
Increase the level of
dopamine
ACTION
Use frequent stimulus change to avoid habituation.

40. Join us on October 14th, 2015
for a virtual workshop on
HOW TO USE BRAIN SCIENCE TO CREATE
MEMORABLE CONTENT
Contact csimon@reximedia.com

41. Rexi MethodTM
DETERMINE THE “10%”
• Provide a reward
• Build anticipation
• Include uncertainty (alternatives,
suspense, and discovery)
ATTENTION
Increase the level of
dopamine
ACTION
Avoid habituation with frequent stimulus change.
Email for a visual
handout
csimon@reximedia.co
m

42. NEUROSCIENCE PRINCIPLE
Attention is a function
of expectations.

43. Top athletes
KNOW WHERE TO LOOK

44. IN WHAT WAYS HAVE YOU BECOME
PREDICTABLE?

51. LINK NEW CONTENT
TO WHAT THEY
ALREADY KNOW

52. APPEAL TO WHAT
THEY ALREADY KNOW
Anxiety
Compassion
Courage
Beauty
Longing

53. Anxiety is secretive. He
does not trust anyone, not
even his friends, Worry,
Terror, Doubt, and Panic.
He likes to visit me late at
night, when I am alone
and exhausted. I never
slept with him, but he kissed
me once on the forehead,
and I had a headache for
two years.
APPEAL TO
WHAT THEY
ALREADY KNOW

54. APPEAL TO
WHAT THEY
ALREADY KNOW
Compassion speaks with a
slight accent. She was a
vulnerable child, miserable
in school, shy…In the ninth
grade she was befriended
by Courage. Courage lent
Compassion bright
sweaters, explained the
slang, showed her how to
play volleyball.

55. APPEAL TO
WHAT THEY
ALREADY KNOW
Despair has stopped
listening to music.

56. APPEAL TO
WHAT THEY
ALREADY KNOW
Anger sharpens knives
at the supermarket.

57. APPEAL TO
WHAT THEY
ALREADY KNOW
Longing studies
archeology.

58. ATTENTION DEPENDS ON WHAT THEY KNOW

59. GIVE THEM SOMETHING THEY
EXPECT AND SOMETHING
THEY DID NOT EXPECT

60. Rexi MethodTM
DETERMINE THE 10%.
Balance recognition +
surprise
Email for a visual handout
csimon@reximedia.com
ATTENTION
ACTION
• Provide a reward
• Build anticipation
• Include uncertainty (alternatives,
suspense, and discovery)
Increase the level of
dopamine
Avoid habituation with frequent stimulus change.

61. Join us on October 14th, 2015
for a virtual workshop on
HOW TO USE BRAIN SCIENCE TO CREATE
MEMORABLE CONTENT
Contact csimon@reximedia.com