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Humanize the Reader: Innovations from Neuroscience - Tech Forum 2016 - Diana Lucaci

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"Humanize the Reader: Innovations from Neuroscience" by Diana Lucaci (True Impact) for Tech Forum 2016, presented by BookNet Canada - April 1, 2016

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Humanize the Reader: Innovations from Neuroscience - Tech Forum 2016 - Diana Lucaci

  1. 1. NEUROMARKETING 101 HUMANIZE THE READER
 Insights from Neuroscience!
  2. 2. 2 SCIENCE! SCIENCE FICTION!
  3. 3. 3
  4. 4. 4
  5. 5. 5 Humanize the reader.
  6. 6. 6 TECHNOLOGIES
  7. 7. 7
  8. 8. KNOW WHO & WHAT UNDERSTAND WHY 8
  9. 9. 9
  10. 10. 10 EMOTION - SYSTEM 1!
  11. 11. 11 LOGICAL – SYSTEM 2!
  12. 12. EMOTION DRIVES ACTION EMOTION LOGIC 12
  13. 13. Motion Novelty Dissonance EMOTION TRIGGERS 13
  14. 14. NEUROSCIENCE TOOLS 14
  15. 15. NEUROSCIENCE RESEARCH 1.  Neuroscience 2.  Biometrics 15
  16. 16. Brain Metrics Facial Expression Eye Tracking Heart Rate Skin Response trueimpact.ca
  17. 17. PRINT VS DIGITAL 17
  18. 18. 18 Download the whitepaper at: www.canadapost.ca/action
  19. 19. PRINT vs. DIGITAL MEDIA 19
  20. 20. 20
  21. 21. 21 1. EASIER TO UNDERSTAND Direct mail is easier to understand than digital media.
  22. 22. 22 2. HIGHLY MOTIVATING Direct mail is far more persuasive than digital media.
  23. 23. 23
  24. 24. 24 3. DIGITAL CAPTURES MORE ATTENTION
  25. 25. 25 … YET DOES NOT MOTIVATE AS WELL AS PHYSICAL
  26. 26. 26 •  Stronger overall positive response •  Better recall of brand and offer details •  More likely to drive action
  27. 27. OPTIMIZING THE BOOKSTORE EXPERIENCE 27
  28. 28. 28 STORE EXPERIENCE BEFORE AFTER
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. Current Pack! New Pack!
  33. 33. TEST RESULTS New Pack Current Pack Brain and mouth disagree. Motivation Survey
  34. 34. TEST RESULTS New Pack Current Pack People buy on how they FEEL. Purchased Motivation
  35. 35. 37 CBC Marketplace! Retail tricks: How stores make you spend more
  36. 36. 38 TOP 3 IN-STORE INSIGHTS 1.  Decision fatigue is real." 2.  Sell to your tribe, not to everyone." 3.  Visual attention is automatic and quick.
  37. 37. 39 Humanize your readers, and find ways to bring joy, value and meaning to their lives.
  38. 38. 40 "Strive not to be a success, but rather to be of value.” Albert Einstein

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