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Neuromarketing: The Future of Better Communications Neuromarketing Examples Diana Lucaci, Founder & CEO www.trueimpact.ca| True Impact | @dianalucaci Canadian Chair, Neuromarketing Science and Business Association

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Neuromarketing Explained Neuroscience Neuromarketing Marketing Neuromarketing is a new form of market research, that uses Neuroscience tools to measure the emotional impact of communication across all media, and translate the findings into actionable Marketing recommendations.2 www.trueimpact.ca

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One Way to Look at It…Neuromarketing Research Traditional Market Research– Measures Emotions as They Happen. – Measures Externalized Opinions. Brain imaging metrics, with no questions  People don’t say what they think. asked.  Time consuming exercise, prone to error. Quick turnaround and no chance of asking  Lack of actionable, corporate insights. the wrong question. Neuromarketing Strategy expertise for better corporate direction. Neuromarketing can also validate traditional market research.3 www.trueimpact.ca

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Why Does it Matter?Competitive Marketing landscape.  Impulse buying, confusion in marketplace.  Conventional marketing is disruptive.  Shift to digital, inbound marketing.Marketing & Advertising need better tools.  De-clutter – Simplify messaging and visuals.  Differentiate – Sharp contrast against competition.  Build brands – Brands are shortcuts to reward. Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick. 4 www.trueimpact.ca

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Neuromarketing fMRI Example  The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline. (Source: Sage Journals, 2012)5 www.trueimpact.ca

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Neuromarketing EEG Example Engaging multiple senses: 1. Communicates with the old brain, through the use of imagery. 2. Communicates with the neocortex, by making you wonder if the kid can move objects.. 3. Stimulates the Senses, with epic soundtrack! 4. Make You Feel It. It’s simply a sweet story. Customer understanding is key to successful communications.6 www.trueimpact.ca

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Neuromarketing Eye-Tracking Example 16 Heatmaps that reveal where people look.7 www.trueimpact.ca

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Decision Paralysis – Less is More Grocery store displayed 24 varieties of jam, and offered samples.  60% of customers stopped to sample the jams  3% made a purchase Next day, displayed only 6 jars.  40% customers stopped  30% made a purchaseStudy by Sheena Iyengar, Professor at Columbia University. 8 www.trueimpact.ca

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Future of Neuromarketing Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)9 www.trueimpact.ca

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About True Impact Marketing challenges. Better For example, what do communications customers really want? campaigns! Neuromarketing Process Neuromarketing Neuromarketing research Strategy & measures evoked emotion, attention and Recommendations. memory. Data collection and analysis.10 www.trueimpact.ca

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About True Impact True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.  Technologies: fMRI, EEG, eye-tracking Learn more at www.trueimpact.ca True Impact Neuromarketing Research and Strategy Toronto, Canada 11 www.trueimpact.ca