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Affiliate Dag 2012 Roger Dooley
The document is a presentation by Roger Dooley on using neuroscience and behavioral research techniques to increase marketing conversion rates. It discusses how the majority of traditional marketing fails to influence consumers on a subconscious level. It then provides examples of "neuro-nudges" like scarcity, social proof, anchoring, personalization and other behavioral triggers that can be applied to offers based on neuroscience research findings in order to more effectively persuade and convert consumers. The presentation emphasizes testing marketing approaches to see what most improves outcomes.
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Affiliate Dag 2012 Roger Dooley
- 1. Persuade and Convertwith 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 advertisingis 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 @rogerdooley #AFD12 #Brainfluence (Acupoll)
- 7. 98% of Direct Mail @rogerdooley #AFD12 #Brainfluence
- 8. 98% of Direct Mail @rogerdooley (DMA) #AFD12 #Brainfluence
- 9. 98% of Emails @rogerdooley #AFD12 #Brainfluence
- 10. 98% of Emails @rogerdooley (DMA) #AFD12 #Brainfluence
- 11. 20% ofAd Campaigns @rogerdooley #AFD12 #Brainfluence
- 12. 20% ofAd Campaigns @rogerdooley #AFD12 #Brainfluence
- 13. 20% ofAd Campaigns @rogerdooley #AFD12 #Brainfluence
- 14. 20% ofAd Campaigns @rogerdooley #AFD12 #Brainfluence
- 15. Project Impact 2008 Research: “Stores too cluttered” @rogerdooley #AFD12 #Brainfluence
- 16. Real Impact: -$1.85Billion @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
- 20. Iceberg: 88% Hidden Mind:95% Subconscious (Lakoff & Johnson) @rogerdooley #AFD12 #Brainflu
- 21.
- 22. Neuromarketing @rogerdooley #AFD12 #Brainfluence @rogerdooley
- 23. Psychology & SocialScience Stimulus Response B r a in Neuroscience
- 24. @rogerdooley http://sandsresearch.com/ #convcon
- 25. Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding •Response Timing @rogerdooley #AFD12 #Brainfluence
- 26. Neuroscience Techniques to Increase Research Conversion
- 27.
- 28. Neuro-Nudges @rogerdooley #AFD12 #Brainfluenc
- 29. Your offer + neuro-nudge(s) = @rogerdooley #AFD12 #Brainfluence
- 31.
- 32. Scarcity Photo via Doniv.org
- 33. Vs. @rogerdooley #AFD12 #Brainfluence
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- 36.
- 37. Scarcity + Social Proof! @rogerdooley #AFD12 #Brainfluence
- 38. Creating Scarcity @rogerdooley #AFD12 #Brainfluence
- 39.
- 40.
- 41. Use SCARCITY tomake your offer more attractive. 64 # @rogerdooley #AFD12 #Brainfluence
- 42. Scarcity on Steroids @rogerdooley #AFD12 #Brainfluence
- 44. F TW @rogerdooley #AFD12 #Brainfluence
- 45. Amp up SCARCITYEFFECT by showing decreasing availability. 96 # @rogerdooley #AFD12 #Brainfluence
- 46.
- 47.
- 48. rogerdooley #AFD12 #Brainfluence Source: James Breeze
- 49. rogerdooley #AFD12 #Brainfluence Source: James Breeze
- 50. Use baby imagesto attract and focus attention. 30 # @rogerdooley #AFD12 #Brainfluence
- 51.
- 52. @rogerdooley #AFD12 #Brainfluence Kantar Media
- 53. 77% Free 56% Shipping Free Returns @rogerdooley #AFD12 #Brainfluence Kantar Media
- 54. VS. @rogerdooley #AFD12 #Brainfluence
- 55. vs. 20¢ @rogerdooley #AFD12 #Brainfluence
- 56. Use FREE offers instead of very cheap ones. 64 # @rogerdooley #AFD12 #Brainfluence
- 57. Anchors @rogerdooley #AFD12 #Brainfluence
- 58.
- 59. Irrelevant Anchors Social Security # Estimated Price 00-19 $16 20-39 $27 40-59 $29 60-79 $35 80-99 $56 @rogerdooley Researcher: Ariely #AFD12 #Brainfluence
- 60. Photos via NASCAR,NFL Value? @rogerdooley #AFD12 #Brainfluence
- 61. Even irrelevant numbers cancreate price anchors - avoid low values. 96 # @rogerdooley #AFD12 #Brainfluence
- 62. Socializing? @rogerdooley #AFD12 #Brainfluence image credit: jessicaswanson.com
- 63. The Ultimatum Game @rogerdooley #AFD12 #Brainfluence
- 64. Ultimatum Game Results @rogerdooley #AFD12 #Brainfluence
- 65. Effect of SocialConversation @rogerdooley #AFD12 #Brainfluence
- 66. To increase conversion, socialize first. # 40 @rogerdooley #AFD12 #Brainfluence
- 67. Rude Interruption Justifies Bad Behavior @rogerdooley #AFD12 #Brainfluence
- 68. What canceled rudeness effect? @rogerdooley #AFD12 #Brainfluence
- 69.
- 70. Apologies really DOwork. Apologize! # 86 @rogerdooley #AFD12 #Brainfluence
- 71.
- 72. What small changedid this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley #AFD12 #Brainfluence
- 73. “You can trustus to do the job for you.” 38 # @rogerdooley #AFD12 #Brainfluence
- 74. Personalizaton Dear Roger, I’ve gota deal… @rogerdooley #AFD12 #Brainfluence
- 75. Social Personalization @rogerdooley #AFD12 #Brainfluence
- 76. The Doppelganger Effect @rogerdooley #AFD12 #Brainfluence
- 77. St. Bonaventure University @rogerdooley http://www.becomingextraordinary.net/ (Courtesy: Hobsons) #AFD12 #Brainfluence
- 78. St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
- 79. Playboy: http://youtu.be/isjPpbmnaYo Amazinguse of Facebook data: http://www.takethislollipop.com/
- 80. Untapped opportunity: Put your customer in the ad. @rogerdooley #AFD12 #Brainfluence
- 81. Selling to Guys? @rogerdooley #AFD12 #Brainfluence
- 82. Impatient ShortTerm Emphasis -Margo Wilson and Martin Daly @rogerdooley #AFD12 #Brainfluence
- 83. Attractive Photo = -4% Interest Rate Marianne Bertrand et al, 2005 @rogerdooley #AFD12 #Brainfluence
- 84. Test Source: Ion Interactive
- 85. +95% +35% Source: Ion Interactive
- 86.
- 87. Convert more guyswith “mating triggers.” # 31 @rogerdooley #AFD12 #Brainfluence
- 88. Decoy Marketing @rogerdooley #AFD12 #Brainfluence
- 89. Subscription Offer A $59 – Internet Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley #AFD12 #Brainfluence
- 90. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 From Predictably Irrational by Dan Ariely @rogerdooley #AFD12 #Brainfluence
- 91. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print From Predictably Irrational by Dan Ariely @rogerdooley #AFD12 #Brainfluence
- 92. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 From Predictably Irrational by Dan Ariely @rogerdooley #AFD12 #Brainfluence
- 93. Add a lessattractive offer to boost sales of a similar offer. 8 # @rogerdooley #AFD12 #Brainfluence
- 94. More Decoy Marketing @rogerdooley #AFD12 #Brainfluence
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- 96. @rogerdooley @rogerdooley #AFD12 #Brainfluence
- 97. Add a moreexpensive product to boost sales of a lower priced one. # 9 @rogerdooley #AFD12 #Brainfluence
- 98. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
- 99. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
- 100. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
- 101. Use simple fontsto minimize perceived effort. # 26 @rogerdooley #AFD12 #Brainfluence
- 102. “ The most important word in the vocabulary of advertis ing is TE S T.” -David Ogilvy @rogerdooley #AFD12 #Brainfluence
- 103. Persuade and Convertwith Neuromarketing Affiliate Day 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley