Affiliate Dag 2012 Roger Dooley
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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 Convert with 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 advertising is 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% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
- 12. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
- 13. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
- 14. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
- 15. Project Impact 2008 Research: “Stores too cluttered” @rogerdooley #AFD12 #Brainfluence
- 16. Real Impact: -$1.85 Billion @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
- 22. Neuromarketing @rogerdooley #AFD12 #Brainfluence @rogerdooley
- 23. Psychology & Social Science 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
- 28. Neuro-Nudges @rogerdooley #AFD12 #Brainfluenc
- 29. Your offer + neuro-nudge(s) = @rogerdooley #AFD12 #Brainfluence
- 32. Scarcity Photo via Doniv.org
- 33. Vs. @rogerdooley #AFD12 #Brainfluence
- 37. Scarcity + Social Proof! @rogerdooley #AFD12 #Brainfluence
- 38. Creating Scarcity @rogerdooley #AFD12 #Brainfluence
- 41. Use SCARCITY to make your offer more attractive. 64 # @rogerdooley #AFD12 #Brainfluence
- 42. Scarcity on Steroids @rogerdooley #AFD12 #Brainfluence
- 44. F TW @rogerdooley #AFD12 #Brainfluence
- 45. Amp up SCARCITY EFFECT by showing decreasing availability. 96 # @rogerdooley #AFD12 #Brainfluence
- 48. rogerdooley #AFD12 #Brainfluence Source: James Breeze
- 49. rogerdooley #AFD12 #Brainfluence Source: James Breeze
- 50. Use baby images to attract and focus attention. 30 # @rogerdooley #AFD12 #Brainfluence
- 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
- 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 can create 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 Social Conversation @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
- 70. Apologies really DO work. Apologize! # 86 @rogerdooley #AFD12 #Brainfluence
- 72. What small change did this? • Fair Price – Up 7% • Caring – Up 11% • Fair Treatment – Up 20% • Quality – Up 30% • Competency – Up 33% @rogerdooley #AFD12 #Brainfluence
- 73. “You can trust us to do the job for you.” 38 # @rogerdooley #AFD12 #Brainfluence
- 74. Personalizaton Dear Roger, I’ve got a 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 Amazing use 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 Short Term 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
- 87. Convert more guys with “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 less attractive offer to boost sales of a similar offer. 8 # @rogerdooley #AFD12 #Brainfluence
- 94. More Decoy Marketing @rogerdooley #AFD12 #Brainfluence
- 96. @rogerdooley @rogerdooley #AFD12 #Brainfluence
- 97. Add a more expensive 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 fonts to minimize perceived effort. # 26 @rogerdooley #AFD12 #Brainfluence
- 102. “ The mos t important word in the vocabulary of advertis ing is TE S T.” -David Ogilvy @rogerdooley #AFD12 #Brainfluence
- 103. Persuade and Convert with Neuromarketing Affiliate Day 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley