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Buyology by lindstrom
1.
by Martin Lindstrom The Buyology of
retail .
2.
Copyright © Martin
Lindstrom 2010 Her zaman en üsttekinin bir altındakini mi alırsınız? Mantıksız mı?
3.
Copyright © Martin
Lindstrom 2010 Tahtaya vur
4.
Copyright © Martin
Lindstrom 2009 Al…yoksa? $20$30
5.
Copyright © Martin
Lindstrom 2009 Bedava!
6.
BRAND sense by Martin Lindstrom Bilinç
dışımız Copyright © Martin Lindstrom 2010
7.
BRAND sense by Martin Lindstrom 0000002 …65
yaşına kadar! Copyright © Martin Lindstrom 2010
8.
Copyright © Martin
Lindstrom 2010 5 dakika önce bir SMS yolladım, neden cevaplamıyorlar?
9.
Copyright © Martin
Lindstrom 2010 Beklemekten nefret mi ediyorsunuz?
10.
Copyright © Martin
Lindstrom 2010 1,5 saniye gecikmeyi denediniz mi…?
11.
Copyright © Martin
Lindstrom 2010 Anlık Haz Nesli
12.
Copyright © Martin
Lindstrom 2010 Çok-fonksiyonlu olabiliyor musunuz?
13.
Copyright © Martin
Lindstrom 2010 YETİŞKİNLER 1,3 kanal GENÇLER 5.4 kanal
14.
Copyright © Martin
Lindstrom 2010 Zaman Kanallar 2 3 4 5 6
15.
BRAND sense by Martin Lindstrom 7
out of 10 10’undan 7’si 1989 Copyright © Martin Lindstrom 2010 Yeni Ürün çıkışından sonra başarısızlığa uğruyordu
16.
BRAND sense by Martin Lindstrom 7
out of 10 10’undan 2009 Çıkışından sonra başarısızlığa uğruyor Copyright © Martin Lindstrom 2010 9’u
17.
Copyright © Martin
Lindstrom 2008 …ve anlık fiyatlandırma
18.
Copyright © Martin
Lindstrom 2008 Kuponlar
19.
Copyright © Martin
Lindstrom 2008 gMail profilleri
20.
Copyright © Martin
Lindstrom 2008
21.
Copyright © Martin
Lindstrom 2008 İnternetin en büyük sorunu…
22.
Copyright © Martin
Lindstrom 2008 Tahmin
23.
Kozmetik
24.
Copyright © Martin
Lindstrom 2008
25.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Her şey 1975’te başladı…
26.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Sır 2004 yılında açığa çıktı…
27.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Kör tat testlerinde tüketiciler Pepsi’nin tadını tercih etti ama… Deney No.1
28.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 …ne zaman ki marka adı açıklandı, katılımcıların tat tercihi beyinleri tarafından değiştirildi Deney No2
29.
Copyright © Martin
Lindstrom 2010 Hippocampus Amygdala/ Orbitofrontal cortex Anterior Cingulate Parietal lobe Frontal lobe Ventrolateral frontal cortex Uzun Dönemli Hafıza Çaba Dikkat Çalışma Hafızası Yürütme Duygu The Cool Spot (Broadmann Alanı 10) The collecting spot (Right Mesial prefrontal Cortex) Amygdala/ Orbitofrontal cortexKorku Craving spot (Nucleus Accumbens) Temporal lobeAnlama The Recession Spot (Amygdala)
30.
Copyright © Martin
Lindstrom 2010 İstem Noktası (Nucleus accumbens)
31.
Copyright © Martin
Lindstrom 2010 işe yarıyor mu…?
32.
Copyright © Martin
Lindstrom 2010 Ama esas hikaye bundan çok ötede…
33.
Copyright © Martin
Lindstrom 2010
34.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Marlboro
35.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Boyama
36.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Boyama
37.
Copyright © Martin
Lindstrom 2010 15 Mayıs 2010 15 Nisan 2010 Bilinçaltı reklamcılığın gücü… Wall Street Journal
38.
Copyright © Martin
Lindstrom 2010 En şaşırtıcı keşif burada ortaya çıkıyor… (Billboarda dikkatlice bakın.)
39.
Copyright © Martin
Lindstrom 2010 Şimdi billboarda bir kez daha bakın…
40.
Copyright © Martin
Lindstrom 2010 Alfred Hitchcock’un iki senaryosu Hitcock photo
41.
Copyright © Martin
Lindstrom 2010 Picture from deckHer şey 1915’te başladı
42.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Bilin bakalım kim…?
43.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Çağrıştıran/ Ayrıştıran
44.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 x SesRenk Markanızı Çağrıştırın/ Ayrıştırın™ Renk
45.
Copyright © Martin
Lindstrom 2010 Ondokuz McDonald’s çağrıştıran/ayrıştıran unsurundan sekizi…
46.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Clip-art-pazarlama Airbus Lufthansa GM UBS Siemens KPMG Nokia Tiffany & Co Deutsche Bank
47.
Copyright © Martin
Lindstrom 2010 Sizin kaç tane çağrıştıran/ ayrıştıran unsurunuz var?
48.
Copyright © Martin
Lindstrom 2010 x Sesİkonlar Markanızı Çağrıştırın/ Ayrıştırın™ İkonlar
49.
Copyright © Martin
Lindstrom 2010 Tasarım İkonlar Fonksiyonellik Sesi Eko Sistem İsimlendirme Ritüel Fonksiyonellik Sesi
50.
Copyright © Martin
Lindstrom 2010 Tekerlek Silüet Kulaklıklar Eco SystemRenkler Navigasyon
51.
Copyright © Martin
Lindstrom 2010 Somatik İmleçler
52.
Copyright © Martin
Lindstrom 2010 Akılda kalan…
53.
Copyright © Martin
Lindstrom 2010 Ya da hatırlanan…?
54.
Copyright © Martin
Lindstrom 2010 Duygusal bir ayraç
55.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Bir oyuncakçı…
56.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 …ya da Somatik İmleçlere sahip bir oyuncakçı
57.
Copyright © Martin
Lindstrom 2008 Örümcek Adam Somatik İşaretlemenin gücünden yararlanıyor
58.
Copyright © Martin
Lindstrom 2008 …tavanda.
59.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 %60’ı 4 saniyede Copyright © Martin Lindstrom 2010
60.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Daha fazla ilişkilendirme, daha fazla sadakat… 1 2 3 60 50 40 30 20 10 0 % Duyular
61.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 [Insert picutre of person with binoculars]
62.
Copyright © Martin
Lindstrom 2010 Deney Picture from deck
63.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 Kalite Dokunuşu
64.
Copyright © Martin
Lindstrom 2010 Alışveriş bilimi…
65.
Copyright © Martin
Lindstrom 2010 Orbitofrontal cortex: Preference Posterior cingulate (attention and auditory memory) Visual cortex Superadditive Ses Görüntü Sinerji BSC% 9.3
66.
Copyright © Martin
Lindstrom 2010 Ses + Görüntü= Ödül
67.
Copyright © Martin
Lindstrom 2010 29%
68.
Copyright © Martin
Lindstrom 2010 Signature tunes Signature graphics Both together Ses + Görüntü = Dikkat + hafıza
69.
Copyright © Martin
Lindstrom 2010 Posterior cingulate Visual cortex Ses + Görüntü = Duygusal bağ = Müşteri Tercihi
70.
Copyright © Martin
Lindstrom 2010 %77 artış
71.
Copyright © Martin
Lindstrom 2010 1 2 3 4 5 6 7 8 9 1 0 dikkate alınması gereken 8 nokta 1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 01 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 01 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 01 2 3 4 5 6 7 8 9 1 0 1. Bilinç dışına hitap ediyor musunuz? . 2. Çoklu-görevlerle başa çıkabilir misiniz ? 3. Yeşil ve mavi senaryonuz nedir? 4. Markanızı ayrıştırabilir miyim? 5. Hangi çağrıştıran/ ayrıştıranlara sahipsiniz? 6. Duyusal marka stratejiniz nedir? 7. Marka ritüeliniz var mı? 8. Duygusal stratejiniz nedir?
72.
BRAND sense by Martin Lindstrom Copyright
© Martin Lindstrom 2010 “Söyle bana ve ben unutayım. Göster bana ve belki ben anımsarım. Beni dahil et ve ben anlayayım!” Anonim bir deyiş
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