Seduction, Influence          & PersuasionIs the future of neuro-marketing all in our heads?                     Techmap  ...
Richard Sedley!Strategy Director!Foviance!
This is what we do…!                           12345      Customer research 
                Informed 
         Experience...
…we do it across…!Web!                                     Mobile!   Kiosks/Device!   Social!Retail!                      ...
… and we do it for…!Social, Mobile, Kiosk © Foviance 2012!
Neuro-marketing
Using an understanding of howthe brain works and what stimulatesit to design marketing that ‘triggers’a desired behaviour ...
Synapse                           Neurotransmitters          Synaptic cleft
THINK(COGNITION)              FEEL              (EMOTION)
Examples!
01Behaviour
LOYALTY CARD A!        LOYALTY CARD B! 1       2      3       1    2     3 4       5      6       4    5     6 7       8  ...
18%      of ‘c70%         omp    remo       laine          ved o       rs’ re                r adj        purc            ...
$5     45%           vs 1               4%
45%      vs 4          5%
Incre      a   sed s                atisf           by 41     actio                 %        n
02 Layout &Environment
•  42 different jams 60% looked 3% bought•  3 different jams 40% looked 30% bought         1000 browsers, £1 per jar      ...
Increas        ed ARP    of the      U by 6           relevan     % & 7%                  t wine
Increased ARPU by 18%
by 0 .21%            dA RPUIncr ease
Most    IKEA  you     store      anti-     s nav            clock     igate                  wise
03Pricing
A.  Family Easter Eggs   £9.99B.  Family Easter Eggs   Ten poundsC.  Family Easter Eggs   10
A.  Bose Headphones   £9.99B.  Bose Headphones   Ten poundsC.  Bose Headphones   10
ONLY!£1.99!
Priming
Peak-end rule                PEAK Satisfaction                              END                       Time
Emotional-engagement.com
Thank you for listeningRichard SedleyE: richard.sedley@foviance.comT: @richardsedley  Credit to @MrJoe for the initial sli...
Techmap Neuromarketing
Techmap Neuromarketing
Techmap Neuromarketing
Techmap Neuromarketing
Techmap Neuromarketing
Techmap Neuromarketing
Techmap Neuromarketing
Techmap Neuromarketing
Techmap Neuromarketing
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Techmap Neuromarketing

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Richard Sedley's presentation with insights about NeuroMarketing at techMAP London

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Techmap Neuromarketing

  1. 1. Seduction, Influence & PersuasionIs the future of neuro-marketing all in our heads? Techmap London Monday 14 May 2012
  2. 2. Richard Sedley!Strategy Director!Foviance!
  3. 3. This is what we do…! 12345 Customer research 
 Informed 
 Experience solutions & measurement! decision-making! designed!Social, Mobile, Kiosk © Foviance 2012!
  4. 4. …we do it across…!Web! Mobile! Kiosks/Device! Social!Retail! Print! Brand! Telephony!Social, Mobile, Kiosk © Foviance 2012!
  5. 5. … and we do it for…!Social, Mobile, Kiosk © Foviance 2012!
  6. 6. Neuro-marketing
  7. 7. Using an understanding of howthe brain works and what stimulatesit to design marketing that ‘triggers’a desired behaviour or attitude.
  8. 8. Synapse Neurotransmitters Synaptic cleft
  9. 9. THINK(COGNITION) FEEL (EMOTION)
  10. 10. Examples!
  11. 11. 01Behaviour
  12. 12. LOYALTY CARD A! LOYALTY CARD B! 1 2 3 1 2 3 4 5 6 4 5 6 7 8 9 7 32% return rate 8 97% r eturn 10 11 12 rate
  13. 13. 18% of ‘c70% omp remo laine ved o rs’ re r adj purc uste hase d co d mpla int
  14. 14. $5 45% vs 1 4%
  15. 15. 45% vs 4 5%
  16. 16. Incre a sed s atisf by 41 actio % n
  17. 17. 02 Layout &Environment
  18. 18. •  42 different jams 60% looked 3% bought•  3 different jams 40% looked 30% bought 1000 browsers, £1 per jar •  42 jams = £18 •  3 jams = £120
  19. 19. Increas ed ARP of the U by 6 relevan % & 7% t wine
  20. 20. Increased ARPU by 18%
  21. 21. by 0 .21% dA RPUIncr ease
  22. 22. Most IKEA you store anti- s nav clock igate wise
  23. 23. 03Pricing
  24. 24. A.  Family Easter Eggs £9.99B.  Family Easter Eggs Ten poundsC.  Family Easter Eggs 10
  25. 25. A.  Bose Headphones £9.99B.  Bose Headphones Ten poundsC.  Bose Headphones 10
  26. 26. ONLY!£1.99!
  27. 27. Priming
  28. 28. Peak-end rule PEAK Satisfaction END Time
  29. 29. Emotional-engagement.com
  30. 30. Thank you for listeningRichard SedleyE: richard.sedley@foviance.comT: @richardsedley Credit to @MrJoe for the initial slides that I based on ones I saw him present

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