aquent/ama webcast: marketing to your customer's brain
DESCRIPTION
Our brains are hard-wired with preferences and behaviors that every marketer needs to understand. For years, Roger Dooley, Author and Founder of Dooley Direct has been writing about how to use brain and behavior research to improve marketing, advertising, and sales process. In this webcast, Roger will talk about the latest neuromarketing research that will help you understand how to market directly to your customer's brain.TRANSCRIPT
Marketing to Your Customer's Brain
Our brains are hard-wired with preferences and behaviors that every marketer needs to understand. For years, Roger Dooley, Author and Founder of Dooley Direct has been writing about how to use brain and behavior research to improve marketing, advertising, and sales process. In this webcast, Roger talk about the latest neuromarketing research that will help you understand how to market directly to your customer's brain. Some of the highlights are:
> Pricing strategies that increase sales of your most profitable products> How the images and even fonts in your ads and on your website can help (or hurt!) you > How to boost the memorability of your brand> The copywriting technique with the biggest brain impact
Marketing to Your Customer's Brain
Presenters:Roger Dooley, Author and Founder, Dooley DirectAlli Libb, Moderator, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.945.9434Participants (International): +1 212.231.2907
Changing the Game: Innovations for Future Success
February 9, 2012A Half Day Online Summit
Learn more at marketingpower.com/ChangingTheGame
Housekeeping Items
Recording and SlidesA recording of this presentation and a link to the slides will be sent via email
VideosVideo will be played during today’s webinar. To ensure that you can hear the audio, make sure that your computer speakers are turned up. Keep in mind that if you are listening via a phone line, you will not be able to hear the audio. If you run into technical problems and cannot view video during the conference, it will be captured via the recorded version of today’s presentation.
Twitter Please reference hash tag: #AMAAquent, when tweeting about this webinar
Today’s Presenter
Roger DooleyAuthor and FounderDooley Direct
•Author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, and publisher of the blog Neuromarketing
•Co-founded College Confidential
•Spent years in direct marketing
Marketing to YourCustomer’s Brain
AMA/Aquent WebcastJanuary 18, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comBrainfluence.com
[email protected]@rogerdooley
MostMarketing
Fails.@rogerdooley#AMAAquent
“Half my advertising is wasted…”
“Half my advertising is wasted…”
“…if only I knew which half!”
@rogerdooley#AMAAquent
95% of New Products
95% of New Products
(Acupoll)
@rogerdooley#AMAAquent
98% of Direct Mail
98% of Direct Mail
(DMA)@rogerdooley#AMAAquent
98% of Emails
98% of Emails
(DMA)@rogerdooley#AMAAquent
20% of Ad Campaigns
20% of Ad Campaigns
@rogerdooley#AMAAquent
20% of Ad Campaigns
20% of Ad Campaigns
Wanamaker guessedTOO LOW!
Wanamaker guessedTOO LOW!
@rogerdooley#AMAAquent
Project Impact
2008 Research:
“Stores too cluttered”
Real Impact: -$1.85 Billion
Source: DailyArtifacts.com, Phil Terry
Project Impact
2010 Research:
“Want more products”
AskingQuestions?
@rogerdooley#AMAAquent
Memory
Memory
Changed
@rogerdooley#AMAAquent
Memory
False
@rogerdooley#AMAAquent
Focus Groups
@rogerdooley#AMAAquent
Why did you buy that?
Why did you buy that?
• It tastes better!
• I like the smell!
@rogerdooley#AMAAquent
Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious@rogerdooley #AMAAquent
Neuromarketing
@rogerdooley
@rogerdooley#AMAAquent
(from Deliver mail marketing magazine)
• No Mind Reading
@rogerdooley#AMAAquent
• No Mind Reading• No “Super-Ads”
@rogerdooley#AMAAquent
• No Mind Reading• No “Super-Ads”• No “Buy Button”
@rogerdooley#AMAAquent
• No Mind Reading• No “Super-Ads”• No “Buy Button”
@rogerdooley#Brainfluence
Neuroscience•EEG•fMRI•MEG•Biometrics
BehavioralScience
•Behavior Studies•Eye Tracking•Facial Coding
@rogerdooley
fMRI
Photo: wisc.edu
fMRI• Expensive• Claustrophobic• Noisy• Limited Motion• Small Sample
Size
Photo: stanford.edu
VIDEO NEXT
fMRI Analysis
@rogerdooley#AMAAquent
GoDaddy Girl: 1Neuroscientists: 0
@rogerdooley#AMAAquent
Sands Research EEG Cap@rogerdooley#AMAAquent
Neurofocus Mynd@rogerdooley#AMAAquent
Innerscope Biometric Belt@rogerdooley#AMAAquent
EEG in ActionEye
Tracking EEG
VIDEO NEXT
Facial Coding
Premises:• Brief facial
expressions reveal true emotions
• A trained individual can interpret
Sensory Logic
@rogerdooley#AMAAquent
VIDEO NEXT
SensoryLogicSensoryLogic
@rogerdooley#AMAAquent
Facial Coding
Sensory Logic
@rogerdooley#AMAAquent
Facial Coding
Sensory Logic
@rogerdooley#AMAAquent
Automated Facial Analysis
• Lie detection• Thermal Imaging• Webcam mood-reading
Photo via BBC.co.uk@rogerdooley#AMAAquent
Rapid Response Choice“emotionally evocative images”
Source: Forbes Consulting
Latency Response
Source: Buyology Inc. @rogerdooley#AMAAquent
Latency Response
Source: Buyology Inc.@rogerdooley#AMAAquent
Try an implicit association test:
rgr.cc/w82nR9 (redirects to:
https://implicit.harvard.edu/implicit/demo/ )
@rogerdooley#AMAAquent
• Science limited• Peer-reviewed studies?• Validation with sales?
@rogerdooley#AMAAquent
BehaviorResearch
Socializing?
image credit: jessicaswanson.com
TheUltimatum
Game@rogerdooley#Brainfluence
Ultimatum Game Results
Effect of Social Conversation
@rogerdooley#AMAAquent
To get a deal done, socialize first, then talk
business.
@rogerdooley#AMAAquent
Neuromarketing
€ $
@rogerdooley#AMAAquent
€ $
@rogerdooley#AMAAquent
Avoid money imagery if you are asking for help.
@rogerdooley#AMAAquent
Decoy Marketing
@rogerdooley#AMAAquent
Subscription Offer A
$59 – Internet Only
$125 – Internet & Print
Source: Dan Ariely
@rogerdooley#AMAAquent
Subscription Offer A
$59 – Internet Only (68)
$125 – Internet & Print (32)Predicted Revenue – $8,012
Source: Dan Ariely@rogerdooley#AMAAquent
Subscription Offer B
$59 – Internet Only $125 – Print Only $125 – Internet & Print
Source: Dan Ariely@rogerdooley#AMAAquent
Subscription Offer B
$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444
Source: Dan Ariely@rogerdooley#AMAAquent
Add a less-desirable product boost sales of a similarly priced product.
@rogerdooley#AMAAquent
More Decoy Marketing
@rogerdooley#AMAAquent
@rogerdooley#AMAAquent
@rogerdooley
@rogerdooley#AMAAquent
Add a higher-priced product to boost sales of a
less costly product.
@rogerdooley#AMAAquent
Simple Fonts Convince
@rogerdooley#AMAAquent
Simple Fonts Convince
@rogerdooley#AMAAquent
Simple Fonts Convince
@rogerdooley#AMAAquent
Use simple fonts to minimize perceived effort
@rogerdooley#AMAAquent
Marketing to YourCustomer’s Brain
AMA/Aquent WebcastJanuary 18, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comBrainfluence.com
[email protected]@rogerdooley
Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of your screen.
2. Submit questions via Twitter by referencing the hash tag #AMAAquent
Additional Questions? Contact Roger at: [email protected], @rogerdooleyGeneral AMA Questions can be sent to: [email protected]
Thank You for your Participation!
Additional Questions? Contact Roger at: [email protected], @rogerdooleyGeneral AMA Questions can be sent to: [email protected]
RecordingA link to the recording of this presentation will be sent to you
PresentationA link to the presentation will be sent to you
Twitter Please reference hash tag: #AMAAquent, when tweeting about this webinar
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