me cansé de · mindcode jurgen klaric . title: slide 1 author: zohe vinasco created date:...
TRANSCRIPT
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Me cansé de
adivinar…!
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PRUEBAS DE CEGUERA
De cada 10 comerciales de TV que se producen, sólo 4 cumplen
las expectativas del cliente.
De cada 10 lanzamientos de nuevos productos, sólo 2 llegan
a la meta planeada.
De cada 10 promociones, sólo 5 logran cumplir su objetivo.
Fuente:
Mindcode Group, MIFS (Marketing Industry Failure Survey), USA, 2007-2008.
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@JURGENKLARIC
#INNOVACION
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Varios estudios internacionales comprobaron que sólo
el 6% de los procesos de innovación tienen éxito.
(Doblin Group Analysis, the CHAOS report, et al).
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¿QUÉ TAN RELEVANTES SON
LOS AGENTES DE SEGUROS
EN LA INDUSTRIA DE
SEGUROS?
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¿POR QUÉ ESTAMOS CIEGOS?
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1- Falta de humildad, creemos que sabemos todo.
2- No creemos en las ciencias sociales y menos en
las biológicas. Desactualización.
3- Los métodos tradicionales YA NO SON SUFICIENTES para
innovar.
4- No nos detenemos a pensar.
5- La universidad nos confundió mucho.
6-Aún no usamos técnicas y herramientas científicas.
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¿Cuándo se innova?
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Generarle valor al ser humano.
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50 millones de IPODS
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Qué es
NEURO MARKETING?
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95 % DE LAS DECISIONES DE COMPRA SON SUBCONSCIENTES!
GERARLD ZALTMAN
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¿Cómo funciona el
cerebro en 2
minutos?
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PA
3 Todos tenemos Cerebros
DR. PAUL D. MAC LEAN
1952
TRIUNE BRAIN THEORY
1
2
3
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CORTEX
1
“Compré una… Porque es la que tiene el
mejor procesador”
Funcional
Lógico
Analítico
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Interpretación semántica:
“Me siento bella, deseada y
atractiva.”
CORTEX
LÍMBICO
2
Emociones
Miedos
Kinestesia
Sensaciones
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CORTEX LIMBIC
REPTILIANO
3
Sobrevivencia
Reproducción
Dominación (Poder)
Defensa
Protección
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La memoria y las acciones
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Archivero
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Fábrica.
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15+6
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3+56
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89+2
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12+53
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75+26
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25+52
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63+32
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Piensa rápido
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123+5
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Piensa en una Herramienta...
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15
MEJORES NEUROINSIGHTS
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#1 NEUROINSIGHT
Los ojos son todo.
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#2 NEUROINSIGHT
SENCILLO GUSTA MÁS.
El cerebro se rige por formas básicas.
Confusión es rechazo.
Exceso de elementos genera frustración
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#3 NEUROINSIGHT
DAÑO REVERSIBLE.
Las conexiones neurológicas emocionales se activan cuando el producto tiene
algo que te daña de forma reversible.
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#4 NEUROINSIGHT COMPLETA LA IMAGEN
La anticipación con base a aprendizajes previos conecta neurológicamente. La construcción del momento o ritual activa la activación emocional a lo máximo.
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#5 NEUROINSIGHT FORMAS ORGÁNICAS SON BIEN RECIBIDAS
Nuestro cerebro recibe mejor las formas curveadas y redondas. Viene de nuestra relación con la naturaleza que nos rodea.
TRANSFERENCIA SEMIÓTICA
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#6 NEUROINSIGHTS
Búsca y disfruta lo Tangible
El cerebro tiene la necesidad de recibir cosas tangibles. El instinto biológico humano quiere poseer, tocar, sentir. El elemento simbólico se aterriza con el producto.
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#7 NEUROINSIGHT
DISPERSIÓN DE ELEMENTOS.
Sistema visión bajo género
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#8 NEUROINSIGHT EL CEREBRO REGISTRA
TODO Y LO LLEVA A UN SIMBOLISMO
METAFÓRICO.
METAFÓRAS
HISTORIAS
SIGNIFICADOS
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METÁFORA = QUIMICOS
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METÁFORA = ABURRIDO METÁFORA = DIVERTIDO
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#9 NEUROINSIGHTS SE ABRE A LO NUEVO,
A LAS COSAS QUE NO RELACIONA.
EL CONTENIDO
CREATIVO
ES CLAVE
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#10 PRINCIPIO NEUROINSIGHTS El papel conecta más qué lo digital.
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#11 PRINCIPIO NEUROINSIGHTS
El género evalúa diferente todo
estímulo.
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#12 NEUROINSIGHTS EL CEREBRO AGRADECE EL BUEN HUMOR
LA EMOCIÓN LO ES TODO.
- Hemos podido comprobrar que cuando el cerebro
se relaja, se disminuye el stress y el sistema límbico
Emocional se vuelve receptivo y conecta al mensaje.
MENOS STRESS
MÁS OXIGENO
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#13 PRINCIPIO NEUROINSIGHTS
Vender sin vender…
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#14 PRINCIPIO NEUROINSIGHTS
Lo vasto seduce.
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#15 PRINCIPIO NEUROINSIGHTS EL MOVIMIENTO ATRAE A LA MENTE.
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¡GRACIAS!
Mindcode Jurgen Klaric