sales brain ptms istanbul workshop
TRANSCRIPT
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© Copyright 2002-2010 SalesBrain
BY
NeuromarketingWorkshopNeuromarketingWorkshop
28 Nov 201228 Nov 2012
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• First book onNeuromarketing
• Translated into 10 languages• Over 32,000 professionals
Trained
the book
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• 2008 Vistage“Above & Beyond” Speaker Award
awards
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• 2009 American Marketing Association“Next big thing in marketing” award
07
• 2011 Advertising Research Foundation“Innovation Research Distinction” Award
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Marketing doesn’t work
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?What doyou want?
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NeuroMarketing
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Facial Decoding
Voice analysis
Eye tracking
EEG
Skin conductance
MRI
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yes!STIMULUS
Applied NeuroMarketing
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IN THE brain!IN THE brain!a buy buttona buy button
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YOUR MARKETINGYOUR MARKETINGUnderstanding the BRAIN TO improveUnderstanding the BRAIN TO improve
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Your
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Customers'BRAIN
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VendorVendor
We are one of theleading providers ofintegrated, flexible,
easy to use…
CustomerCustomer?
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VendorVendor CustomerCustomerYes!
You will get:1. Better2. Stronger3. Faster
Now I needto rationalizemy decision!
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the reptilianbrain?the reptilianbrain?
what stimulateswhat stimulates
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six stimuli
To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
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six stimuli
To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
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SELF-centered
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six stimuli
To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
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CONTRAST
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six stimuli
To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
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TANGIBLE
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six stimuli
To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
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TIME
AttentionRetention
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six stimuli
To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
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six stimuli
To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
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six stimuli
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To four stepsFROM 6 STIMULI
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four stepsfour steps
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STIMULUS #1
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Is it about?
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PAIN Exercise1.1 Imagine…
1.2 List frustrations, PAINS,…
1.3 Rewrite slogan to cure topPAIN
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Rep
tilia
n
Mid
dle
New
Conscious
UN
conscious
THE ICEBERGDecision
Drivers
PAIN
FEAR
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Re-enactthe PAIN
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Your customer true PAIN
YourProduct
3rd
Wan
tP
ain THEIR
PAIN??
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PAIN ExerciseDig, Dig andkeep digging
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four stepsfour steps
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STIMULUS #2
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CLAIM Exercise2.1: Your top 3 CLAIMS
2.2: Your Competitors’ CLAIMS2.3: Wordsmith CLAIMS2.4: “We are the only company…”
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Therapeutic to PainOriginal to youProvable
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STIMULUS #3
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3 Sources of ValueFinancial
Strategic
Personal
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WHAT Value/Proof?
$$SSPP
CCCC DemoDemo DataData VisionVision
$SP
CC Demo Data Vision
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WHAT ValueWhat Proof?
$$SSPP
CCCC DemoDemo DataData VisionVision
$SP
CC Demo Data Vision
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GAIN ExerciseFor each of your CLAIMS:
3.1 Unveil all the Benefits
3.2 For each Benefit Quantifyits:– Financial VALUE– Strategic VALUE– Personal VALUE
3.3 Prove the VALUE with:– Customer Case– Demo– Data– Vision
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GAIN ExerciseProve your case
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four stepsfour steps
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All STiMULI
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building and delivering
Yourmessagebuilding and delivering
Yourmessage
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Reptilian ExerciseHit yourTarget
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six MESSAGEMESSAGEBLOCKSBLOCKS
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7 boosters7 boostersm
essa
gem
essa
ge
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7 boosters7 boosters
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What do you think?What do you think?
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