neuromarketing world forum 2013 - sao paulo - roger dooley

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Neuromarketingon the Web

Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/

#nmwf


2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing


2011 - 2013

Brainy Marketing


The Downside…


Honesty & Ethics Very High/High

• Nurses – 85%• Engineers – 70%

• Advertising – 11%• Sales – 8%


CEO Trust

•CFOs – 90%•CIOs – 90%•CMOs – 20%


Most MarketingIs Wasted.


Marketing Waste

95% - New Products98% - Direct Mail98% - Sales Emails93% - Sales Calls50% - Large Branding

Campaigns


CEO Consumer


My Mission:


Cut marketing waste –

even a little!


Bring neuromarketingto the

99%!


ActionableAdvice

BehaviorResearch

Neuroscience

Research MarketingStudies


Behavior Research


Neuro-Nudges

NN


GlobalNeuromarketing

Interest


Neuromarketing Searches2006 - 2013


Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious


Neuromarketing on the Web


Jonathan Zhang | Daily Trojan


50,000,000,000

Pages

YourAmazingly

Well-WrittenContent

SocialSharing

SEO

Engagement

Action!


Copy


Engaging Copy


Jump-start it with metaphor!

Lifeless Copy?


Crime wave = “beast” vs. “virus”

Different actions


Use metaphors to change minds!

NN


Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious


Tell Stories


Use a story to engage the reader’s brain.

NN


Testimonials


Use story testimonials for

maximum impact and memorability.

NN


Adjectives


• Slow the reader?

• Reduce impact of action words?

Adjectives = Evil?


More adjectives ↓

Less social sharing

-Dan Zarrella

Adjectives = Evil?


Adjectives = Good!

Sales +27% w/adjectives

-Brian Wansink


• Traditional Cajun Red Beans w/Rice

• Succulent Italian Seafood Filet• Tender Grilled Chicken• Homestyle Chicken Parmesan • Satin Chocolate• Grandma’s Zucchini Cookies


• Vivid• Sensory• Emotional/Nostalgic• Specific• Branded


“Textural Metaphors”

Having a bad day?rough


“bad” “rough”


polished bright

heavy

slimy fuzzy

sharp

smooth


Use “sensory metaphor” words for

maximum impact.

NN


Use vivid, sensory, emotional adjectives to engage the brain.

NN


The Doppelganger Effect

Brand Preference


Social Personalizatio

n


The Doppelganger Effect

@rogerdooley#AFD12 #Brainfluence


St. Bonaventure Universityhttp://www.becomingextraordinary.net/

(Courtesy: Hobsons)


WunderlandMovies.de

http://www.wonderlandmovies.de/play/?s=SJ5mftfRqh


Playboy: http://youtu.be/isjPpbmnaYo

Amazing use of Facebook data: http://www.takethislollipop.com/


Untapped opportunity:

Put your customerin the ad.


NN


Source: James Breeze


Use baby images to attract and focus

attention.

NN


Rudeness&

Revenge


What canceledrudeness effect?



Sorry!


Apologies really DO work. Apologize!

NN


When you don’t apologize…


viMajor airline

Via Brian Solis


Sellingto

Guys?


Impatient &Short Term Emphasis

-Margo Wilson and Martin Daly


Attractive Photo =

-4% Loan Interest Rate

Marianne Bertrand et al, 2005


Test

Source: IonInteractive


+95%

+35%Source: Ion

Interactive


Scarcity

Photo via Doniv.org


Vs.


Scarcity +Social Proof!


Creating Scarcity


Use SCARCITY to make

your offer moreattractive.

NN


Scarcity on Steroids


FTW


Amp up SCARCITY EFFECT by showing

decreasingavailability.

NN


“The most important word in the vocabulary of advertising is TEST.”

-David Ogilvy


If you remember just one thing from today…


Change is constant and accelerating…


Communication

Huge Change in 50 Years


Media

Huge Change in 50 Years


Mobile!

Big Data!

Social Media!


Our Brains

NO Change in 50,000 Years!


Work with your customer’s brain

and how it is wired!


Free ResourcesNeuromarketingNeurosciencemarketing.com/blog

Brainy Marketingblogs.forbes.com/rogerdooley/

Inside Influence Reportinfluenceatwork.com

Dan Ariely Blogdanariely.com

Social Triggers Blogsocialtriggers.com


Neuromarketingon the Web

Roger [email protected]: @rogerdooleylinkedin.com/in/dooley/

neuromarketing world forum 2013 - sao paulo - roger dooley

Business

brainfluence copyright

direct mail98

lifeless copy

sales calls50

sales emails93

marketing waste95

engaging copy

subconsciouslakoff johnson