persuadir con neuromarketing

Persuade and Convert with

Neuromarketing!Affiliate Day 2012

Utrecht - May 31, 2012

Roger Dooley Dooley Direct, LLC

NeuroscienceMarketing.comRogerDooley.com

[email protected]@rogerdooley

MostMarketing

Fails.@rogerdooley

#AFD12 #Brainfluence

“Half my advertising is wasted…”

“…if only I knew which half!”

@rogerdooley#AFD12 #Brainfluence

Wanamaker guessedTOO LOW!

Wanamaker guessedTOO LOW!


95% of New Products


95% of New Products

(Acupoll)


98% of Direct Mail


98% of Direct Mail

(DMA)@rogerdooley#AFD12 #Brainfluence

98% of Emails


98% of Emails

(DMA)@rogerdooley


20% of Ad Campaigns


Project Impact

2008 Research:

“Stores too cluttered”@rogerdooley


Real Impact: -$1.85 Billion

Source: DailyArtifacts.com, Phil Terry


Project Impact

2010 Research:

“Want more products”@rogerdooley


MostMarketing

Fails.@rogerdooley


Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious@rogerdooley #AFD12 #Brainfluence

Neuromarketing

@rogerdooley@rogerdooley#AFD12 #Brainfluence

Psychology & Social Science

ResponseStimulus

Brain

Neuroscience

http://sandsresearch.com/@rogerdooley#convcon

http://sandsresearch.com/

Neuroscience•EEG•fMRI•MEG•Biometrics

BehavioralScience•Behavior Studies•Eye Tracking•Facial Coding•Response Timing


NeuroscienceResearch

Techniquesto IncreaseConversion

Neuro-Nudges


Your offer+

neuro-nudge(s)=


Scarcity

Photo via Doniv.org

Vs.


Scarcity +Social Proof!


Creating Scarcity


Use SCARCITY to makeyour offer more

attractive.

#64 @rogerdooley#AFD12 #Brainfluence

Scarcity on Steroids


FTW@rogerdooley


Amp up SCARCITY EFFECT by showing decreasing

availability.


Source: James Breeze@rogerdooley #AFD12 #Brainfluence

Use baby images to attract and focus attention.


Kantar Media@rogerdooley


77%Free

Shipping

56%Free

Returns

Kantar Media@rogerdooley


VS.


vs. 20¢@rogerdooley


Use FREE offersinstead of very cheap

ones.


Anchors


IrrelevantAnchors

Social Security # Estimated Price00-19 $1620-39 $2740-59 $2960-79 $3580-99 $56

Researcher: Ariely@rogerdooley#AFD12 #Brainfluence

Photos via NASCAR, NFL

Value?@rogerdooley


Even irrelevant numberscan create price anchors

- avoid low values.


Socializing?

image credit: jessicaswanson.com


TheUltimatum

Game@rogerdooley


Ultimatum Game Results


Effect of Social Conversation


To increase conversion, socialize first.


Rude Interruption Justifies Bad

Behavior


What canceledrudeness effect?


Apologies really DO work. Apologize!


What small change did this?

• Fair Price – Up 7%• Caring – Up 11%• Fair Treatment – Up 20%• Quality – Up 30%• Competency – Up 33%


“You can trust us to dothe job for you.”

#38@rogerdooley


Personalizaton

Dear Roger,

I’ve got a deal…


Social Personalizatio

n

Social Personalizatio

n


The Doppelganger Effect


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

(Courtesy: Hobsons)@rogerdooley


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

(Courtesy: Hobsons)

Playboy: http://youtu.be/isjPpbmnaYo

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

http://youtu.be/isjPpbmnaYo

http://www.takethislollipop.com/

Untapped opportunity:Put your customer

in the ad.


Sellingto

Guys?@rogerdooley


Impatient

Short Term Emphasis

-Margo Wilson and Martin Daly@rogerdooley


Attractive Photo =

-4% Interest Rate

Marianne Bertrand et al, 2005


Test

Source:Ion

Interactive

+95%

+35%Source:

IonInteractive

Convert more guys with “mating triggers.”


Decoy Marketing


Subscription Offer A

$59 – Internet Only

$125 – Internet & Print

From Predictably Irrational by Dan Ariely


Subscription Offer A

$59 – Internet Only (68)

$125 – Internet & Print (32)Predicted Revenue – $8,012

From Predictably Irrational by Dan Ariely@rogerdooley


Subscription Offer B

$59 – Internet Only $125 – Print Only $125 – Internet & Print



Subscription Offer B

$59 – Internet Only (16)$125 – Print Only $125 – Internet & Print (85)Predicted Revenue – $11,444



Add a less attractive offer to boost sales of a similar

offer.


More Decoy Marketing


http://www.neurosciencemarketing.com/blog/wp-content/photos/compromise_marketing.jpg

@rogerdooley


Add a more expensive product to boost sales of a

lower priced one.

#9@rogerdooley


Simple Fonts Convince


Use simple fonts to minimize perceived effort.


#26

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

-David Ogilvy


Persuade and Convert with

NeuromarketingAffiliate Day 2012

Utrecht - May 31, 2012

Roger Dooley Dooley Direct, LLC

NeuroscienceMarketing.comRogerDooley.com

[email protected]@rogerdooley