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TRANSCRIPT
USING
NEUROMARKETING
the singapore
marketerjul-sep’17
$5.35 incl. GST
08 Five Clever Ways Companies Are Using Neuromarketing To
Influence Customers
12 Test Examples of Neuromarketing and how they can work for you
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10123 01.01.17 31.12.17
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Connecting & Creating Marketers
The Singapore Marketer is a quarterly magazine published by Marketing Institute of Singapore.
The views expressed in The Singapore Marketer do not necessarily represent those of the Marketing Institute of Singapore. No
responsibility is accepted by the Institute or its staff for the accuracy of any statement, opinion, or advice contained in the text
or advertisements, and readers are advised to rely on their judgment or enquiries, and to consult their own advisers in making
any decisions which would affect their interest. All materials appearing in The Singapore Marketer is copyright. No part of the
publication may be reproduced without prior written permission of the Marketing Institute of Singapore. The Marketing Institute
of Singapore welcomes contributions and letters. These might be edited for clarity or length. Articles, letters and requests to
reproduce articles appearing in The Singapore Marketer should be sent to the Editor, Marketing Institute of Singapore, 51 Anson
Road, #03-53 Anson Centre, Singapore 079904 or write to [email protected] or [email protected].
Dear Readers
1
Editor’s Note
THE SINGAPORE MARKETER
July - September 2017
Editor
Mickey Hee
Contributing Writers
Daniel Heerkens, Jacky Tan, Veronica Lind,
Nugroho Nurari�n, Scott Garrison & Ajay
Chourasia, Raymond Lo, Jereme Wong and
Jonathon Lee
MIS EXECUTIVE COUNCIL
President
Roger Wang
1st Vice President
Bhavik Bhatt
2nd Vice President
Dr Roger Low
Honorary Secretary
Mark Laudi
Asst Honorary Secretary
Dylan Tan
Honorary Treasurer
Gerry Seah
Asst Honorary Treasurer
Freddy Tan
Council Members
Edmund Lau
Lee Kwok Weng
Co-opted Council Members
Angie Low
Genevieve Chua
Design & Layout
Kelvin Wang
Production, Advertising & Circulation
Joreen Yee [email protected]
Publisher
Marketing Institute of Singapore
51 Anson Centre #03-53 Singapore 079904
Tel: (65) 6327 7580 Fax: (65) 6327 9741
Email: [email protected]
Website: www.mis.org.sg
Mickey Hee
The Leader inExecutive Developmentin Asia
Content Page
FEATURE
12
FOCUS
18
GURU TALK
8
BUSINESS SCHOOL
22
DIGITAL DIGEST
26
3
04COVER STORY
LEARNING SITE
30
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Cover Story
Five Clever WaysCompanies Are Using Neuromarketing
Neuromarketing is a term that has been gaining a lot of traction in recent years. But somehow, the
seems unclear.
Five Clever Ways Companies Are Using Neuromarketing
Great packaging
Limited Editions
the singapore marketer
jul-sep’17
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...we are going to see a lot of marketing
elements that utilise the other senses – “
performancemarketer .com
Multisensory stimulations
adweek.com
Striking Headlines
7
Cover Story
Neuromarketing is here to stay
ABOUT THE WRITER
Daniel Heerkins
Effective web layout
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Focus
3 Steps
Neuro-Magnetic
Marketing
Messages!
The topic for this issue is about “Neuromarketing”. If you search on Google, you can see medical terms on how the brain responds to marketing messages. It is about how we craft our marketing messages in a way that it will ‘guide’ the consumers to look, think, feel and respond to your marketing messages in a positive manner. (i.e., to buy your products!). Cool?
Three Factors That Determine Effectiveness of Neuromarketing
1. Be Logical
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jul-sep’17
2. Your Targeted Consumers
3. Repetition
The key is not to target your ads to
at the same time.“
11
Focus
ABOUT THE WRITER
Jacky Tan
3 Essential Steps to Make Your Marketing Message Sell
1. Identify the Common ‘Pain’
2. Connect the Emotion 3. Add a Call to Action
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Feature
Test Examples of
Neuromarketing
Neuromarketing made simple
Encourage action with simple fonts
Fig 1
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jul-sep’17
Boost memory recall with complex fonts
Direct attention with gaze
Fig 2 (Image taken from: Usability Specialist James Breeze eye tracking study)
only be more memorable, but grab
more attention visually...“
15
Feature
Use mood boosting image and colours
Fig 3(Image taken from Camden Haven Home Page)
Fig 4(Image taken from: Nike Facebook Page)
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jul-sep’17
Using sound and colour to sell more
Gain trust by showing trust
•
•
•
•
“Loving” is a powerful word
Fear of missing out
•
•
Offering a discount for a favour
Fig 5
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Feature
ABOUT THE WRITER
Veronica Lind
Do you know?