Techmap Neuromarketing
description
Transcript of Techmap Neuromarketing
Seduction, Influence & Persuasion
Is the future of neuro-marketing all in our heads?
Techmap London
Monday 14 May 2012
Richard Sedley!Strategy Director!Foviance!
This is what we do…!
Social, Mobile, Kiosk © Foviance 2012!
Customer research & measurement!
Informed decision-making!
Experience solutions designed!
12345
…we do it across…!
Social, Mobile, Kiosk © Foviance 2012!
Web! Mobile! Kiosks/Device! Social!
Telephony!Retail! Print! Brand!
… and we do it for…!
Social, Mobile, Kiosk © Foviance 2012!
Neuro-marketing
Using an understanding of how
the brain works and what stimulates
it to design marketing that ‘triggers’
a desired behaviour or attitude.
Synapse
Neurotransmitters
Synaptic cleft
FEEL (EMOTION)
THINK (COGNITION)
Examples!
01
Behaviour
1 2 3
4 5 6
7 8 9
LOYALTY CARD A! LOYALTY CARD B!
1 2 3
4 5 6
7 8 9
10 11 12 7% return rate
32% return rate
18% of ‘complainers’ repurchased
70% removed or adjusted complaint
$5 45% vs 14%
45% vs 45%
Increased satisfaction by 41%
02 Layout &
Environment
• 42 different jams 60% looked 3% bought • 3 different jams 40% looked 30% bought
1000 browsers, £1 per jar
• 42 jams = £18
• 3 jams = £120
Increased ARPU by 6% & 7% of the relevant wine
Increased ARPU by 18%
Increased ARPU by 0.21%
Most IKEA stores navigate you anti-clockwise
03 Pricing
A. Family Easter Eggs £9.99
B. Family Easter Eggs Ten pounds
C. Family Easter Eggs 10
A. Bose Headphones £9.99
B. Bose Headphones Ten pounds
C. Bose Headphones 10
ONLY!£1.99!
Priming
Satis
fact
ion
Peak-end rule
Time
PEAK
END
Em
otional-engagement.com
Thank you for listening
Richard Sedley E: [email protected] T: @richardsedley
Credit to @MrJoe for the initial slides that I based on ones I saw him present