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Neuromarketing The new science of persuasion Overview & Business Applications © Copyright 2002-2016 SalesBrain www.SalesBrain.com Patrick Renvoise Chief Neuromarketing Officer & Co-Founder, SalesBrain

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Page 1: Neuromarketing overview and business cases

Neuromarketing The new science of persuasion

Overview &

Business Applications

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Patrick Renvoise Chief Neuromarketing Officer

& Co-Founder, SalesBrain

Page 2: Neuromarketing overview and business cases

Doesn’t work!

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 3: Neuromarketing overview and business cases

EEG

Biometrics

fMRI

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

? What

do you

want?

Marketing doesn’T work…

…Because it is based on asking the customer: “what do you want?”…

when they don’t really know what theY Want!

Page 4: Neuromarketing overview and business cases

NeuroMarketinG

Page 5: Neuromarketing overview and business cases

EEG

Biometrics

fMRI

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

What

do you

want?

IN NeuroMarketing…

…We Don’t trust the customer self reported verbal answers, instead

We measure directly on their body various physiological changes. These

Biological Responses Provide a more reliable measure of their true desires.

Page 6: Neuromarketing overview and business cases

Most Messages…

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 7: Neuromarketing overview and business cases

Is your Message PUTTING YOUR audience

TO SLEEP?

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Page 8: Neuromarketing overview and business cases

The promise of NeuroMarketing…

Better understanding your customers and Keeping them… engaged!

Page 9: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

With Neuromarketing

you will:

Page 10: Neuromarketing overview and business cases

Neuromarketing

Page 11: Neuromarketing overview and business cases

6 Neuromarketing

Modalities © Copyright 2002-2016 SalesBrain www.SalesBrain.com

Implicit Association Test

Facial Imaging

Voice Analysis

Biometrics

EEG & Eye Tracking

fMri

What techniques –also called modalities–

are used in Neuromarketing?

Page 12: Neuromarketing overview and business cases

Implicit Association Test

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Men

Woman

Strong

Caring

Delta of time association

Indicates subconscious bias

Page 13: Neuromarketing overview and business cases

Facial imaging

© Copyright 2002-2014 SalesBrain www.SalesBrain.com

Contraction of the facial muscles are captured and translated into emotion

Page 14: Neuromarketing overview and business cases

Voice analysis

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Involuntary Changes in voice modulation are detected and translated into emotion

Page 15: Neuromarketing overview and business cases

Biometrics

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Skin conductance, heart rate, breathing rates, EEG (Electro-

Cardiogram) are measured and interpreted

Page 16: Neuromarketing overview and business cases

Eeg & Eye tracking

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Eeg (electro-Encephalogram) combined with Eye tracking

Reveal emotional engagement, attention and cognitive load

Eeg

Eye tracking

Page 17: Neuromarketing overview and business cases

© Copyright 2002-2010 SalesBrain © Copyright 2002-2016 SalesBrain www.SalesBrain.com

fMRI

The amount of Oxygen consumed reveals active areas in the brain

Page 18: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Is there a buy button

In the brain!

Page 19: Neuromarketing overview and business cases

®

The Only Science based Model of persuasion

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 20: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 21: Neuromarketing overview and business cases

Neuromap®: based on science

© Copyright 2002-2010 SalesBrain © Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 22: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

The role of the Reptilian Brain

IN decision making

Page 23: Neuromarketing overview and business cases

Persuasion is a bottom up effect:

“System 1 (the Reptilian Brain) still rules”

Daniel Kahneman PhD

Author of Thinking fast and Slow

Economy Nobel Prize winner

Page 24: Neuromarketing overview and business cases

The Only 6 Stimuli That trigger the Reptilian BRAIN,

The true Decision maker

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 25: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 26: Neuromarketing overview and business cases

From 6 Stimuli to 4 STEps and 4 services

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 27: Neuromarketing overview and business cases

© Copyright2002-2010 SalesBrain © Copyright 2002-2016 SalesBrain www.SalesBrain.com

® ® ® ®

four services

Page 28: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

®

Page 29: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 30: Neuromarketing overview and business cases

Research Services

To better diagnose what your customers

really want Salesbrain offers neuroresearch:

• Implicit Association Test

• Facial Imaging

• Voice Analysis

• Biometrics

• EEG & Eye Tracking + Predictive eye tracking

Page 31: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

®

SalesBrain Services

Page 32: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 33: Neuromarketing overview and business cases

© Copyright 2002-2014 SalesBrain www.SalesBrain.com

®

Page 34: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 35: Neuromarketing overview and business cases

Consulting Services

To help differentiate your Claims

& demonstrate the Gain

Salesbrain offers neuromessaging

workshops

Page 36: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

®

Page 37: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 38: Neuromarketing overview and business cases

Training and Creative Services

To help deliver your message with

more impact, Salesbrain offers:

• trainings on NeuroMAP®

• Neurocreatives

Page 39: Neuromarketing overview and business cases

Applications

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 40: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain

Problem: Unify messaging of different

divisions

Solution: Claims definition,

neurocreatives, training

Results: Grew consistently at over 21%

per year for the last 4 years

“We have been growing at over 21% for the last 4 years. In an

otherwise flat market, the Neuromarketing of SalesBrain helped put

this big smile on my face!”

--Bill Clendenen,

CEO

HSI a Riverside Company

Click the video to watch the clip

Page 41: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain

Problem: Undifferentiated value

proposition, boring presentations

Solution: Claims definition,

neurocreatives, training

Results: Grew 34.87% in 9 months after

the SalesBrain training and

became #1 third party

administrator of auto glass claims

“SalesBrain was a game Changer for us. We experienced a

34.87% increase in revenues just nine months after our training.”

--Paul Gross

CEO

ICM/HSG/Code Blue

Click the video to watch the clip

Page 42: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain

Page 43: Neuromarketing overview and business cases

Problem: adopt Claims and re-

energize distribution with

simple and differentiated

message

Solution: Training, Claims

creation, neurocreatives

Results: #1 tankless brand in

the US

© Copyright 2002-2016 SalesBrain

“With SalesBrain we’ve seen a 53% bounce rate reduction since

intergrating claims and visuals.”

--Jens Bolleyer

EEMAX

VP Marketing and Retail Sales

Page 44: Neuromarketing overview and business cases

Problem: complicated message,

big competitors

Solution: Training, message

development, neurocreatives

Results: #1 bill payment platform

in the US

“I have been involved in a lot of technology

companies. I wish I had known about the

SalesBrain approach much sooner!”

Rene Lacerte

CEO

Bill.com

Former Intuit Senior Executive

Click video clip for more

© Copyright 2002-2016 SalesBrain

Page 45: Neuromarketing overview and business cases

Problem: poor message,

confusing position

Solution: Pain research, CLAIMS

session and Neurocreative assets

Results: #1 digital cloud archiving

solution in the US

HK BAIN, CEO

Click pour a brief Testimonial

© Copyright 2002-2016 SalesBrain

Page 46: Neuromarketing overview and business cases

Problem: heavy

competition, large deals,

global market

Solution: Training,

message development,

neurocreatives

Results: #1 microwave

network provider in the

world

“SalesBrain has helped us close millions

of dollars of transactions. We don’t

present anymore, we SalesBrain!”

Stuart Little

Aviat

Director of Marketing

Click video clip for more

© Copyright 2002-2016 SalesBrain

Page 47: Neuromarketing overview and business cases

Problem: improve closing

ratios

Solution: Pain research,

CLAIMS session

Results: #1 Steelcase

dealer in Colorado

Bob Deibel,

CEO

OfficeScapes

© Copyright 2002-2016 SalesBrain

Page 48: Neuromarketing overview and business cases

Problem: very technical

message, no claims, flat

growth

Solution: Training,

message development,

neurocreative

Results: team alignment

on a simpler message,

increased sales

“We have been trying to do this for 10 years.

SalesBrain helped us strengthen our

message in one day!”

Fred Vinciguerra

CEO

Forensic Analytical

Click video clip for more

© Copyright 2002-2016 SalesBrain

Page 49: Neuromarketing overview and business cases

Problem: complicated

message, big competitors

Solution: Training,

message development,

Results: #1 independent

term life broker

“SalesBrain helped us rethink our scripts and

sharpen the sales effectiveness of our agents.”

Bob Edwards

COO

selectquote.com

© Copyright 2002-2016 SalesBrain

Page 50: Neuromarketing overview and business cases

Problem: Grow a highly

competitive business, differentiate

3 brands

Solution: Pain research, CLAIMS

session, training and neurocreative

assets

Results: #1 brand of soldering

equipment in the world

“This program has radically changed the way we sell and

communicate our value proposition. It has been

spectacular!”

Tom Seratti

VP of Marketing

Oki International

© Copyright 2002-2016 SalesBrain

Page 51: Neuromarketing overview and business cases

Problem: align sales and

engineers on one message

Solution: Pain research,

CLAIMS session, neuroassets

Results: world’s largest analytical

X-ray company

“SalesBrain truly brings science to sales and marketing.

This was the only way I could convince our engineers to

rethink and reset their brains on our messaging.”

Paul Swepston, Ph.D.

Chief Marketing Officer

Rigaku

© Copyright 2002-2016 SalesBrain

Page 52: Neuromarketing overview and business cases

Problem: complicated message, need to

align over 100 agents in 30 countries

Solution: Training, CLAIMS

development, neurocreatives

Results: #1 builder of sports court in the

world

“SalesBrain approach helped us sing the same song

around the world and improve our results!”

Ron Cerny

CEO

Sport Court

© Copyright 2002-2016 SalesBrain

Page 53: Neuromarketing overview and business cases

© Copyright 2002-2016 SalesBrain

Problem: complicated message, very

long script, no discipline for creating

websites

Solution: Training, CLAIMS

development, neurocreatives,

coaching

Results: double digit growth,

successfully sold business

“With your help, we have mastered a great pitch to

close more deal. Thank you!”

Dan Parise

Efashion Solutions

SVP Sales and Marketing

Page 54: Neuromarketing overview and business cases

Problem: complicated

message, big competitors

Solution: Training,

CLAIMS development,

neuroassets

Results: #1 insurance

broker in the midwest

“The sales people who have been trained with

SalesBrain close 50% more than the ones who

haven’t!”

Glenn Horton

The Horton Group

CEO

© Copyright 2002-2016 SalesBrain

Page 55: Neuromarketing overview and business cases

Problem: complicated

message, big competitors

Solution: Training,

CLAIMS development,

neuroassets

Results: #1 cloud based

phone conferencing

solution

“We thought our product needed to be

explained. SalesBrain made it intuitive and found

our best claims!”

Sammie Walker

Vidyo

Director of Marketing

© Copyright 2002-2016 SalesBrain

Page 56: Neuromarketing overview and business cases

Problem: undifferentiated

message to support fast

growth

Solution: Training, CLAIMS

coaching, neurocreatives

Results: #1 website solution

for accountants in the US

(over 7000 customers)

“While building website is our business, we

instantly believed Salesbrain could help find a

message that could differentiate us among me-

to companies. And they have!”

Brian O’Connell

CPA Site Solution

CEO

© Copyright 2002-2016 SalesBrain

Page 57: Neuromarketing overview and business cases

Problem: adopt CLAIMS and

re-energize sales force with

new approach

Solution: Training, CLAIMS

coaching

Results: #1 horticulture

company in the US

“SalesBrain has helped us clarify our value

proposition by focusing our message on our core

competencies. At Ball we carry over 220,000 products

and we have never been able to choose CLAIMS until

we used the SalesBrain model.”

Cees Boonman

Ball Horticulture

Vice President

© Copyright 2002-2016 SalesBrain

Page 58: Neuromarketing overview and business cases

Problem: long list of products,

very technical description, hard

to articulate value proposition

Solution: Training, CLAIMS

development

Results: Consistent message,

evolved vision

“Thank you for your intervention at our company: it has

remained a reference in all our discussions. As a result my

vision and our own presentations have positively evolved…

Now I find that most presentations we are subjected to are so

boring!”

Dominique Glauser

CEO

Fischer Connectors

© Copyright 2002-2016 SalesBrain

Page 59: Neuromarketing overview and business cases

Problem: Inconsistent value

proposition, long boring

presentations resulting in low

customer engagement

Solution: Training, CLAIMS

development, neurocreatives

Results: Received prestigious

marketing award

"SalesBrain taught us to put less telling in our selling. We

refocused with a laser-like message on the gain our customers

derive from buying from us as opposed to featuring our mission,

our values, our history, our products… It's been a great learning

experience.”

Lorri Koster

CEO Mann’s Packing

The Packer’s 2013 Produce Marketer of the Year

© Copyright 2002-2016 SalesBrain

Page 60: Neuromarketing overview and business cases

© Copyright 2002-2010 SalesBrain

Problem: Launch a totally new and

innovative product for a medical

training device

Solution: Claims definition, neurocreatives

Results: Major buzz in the market and

sales took off instantly

“About 60% of all conference attendees bought the product! We had

people lined up 4-5 deep to demo the product. Some people purchased

as many as 6 units. It has been the most successful new product launch

of my career!”

Robert Leong

VP of Marketing, HSI

Page 61: Neuromarketing overview and business cases

Problem: Expand an existing

product line in the chemical industry

Solution: Training, Claims

definition, neurocreatives

Results: Instant differentiation and

understanding of the new value

proposition

“We solidified our product Claim and aligned every member of our sales

and marketing team on the exact same value proposition. This is

priceless and our customers love it.”

Chris Manning

Shepherd Color

Sales and Marketing Manager

© Copyright 2002-2016 SalesBrain

Page 62: Neuromarketing overview and business cases

Problem: Inability to differentiate

against competition, need for faster

decision

Solution: Qualitative and Quantitative

research, Clustering, define claims

Results: Double digit growth since

program completion 3 years ago

“SalesBrain has helped us nail the top PAINS of our customers. Then using

solid CLAIMS that provide a cure to these PAINS, we saw a revenue

increase!”

Bob Harris

CEO

Dental Plans

© Copyright 2002-2016 SalesBrain

Page 63: Neuromarketing overview and business cases

Problem: Poor differentiation

Solution: Claims session,

neurocreatives

Results: Instant differentiation and

understanding of the new value

proposition

“The solidification of our Claims has made it CLEAR for our portfolio

candidates why they should work with us. In fact it was in our name and

SalesBrain helped us understand what that really meant!”

Michael Kaye

Founder

ClearLight Partners

© Copyright 2002-2016 SalesBrain

Page 64: Neuromarketing overview and business cases

AwARDS rEFERENCES

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 65: Neuromarketing overview and business cases

• Over 200,000 copies worldwide

• Published in 13 languages

• Over 100,000 execs trained

• Delivered in >25 countries

SalesBrain book

© Copyright 2002-2010 SalesBrain © Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 66: Neuromarketing overview and business cases

Awards

© Copyright 2002-2016 SalesBrain www.SalesBrain.com

2008

“Above & Beyond” Speaker Award

2009

“Next big thing in marketing” award

2011

2014

2016 “Innovation Research Distinction” Award

The 2007 Winner of this award:

Page 67: Neuromarketing overview and business cases

SalesBrain REFERENCES-Abstract

© Copyright 2002-2010 SalesBrain © Copyright 2002-2016 SalesBrain www.SalesBrain.com

Page 68: Neuromarketing overview and business cases

SalesBrain, the world’s first neuromarketing agency, uses neuroscience

discoveries to radically transform your sales and marketing performance by

targeting the decision making part of your customer’s brain.

Page 69: Neuromarketing overview and business cases

© Copyright 2002-2014 SalesBrain www.SalesBrain.com

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