neuromarketing overview and business cases
TRANSCRIPT
Neuromarketing The new science of persuasion
Overview &
Business Applications
© Copyright 2002-2016 SalesBrain www.SalesBrain.com
Patrick Renvoise Chief Neuromarketing Officer
& Co-Founder, SalesBrain
EEG
Biometrics
fMRI
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? 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!
NeuroMarketinG
EEG
Biometrics
fMRI
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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.
Is your Message PUTTING YOUR audience
TO SLEEP?
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The promise of NeuroMarketing…
Better understanding your customers and Keeping them… engaged!
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With Neuromarketing
you will:
Neuromarketing
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?
Implicit Association Test
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Men
Woman
Strong
Caring
Delta of time association
Indicates subconscious bias
Facial imaging
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Contraction of the facial muscles are captured and translated into emotion
Voice analysis
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Involuntary Changes in voice modulation are detected and translated into emotion
Biometrics
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Skin conductance, heart rate, breathing rates, EEG (Electro-
Cardiogram) are measured and interpreted
Eeg & Eye tracking
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Eeg (electro-Encephalogram) combined with Eye tracking
Reveal emotional engagement, attention and cognitive load
Eeg
Eye tracking
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fMRI
The amount of Oxygen consumed reveals active areas in the brain
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Is there a buy button
In the brain!
®
The Only Science based Model of persuasion
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Neuromap®: based on science
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The role of the Reptilian Brain
IN decision making
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
The Only 6 Stimuli That trigger the Reptilian BRAIN,
The true Decision maker
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From 6 Stimuli to 4 STEps and 4 services
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® ® ® ®
four services
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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
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Consulting Services
To help differentiate your Claims
& demonstrate the Gain
Salesbrain offers neuromessaging
workshops
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Training and Creative Services
To help deliver your message with
more impact, Salesbrain offers:
• trainings on NeuroMAP®
• Neurocreatives
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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
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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
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Problem: adopt Claims and re-
energize distribution with
simple and differentiated
message
Solution: Training, Claims
creation, neurocreatives
Results: #1 tankless brand in
the US
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“With SalesBrain we’ve seen a 53% bounce rate reduction since
intergrating claims and visuals.”
--Jens Bolleyer
EEMAX
VP Marketing and Retail Sales
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
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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
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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
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Problem: improve closing
ratios
Solution: Pain research,
CLAIMS session
Results: #1 Steelcase
dealer in Colorado
Bob Deibel,
CEO
OfficeScapes
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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
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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
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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
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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
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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
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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
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
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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
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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
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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
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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
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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
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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
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
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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
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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
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SalesBrain book
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Awards
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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:
SalesBrain REFERENCES-Abstract
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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.