roger dooley live session: "your brain on brands"
DESCRIPTION
Brain-based marketing strategies are the next frontier, and Roger Dooley is a recognized expert in neuromarketing, the application of neuroscience and behavior research to understand shoppers' decision patterns and market to them more efficiently.TRANSCRIPT
Your Brain on Brands
BrandSquareFebruary 16, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comBrainfluence.com
[email protected]@rogerdooley
MostMarketing
Fails.
“Half my advertising is wasted…”
“…if only I knew which half!”
95% of New Products
95% of New Products
(Acupoll)
@rogerdooley
98% of Direct Mail
98% of Direct Mail
(DMA)@rogerdooley
@98%
of Emails
@98%
of Emails
(DMA)@rogerdooley
20% of Ad Campaigns
20% of Ad Campaigns
@rogerdooley
20% of Ad Campaigns
20% of Ad Campaigns
Wanamaker guessedTOO LOW!
@rogerdooley
MostMarketing
Fails.Why?
@rogerdooley #Brainfluence
Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious@rogerdooley
Neuromarketing
@rogerdooley
Neuroscience• EEG• fMRI•MEG• Biometrics
BehavioralScience• Behavior Studies• Eye Tracking• Facial Coding
@rogerdooley
Brands Beat Senses
fMRI: Blind Tasting
fMRI: with Branding
fMRI: Branding Switched
Brand associations trump our senses!
@rogerdooley#Brainfluence
#19#86
SocialIdentityTheory
Henri Tajfel
Us vs. Them
Create a tribe. Find an enemy. Customers will
join in.
@rogerdooley#Brainfluence
#19#22
How do you protect your brand when you
screw up?
@rogerdooley#Brainfluence
Rude Interruption Justifies Bad
Behavior
@rogerdooley#Brainfluence Source: Ariely
@rogerdooley#Brainfluence
Protect your brand! Apologies really DO work.
Apologize!
@rogerdooley#Brainfluence
#86
What if customers aren’t paying attention?
@rogerdooley#Brainfluence
Brand Lift
High Attention No AttentionLow Attention
7.3 %
1.3 %2.7 %
Ipsos@rogerdooley#Brainfluence
Skipped Ads Lift Brands
du Plessis
5 Unconscious Impressions > 1
Zajonc@rogerdooley#Brainfluence
“No attention” doesn’t mean “No results!”
@rogerdooley#Brainfluence
#20
Simple Fonts Convince
@rogerdooley#Brainfluence
Use simple fonts to minimize perceived effort.
@rogerdooley#Brainfluence
#26
Your Brain on Brands
BrandSquareFebruary 16, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comBrainfluence.com
[email protected]@rogerdooley