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: richard.sedley@foviance.com T: @richardsedley

Credit to @MrJoe for the initial slides that I based on ones I saw him present