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Roger Dooley Live Session: "Your Brain on Brands"

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BrandSquare
BrandSquare

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.

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Your Brain on Brands BrandSquare February 16, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com Brainfluence.com rogerd@dooleydirect.com @rogerdooley
Most Marketing Fails.
“Half my advertising is wasted… “…if only I knew which half!”
95% of New Products
95% of New Products @rogerdooley (Acupoll)
98% of Direct Mail
98% of Direct Mail @rogerdooley (DMA)
98% of Emails
98% of Emails @rogerdooley (DMA)
20% of Ad Campaigns
20% of Ad Campaigns @rogerdooley
20% of Ad Campaigns
20% of Ad Campaigns
Wanamaker guessed TOO LOW! @rogerdooley
Most Marketing Fails.
@rogerdooley #Brainfluence
Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson) @rogerdooley
Neuromarketing @rogerdooley
Neuroscience Behavioral •EEG Science •fMRI •Behavior Studies •MEG •Eye Tracking •Biometrics •Facial Coding @rogerdooley
Brands Beat Senses
fMRI: Blind Tasting
fMRI: with Branding
fMRI: Branding Switched
Brand associations trump our senses! # 86 19 @rogerdooley #Brainfluence
Social Identity Theory Henri Tajfel
Us vs. Them
Create a tribe. Find an enemy. Customers will join in. # 22 19 @rogerdooley #Brainfluence
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! # 86 @rogerdooley #Brainfluence
What if customers aren’t paying attention? @rogerdooley #Brainfluence
Brand Lift 7.3 % 2.7 % 1.3 % High Attention Low Attention No Attention Ipsos @rogerdooley #Brainfluence
Skipped Ads Lift Brands du Plessis
5 Unconscious Impressions > 1 @rogerdooley Zajonc #Brainfluence
“No attention” doesn’t mean “No results!” # 20 @rogerdooley #Brainfluence
Simple Fonts Convince @rogerdooley #Brainfluence
Use simple fonts to minimize perceived effort. # 26 @rogerdooley #Brainfluence
Your Brain on Brands BrandSquare February 16, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com Brainfluence.com rogerd@dooleydirect.com @rogerdooley

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