Full presentation on our cutting edge use of personality temperament research to optimize online banners to increase conversion.

1. Do
you
know
your
customers
Ins0nctual
Persona?
We
do,
and
how
to
use
it
to
increase
CTR
in
your
conversion
funnel.
©
1995-­‐2010
David
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

2. Table
Of
Contents
• The
ReTargeter
Resonate
solu0on
• How
ReTargeter
Resonate
works
• Ins0nctual
Persona
Banner
Examples
• An
Introduc0on
to
the
three
Ins0nctual
Personas
• Ini0al
thoughts
on
pricing
• Case
Studies
©
1995-­‐2010
David
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

3.
Imagine
if
you
could
have
your
banners
op0mized
to
liV
conversion
rates
by
leading
experts
in
persona
marke0ng
and
consumer
behavior.
Well,
now
you
can
with
ReTargeter
Resonate,
a
cuWng
edge
persona
alignment
and
op0miza0on
methodology
based
on
over
a
decade
of
research
into
personality
type
and
gene0c
temperament.
©
1995-­‐2010
David
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

4. Why
should
you
use
ReTargeter
Resonate?
• Op0mize
your
banners
to
appeal
to
your
customers
dominant
Ins0nctual
Persona:
Self-­‐Preserva0on,
Social
or
In0mate.
• LiV
conversion
rates
by
aligning
your
conversion
funnel
with
your
customer’s
dominant
Ins0nctual
Persona(s).
• Market
be]er
by
determining
the
‘Ins0nctual
Persona’
of
your
most
valuable
customers.
• Learn
how
to
increase
CTR
in
your
conversion
funnel
by
using
‘trigger’
words
that
appeal
to
each
Ins0nctual
Persona.
©
1995-­‐2010
David
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

5. What
we
do
to
help
you
market
be?er.
First,
we
will
design
three
banners
each
of
which
appeals
to
a
specific
‘Ins0nctual
Persona’.
Then
we
run
those
banners
in
the
award
winning
ReTargeter
network.
The
banner
that
has
the
highest
CTR
and
conversions
indicates
the
dominant
Ins0nctual
Persona
of
your
customers.
Then,
based
on
these
real
world
metrics,
we
op0mize
your
banners
and
assign
an
expert
to
teach
you
how
to
align
your
conversion
funnel
to
trigger
the
Ins0nctual
Persona
of
the
visitors
most
using
your
site.
Services
like
this
are
tradi0onally
only
offered
to
Fortune
500
companies
by
high
end
and
expensive
online
marke0ng
consultancies.
ReTargeter
Resonate
is
designed
for
small
and
medium
sized
businesses
and
is
offered
at
highly
a]rac0ve
introductory
price
point.
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

6. IntroducDon
to
the
InsDnctual
Personas
Each
of
your
customers
can
be
grouped
into
one
of
three
‘Ins0nctual
Personas’
known
as
Self-­‐Preserving,
Social
and
InDmate.
Research
suggests
that
the
three
Ins0nctual
Personas
are
gene0cally
determined
personality
temperaments.
We
can
help
you
market
be]er
by
aligning
your
marke0ng
efforts
with
the
dominant
Ins0nctual
Persona
buying
your
products
and
clicking
on
your
banners.
Most
importantly
for
you,
a
customer’s
Ins5nctual
Persona
is
highly
influen5al
in
determining
their
consumer
behavior
and
response
to
your
marke5ng.
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

7. Banners
targeted
to
the
InsDnctual
Personas
Each
of
your
customers
is
one
of
three
Ins2nctual
Personas:
Self-­‐Preserva2on,
Social
or
In2mate.
Self-­‐Preserva0on
Social
In0mate
Ins0nctual
Persona
Ins0nctual
Persona
Ins0nctual
Persona
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

8. What
moDvates
the
three
InsDnctual
Personas?
The
mo0va0ons
of
the
three
Ins0nctual
Personas
correlate
to
the
basic
survival
strategies
found
in
the
animal
kingdom.
Animals
either
mate
for
life
(InDmate
InsDnctual
Persona),
are
part
of
a
herd
(Social
InsDnctual
Persona)
or
fend
for
themselves
(Self-­‐Preserving
InsDnctual
Persona).
“Your
site
visitors
are
unconsciously
mo5vated
by
the
same
three
survival
strategies
when
they
travel
down
your
conversion
funnel,
click
on
a
banner
or
make
a
purchase.”
Self-­‐PreservaDon
Social
InDmate
Ins0nctual
Persona
Ins0nctual
Persona
Ins0nctual
Persona
“I
am
on
my
own”
“We
need
to
cooperate”
“You
and
me
together”

9. How
can
this
help
me
market
be?er?
Over
fiVeen
years
of
research
has
revealed
that
a
customer’s
Ins0nctual
Persona
is
highly
influen0al
in
determining
their
consumer
behavior.
If
you
know
your
customers
Ins0nctual
Persona,
you
can
easily
predict
their
response
to
products,
marke0ng
campaigns,
pricing,
banner
ads,
images
and
in
par0cular,
the
marke0ng
copy
in
your
conversion
funnel.
“If
you
understand
what
triggers
your
customers
Ins5nctual
Persona,
you
hold
the
key
to
improving
your
marke5ng
and
liBing
conversion
rates
across
your
funnel.”
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

10. What
appeals
to
each
InsDnctual
Persona?
Self-­‐Preserving
InsDnctual
Persona:
Marke0ng
that
priori0zes
the
needs
of
their
body,
safety,
energy,
money
or
health.
Social
InsDnctual
Persona:
Marke0ng
that
priori0zes
group
affilia0ons,
brands
or
their
friend’s
buying
decisions.
InDmate
InsDnctual
Persona:
Marke0ng
that
priori0zes
close
personal
rela0onships,
exclusivity
and
sex
appeal.
Self-­‐Preserving
Social
InDmate
InsDnctual
Persona
InsDnctual
Persona
InsDnctual
Persona
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

11. Product
Summary:
1. Three
sets
of
banners,
each
targeted
to
one
of
the
three
Ins0nctual
Personas.
2. Banner
refresh
to
op0mize
CTR
and
conversions
every
three
months.
3. Analy0cs
report
on
your
banners
performance
in
the
ReTargeter
network.
4. Persona
alignment
and
funnel
walk
through
with
an
expert
on
the
Ins0nctual
Personas
with
ac0onable
insights
to
improve
your
funnels
performance.
5. Language
review
of
your
online
marke0ng
copy
to
op0mize
and
align
your
language,
UI(User
Interface)
and
images
to
appeal
to
your
customers
Ins0nctual
Persona.
Once
every
3
months.
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

12. Case
Study
ScanDigital
• Scan
Digital’s
Ins0nctual
Persona
aligned
banners
consistently
demonstrated
trending
toward
Social
and
In0mate
Ins0nctual
Persona
in
the
ReTargeter
network.
• This
was
crucially
important
data
to
improve
ScanDigital’s
marke0ng.
Prior
to
our
assessment,
their
conversion
funnel,
unknowingly
was
using
words
that
trigger
Self-­‐Preserva0on
Ins0nctual
Persona,
not
Social
or
In0mate.
• Our
sugges0on
was
to
align
their
conversion
funnel
to
Social
and
In0mate
Ins0nctual
Persona
to
increase
CTR
and
conversions.
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

13. Special
introductory
pricing!
$3,000
for
the
first
three
months
and
$1,000
a
month
thereaVer.
or
$10,000
for
a
one
year
subscrip0on.
Compara2ve
consul2ng
by
leading
persona
and
conversion
funnel
consultants
can
cost
as
much
as
$5,000
per
month
for
a
small
business
site
or
$80,000
per
engagement
for
high
traffic
name
brand
sites.
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

14. Thank
you!
To
learn
more
or
to
start
using
ReTargeter
Resonate
to
liK
your
conversion
rates,
please
contact
us
at
www.Retargeter.com
Self-­‐PreservaDon
Social
InDmate
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com

15. Appendix:
Categories
• Automo0ve
• Business
/
Finance
• Conversa0onal
Media
/
Social
Media
• Directories
/
Resources
• Entertainment
• Health
• Kids
/
Teens
• News
• Real
Estate
• Shopping
• Sports
• Technology
• Travel
• Women’s
Interest
• Men’s
Interest
©
1995-­‐2010
D
avid
W.
Fauvre
MA
&
Katherine
Chernick
Fauvre,
FauvreConsul0ng.com