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3. The Proven Route to Successful Marketing
Sameh Gaber
Neuromarketing

4.  What is Neuromarketing ?
 The Main Technologies Used by Neuromarketers.
 The Reptilian Brain ( Buy Button ).
 How to Engage Your Customer’s Reptilian Brain
 Neuromarketing Example.
 Neuro Failure Example .
Table of Contents :

5. Introduction :

6.  For too long time.. marketers have been asking the wrong question
(Traditional Marketing).
 If consumers make decisions unconsciously, why do we persist in asking them
directly through traditional marketing research why they do what they do?
 They simply can't tell us because they don't really know
 Before marketers develop strategies, they need to recognize that consumers
have strategies too . . . human strategies, not consumer strategies.
 We need to go beyond asking why, and begin to ask how, behavior change
occurs.
Introduction :

7.  How much do you think about what you buy?
 How Marketing uses subconscious triggers to keep us buying more and
more.
 This course will show you how to be a switched on consumer, by applying
neuroscience principles to help you ask yourself questions before you reach
into your pocket.
 That is the essence of Neuromarketing!
Introduction :

9. What is
Neuromarketing ?

10.  (NM) is the science of human decision, using neuromeric, biometric, and
psychometric, to understand the brain behavior to advertising stimuli.
 (Buy Button) to study why clients make the choices they do & what part of the brain
is telling them to do it.
 Advertising analysts will use (NM) to measure a purchaser’s choice, as the verbal
response given to the question ( Do you like the product?) may not constantly the
proper answer.
 (NM) will tell the marketer what the client reacts to, whether it was the coloration
of the packaging, the sound of the container when opened or shaken, or the idea
that they will have something their co-clients do no longer.
What is Neuromarketing (NM) ?

11.  (NM) helps marketers craft messages that are most appealing.
 (NM) finds out how different types of audiences respond to the same
message, ex. Younger vs older, men vs women.
 Makes contents such as a TV & movies more relevant and engaging.

12. The Main Technologies Used by
Neuromarketers.

13. Description

14. EEG FMRI

15. The Reptilian Brain
( Buy Button ).

16.  New Brain (Neocortex)
(Thinking Brain) : Thinking,
Planning, Decision.
 Middle Brain (Mammalian
Brain) : Emotion, Modes.
 Reptilian Brain (Survival Brain)
(Old Brain) : Instinctual, Control
the basic needs.

17. Reptilian Brain
Present
On
Effortless
Unconscious
Uncontrollable
New Brain
Past, Present, Future
On/Off
Effortful
Conscious
Controllable .. Some What

18.  The Reptilian Always Win. Dr. C. Rapaille (Neuro anthropologist)
 Although System ② (Neocortex) believes itself to be where the
action is, the automatic system ① (Reptilian brain) is the hero of
the book.. Most people choices correspond to the predilection of
system ①. Dr. Kahneman 2002, Economy Nobel Prize
 What people say is what they know, what people do is what
they feel.

20. How to Engage Your
Customer’s
Reptilian Brain ?

21. Tap into exactly what the pain point
is of your consumer. Then, in your
value proposition, make sure that
you have incorporated how you
plan to alleviate that pain.
Ex. Uber, Manpacks
Speak To The Pain Of Your Audience

22. Use words like, “You” and provide pictures from the consumer’s perspective.
Appeal To Its Self-Centered Nature

23. Show contrast by demonstrating before and
after; show the pain and relief from the pain.
Show why you are better than your competitors
and why your message is significant . Use words
like “We are the only” and “We are the best” in
your messaging so that you stand out.
Demonstrate Importance Through Contrast

24. Assume that your consumer will be skeptical in your claims, and that you need to prove it
to them by providing evidence. Help the consumer to visualize what you are trying to say
and prove it to them. Show the customer that there will be more value than cost.
Data can sometimes be helpful, though it’s important to make your data visual to
immediately grab attention as the reptilian brain is not responsible for calculations.
trying to say
Show Value Tangibility

25. Express the most important information at the beginning and repeat it at the end. Create
mini segments to provide structure and to tell the reptilian brain that something new is
coming and it doesn’t need to tune out. Segments will also help the brain with memory
retention.
The Secret to a good movie is a hot opening, a hot close and
…just don’t screw up in the middle.
George Lucas ( Film Maker )
Don’t Strive for Impact In The Middle: Focus On Beginning And
End

26. Provide a visual metaphor for what you are offering and
why it’s the best. Don’t make it too complicated,
or it will require other brain regions. Make it as simple as
possible.
Visual Metaphor

27. Visual images that tell an emotional story can be powerful since story helps the
consumer to understand how your information applies to them. Video is even more
effective because it engages both the auditory and visual senses, which will enhance
attention and memory.
Strike An Emotional Chord

28. Neuromarketing
Examples

33. A face in your ad will attract attention, but be
sure the face is looking at what you want the
viewer to see!

34. Better Packaging via Neuromarketing

35. The Neuromarketing of Burgers

36. The Neuromarketing of Burgers

37. Change Customer behavior !
Decoy Marketing Neuro

38. If you were to imagine the process of eating yogurt,
starting with seeing the container, picking it up, opening it,
inserting the spoon and stirring up the fruit, smelling it,
eating the first spoonful, then another,
which step do you think would be most engaging to your brain?
The key part of the process (as far as consumer brains are concerned) is grasping
and removing the foil covering over the top of the container.
What Yogurt Can Teach Marketers

39. Apply K.I.S.S Maxim !
Bad Fonts Can Kill Your Marketing

40.  ( Better Cleaning )
Leaks at Amsterdam Schiphol Airport Urinals.
 ( Better Eating )
Mary.. Director of food services in a school district, feeds 2,000 Kids a day.
 ( Better Drinking )
Help people to drink less sugar .
Application in Life

41. Example of
Neuro Failure

42. Neuro Failure in GAP Logo

43. Neuromarketing Books