Richard Sedley's presentation with insights about NeuroMarketing at techMAP London

1. Seduction, Influence
& Persuasion
Is the future of neuro-marketing all in our heads?
Techmap
London
Monday 14 May 2012

2. Richard Sedley!
Strategy Director!
Foviance!

3. This is what we do…!
12345
Customer research Informed Experience solutions
& measurement! decision-making! designed!
Social, Mobile, Kiosk © Foviance 2012!

4. …we do it across…!
Web! Mobile! Kiosks/Device! Social!
Retail! Print! Brand! Telephony!
Social, Mobile, Kiosk © Foviance 2012!

5. … and we do it for…!
Social, Mobile, Kiosk © Foviance 2012!

6. Neuro-marketing

7. Using an understanding of how
the brain works and what stimulates
it to design marketing that ‘triggers’
a desired behaviour or attitude.

9. Synapse
Neurotransmitters
Synaptic cleft

12. THINK
(COGNITION)
FEEL
(EMOTION)

13. Examples!

14. 01
Behaviour

15. LOYALTY CARD A! LOYALTY CARD B!
1 2 3 1 2 3
4 5 6 4 5 6
7 8 9 7
32% return rate
8 9
7% r
eturn 10 11 12
rate

16. 18%
of ‘c
70% omp
remo laine
ved o rs’ re
r adj purc
uste hase
d co d
mpla
int

17. $5
45%
vs 1
4%

18. 45%
vs 4
5%

20. Incre
a sed s
atisf
by 41 actio
% n

22. 02
Layout &
Environment

24. • 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

27. Increas
ed ARP
of the U by 6
relevan % & 7%
t wine

28. Increased ARPU by 18%

29. by 0 .21%
dA RPU
Incr ease

30. Most
IKEA
you store
anti- s nav
clock igate
wise

31. 03
Pricing

32. A. Family Easter Eggs £9.99
B. Family Easter Eggs Ten pounds
C. Family Easter Eggs 10

33. A. Bose Headphones £9.99
B. Bose Headphones Ten pounds
C. Bose Headphones 10

34. ONLY!
£1.99!

35. Priming

37. Peak-end rule
PEAK
Satisfaction
END
Time

38. Emotional-engagement.com

39. 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