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How Brain Science Turns
 Browsers into Buyers
           #BrainBuy #sxsw

          SXSW Interactive - Austin
               March 11, 2012
                  Brian Clark
                Roger Dooley
                Derek Halpern
               Dr. A.K. Pradeep
#BrainBuy
Dr. A. K. Pradeep
@akpradeep
               Brian Clark
             @copyblogger


Derek Halpern
@derekhalpern
             Roger Dooley
             @rogerdooley
Most
Marketing
 Fails.
        @rogerdooley
       #BrainBuy #sxsw
“Half my advertising is wasted…

 “…if only I knew which half!”

                       @rogerdooley
                      #BrainBuy #sxsw
Wanamaker guessed
    TOO LOW!
 @rogerdooley
#BrainBuy #sxsw
95%
of New Products


             @rogerdooley
            #BrainBuy #sxsw
95%
of New Products


                     @rogerdooley
                    #BrainBuy #sxsw
        (Acupoll)
98%
      of Direct Mail

 @rogerdooley
#BrainBuy #sxsw
98%
      of Direct Mail

 @rogerdooley
                  (DMA)
#BrainBuy #sxsw
98%
of Emails


            @rogerdooley
             #convcon
98%
        of Emails

                 @rogerdooley
(DMA)           #BrainBuy #sxsw
20%
of Ad Campaigns


            @rogerdooley
             #convcon
20%
of Ad Campaigns

            @rogerdooley
           #BrainBuy #sxsw
20%
of Ad Campaigns


            @rogerdooley
             #convcon
20%
of Ad Campaigns


            @rogerdooley
             #convcon
Most
Marketing
 Fails.
        @rogerdooley
       #BrainBuy #sxsw
How Brain Science Turns Browsers into Buyers: SXSW 2012
Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)   @rogerdooley #BrainBuy
How Brain Science Turns Browsers into Buyers: SXSW 2012
Neuromarketing




 @rogerdooley
#BrainBuy #sxsw
Neuroscience    Behavioral
  •EEG          Science
  •fMRI           •Behavior Studies
  •MEG            •Eye Tracking
  •Biometrics     •Facial Coding




                     @rogerdooley
                    #BrainBuy #sxsw
Neuroscience    Behavioral
  •EEG          Science
  •fMRI           •Behavior Studies
  •MEG            •Eye Tracking
  •Biometrics     •Facial Coding




                     @rogerdooley
                    #BrainBuy #sxsw
How Brain Science Turns
 Browsers into Buyers
 SXSW Interactive - Austin
      March 11, 2012


Roger Dooley
NeuroscienceMarketing.com
     RogerDooley.com
 rogerd@dooleydirect.com
       @rogerdooley
How Brain Science Turns Browsers into Buyers: SXSW 2012
How do we make Brian
     Clark like Coca Cola?



 @rogerdooley
#BrainBuy #sxsw
@rogerdooley
#BrainBuy #sxsw
@rogerdooley
#BrainBuy #sxsw
@rogerdooley
#BrainBuy #sxsw
The Doppelganger Effect




   Brand Preference
                  @rogerdooley
                 #BrainBuy #sxsw
Personalized Video
How Brain Science Turns Browsers into Buyers: SXSW 2012
How Brain Science Turns Browsers into Buyers: SXSW 2012
How Brain Science Turns Browsers into Buyers: SXSW 2012
Derek!




  @rogerdooley
 #BrainBuy #sxsw
Playboy:
   Viral Bunnies at Home
http://youtu.be/isjPpbmnaYo




                    @rogerdooley
                   #BrainBuy #sxsw
How Brain Science Turns Browsers into Buyers: SXSW 2012
How Brain Science Turns Browsers into Buyers: SXSW 2012
thedexterhitlist.com



                @rogerdooley
               #BrainBuy #sxsw
Higher Ed Ads




                  Adler School of Professional Psychology
 @rogerdooley         http://www.leadsocialchange.net/
#BrainBuy #sxsw                      (Courtesy: Hobsons)
Social
Personalization


           @rogerdooley
          #BrainBuy #sxsw
@rogerdooley
#BrainBuy #sxsw
St. Bonaventure University
 @rogerdooley     http://www.becomingextraordinary.net/
#BrainBuy #sxsw                      (Courtesy: Hobsons)
St. Bonaventure University
http://www.becomingextraordinary.net/
                   (Courtesy: Hobsons)
takethislollipop.com
How Brain Science Turns Browsers into Buyers: SXSW 2012
How Brain Science Turns Browsers into Buyers: SXSW 2012
How Brain Science Turns Browsers into Buyers: SXSW 2012
Untapped opportunity:
  Put your customer
       in the ad.

 @rogerdooley
#BrainBuy #sxsw
Selling
  to
Guys?
   @rogerdooley
  #BrainBuy #sxsw
Impatient
  Short Term
   Emphasis
-Margo Wilson and Martin Daly
        @rogerdooley
       #BrainBuy #sxsw
Attractive
       Photo =
     -4% Interest
         Rate
Marianne Bertrand et al, 2005


     @rogerdooley
    #BrainBuy #sxsw
Test




  Source:
    Ion
Interactive
Source:
    Ion
Interactive
@rogerdooley
#BrainBuy #sxsw
Convert more guys with
  “mating triggers.”



#   31          @rogerdooley
               #BrainBuy #sxsw
How Brain Science Turns
 Browsers into Buyers
  SXSW Interactive - Austin
       March 11, 2012

   Roger Dooley
     Dooley Direct, LLC
  NeuroscienceMarketing.com
       RogerDooley.com
   rogerd@dooleydirect.com
         @rogerdooley
How Brain Science Turns
 Browsers into Buyers
           #BrainBuy #sxsw

          SXSW Interactive - Austin
               March 11, 2012
                  Brian Clark
                Roger Dooley
                Derek Halpern
               Dr. A.K. Pradeep

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