Neuromarketing overview and business cases

Neuromarketing
The new science of persuasion
Overview
&
Business Applications
© Copyright 2002-2016 SalesBrain www.SalesBrain.com
PatrickRenvoise
Chief Neuromarketing Officer
& Co-Founder, SalesBrain

Doesn’t work!

EEG
Biometrics
fMRI
?
What
do you
want?
Marketing doesn’T work…
…Because it is based on askingthe customer: “whatdo you want?”…
when they don’t really know what theY Want!

EEG
Biometrics
fMRI
What
do you
want?
IN NeuroMarketing…
…We Don’ttrust the customer self reported verbal answers, instead
We measure directly on their body various physiological changes. These
Biological Responses Provide a more reliable measure of their true desires.

Most Messages…

Is your Message
PUTTINGYOUR audience
TO SLEEP?

The promise of
NeuroMarketing…
Better understanding your customers
and Keeping them… engaged!

With Neuromarketing
you will:

6 Neuromarketing
Modalities
Implicit Association Test
Facial Imaging
Voice Analysis
Biometrics
EEG & Eye Tracking
fMri
What techniques –also called modalities–
are used in Neuromarketing?

Implicit Association Test
Men
Woman
Strong
Caring
Delta of time association
Indicates subconscious bias

Facial
imaging
Contraction of the facial
muscles are captured and
translated into emotion

Voice analysis
Involuntary Changes in voice modulation
are detected and translated into emotion

Biometrics
Skin conductance, heart rate,breathingrates,EEG(Electro-
Cardiogram) are measuredand interpreted

Eeg & Eye tracking
Eeg (electro-Encephalogram) combined with Eye tracking
Reveal emotional engagement, attention and cognitive load
Eeg
Eye tracking

© Copyright2002-2010 SalesBrain© Copyright 2002-2016 SalesBrain www.SalesBrain.com
fMRI
The amount of Oxygen consumed reveals active areas in the brain

Is there a buy button
In the brain!

®
The Only Science based Model of persuasion

Neuromap®: based on science
© Copyright 2002-2010 SalesBrain© Copyright 2002-2016 SalesBrain www.SalesBrain.com

The role of the Reptilian Brain
IN decision making

Persuasion is a bottom up effect:
“System 1 (the Reptilian Brain) still rules”
Daniel Kahneman PhD
Author of Thinking fast and Slow
Economy Nobel Prize winner

The Only 6 Stimuli
That trigger the Reptilian BRAIN,
The true Decision maker

From 6 Stimuli to
4 STEps and
4 services

© Copyright2002-2010 SalesBrain© Copyright 2002-2016 SalesBrain www.SalesBrain.com
®®®®
four services

®

Research Services
To better diagnose what your customers
really want Salesbrain offers neuroresearch:
• Implicit Association Test
• Facial Imaging
• Voice Analysis
• Biometrics
• EEG & Eye Tracking + Predictive eye tracking

®
SalesBrain Services

®

Consulting Services
To help differentiate your Claims
& demonstrate the Gain
Salesbrain offers neuromessaging
workshops

Training and Creative Services
To help deliver your message with
more impact, Salesbrainoffers:
• trainings on NeuroMAP®
• Neurocreatives

Applications

© Copyright 2002-2016 SalesBrain
Problem: Unify messaging of different
divisions
Solution: Claims definition,
neurocreatives, training
Results: Grew consistently at over 21%
per year for the last 4 years
“We have been growing at over 21% for the last 4 years. In an
otherwise flat market, the Neuromarketing of SalesBrain helped put
this big smile on my face!”
--Bill Clendenen,
CEO
HSI a Riverside Company
Click the video to watch the clip 

Problem: Undifferentiated value
proposition, boring presentations
Solution: Claims definition,
neurocreatives, training
Results: Grew 34.87% in 9 months after
the SalesBrain training and
became #1 third party
administrator of auto glass claims
“SalesBrain was a game Changer for us. We experienced a
34.87% increase in revenues just nine months after our training.”
--Paul Gross
CEO
ICM/HSG/Code Blue
Click the video to watch the clip 

Problem: adopt Claims and re-
energize distribution with
simple and differentiated
message
Solution: Training, Claims
creation, neurocreatives
Results: #1 tankless brand in
the US
“With SalesBrain we’ve seen a 53% bounce rate reduction since
intergrating claims and visuals.”
--Jens Bolleyer
EEMAX
VP Marketing and Retail Sales

Problem: complicated message,
big competitors
Solution: Training, message
development, neurocreatives
Results: #1 bill payment platform
in the US
“I have been involved in a lot of technology
companies. I wish I had known about the
SalesBrain approach much sooner!”
Rene Lacerte
CEO
Bill.com
Former Intuit Senior Executive
Click video clip for more 

Problem: poor message,
confusing position
Solution: Pain research, CLAIMS
session and Neurocreative assets
Results: #1 digital cloud archiving
solution in the US
HK BAIN, CEO
Click pour a brief Testimonial 

Problem: heavy
competition, large deals,
global market
Solution: Training,
message development,
neurocreatives
Results: #1 microwave
network provider in the
world
“SalesBrain has helped us close millions
of dollars of transactions. We don’t
present anymore, we SalesBrain!”
Stuart Little
Aviat
Director of Marketing

Problem: improve closing
ratios
Solution: Pain research,
CLAIMS session
Results: #1 Steelcase
dealer in Colorado
Bob Deibel,
CEO
OfficeScapes

Problem: very technical
message, no claims, flat
growth
Solution: Training,
neurocreative
Results: team alignment
on a simpler message,
increased sales
“We have been trying to do this for 10 years.
SalesBrain helped us strengthen our
message in one day!”
Fred Vinciguerra
CEO
Forensic Analytical

Problem: complicated
message, big competitors
Solution: Training,
Results: #1 independent
term life broker
“SalesBrain helped us rethink our scripts and
sharpen the sales effectiveness of our agents.”
Bob Edwards
COO
selectquote.com

Problem: Grow a highly
competitive business, differentiate
3 brands
Solution: Pain research, CLAIMS
session, training and neurocreative
assets
Results: #1 brand of soldering
equipment in the world
“This program has radically changed the way we sell and
communicate our value proposition. It has been
spectacular!”
Tom Seratti
VP of Marketing
Oki International

Problem: align sales and
engineers on one message
Solution: Pain research,
CLAIMS session, neuroassets
Results: world’s largest analytical
X-ray company
“SalesBrain truly brings science to sales and marketing.
This was the only way I could convince our engineers to
rethink and reset their brains on our messaging.”
Paul Swepston, Ph.D.
Chief Marketing Officer
Rigaku

Problem: complicated message, need to
align over 100 agents in 30 countries
Solution: Training, CLAIMS
Results: #1 builder of sports court in the
world
“SalesBrain approach helped us sing the same song
around the world and improve our results!”
Ron Cerny
CEO
Sport Court

Problem: complicated message, very
long script, no discipline for creating
websites
development, neurocreatives,
coaching
Results: double digit growth,
successfully sold business
“With your help, we have mastered a great pitch to
close more deal. Thank you!”
Dan Parise
Efashion Solutions
SVP Sales and Marketing

Solution: Training,
CLAIMS development,
neuroassets
Results: #1 insurance
broker in the midwest
“The sales people who have been trained with
SalesBrain close 50% more than the ones who
haven’t!”
Glenn Horton
The Horton Group
CEO

Solution: Training,
CLAIMS development,
neuroassets
Results: #1 cloud based
phone conferencing
solution
“We thought our product needed to be
explained. SalesBrain made it intuitive and found
our best claims!”
Sammie Walker
Vidyo
Director of Marketing

Problem: undifferentiated
message to support fast
growth
coaching, neurocreatives
Results: #1 website solution
for accountants in the US
(over 7000 customers)
“While building website is our business, we
instantly believed Salesbrain could help find a
message that could differentiate us among me-
to companies. And they have!”
Brian O’Connell
CPA Site Solution
CEO

Problem: adopt CLAIMS and
re-energize sales force with
new approach
coaching
Results: #1 horticulture
company in the US
“SalesBrain has helped us clarify our value
proposition by focusing our message on our core
competencies. At Ball we carry over 220,000 products
and we have never been able to choose CLAIMS until
we used the SalesBrain model.”
Cees Boonman
Ball Horticulture
Vice President

Problem: long list of products,
very technical description, hard
to articulate value proposition
development
Results: Consistent message,
evolved vision
“Thank you for your intervention at our company: it has
remained a reference in all our discussions. As a result my
vision and our own presentations have positively evolved…
Now I find that most presentations we are subjected to are so
boring!”
Dominique Glauser
CEO
Fischer Connectors

Problem: Inconsistent value
proposition, long boring
presentations resulting in low
customer engagement
Results: Received prestigious
marketing award
"SalesBrain taught us to put less telling in our selling. We
refocused with a laser-like message on the gain our customers
derive from buying from us as opposed to featuring our mission,
our values, our history, our products… It's been a great learning
experience.”
Lorri Koster
CEO Mann’s Packing
The Packer’s 2013 Produce Marketer of the Year

Problem: Launch a totally new and
innovative product for a medical
training device
Solution: Claims definition, neurocreatives
Results: Major buzz in the market and
sales took off instantly
“About 60% of all conference attendees bought the product! We had
people lined up 4-5 deep to demo the product. Some people purchased
as many as 6 units. It has been the most successful new product launch
of my career!”
Robert Leong
VP of Marketing, HSI

Problem: Expand an existing
product line in the chemical industry
Solution: Training, Claims
definition, neurocreatives
Results: Instant differentiation and
understanding of the new value
proposition
“We solidified our product Claim and aligned every member of our sales
and marketing team on the exact same value proposition. This is
priceless and our customers love it.”
Chris Manning
Shepherd Color
Sales and Marketing Manager

Problem: Inability to differentiate
against competition, need for faster
decision
Solution: Qualitative and Quantitative
research, Clustering, define claims
Results: Double digit growth since
program completion 3 years ago
“SalesBrain has helped us nail the top PAINS of our customers. Then using
solid CLAIMS that provide a cure to these PAINS, we saw a revenue
increase!”
Bob Harris
CEO
Dental Plans

Problem: Poor differentiation
Solution: Claims session,
neurocreatives
Results: Instant differentiation and
understanding of the new value
proposition
“The solidification of our Claims has made it CLEAR for our portfolio
candidates why they should work with us. In fact it was in our name and
SalesBrain helped us understand what that really meant!”
Michael Kaye
Founder
ClearLight Partners

AwARDS
rEFERENCES

• Over 200,000 copies worldwide
• Published in 13 languages
• Over 100,000 execs trained
• Delivered in >25 countries
SalesBrain book

Awards
2008
“Above & Beyond” Speaker Award
2009
“Next big thing in marketing” award
2011
2014
2016 “Innovation Research Distinction” Award
The 2007 Winner of this award:

SalesBrain REFERENCES-Abstract

SalesBrain, the world’s first neuromarketing agency, uses neuroscience
discoveries to radically transform your sales and marketing performance by
targeting the decision making part of your customer’s brain.

DO YOU THINK?

Neuromarketing overview and business cases

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