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28 Nov 2012              Neuromarketing               Workshop        BY© Copyright   2002-2010   SalesBrain
the book• First book on  Neuromarketing• Translated into 10 languages• Over 32,000 professionals  Trained
awards• 2008 Vistage       “Above & Beyond” Speaker Award• 2009 American Marketing Association       “Next big thing in ma...
Marketing doesn’t work             What do            you want?              ?© Copyright 2002-2010 SalesBrain
NeuroMarketing                       MRI                                                        Facial Decoding           ...
Applied NeuroMarketing                                   yes!           STIMULUS© Copyright 2002-2010 SalesBrain
a buy buttonIN THE brain! © Copyright 2002-2010 SalesBrain
© Copyright 2002-2010 SalesBrain
Understanding the BRAIN TO improve  YOUR MARKETING
Your     Customers      BRAIN© Copyright 2002-2010 SalesBrain
© Copyright 2002-2010 SalesBrain
© Copyright 2002-2010 SalesBrain
We are one of the     leading providers of      integrated, flexible,         easy to use…                              ?V...
You will get:           Now I need     1. Better                 to rationalize     2. Stronger               my decision!...
what stimulates        the reptilian        brain?© Copyright 2002-2010 SalesBrain
six stimuli     To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
six stimuli     To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
SELF-centered© Copyright 2002-2010 SalesBrain
six stimuli     To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
CONTRAST© Copyright 2002-2010 SalesBrain
six stimuli     To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
TANGIBLE© Copyright 2002-2010 SalesBrain
six stimuli     To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
Attention            Retention                                   TIME© Copyright 2002-2010 SalesBrain
six stimuli     To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
six stimuli     To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
six stimuli© Copyright 2002-2010 SalesBrain
FROM 6 STIMULI              To four steps© Copyright 2002-2010 SalesBrain
four steps© Copyright   2002-2010   SalesBrain
STIMULUS #1   © Copyright 2002-2010 SalesBrain
Is it about?© Copyright 2002-2010 SalesBrain
PAIN Exercise                   1.1 Imagine…                   1.2 List frustrations, PAINS,…                   1.3 Rewrit...
THE ICEBERG      Middle New        Decision                                    Drivers                                    ...
Re-enactthe PAIN © Copyright 2002-2010 SalesBrain
Your customer true PAIN               Want                                              Your                              ...
PAIN Exercise                    Dig, Dig and                    keep digging© Copyright   2002-2010   SalesBrain
four steps© Copyright   2002-2010   SalesBrain
STIMULUS #2© Copyright 2002-2010 SalesBrain
CLAIM Exercise           2.1: Your top 3 CLAIMS                     Therapeutic to Pain                     Original to yo...
STIMULUS #3  © Copyright 2002-2010 SalesBrain
3 Sources of Value    Financial                                       Strategic                                           ...
© Copyright 2002-2010 SalesBrain
WHAT Value/Proof?                          CC       Demo   Data   Vision          $          S          P© Copyright 2002-...
WHAT  ValueWhat Proof?                            CC      Demo   Data   Vision            $            S            P © Co...
© Copyright 2002-2010 SalesBrain
GAIN Exercise                           For each of your CLAIMS:                           3.1 Unveil all the Benefits    ...
GAIN Exercise                                       Prove your case© Copyright   2002-2010   SalesBrain
four steps© Copyright   2002-2010   SalesBrain
All STiMULI
building and delivering        Your        message© Copyright 2002-2010 SalesBrain
Reptilian Exercise                                       Hit your                                       Target© Copyright ...
MESSAGE                                   six   BLOCKS© Copyright 2002-2010 SalesBrain
message     7 boosters© Copyright 2002-2010 SalesBrain
What do you think?© Copyright 2002-2010 SalesBrain
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Sales Brain PTMS Istanbul Workshop

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28 Kasım’da İstanbul’da Patrick Renvoise tarafından gerçekleştirilecek olan work-shop, müşterinin nasıl karar verdiğini bilimsel olarak inceleyen dünya çapında tek workshop olma özelliğini taşıyor

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Sales Brain PTMS Istanbul Workshop

  1. 1. 28 Nov 2012 Neuromarketing Workshop BY© Copyright 2002-2010 SalesBrain
  2. 2. the book• First book on Neuromarketing• Translated into 10 languages• Over 32,000 professionals Trained
  3. 3. awards• 2008 Vistage “Above & Beyond” Speaker Award• 2009 American Marketing Association “Next big thing in marketing” award 07• 2011 Advertising Research Foundation “Innovation Research Distinction” Award© Copyright 2002-2010 SalesBrain
  4. 4. Marketing doesn’t work What do you want? ?© Copyright 2002-2010 SalesBrain
  5. 5. NeuroMarketing MRI Facial Decoding EEG Eye tracking Skin conductance Voice analysis© Copyright 2002-2010 SalesBrain
  6. 6. Applied NeuroMarketing yes! STIMULUS© Copyright 2002-2010 SalesBrain
  7. 7. a buy buttonIN THE brain! © Copyright 2002-2010 SalesBrain
  8. 8. © Copyright 2002-2010 SalesBrain
  9. 9. Understanding the BRAIN TO improve YOUR MARKETING
  10. 10. Your Customers BRAIN© Copyright 2002-2010 SalesBrain
  11. 11. © Copyright 2002-2010 SalesBrain
  12. 12. © Copyright 2002-2010 SalesBrain
  13. 13. We are one of the leading providers of integrated, flexible, easy to use… ?Vendor Customer
  14. 14. You will get: Now I need 1. Better to rationalize 2. Stronger my decision! 3. Faster Yes!Vendor Customer
  15. 15. what stimulates the reptilian brain?© Copyright 2002-2010 SalesBrain
  16. 16. six stimuli To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
  17. 17. six stimuli To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
  18. 18. SELF-centered© Copyright 2002-2010 SalesBrain
  19. 19. six stimuli To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
  20. 20. CONTRAST© Copyright 2002-2010 SalesBrain
  21. 21. six stimuli To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
  22. 22. TANGIBLE© Copyright 2002-2010 SalesBrain
  23. 23. six stimuli To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
  24. 24. Attention Retention TIME© Copyright 2002-2010 SalesBrain
  25. 25. six stimuli To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
  26. 26. six stimuli To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain
  27. 27. six stimuli© Copyright 2002-2010 SalesBrain
  28. 28. FROM 6 STIMULI To four steps© Copyright 2002-2010 SalesBrain
  29. 29. four steps© Copyright 2002-2010 SalesBrain
  30. 30. STIMULUS #1 © Copyright 2002-2010 SalesBrain
  31. 31. Is it about?© Copyright 2002-2010 SalesBrain
  32. 32. PAIN Exercise 1.1 Imagine… 1.2 List frustrations, PAINS,… 1.3 Rewrite slogan to cure top PAIN© Copyright 2002-2010 SalesBrain
  33. 33. THE ICEBERG Middle New Decision Drivers UNconscious Conscious PAIN Reptilian© Copyright 2002-2010 SalesBrain FEAR
  34. 34. Re-enactthe PAIN © Copyright 2002-2010 SalesBrain
  35. 35. Your customer true PAIN Want Your Product Pain THEIR 3rd PAIN? ?© Copyright 2002-2010 SalesBrain
  36. 36. PAIN Exercise Dig, Dig and keep digging© Copyright 2002-2010 SalesBrain
  37. 37. four steps© Copyright 2002-2010 SalesBrain
  38. 38. STIMULUS #2© Copyright 2002-2010 SalesBrain
  39. 39. CLAIM Exercise 2.1: Your top 3 CLAIMS Therapeutic to Pain Original to you Provable 2.2: Your Competitors’ CLAIMS 2.3: Wordsmith CLAIMS 2.4: “We are the only company…”© Copyright 2002-2010 SalesBrain
  40. 40. STIMULUS #3 © Copyright 2002-2010 SalesBrain
  41. 41. 3 Sources of Value Financial Strategic Personal© Copyright 2002-2010 SalesBrain
  42. 42. © Copyright 2002-2010 SalesBrain
  43. 43. WHAT Value/Proof? CC Demo Data Vision $ S P© Copyright 2002-2010 SalesBrain
  44. 44. WHAT ValueWhat Proof? CC Demo Data Vision $ S P © Copyright 2002-2010 SalesBrain
  45. 45. © Copyright 2002-2010 SalesBrain
  46. 46. GAIN Exercise For each of your CLAIMS: 3.1 Unveil all the Benefits 3.2 For each Benefit Quantify its: – Financial VALUE – Strategic VALUE – Personal VALUE 3.3 Prove the VALUE with: – Customer Case – Demo – Data – Vision© Copyright 2002-2010 SalesBrain
  47. 47. GAIN Exercise Prove your case© Copyright 2002-2010 SalesBrain
  48. 48. four steps© Copyright 2002-2010 SalesBrain
  49. 49. All STiMULI
  50. 50. building and delivering Your message© Copyright 2002-2010 SalesBrain
  51. 51. Reptilian Exercise Hit your Target© Copyright 2002-2010 SalesBrain
  52. 52. MESSAGE six BLOCKS© Copyright 2002-2010 SalesBrain
  53. 53. message 7 boosters© Copyright 2002-2010 SalesBrain
  54. 54. What do you think?© Copyright 2002-2010 SalesBrain

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