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Seminar and Registration Information | www.kr.co.za

NeuromarketiNg 2017

ONE-DAY SEMINAR

22 NOVEMBER 2017CRYStAl tOwERS HOtEl

• BY MARRIOttCAPE tOwN

Enhancing customer experiences by understanding how your customers

REALLY think

www.kr.co.za

#NM2017kr

SPECIAl OFFERS

y Register 3 delegates and the 4th delegate attends free of charge!

y Special discount for registered NPO’s, small businesses (30 or less employees) & full-time lecturers at universities – contact us for more information!

Over the last 3 years advances in the fields of Neuroscience, specifically Neuromarketing, has yielded a host of findings which defy our intuitive understandings of consumer behaviour. If you want useful, practical advice on understanding customers and enhancing the customer experience, want to build a stronger brand, enhance advertising precision or simply need insight as to how behaviour change occurs, this is a seminar for you!

Neuromarketing has evolved substantially into a marketing practice that delivers accurate and scientific results. The intersection of neuroscience applications for marketing makes it possible to cultivate more accurate, personalised marketing strategies for business.

At the intersection of economics, neuroscience, consumer behaviour and cognitive psychology, neuromarketing focuses on the emotions in human decision making and uses this information to make marketing efforts more effective. Neuromarketing information is applied in product design, pricing and promotion, store designs and to improve customer experiences as a whole. Based on the rationale that human decision making is not a conscious process but rather an emotional process in which the brain uses short cuts to hasten decision making.

This fascinating science and powerful tool takes us to a world of infinite opportunities, where you can uncover the hidden triggers of consumers purchasing behaviour.

The field of neuromarketing may be a new terrain for a lot of marketers, but here is a great platform that will help you understand the principles and science behind it and how these latest findings can impact YOUR brand and conversion rate.

WHY You SHouLD atteND• Hear the latest thinking of how marketing efficiency can be improved through satisfying

the customer’s senses, emotions, memory and conscience. • Gain an understanding of how neuromarketing can make an impact on current marketing

activities and future strategies• Walk away with practical applications of neuromarketing • Learn how leading organisations are using these insights to create more effective

campaigns and get to the “buy button “in your customers brain• Be exposed to the latest technologies and techniques in neuromarketing that can

determine customer decision making processes.• Be inspired and challenged with fresh thinking, interesting findings and real concepts that

you can use immediately with good effect.• Connect, share and network with other marketers.

WHo SHouLD atteND

Crystal towers (Marriott Hotel)

Located in a thriving business hub in Cape Town, the Crystal Towers (by Marriott) boasts sophisticated accommodation and a convenient Century City location. This venue is conveniently located for those travelling from the northern and southern suburbs, with a mere 20 minute drive to the airport.

VeNUe loCatioN

Century City, Corner of Century Boulevard and Rialto Road, Century City, Cape Town

TEL: 021 525 3898

EMAIL: [email protected]

tHE VENUE

PARtICIPAtING ORGANISAtIONS

Understanding your customer’s emotional reactions is the first step toward creating experiences that are meaningful, relevant, and successful in connecting with the customer.

Attend the one day Neuromarketing seminar where you will gain insight into how to boost engagement and profitability!

• Marketers• Brand managers• Advertisers

• Market researchers• Consumer insight

managers

• Product managers• Sales managers

2Contact DEBBIE AtwEll for more information +27 (83) 651 1664 | [email protected]

PASt AttENDEES

‘’An excellent day, very worthwhile’’ Carl, The Foschini Group

“Brilliant and very inspiring” Nicoletta, I&J

‘’Very well presented’’ Bronwyn, Liberty

‘’All very informative!’’ Brett, Film Works

07:30–08:30 REGISTRATION • Meet and greet seminar attendees, presenters and KR staff

08:30–08:40 welcome and introduction by Chairperson

Chairperson DaViD Perrott, Director, Gravity Ideas

08:40–09:30 the science of emotional buying and what marketers can do about it

• What neuroscience tells us about emotions and logic and the role in consumer behaviour• How to speak directly to emotions – what marketers need to know• Key emotional drivers that influence buying decisions • Memorable marketing – how memory works and why memory is vital in sales success• Behavioural economics and power of nudge – how small nudges can drive buying decisions more efficiently,

identifying and executing nudge opportunities

Speaker JoHN laUreNCe, Managing Director, HeadSpace Neuromarketing

09:30–10:15 Neuroscience for improving the total customer experience

An avalanche of new brain-research has made the science of persuasion simpler and more powerful. By focusing on a few big discoveries, neuroscience has allowed us to focus on the basics, and produce a more powerful marketing system.

• The basics of the brain• The new basic needs of the human race: how to market and sell using SCARF• Breakthrough principles for marketers (some case studies)• Brand Equity Models to apply and understand how emotion impacts on the decision making process of your target market

Speaker iaN rHeeDer, Owner, Markitects

10:15–10:45 mORNING bREAk • Enjoy refreshments and network with seminar attendees and speakers

10:45–11:30 Neuromarketing in action: Consumer Neuroscience techniques and technologies

In this informative session, Mark will introduce you to the various consumer neuroscience techniques and biometric technologies that are used to learn why consumers make the decisions they do and how we can identify the emotional drivers behind those decisions so that they can be optimised. Members from the audience will be invited to join in some live demonstrations that will bring some of the technology to life, including:

• Electroencephalography• Remote and Mobile Eye-tracking• Facial Coding• Galvanic Skin Response

This session will provide some entertaining insights!

Speaker Mark DrUMMoND, Director, Neural Sense

11:30–12:15 the attention economy: make your brand stand out in a crowd

In this session David will share key lessons from consumer neuroscience and our understanding of the brain that will make your brand stand out from the crowd, including:

• Global Neuromarketing uptake and hurdles: where are we now and will brain science change marketing as we know it?• Attention Economy principles: How can you sell in under 8 seconds, because that’s all you have• Neuro design and Neuroaesthetics: the importance of the visual expereince• Your Brain on desire: Taking a look at motivation and reward anticipation

Speaker Dr DaViD roseNsteiN, Director, Neural Sense

SEMINAR PROGRAMME

NeuromarketiNg 201722 November 2017 • Crystal towers Hotel | by Marriott • CAPE tOwN


SEMINAR PROGRAMME



12:15–13:00 Decision making fatigue and Neuromarketing

• How to recognise and avoid the symptoms• Building a case for checklists in business• Implications for retail

Speaker aNNeMi oliVier, Chairman, Neuromarketing Association of SA (NMASA)

13:00–14:00 LUNCH • Learning conversations and connect over lunch with seminar attendees and presenters

14:00–14:45 today’s role of Neuromarketing in marketing research

• Consumer behaviour metrics.• When and how it is useful to integrate the “black box” of the consumer’s brain into marketing research. • Showcase studies that highlight the promises of applying neuroscience to marketing research. • The most recent developments that we think will have an important future impact on our understanding of consumer

behaviour and research.

The BMR at Unisa has also established a Consumer Neuroscience Laboratory in 2016 and conducted numerous studies in, amongst others, the financial, food, training sectors The laboratory also provides research avenue for several academic studies in Marketing and related fields. Reference to some of these studies could also be made underscoring the practical application Neuromarketing.

Speaker Professor Pierre JouberT, Head: Behavioural and Communication Research Division, Bureau of Market Research (BMR), UNISA

14:45 LEG STRETCH LEG STRETCH ANd GRAb A COffEE

14:45–15:30 From hunches to hypotheses: the rise of evidence-based design in big business

Over the past few years, business has rapidly adopted a more scientifically-informed approach to understanding their clients and the products, services, and communications they design for them.

What is becoming apparent is that the expectations associated with these insights often outweigh the outcomes achieved. This is often due to lack of understanding of these insights limitations and particular contextual sensitivities that may influence their effectiveness.

When these sorts of realisations become apparent, there is a very-human drive to over-correct, to throw the baby out with the bathwater and just go back to intuition-first approach with all its built-in biases and limitations. A more effective approach is to use the scientific literature in combination with other research tools to construct informed hunches and then turn those hunches into testable hypotheses which we can build experiments around in order to validate.

David will then make the case for business experiments and why it is becoming such a popular approach in big business, look at the key principles to consider when designing experiments and what the future of business experimentation may look like.

Speaker DaViD Perrott, Director, Gravity Ideas

15:30–15:45 WRAP UP, NETWORkING ANd CLOSE Of SEmINAR

Ian RheedeROwner, Markitects: Chartered Marketer, MSc

To answer the central theme: ‘What makes a marketer successful?’ Ian draws on 30-years of practical marketing experience and an obsession with studying neuroscience. His previous corporate position was marketing & sales director of the global zipper giant, YKK. He regularly facilitates CUSP® at the Gordon Institute of Business Science (GIBS). He is a Chartered Marketer and holds an MSc in Persuasion Science (cum laude). He has consulted in most industries and is currently completing his PhD in The Neuroscience of Persuasion. Besides all that, Ian was nominated in 2010 as the Johannesburg Chapter President of the Professional Speakers Association, voted as the best speaker at International Marketing Conferences in 2009 and 2012, founding member of The Marketing Association of South Africa, and has published dozens of Marketing Management articles.

John LauRenceManaging Director, HeadSpace Neuromarketing

John is the MD of the agency, HeadSpace Neuromarketing, which uses advanced technology to provide biometric markers of consumer response to marketing. The Johannesburg-based firm uses ground-breaking scientific technique to examine behaviour driven by neural processes that occur below the level of consciousness as well as insight and guidance for planning and strategy and has worked with some of the biggest brands in the country. He is experienced in all facets of communication; having spent 20 years in advertising, marketing and research and held senior marketing roles in companies such as Honda and Toyota.

dR davId RosensteInDirector, Neural Sense

Dr David Rosenstein comes from a background in Clinical Psychology and

has vast knowledge in the field of Neuroscience. He has also completed his PhD in Psychiatry in a clinical neuroscience study, where he tested his hypotheses using neuroimaging (fMRI), neurocognitive and genetic methods. He is the co-founder and scientific backbone of Neural Sense™ and ensures that all of their projects are both scientifically and ethically sound. His deep understanding of the human brain provides valuable insight into the inner workings of the subconscious.

MaRk dRuMMondDirector, Neural Sense

Mark Drummond is the other co-founder of Neural Sense™, the consumer neuroscience consultancy that uses cutting edge neuroscience in market research to optimize the full marketing mix and improve ROI. After spending a decade working in advertising for agencies like Ogilvy and M&C Saatchi Abel, he now applies this experience, together with his Business Science Marketing Honours degree and an MBA, in the application of neuromarketing to help brands understand what’s really going on in the hearts and minds of their consumers.

anneMI oLIvIeRChairman, Neuromarketing Association of SA (NMASA)

Annemi is a marketing executive with more than 20 years’ experience in the field. She specialises in marketing, communication, CRM, strategy & execution. She has headed up departments for well-known corporates, worked as Crew Relationship Manager at South African Airways as well as being tasked with the responsibility for the strategic and corporate marketing portfolio at Vodacom where her team was awarded the CEO award. Annemi has completed various degrees, including an Honours degree in Psychology with a main interest in Psychopathology, accompanied by a BA in Human Science, and in 2016 received her Master’s in Business Leadership, specialising in the psychology of marketing and brands, through UNISA SBL. Her dissertation focused on the Neuromarketing landscape in SA. Annemi is the former Head of Marketing at FinGlobal. She is currently the chairman of the Neuromarketing Association of South Africa (NMASA) as well as a Director at eQ. This

SEMINAR SPEAKERS




SEMINAR SPEAKERS


company’s twin specialist fields allow her to combine her knowledge of marketing and communication with her passion for neuromarketing.

davId PeRRott Director, Gravity Ideas

David is a co-founder of the behavioural design consultancy, Gravity Ideas, which aims to apply the learning’s and techniques from the behavioural sciences to solve business and government challenges both in South Africa and abroad. His work has primarily been with large financial service companies such as Allan Gray, Southern Charter, and Capitec

Bank but has worked with local government units and social-purpose organizations too. More specifically, his main focus for the last two years has been around the design, setup, and management of randomized controlled experiments to test and learn about the impact of specific interventions on clients, advisers, and staff. The interventions he has worked with have ranged from the effect of subtle changes to the website and email design on conversion rates to the impact entire financial health programs on clients’ propensity to go into arrears.

PRofessoR PIeRRe JoubeRt

Head: Behavioural and Communication Research Division, Bureau of Market Research (BMR), UNISA

Prof Joubert currently leads the Behavioural and Communication Research Division at the Bureau of Market Research (BMR) at the University of South Africa. He started his academic career at the University of Johannesburg in 1985 and was appointed as Associate Professor in the Department of Industrial Psychology at Unisa in 2000. He also worked as a marketing intelligence officer at Clover SA from 1990 until 1999. He was appointed as a full professor at the BMR in January 2008. During his research career at Unisa he was part of the team who received the Unisa Chancellor’s Award for Excellence in Research in 2012. Prof Joubert also initiated and took a leading role in the establishment of the Consumer

Neuroscience laboratory at the BMR in 2013. Besides heading the Behavioural and Communication Research Division, Prof Joubert is also responsible for managing the Consumer Neuroscience Laboratory at the BMR, conducting numerous research projects, lecturing, supervising postgraduate students and presenting research workshops to public and private sector institutions. He also served as a Board member of the South African Audience Research Foundation (SAARF) during 2015/16.

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• Register 3 delegates and the 4th delegate attends free of charge!

• Special discount for registered NPo’s, small businesses (30 or less employees) & full-time lecturers at universities – contact us for more information!

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Human Capital and Labour Report South Africa 2017




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South African organisations – especially the HR fraternity – have a big role to play in developing skills,

reducing unemployment and to offer solutions to benefit employers and society at large. To really make a

contribution to our country, organisations HaVe to invest in human capital and to do this there needs to

be a thorough understanding of the current labour and human capital challenges and trends. With over

200 pages, the Human Capital and labour report: south africa 2017 is the only report that offers you

the depth of knowledge you need to analyse labour market trends and identify human capital business

risks. We strongly believe that the new SA country report should be on the desk of every HR professional

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The new Human Capital and labour report: south africa 2017

covers a variety of topics to help you navigate the country’s labour market:

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school enrolment at all levels, in public and private institutions

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analysis of the technical and vocational training sector

• The quality of education, including employer expectations vs reality

• Detailed analysis of the labour force over time, by education, race and

province

• In-depth trends in employment and unemployment Skills shortage and

supply

• Wage and salary trends

• Industrial relations, unionisation and strike action Impact of the fourth

industrial revolution

• And MUCH more!

HUMAN CAPITAL AND LABOUR REPORT SOUTH AFRICA 2017

HUMAN CAPITAL AND LABOUR REPORTSOUTH AFRICA 2017

Order your copy today at R1 250.00 by ticking the appropriate box on the registration form!

For more information contact KR Research: +27 (0)11 706 6009 • [email protected]

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Other country reports available

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