NEUROMARKETING 101

HUMANIZE THE READERInsights from Neuroscience!

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SCIENCE! SCIENCE FICTION!

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Humanize the reader.

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TECHNOLOGIES

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KNOW WHO & WHAT

UNDERSTAND WHY

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EMOTION - SYSTEM 1!

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LOGICAL – SYSTEM 2!

EMOTION DRIVES ACTION

EMOTION

LOGIC

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Motion Novelty Dissonance

EMOTION TRIGGERS

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NEUROSCIENCE TOOLS 14

NEUROSCIENCE RESEARCH 1. Neuroscience 2. Biometrics

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Brain Metrics

Facial Expression Eye Tracking

Heart Rate Skin Response

trueimpact.ca

PRINT VS DIGITAL 17

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Download the whitepaper at: www.canadapost.ca/action

PRINT vs. DIGITAL MEDIA

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1. EASIER TO UNDERSTAND

Direct mail is easier to understand than digital media.

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2. HIGHLY MOTIVATING

Direct mail is far more persuasive than digital media.

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3. DIGITAL CAPTURES MORE ATTENTION

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… YET DOES NOT MOTIVATE AS WELL AS PHYSICAL

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• Stronger overall positive response

• Better recall of brand and offer details

• More likely to drive action

OPTIMIZING THE BOOKSTORE EXPERIENCE 27

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STORE EXPERIENCE BEFORE AFTER

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Current Pack! New Pack!

TEST RESULTS

New Pack

Current Pack

Brain and mouth disagree.

Motivation Survey

TEST RESULTS

New Pack

Current Pack

People buy on how they FEEL.

Purchased Motivation

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CBC Marketplace!Retail tricks: How stores make you spend more

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TOP 3 IN-STORE INSIGHTS 1.  Decision fatigue is real."

2.  Sell to your tribe, not to everyone."

3.  Visual attention is automatic and quick.

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Humanize your readers, and find ways to bring joy, value and meaning to their lives.

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"Strive not to be a success, but rather to be of value.” Albert Einstein