trends and innovations in marketing … library/gr...trends and innovations in marketing...
TRANSCRIPT
Trends and Innovations in Marketing Communication and Advertising
Neuromarketing at REWE Touristik
Berlin, March 9th, 2011Dr. Ingo MarkgrafProf. Dr. David Scheffer
Content
1. Introduction to NeuroIPS®-method
2. The Results of the Neuromarketing-study
REWE Touristik 2
We are not master of our perceptions and decisions
3
The brain perceives selectively to reduceenergy consumption
The brain makes 2% of the body mass
But requires 20% of the blood under normal conditions.
More than 50% of the sugar released into the blood (glucose) is consumed.
Under strong mental strain, the needed amounts are much higher.
5REWE Touristik
6
Up to 95% of all decisions are made on an
subconscious level
REWE Touristik
7
The nature of decision is related to the personality
profile
REWE Touristik
The implicit personality systems dedicate what's important to the customer
8
§Data§Facts§Efficiency
§Harmony§Partnership§Trust
§Opportunities§Gut feeling§Creativity
§Aesthetics§Quality§Visions
REWE Touristik
The Economical
The relationship oriented
The Exclusive
The Trendsetter
The implicit personality systems dedicate what's important to the customer
9REWE Touristik
§Data§Facts§Efficiency
§Harmony§Partnership§Trust
§Opportunities§Gut feeling§Creativity
§Aesthetics§Quality§Visions
The Economical
The relationship oriented
The Exclusive
The Trendsetter
SF
NT NF
ST
Hotel ImperialGardasee
The exquisite ambience of one of the most luxurious
villas on the site
Hotel ImperialGardasee
Enjoy the friendly atmosphere
…and what a customer wants to know about the holiday destination
REWE Touristik 10
Hotel Imperial Gardasee
300 m to the beach, 600 m to old town Spacious gardens
Fitnesscenter
Hotel ImperialGardasee
Experience Italy: Ina workout, at a dance
floorparty or in a volleyball tournament with friends
Content
1. Introduction to NeuroIPS®-method
2. The results of the neuromarketing-study
REWE Touristik 11
The personality of the REWE Touristik-brands
REWE Touristik 12
§Data§Facts§Efficiency
§Harmony§Partnership§Trust
§Opportunities§Gut feeling§Creativity
§Aesthetics§Quality§Visions
The Economical
The relationship oriented
The Exclusive
The Trendsetter
The Evolution of ITS
REWE Touristik 13
• Families, Age 25 – 50• Medium Income• Brand Essence: Lebensfreude/ Enjoyment
�Before �Relaunch �Fine-tuning
TargetGroup:
The Evolution of JAHN REISEN
�Before
REWE Touristik 14
�Relaunch
TargetGroup:
• Couples, Age 40+• Higher income, higher quality demands• Brand Essence: Genuss / Pleasure
�Fine-tuning
The Positioning Works Travel Agents vote for ITS as the family favourite
Travel Talk 46 / 2010
15
�Thank you very much!
REWE Touristik 16