Dan Hill
Perhaps you’ve read Martin Lindstrom’s Buy-Ology. Certainly, you’ve heard about neuromarketing. But fMRI brain scans are too expensive and invasive to ever be practical for business on a daily basis, and SST/EEG readings of the electrical activity in consumers’ brains are likewise invasive, not conducive to Internet testing, can’t be used while test subjects are speaking—and can’t distinguish between specific emotions. So, how’s a marketer to get the good from neuromarketing’s potential without also suffering the downside limitations?
Hill’s speech and the practical insights it provides are rooted in a decade of using the scientific, non-invasive facial coding research tool described in Malcolm Gladwell’s Blink and showcased in the new Fox TV primetime hit series, Lie to Me. Able to distinguish not just positive from negative emotions, but also whether happiness, surprise, fear, anger, sadness, disgust or contempt is being felt by consumers in response to the advertising they’re exposed to, Hill is in the unique position of knowing whether advertising isn’t just on-message but also on-emotion. Why does that matter? Because 21st-century advertising must create the right emotions for a particular consumer, at the right time, to fit the right strategy, in order to break through the clutter, and address people’s values and search for shared meaning via social media.
What is loyalty, after all, if not a feeling? In a lively, entertaining but most of all informative speech Hill will give tangible examples of the ten rules that will enable both companies and advertising agencies, large and small, to be both more connective and effective in their marketing efforts. Cutting-edge brain science has confirmed that people are primarily emotional decision-makers. In tough times, you can’t afford not to learn how to solve advertising’s woes and get a better return on your investment.
The ten rules consist of the following:
- Leverage the Sensory Bandwidth
- Keep It Simple
- Keep It Close to Home
- Focus on Faces
- Make It Memorable
- Relevancy Drives Connections
- Always Sell Focus
- Don’t Lead with Price
- Mirror the Target Market’s Values
- Believability Sticks
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