| Upcoming Sessions | Class Times | Location | Cost | Register |
|---|---|---|---|---|
| October 6, 2016 | 9am to 4:00pm | Canisius College Campus | $595 |
Description
Did you know that sheen – or lack of it – on a bag of potato chips can impact your decision to buy it? Frito-Lay made this discovery when the company was looking to expand their market share among women. Marketing executives learned that shiny bags with pictures of chips triggered a negative response – specifically feelings of guilt – among women far more than matte bags picturing potatoes and other ingredients perceived as healthier. The conclusion? Less guilt sells more chips. As a result, the company scrapped the shiny bags previously used to package their baked snacks for matte ones.
How did Frito-Lay make this valuable discovery? Through neuromarketing.
Neuromarketing is rapidly becoming an important tool for sales and marketing professionals. In fact, companies from Google, Yahoo, and Microsoft to Hyundai and Campbell’s are using it to analyze how the brain receives and processes information and employing that data to improve customer response to their products.
Led by neuroscientist Erikson Neilans, Ph.D., this course will introduce you to the multidisciplinary field of consumer neuroscience and neuromarketing. It will explore the basic concepts of the human brain, the elements of the consumer mind, and how you can apply those insights to structure your marketing messages, making them more compelling – and more effective.
BENEFITS
In this course, you’ll learn how to:
- Understand your buyers at a deeper, more emotional level so you can develop campaigns that trigger an emotional response
- Make more informed sales and marketing decisions based on accurate consumer insight
- Reduce the likelihood of marketing campaign and new product failures
WHO SHOULD ATTEND
This course is designed for middle and senior level marketing executives who wish to truly understand their customers’ perceptions and preferences. This includes Directors of Marketing, Director of Sales, Business Development Officers, E-Business Managers, Managers of Corporate Sales, Managers of Advertising, Product Development Managers, and E-Commerce Managers.
TOPICS COVERED
- The basics of neuromarketing: What does it mean & where did it come from?
- Why & how neuromarketing works
- Understanding how consumers make buying decisions
- How neuromarketers measure brain activity
- Factors that can increase the likelihood of a successful marketing campaign
- Easy ways you can incorporate neuromarketing into your next campaign & improve response
- How to use neuromarketing to enhance your sales presentations
- How to use the “AIDA” (Attention, Interest, Desire, Action) approach to motivate your audience to buy