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Masterclass Neuro Marketing Communications
Tue 21 March 2017, 14:00 – 17:00 CET
A NEURO PERSPECTIVE ON MARKETING COMMUNICATIONS
The key to successful communications lies in exposing the consumer to messages and stimuli that shape purchase decisions – regardless of which media is being used. In this workshop you will take a practical approach to exploring how you can lift the return on your investment into marketing communications. More specifically you will address challenges such as:
- Gaining a new perspective on marketing communications by understanding how consumers process your advertisements, engagement opportunities, special offers, design elements and other sensory inputs you expose them to.
- Creating and activating memories in the consumer’s mind and managing dopamine to shape purchase decisions.
- Understanding why apparently successful campaigns fail and how you can avoid this...
- Factoring in the importance of mood and mode – Which messages are consumers receptive to when they are shopping or exploring offers (online or in a store) versus when they are on social media?
- Understanding the importance of timing – When are consumers most receptive to your messages when they are on-line?
- Appreciating the importance of signals and how this impacts on the effectiveness of communications and design.
- Exploring design as a means of shaping and reinforcing purchase decisions.
- Making effective use of owned and earned media and a brief look at shopper marketing.
In this workshop you will take a practical approach to exploring how you can lift the effectiveness of your marketing communications and design. You will be presented with application examples and guidelines that will deliver practical ideas, concepts and solutions.
Who should attend?
This Masterclass is designed for executives, business owners, marketing and agency staff who develop communications strategies and create or approve their executions, including creative concepts and media choices.
The Masterclass will be presented in English, however, you can ask questions and contribute to discussions in English, German or French.
Dr Peter Steidl
Peter has carried out assignments in 20 countries on five continents, counting Fortune Global 100 corporations, start-up companies, professional services firms, federal and state government agencies and not-for-profit organizations amongst his clients.
Peter has an MBA (Wirtschaftsuniversitaet Wien) and PhD (Universitaet Wien) and has served on the permanent staff of the Wirtschaftsuniversitaet and Adelaide University (Australia), taught Corporate Strategy and Marketing in the MBA program and held a Visiting Adjunct Professorship at the Department of Computing, Curtin University (Australia).
He has published 10 books and his articles, interviews and commentaries have appeared in journals, trade publications, radio and TV interviews in Australia, Austria, Belgium, Denmark, Germany, Hong Kong, Iran, Singapore, Turkey, the United Kingdom and the United States.
Bart studied political sciences, philosophy and communication science at KULeuven Belgium. After 15 years in executive management positions in several Swiss startups, Bart founded his own consulting company TM Tandem Marketing sàrl in 2003.
After reading Gerald Zaltman's book "How Customers Think" in 2004 he started his journey in the field of Neuromarketing. In 2012 he was one of the pioneer members of the NMSBA, a worldwide organization of Neuromarketing professionals and researchers. Bart is a professor at the Fribourg School of Management and the University of Applied Sciences in Lausanne, teaching strategic management, international management and neuromarketing.
Bart cofounded with dr. Peter Steidl and dr. Jan Raes HONEUR or the house of Neuromarketing which mission is to to provide the marketing and communications community with insightful and comprehensive training and practical workshops to help them integrate the intuitive human being into their daily work.