Current Programs

The Eyes Have It!

How Facial Coding and Eye Tracking Reveal Advertising Effectiveness and Predict Buying Behavior

Thursday, September 16
6.00 – 8.00

Traditionally, marketing has too often been all about talking points and being on-message. But as the breakthroughs in brain science have proven, the decision-making process is driven by emotions. In fact, the emotional brain sends 10 times as much data to the rational brain as vice versa. So to achieve the goals of engagement, recall, persuasion and loyalty, smart marketers – especially in the luxury market – know that the key to success is sensory enticement that proves to be emotionally rewarding.

There’s nobody better to provide insights on the importance of creating feeling points and being on-emotion than Dan Hill. His most recent book, Emotionomics: Winning Hearts & Minds, was chosen by Advertising Age as one of the top 10 must-read books of 2009. He’s also the founder and president of Sensory Logic, Inc., a 12-year-old research-based consultancy whose blue-chip clients benefit from the company’s use of facial coding to scientifically quantify the emotional response of consumers to everything from advertising, to offer design, to merchandising effectiveness, and more.

In this spirited presentation, Dan applies facial coding to business and particularly the luxury market. Specifically he addresses:

Emotive Marketing – Dan draws on Sensory Logic’s decade-long track record in gauging the sensory (eye tracking) and emotional (facial coding) responses of consumers to a wide variety of advertising. A worldwide range of examples will be shared, organized around his Top 10 Rules for Engaging, Effective Advertising.

Emotive Selling – Because the selling process is really the buying process, Dan teaches how to create enhanced rapport with prospects through knowledge of facial coding, body language, and the application of emotional intelligence. Specifics include: reading the personality traits of your prospects in order to align better with them, how behavioral economics predicts the patterns of prospect’s evaluation process, and guidelines for how to make your sales presentations more engaging and persuasive.

Emotive Leadership – Beyond providing senior management with insights about how transformative change management works best given the latest findings from neurobiology, Dan also investigates ways in which executives can give more powerful presentations and gain a competitive advantage in negotiations based on facial coding and the leveraging of emotional intelligence in general.

Featuring:

Dan Hill is a recognized authority on the role of emotions in consumer and employee behavior with over a decade of experience running his scientific, emotional insights consultancy: Sensory Logic, Inc. One of the company’s unique research tools is facial coding which is highlighted in Malcolm Gladwell’s best-seller Blink and serves as the basis for Fox’s prime-time hit “Lie to Me”.

A frequent speaker at business conferences and seminars from coast to
coast, as well as in Europe and Asia, Dan’s blue-chip clients have included Target, Toyota, Reebok, Whirlpool, American Express, Capital One, Nokia, GlaxoSmithKline, among dozens of other major brands.

Dan appeared on “The Today Show”, FOX, CNN, and MSNBC regarding his facial coding analysis of the 2008 Presidential Election. Other TV appearances have involved baseball’s steroid scandal and criminal cases. Press coverage of Dan and his company include The New York Times, USA Today, The Wall Street Journal, Advertising Age, TIME.com, China Forbes, Entrepreneur, LA Times and
Kiplinger’s among many others.

Among Dan’s books is Emotionomics: Leveraging Emotions for Business Success (Kogan Page Publishing, 2009), was chosen by Ad Age as one of the top 10 must-read books of 2009. Dan’s newest book, About Face: Ten Secrets to Emotionally Effective Marketing, will be released in September, 2010 (Kogan Page Publishing).

Location:

The City Club of San Francisco
155 Sansome Street
10th Floor
San Francisco, CA 94104

Presenting Sponsors:

RSVP Information

To reserve your seat, RSVP to nucifora@luxesf.com or call 415-332-1085

• This program is presented without charge to members and invited guests of The Luxury Marketing Council of San Francisco
• Attendance is by invitation only and is subject to a confirmed reservation
• Dress code is strictly business or business casual