Re-energizing Your Event With Neuroscience

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

Re-Energizing Your Event With Neuroscience

Melinda KendallSenior Vice PresidentFreeman

@melindakendall#freemanco


As presented at the IAEE Expo! Expo! Annual Meeting and Exhibition Dec. 10-12, 2013Houston, TX


NeuroscienceBrain mapping


Behavioral Science

How we think, feel, perceive.

How we interact.


Key topics

Key behavioral science conceptsStimulating the sensesEmotionSetting the moodLearning environments


Social Proof

Humans are more likely to make a decision if others already have.


Which One Works Better?A. Please consider the environment and re-use your towels.B. 75% of our guests choose to re-use their towels.


Framing

How information is shared affects how it is

perceived.

Losses are not the mirror of gains.


Framing

It is bedtime in 10 minutes.vs.

You can play for 10 more minutes before bed.

Are you having a good show?vs.

We have 5% more buyers than last year!


Reference Dependence

We judge compared to what we have or had, not against an absolute scale.


Reference Dependence

Your show is always compared to last

year’s.

What’s new, better, different?


Priming

Initial stimulus influences what comes after.


Priming

Impressions on walking into the buildingImpressions on walking into the roomOpening content of a presentation

Share objectivesIndustry expert

Giving a head-start in a points-based systemTriggering emotional reaction to taste or smells


Stimulating the Five Senses


Sight

Artwork and nature increase creativity.

The color red sharpens memories.

Juxtaposed items create associations.

Patterns and perceived obstacles guide travel paths


Lifestyle


Brand Image


Sounds

General session stinger music

Background music

Toy fair: Baby laughing

Retail event: radio advertising


Lobby Music


Smell

Provokes strong subconscious associations

Home, garden, childhood


Touch

A cold drink makes you think someone is cold and distant, compared with a hot drink.


Taste

Protein-rich breakfast helps focus the morning.

Sugary breaks give a quick energy high--then plummets

Salty snacks reduce social anxiety.

Caffeine improves attention and task switching.


Associations

Refreshing

Heavy


Emotion


Building Community by including personal voices


WIND WORKS CampaignPicture It! Photo Booth


Building Community American Association of Physician Assistants

People love sharing their ideas and best practices.

• P


Industry Pride


Setting a Mood


The ‘Guru of Giggling’: Dr. Madan Kataria

Laughter Yoga is a combination of group laughter exercises with yoga breathing techniques.

It’s a refreshing reminder that it’s OK to be silly.

Silly is good.

Wake Up and Laugh With Us


Converging at theCircle of Palms


Learning Environments

The brain doesn’t pay attention to boring things.


Straight Stage


Theater in the Round


Dogbone Stage


Charrette Room


Meet the Experts


Applying Behavioral Science to Events

[email protected]

Re-energizing Your Event With Neuroscience

Marketing

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