We like to believe we make careful, logical decisions. In reality, most of our choices are automatic, emotional and driven by a brain that is trying to conserve energy.
So how do you create marketing that works with the brain, rather than against it?
That is where neuromarketing comes in. By understanding the automatic and emotional processes shaping decision making at a sub-conscious level, you can design communications that drive greater attention, engagement and action.
In this practical and interactive workshop, we will explore what is really influencing your audience’s attention, decisions and behaviour.
This session is not about theory. It is about application.
We’ll cover:
- The role emotions play, long before logic steps in
- How cognitive ease shapes trust and credibility
- Why contrast and novelty reset attention
- How personal relevance cuts through noise
- How stories create stronger memory and behavioural change than statistics
Through real campaign examples and group exercises, you will leave with practical principles you can apply immediately to your own marketing communications, whether you are developing a proposal, shaping a campaign, running a consultation or refining your sales messaging.
Speaker: Katherine Hesketh, Head of Communications at Keystone. With over twenty years’ experience in communications and marketing, and more than a decade at Keystone, Katherine specialises in shaping messages that connect at the right time, in the right place, with the right audience.
To book:
- Cambridge Network members, University of Cambridge and Anglia Ruskin University current staff and students: £20+VAT
- Non-members - £30+VAT
The Post Doc Centre, 105 Eddington Pl, Cambridge CB3 1AS