Understanding the subconscious drivers behind buying decisions and the neuroscience of marketing is one of the hottest topics in marketing today.
Donna Sturgess, president of Buyology Inc. in New York City and author of the forthcoming "Eyeballs Out
," will speak on the topic at the first Women Business Leaders Breakfast Series
on Oct. 8 at Chatham University's Shadyside Campus. The Center for Women's Entrepreneurship series will run through June 10th on the second Friday of each month.
Buyology helps businesses get into the subconscious decision making process, which makes up 85% of all buying decisions, Sturgess says. She is a senior marketer and visionary proponent of building brands through emotional strategies. Formerly the Global Head of Innovation for GlaxoSmithKline, Sturgess has 25 years of marketing experience and believes in using marketing neuroscience to rigorously measure and understand customer decisions.
Most companies don't consider the emotional quotient when they approach marketing, says Sturgess, whose articles have appeared in Harvard Business Review, Brand Week and Advertising Age.
" Emotion is the single greatest lever business has to accelerate market performance ahead of competitors," she says. "In this talk you will get an exclusive look at ground-breaking global research on how a busnesses can build and quantitatively measure the strength of their brand's relationship with consumers on ten key drivers."
The Women Business Leaders Breakfast series features prominent regional women business leaders on a variety of progressive topics. Casual networking and a continental breakfast precede the interactive presentations. Future topics will include innovative entrepreneurship, strategic business growth, unique marketing strategies and logistical business planning.
Look for Heather Arnet, Executive Director of the Women and Girls Foundation in November and Mona Generett, Vice President of Community Development for Dollar Bank in December. The series is sponsored by Pop City.Sign up
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Writer: Deb Smit
Source: Rebecca Harris, Chatham