Neuromarketing: Consumer Insight from
an Old Brain Perspective
Understanding the BUZZ behind Neuromarketing
with guest speaker: Bob Bailly, BSc, Sales Brain Canada
Thursday, April 16, 2009, Edmonton
ABOUT THE PRESENTATION
Drawing from the latest findings in neuroscience, Bob Bailly provides a new, groundbreaking
method to influence any audience from customers to employees. The SalesBrain model is
proven to create and deliver compelling messages that will help participants quickly
enhance and improve marketing research and presentation skills. This keynote address will:
• Offer unique insights into how decisions are made by the human brain
• Describe why the “Old Brain” -- also commonly called the “Reptilian
Brain” -- is the ultimate decision-maker
• Unveil the six stimuli that will directly impact and persuade the Old Brain
• Demonstrate revolutionary techniques that will allow members to convey their ideas in a
unique, memorable and meaningful way.
Excerpts from the presentation…
What is the Old Brain and why is it important to YOU?
In addition to the Right Brain and Left Brain, the brain is categorized in 3 separate parts
that act as separate organs with different cellular structures and different specialized
functions.

The "New Brain" thinks. It processes rational data and shares its deductions with
the other two brains.

The "Middle Brain" feels. It processes emotions and gut feelings and also share its
findings with the other two brains.

The "Old Brain" decides. It takes input from the other 2 brains but it controls the
decision making process.
There are 6 stimuli that can reach the decision making part of your customers' brain, create
clarity on what PAINS drive your customers' decisions; develop strong and creative CLAIMS
to defend your unique benefits, and learn how to demonstrate your value proposition - the
GAIN - with your most compelling proofs.
About Bob Bailly:
Bob Bailly represents SalesBrain in Canada. He helps companies develop customer focused
go to market programs based upon a marketing career that has spanned over 25-years as a
planner, manager, and director with a number of international advertising agencies and
brand-focused design firms. He has worked for a broad cross-section of local, national and
internationally recognized clients - marketing everything from packaged goods, airlines,
telecommunications, tourism, educational and environmental products. In the mid 90s, Bob
led and managed teams with Scali Mcabe Sloves, BBDO and Karo Design on accounts
including Fairmont Hotels and Resorts, Telus, Canadian Airlines and the Government of
Alberta.
For a number of years, Bob has been a guest lecturer in brand management and
communications planning to students at the University of Calgary, Mount Royal College, and
the Alberta College of Art and Design. By focusing on customer motivation and frustration
he now utilizes the latest findings in neuroscience and applies these to improve marketing
and sales. He is a pragmatic, disciplined communicator that works with passion, sensitivity
and efficiency.
Bob received a B.Sc. degree from the University of Calgary, is a past President of the
Alberta Chapter of the American Marketing Association and has received certification in
Brand Management Principles from the Design Management Institute in Boston.
Bob has published an article in August 2008 VUE Magazine, Selling to the Old Brain.
For more information on Neuromarketing and workshops offered by Bob and Sales Brains Canada,
contact:
Bob Bailly, Sales Brain Canada
403-265-6033
bob@salesbrain.net
As requested,
The list of books that Bob suggested as part of the bibliography for his presentation (there are many
more, but these are worthwhile as a start):
Neuromarketing: Is There a Buy Button in the Brain: by Patrick Renvoise and Chritophe Morin
The Mind & The Brain – Neuroplasticity and the Power of Mental Force: by Jefferey M. Schwartz and
Sharon Begley
The Accidental Mind – How Brain Evolution Has Given Us Love, Memory, Dreams and God: by David
J Linden
The Spiritual Brain – A Neuroscientists Case tor the Existence of the Soul: by Mario Beauregard &
Denyse O'Leary
Kluge – The Haphazard Construction of the Human Mind: by Gary Marcus
Mistakes Were Made (But Not By Me): by Carol Tavris and Elliot Aronson
Blink – The Power of Thinking Without Thinking: by Malcolm Gladwell
What's So Wrong About Being Absolutely Right – The Dangerous Nature of Dogmatic Belief: by
Judy Johnson
The Evolution of Consciousness – The Origins of the Way We Think: Robert Ornstein
The Emotional Brain: Joseph LeDoux