Meeting/Event Information

Understanding the Neuroscience in Client Decision-Making: The Five Principles of Influence

January 29, 2019
5:30 PM EST - 8:00 PM EST

Entro Offices
33 Harbour Square #202
Toronto, ON M5J 2G2

The SMPS Foundation Board of Trustees, along with the SMPS membership, chose to develop a more robust and scientifically-informed understanding of client decision-making behavior and its application to marketing and business development. The SMPS Foundation and SMPS membership worked with researcher, JonRobert Tartaglione, founder and CEO of Influence 51, on this highly informative report.

Melissa Lutz, FSMPS, CPSM, current SMPS HQ President-Elect, and Past President of the SMPS Foundation will be joining SMPS Ontario to present the research findings, as well as to facilitate an interactive discussion on how to apply this understanding to make an impact on marketing campaigns, sales strategies, and organizational communication and behavior change.

The Five Principles of Influence:

Principle 1: The human brain is not a computer
Principle 2: Our social nature matters
Principle 3: Our political sensibilities matter
Principle 4: Timing and priming matter
Principle 5: Structure of presentation matters

Melissa Lutz, FSMPS, CPSM

Melissa Lutz is a Principal and the Director of Marketing at Champlin Architecture. A member of SMPS since 1992, she was named a Fellow of the Society in 2010. Melissa is currently the SMPS Society Board of Directors President-Elect, and is the Past-President of the SMPS Foundation. She also is a committee member and Past-President for the Greater Cincinnati Chapter of Commercial Real Estate Women, a board member of the Northern Kentucky Chamber of Commerce, Diverse By Design-Agenda 360 Committee Member and a member of the Advancement Committee for the Children’s Home of Cincinnati. She also volunteers for the Carnegie Arts Center, and donates her time to Suits That Rock- an effort which has raised almost $1m for children’s arts educational programs. A Past-President of the Greater Cincinnati Chapter, Melissa continues to volunteer with her chapter and assists with various committees and initiatives.

Melissa has recently presented at the SMPS Build Business Conference, the AIA Ohio Valley Regional Conference, SMPS Heartland Regional Conference, SMPS Pacific Regional Conference, SMPS Southern Regional Conference, CREW Greater Cincinnati, SMPS Chicago, SMPS Indiana, SMPS Greater Cincinnati, SMPS Northeast Ohio, and The University of Cincinnati’s College of Business and has written articles on business development and marketing for various publications. Melissa was one of the Researchers and Authors for the SMPS Foundation’s book, A/E/C Business Development-The Decade Ahead, and continues to serve the Foundation in research endeavors and initiatives. Melissa also volunteers for Allied Construction Industries as the chair of their Marcomm Committee, and she led a team of professionals to engage the organization in a rebrand. In 2017, she received a Distinguished Service Award from ACI for her work with the organization.

Target Audience

Manager/Director level, Firm Owner/Partner, Intermediate to Junior Marketing staff interested in better understanding how clients think.

Markendium Domains of Practice

Marketing Management (Domain 6)
Proposals (Domain 4)
Client and Business Development (Domain 3)

CPSM CPUs: 1.5

Limited tickets are available for this event. First come, first served via RSVP.
Light refreshments will be served.
This is an "in-person" event only. No recording or webcasting will be provided.
Attendees are kindly asked to refrain from recording this event.
For event cancellation and ticket refund policy, please see:


$35.00 Member Ticket

$55.00 Non-member Ticket