The Influencing ‘X’ The New Psychology Of Marketing >> BRANDING! Are you struggling to get your message heard in a noisy and crowded marketplace ? When entrepreneurs ask me for my opinion of their ideas, I give them the choice of the truth or “ feel good” pablum . Most opt for the truth, and they usually thank me because they learn something from the tough love . There is a shortage of candid and straight forward information for entrepreneurs and would-be entrepreneurs .
According to the Wall Street Journal, roughly thirty million PowerPoint presentations are delivered in the world every day Seventy-eight percent of surveyed executives report they have slept during a recent corporate presentation. & Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
The FACT is that there are just TOO MANY SHAMANS!
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Innovation is the key and the basis of competitive strategies today. The rate of new product introductions is frenetic, but the failure rate is high. It is absolutely crucial to understand how innovation is done today. Consumers have become selective. They are increasingly ignoring commercial communications. Novelty may be the only way to catch the attention. Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Innovations Based on Modulation Varying any basic characteristic of the product or service by increasing or reducing the weight, importance, or degree of that characteristic. Juices with low sugar content, with more fruit Innovations Based on Sizing Introducing a new product or service in the market by varying the volume, frequency, size, or number of products or services offered. Potato chips: 5-ounce bag, 12 ounces, 20 ounces, multi-packs that contain several bags for family consumption Packaging-Based Innovations The way a product is packaged can modify the perceived benefit, function, or consumption occasion Nestlé markets the brand Red Box chocolates in different types of boxes, although the flavors and shapes of the chocolates are always the same. Design-Based Innovations Creating a new product by changing its external appearance Swatch is introducing new models each year, but external appearance is the main change. Innovations Based on Complements Development Adding complementary ingredients or additional services to the basic product or service. Hand soap with moisturizers, with coconut aroma, with floral aroma, antibacterial soap. Innovations Based on Effort Reduction Modifying not the product or service, but rather the efforts and risks involved in the purchase. Minimum price guarantee – willing to pay the price difference if cheaper elsewhere Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! FLOWER DIES NEVER DIES FLOWER FLOWER DIES DIES NEVER DIES NEVER DIES LATERAL DISPLACMENT LATERAL DISPLACMENT LATERAL DISPLACMENT GAP ARTIFICIAL “ Flower” is the focus “ Never dies” is a displacement The gap between “flower” and “never dies” is a stimulus
To market your products, services you do not need marketers. Innovation of another kind You need customers
Organization Corporate Image Quality Perception Other Use Recommendation Brand Name Reputation Before Sales Service Value Perception Guarantees During Sales Service Warrantees Advice Finance Function Delivery Availability After Sales Service Packaging Design Price Warrantees Features Efficacy Intangibles Core Surround MARKETING ASSETS
The Case for Personality Thinking differently requires focusing less on marketing your products and benefits, and more on understanding how to use the personality behind your brand to build a relationship with your customers. Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! Whether it is shallow and instrumental or deep, emotionally charged and carefully managed, personality is crucial. Why? To put it boldly: personality is a key issue in our society.
SPIRITUAL DIMENSION The cultural aspect of coffee is at the heart of the Starbucks experience. ‘ The fact that Starbucks care about bringing coffee from all different places around the world to us is great .We get to learn about the origins of that country’s culture’ FUNCTIONAL DIMENSION The functional dimension displays what the perception of an experience brand could look like. It is the highest quality coffee, cared for by dedicated partners who brew it with knowledge and in a dedicated manner, creating a friendly and special atmosphere for the customers. MENTAL DIMENSION In the mental dimension the perception about Starbucks is as a place to experience a mental break from the hassles of daily life. With that cup of coffee you either bring that feeling with you outside, or inhale the experience at the local Starbucks. SOCIAL DIMENSION ‘ It’s a statement drinking coffee in this place. You take a stand by just walking inside a Starbucks, a social hangout or club for people who appreciate the experience of discovery, aspiration, and great service. A brand like this a bearer of lifestyle attributes, a social insignia on the streets and in the workplace. Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
marketers have ignored the basics of how human beings are wired and how they work emotionally. And as a result, the effectiveness of their marketing and advertising suffers. Marketers who understand the emotional triggers and genetic characteristics of their consumers are better able to persuade and convince them with their marketing programs. For too long, Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Our true nature is self- centered. We have desires and we want them fulfilled. Great marketing pushes that “hot” button, hitting on those self-centered desires that we often sublimate. The rational part of the brain might want a fuel efficient car, but the self- centered, evolutionary part of the brain wants a car that makes the neighbors envious Quite often the later gets what it wants Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Don’t look at a piece of furniture on its own – picture it with the furnishing scheme you have in mind Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
How is it possible for a two -pound box of chocolate to make you gain five pounds? Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Turning out and turning off <ul><li>You know you’re not capturing your customers’ attention when they: </li></ul><ul><li>Delete your e-mails without reading them. </li></ul><ul><li>Ignore, or at best skim, printed materials. </li></ul><ul><li>Zone out during sales presentations. </li></ul><ul><li>Fast-forward through voice mails and videos. </li></ul><ul><li>Do not return your calls </li></ul><ul><li>Fail to retain the meaning of what you’re communicating. </li></ul><ul><li>Do not relate to your media ads / campaigns </li></ul>Are you here? Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Reality Check Marketing is what a company is in business do to. Marketing is a company’s ultimate objective. Marketing has become too complicated, too confusing and too full of jargon. The company that wins is the company that holds the most lucrative market position. Customers ‘buy’ the ‘company’ Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! What is the glue that holds the broad range of marketing functions together? I, Lal, believe it is the process of branding Gone are the days when marketing and innovation groups can focus on new product benefits. Insight-led research must be broadened beyond usage to examine how a brand can resonate across core consumer experience states, looking at: 1.) "How does a brand educate me ?" 2.) "How does it entertain me ?" 3.) "On what can it advise me ?" 4.) "Is the brand an expression of me ?" 5.) "Does the experience connect me to similar consumers?" 6.) "Does the brand give me a sense of purpose ?"
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! A dollar received today is worth more than a dollar received a year from now. Because we can earn interest on money received today, it is better to receive money earlier rather then later. This concept of time value of money is referred to as the opportunity cost of passing up the earning potential of a dollar today A dollar received today is worth more than a dollar received in the future It is likewise, with Profession The time value of money A fundamental concept in Financial Management Theory is the money has a time value associated with it.
Archimedes To just invent something and have a great idea is a lot of work, but it is not enough. [ You need to know ] how to get people excited. Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! - Larry Page , Cofounder of Google Inc.
Today Most Products Are BOUGHT not SOLD The power of brand lies in its ability to influence people…. Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! Sell Me NOT ! I am BUYING!
Marketing is building a powerful brand in the mind of the prospect. Marketing is branding Branding “pre-sells” the product Selling is in the brand If you can build a powerful brand, you will have a powerful marketing program. If you can’t then all the advertising, fancy packaging, sales promotion, and public relations won’t help you achieve your objectives. Marketing must evolve Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
To make money. To save money. To save time. To avoid effort. To get more comfort. To achieve greater cleanliness To attain better health. To gain praise. To be popular. To attract the opposite sex. To conserve possessions. To increase enjoyment. To gratify curiosity. To protect family. To be in style. To have or hold beautiful possessions. To satisfy appetite. To emulate others. To avoid trouble. To avoid criticism. To be individual. To protect reputation. To take advantage of opportunities. To have safety. To make work easier. THE 26 REASONS PEOPLE BUY Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! Why do people buy anything? What are they hoping to achieve when they spend their money ? If you want to make it in the rain, you have to see the gorilla markets in the mist See the gorilla
Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning in Africa, a lion wakes up. It knows it must outrun the slowest gazelle or it will starve to death. It doesn’t matter whether you are a lion or a gazelle. When the sun comes up, you’d better be running! How we see things influences how we see things The impact of perception
Why do we weep at movies? Mirror Neurons Neurologists suggest that this unconscious firing is the underpinning for many of our most instinctive reactions and behaviors, including our ability to empathize, to model the actions of others, and the very mechanism that permits the development of language We experience this mimicking phenomenon most commonly when we see someone yawn, and then typically have to stifle our own yawn. have been found to fire in the exact pattern and exact cerebral areas when an action is simply observed as when it is physically performed Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
THE LAW OF THE PARADOXICAL APPEAL Many purchases these days are not commodities; they are not well defined and may not have a track record. To make these types of purchases the customer must take a “leap-of-faith,” and this requires trust. Leap of faith Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Archimedes <ul><li>Firm reliance on the integrity, ability, or character of a person or thing. </li></ul><ul><li>Something committed into the care of another; charge. </li></ul><ul><li>The condition and resulting obligation of having confidence placed in one </li></ul><ul><li>One in which confidence is placed. </li></ul><ul><li>Reliance on something in the future, confident expectation, anticipation, or hope, reliance on the intention and ability of….. </li></ul>t r u s t Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
When you must QUACK , you MUST quack ! Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
The consumption chain OPERATIONALIZE YOUR BRAND BY IDENTIFYING, PRIORITIZING & OPTIMIZING YOUR HIGH IMPACT BRAND TOUCHPOINTS Every business is building a brand through actions and presence. Brand Specialists refer to this as the consumption chain, which is a consumer's entire experience with a product. The consumption chain includes all points of contact between the product and consumer, from the first time they become aware of it, until they dispose of it or discontinue using it . Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
How easy is it to do business with you ? customers are already being pushed out of their psychological comfort zones A lot of people out there already have a “hair trigger,” And poor customer service makes us more frustrated and anxious, which increases our distrust of the company. Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! There always is a ' F ' word in their hearts F e e l i n g s
CRM ? CEM ? CRM is usually more clearly focused on customers’ value to the enterprise. There’s nothing wrong with that -businesses exist to make money, and customers are valuable assets that require varying levels of attention and investment. But CEM brings in the new dimensions of customer emotions and “experiential” products - a type of product innovation, both of which are value that customers receive from the enterprise. Classic CRM projects rarely consider such things. C ustomer E xperience M anagement What is CEM ? It’s the “moment of truth.” Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! When Napoleon was a young officer at the siege of Toulon, he established an artillery battery in an extremely exposed, dangerous location. His superiors thought he would never get troops to man it. But instead of ordering or threatening his soldiers, Napoleon created a large placard and placed it next to the cannons “ The Battery of the Men Without Fear.” The position was manned night & day That’s influencing the ability to win people over to your ideas without coercion, using the relationship-based emotionally intelligent persuasion. It is the secret of success with colleagues, clients and customers Toulon was occupied by British and Spanish forces assisting the Royalist French .
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! What comprises good performance? The ability through singing or playing to make the ear conscious of the true content and effect of a composition. PERFORMING ART
Self-preservation What are people preoccupied with? The “fatal four” preoccupations Romance Money Recognition Research @ Hallward & Carnegie Corporation 1999: Lal Sujanani – THE HUMAN NATURE OF SUCCESSFUL MARKETING : Boston USA
Stories people tell. If I ask someone to tell me a story about their situation or their experiences in the past they will often reveal what they want and what they’re willing to buy. People disclose a lot of valuable information in their stories that they hold back in straight answers. Complaints they make. People rarely censor themselves when they air their complaints. As they tell me what they don’t like, it becomes a quick process of elimination to determine what they do want. Questions they ask. It’s a mistake to think of questions solely as requests for information. They’re also expressions of want and need, although the specific wants and needs are sometimes disguised. Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! UNDERSTAND verbal decoys zero in on the true desires:
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! The Creation Of The Customer What exactly is this deified construct known as the “customer ?” Why do we speak in terms of reverential awe ? Why do we impute Godly attributes to this creature ( omniscience : “the customer is always right,” omnipotence : “the customer will ultimately decide.”) ? Why does this creator-like creature need to be created rather than discovered ? “ Because the purpose of business is to create a customer , the business enterprise has two - and only two - basic functions: marketing and innovation .” PETER DRUCKER
Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING! On the streets of Bombay, vendors offer to sell you “time pass.” Time-pass, as it happens, is a paper cone of roasted and salted peanuts. But you don’t buy peanuts. You don’t even buy a snack. The branding as “time pass” tells you what you buy: a way to pass the time as you stroll along on the beach, or wait for your train to arrive. The customer created by the innovation (peanuts in paper cones made available at certain locations) is the pattern of modification of waiting and relaxation behaviors . You used to stroll. Now you stroll munching peanuts. You used to fret, looking at your watch, cursing railway delays. Now you peacefully munch peanuts instead. This explains why customers need to be created, and what innovations really are. “ time pass.”
To be sure of hitting the target… shoot first and call what ever you hit ‘ target ’ Influencing ‘ ’ The New Psychology Of Marketing >> BRANDING!
Thanks it’s been a pleasure Millions may swim: WE MAKE IT!