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YOU!
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the
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Psychology-‐Based
Marke1ng
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©
Jeane'e
McMurtry,
2009
www.e4marke7ngco.com](https://image.slidesharecdn.com/311420-121015064413-phpapp01/85/Psychology-Based-Marketing-53-320.jpg)
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Psychology-Based Marketing
The document discusses psychology-based marketing and how it can trigger consumers' unconscious minds. It notes that loyalty is declining, with over half of highly loyal customers reducing purchases or defecting within a year. Broken trust is a major reason consumers switch brands. The unconscious mind is driven by emotions like pain avoidance and pleasure seeking. Marketing must appeal to these unconscious triggers to influence behavior. Effective marketing understands how emotions, rewards, packaging and other psychological factors sway irrational decision making.
Psychology-Based Marketing
- 1. Psychology-Based Marketing Triggering Consumers’ Unconscious Minds!
- 2. Psychology Based Marke1ng! Appealing to the Triggers of the Unconscious Mind Jeane'e McMurtry e4marke1ng © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 3. In Just One Year’s Time: • 52% of “highly loyal” customers reduced or defected • 1/3 defected to a compe7ng brand • Loyalty churn cost global brands more than 20% in lost revenues in 2008. • In general, only 40% of brands retain 50% or more of customers year to year.
- 4. QuickTime™ and a TIFF (Uncompressed) decompressor ar e needed to see this picture. Over 12 months, Crest Toothpaste lost some or all sales among 59% of it’s high loyalty customers. -‐ CMO Council Report on US Consumer Loyalty
- 5. Cheerios lost 28.2% of high loyalty customers while 37.1% reduced loyalty. -‐ CMO Council Report on US Consumer Loyalty
- 6. Consumer Trust Broken Trust is the Number One Reason People Switch Brands. No method for regaining trust has been proven. Source: Yankelovich Partners © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 7. In God We Trust…But Not In Business • Globally, brand trust has slipped 50% in recent years • 80% believe business values profits over consumers • 66% believe business will take advantage of public • 63% believe big business can’t be trusted • 48% of US trust business • 40% trust government (on par with Russia) • 25% of US trust banks, down from 71% in 2008 © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 8. Trust Trends © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 9. Trust Trends © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 10. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 11. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 12. When Trust is Broken • Tell others 76% • Stopped buying indefinitely 58 • Told business concerns 55 • Bought from compe77on 49 • Reduced frequency 49 • Cancelled store card 18 • Wrote about on web 13 • Complained to BBB or CofC 11 • Did nothing 03 © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 14. Human b ork Why ESPs wehavior is based upon two emo1onal premises: The Avoidance of Pain The Pursuit of Pleasure Visceral or “hot states” with substan7al devia7on from equilibrium significantly drive impulse shopping behavior. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 15. Driving Behavior CFO CEO Marke7ng © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 16. Emo7onal Relevance This year, at the UCLA Ahmanson-‐Lovelace Brain Mapping Center, Marco Iacoboni and his group used func7onal magne7c resonance imaging (fMRI) to measure brain responses in a group of subjects while they were watching the Super Bowl ads. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 17. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 18. Conscious Mind Choice © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 19. Reward and Loss Triggers © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 20. Reality © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 21. Irra1onal Behavior or a res s andc ompture. ™ e ime ) d pic i ck T s sede this QuickTime™ and a Qu pre se c omed t o TIFF (Uncompressed) deco mpressor Un d are needed to see this picture. F ( n ee TIF ar e © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 22. Packaging for the Irra1onal Mind © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 23. Psychology of Price Nearly 70% of consumers will choose $9.99 vs. $10.00. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 24. What Makes Us Happy The Happiness Hypothesis: All we need is to: • Feel connected to others • Making a difference • Associate with and experience “good” • Reciprocity • Fairness, Jus7ce © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 25. Happy Spending • 71 percent claim, “I make a point to buy brands from companies whose values are similar to my own.” • 80% are likely to switch brands when price and quality are about equal, if other brand is associated with a good cause • 41% percent have bought a product associated with a cause in the last 12 months • 87% say social impact of a brand influences choice. Source: Edelman Good Purpose Study
- 26. Power of Color Psychology and Color: • Within 90 seconds, consumers make an unconscious judgment of a product or environment • 60-‐90% of that judgment is based upon color © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 27. RED Brand A]ributes + Ene rgy, s -‐ Dan treng ger, a th, po • E n nger, wer, hanc mali desir ce e respi es meta BLACK ra7on b o l i sm press • An ure rate, rais , + Power, elegance, formality, es blo acce od pres7ge decis nt to en -‐ Death, mystery, grief ions coura ge qu ick • Creates a sense of authority • Makes other colors stand out • Makes you look thinner
- 28. Color Combina1ons © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 29. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 30. Power of Words Words must be about customer not the brand. Most emo7onally charged words: Approved Complete Discount Dependable Guaranteed Immediately Improved Limited Time Powerful Professional Recommended Reliable Uncondi1onal Unsurpassed Urgent Wonderful © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
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- 34. Love the Results! Amongst Internal Database: • Achieved an ROI 31 7mes the costs • Beat control by 640% Overall Results: • Achieved an ROI of 20 7mes the costs
- 35. Digital vs. Print Old-‐fashioned direct trumps digital: -‐ Generates deeper emo7onal processing -‐ Brain perceives offers to be more real -‐ Creates more introspec7ve ac7vity and connec7ons to messages Messages Linger Longer for Tangible Direct
- 36. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 37. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 38. Power of Fonts ! If you don’t think fonts matter, THINK AGAIN! © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 39. Frame It © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 40. ENGAGE WITH FUN © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 41. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
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- 44. Fun Works! Per Bunchball, gamifica1on results include: • Page views doubled • Pages per visit up 60% • Repeat monthly visits doubled • User registra7ons up 20% • Time on site doubled • Unique visitors up 30% • ROI of 400% or higher
- 45. Life1me Brands Deliver emo7onal thrills that create memorable experiences. Focus on customers, not themselves. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 46. ESP Brands © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 47. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
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- 49. The Power of Direct • DM sales up 7% to $2 trillion in 2011 • Average ROI per dollar spent: – $12.03 in 2011 – $14.47 for NFPs – $ 5.24 for general ads • Growing at a rate of 5.6% annually • Represents 52% of total ad spend © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 50. DM Drives Behavior • 80% of US Households read or scan direct mail. • 70% of consumers conducted a repeat transac7on due to receiving a direct mail piece. • 67% of online searches were driven by a direct mail piece. 39% of them resulted in a purchase. • Personalized coupon increased redemp7on by 150% and transac7on value by 118%!
- 51. © Jeane'e McMurtry, 2009 www.e4marke7ngco.com
- 52. Never Underes1mate Service 4 6% 3 2% 4 6% dropped 4 3% dropped 3 0% dropped dropped dropped © Jeane'e McMurtry, 2009 www.e4marke7ngco.com (Source: Mobius Management Systems research, 300 respondents)
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