This is a top-to-bottom look at consumer behavior, insight development, and strategic thinking. It is not about tactics. Instead, it’s about developing consumer insights that can help a seasoned executive re-think their marketing strategy.

1. KEYNOTE
Jamie Turner
CEO
UNSPOKEN PRODUCTIONS
Marketing Makeover:
Better Marketing Through
Better Insights
ATLANTA, GA ~ JUNE 29 - 30, 2023
DIGIMARCONSOUTHEAST.COM | #DigiMarConSoutheast

2. Marketing Makeover
Jamie Turner
Author | Professor | Consultant
Better Marketing Through Better Insights

4. Self-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

5. If you drew the letter Q so that you can read it:
Self-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

6. If you drew the letter Q so that you can read it:
• You come across as being the same person in different situations.
Self-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

7. If you drew the letter Q so that you can read it:
• You come across as being the same person in different situations.
• Your behavior is guided more by your own values than the needs of
others.
Self-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

8. If you drew the letter Q so that you can read it:
• You come across as being the same person in different situations.
• Your behavior is guided more by your own values than the needs of
others.
• You pride yourself on being straight with people.
Self-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

9. If you drew the letter Q so that you can read it:
• You come across as being the same person in different situations.
• Your behavior is guided more by your own values than the needs of
others.
• You pride yourself on being straight with people.
• You’re not especially good at lying, but are better at detecting lies in
others.
Self-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

10. Other-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

11. If you drew the letter Q so that others can read it:
Other-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

12. If you drew the letter Q so that others can read it:
• You tend to be more concerned about how other people see you.
Other-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

13. If you drew the letter Q so that others can read it:
• You tend to be more concerned about how other people see you.
• You’re happier being the focus of other people’s attention and can easily
adapt your behavior to suit the situation in which you
fi
nd yourself.
Other-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

14. If you drew the letter Q so that others can read it:
• You tend to be more concerned about how other people see you.
• You’re happier being the focus of other people’s attention and can easily
adapt your behavior to suit the situation in which you
fi
nd yourself.
• You are probably very skilled at in
fl
uencing the way other people see
you.
Other-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

15. If you drew the letter Q so that others can read it:
• You tend to be more concerned about how other people see you.
• You’re happier being the focus of other people’s attention and can easily
adapt your behavior to suit the situation in which you
fi
nd yourself.
• You are probably very skilled at in
fl
uencing the way other people see
you.
• You might be good at lying, but not very good at detecting lies.
Other-Focused
Source: Dr. Richard Wiseman, University of Hertfordshire

16. What does this exercise teach us?

17. Let’sgettoknowoneanother

18. Four goals for our time together

19. Four goals for our time together
1. To re-visit what you know about marketing

20. Four goals for our time together
1. To re-visit what you know about marketing
2. To open your mind up to new approaches and fresh ideas

21. Four goals for our time together
1. To re-visit what you know about marketing
2. To open your mind up to new approaches and fresh ideas
3. To share some insights about consumer behavior,
neuroscience, and insight development

22. Four goals for our time together
1. To re-visit what you know about marketing
2. To open your mind up to new approaches and fresh ideas
3. To share some insights about consumer behavior,
neuroscience, and insight development
4. To have some fun

23. Opening your mind up to new solutions

24. Opening your mind up to new solutions

25. Branding
Let’s test your abilities

26. Which execution won?
Groove wanted to improve the conversion rate on their landing pages so, after
interviewing customers, they tested the original (left) vs. a new version (right).
Version A Version B Source: https://blog.hubspot.com/marketing/a-b-testing-experiments-examples

27. Which execution won?
Groove wanted to improve the conversion rate on their landing pages so, after
interviewing customers, they tested the original (left) vs. a new version (right).
Version A Version B Source: https://blog.hubspot.com/marketing/a-b-testing-experiments-examples
2.3% CTR

28. Which execution won?
Groove wanted to improve the conversion rate on their landing pages so, after
interviewing customers, they tested the original (left) vs. a new version (right).
Version A Version B Source: https://blog.hubspot.com/marketing/a-b-testing-experiments-examples
2.3% CTR 4.3% CTR

29. Humana wanted to test
whether a “savings”
headline would
outperform a more
generic version.
Which one won?
Version A
Version B
Which execution won?
Source: https://blog.hubspot.com/marketing/a-b-testing-experiments-examples

30. Humana wanted to test
whether a “savings”
headline would
outperform a more
generic version.
Which one won?
Version A
Version B
Which execution won?
Source: https://blog.hubspot.com/marketing/a-b-testing-experiments-examples
433%
Better CTR

31. Humana didn’t stop testing. They decided to test another version, too.
Version C
Version B
Which execution won?
Source: https://blog.hubspot.com/marketing/a-b-testing-experiments-examples

32. Humana didn’t stop testing. They decided to test another version, too.
Version C
Version B
Which execution won?
Source: https://blog.hubspot.com/marketing/a-b-testing-experiments-examples
192%
Better

33. Branding
Key Point:
Your gut instincts will never be as
accurate as actual data.

34. Branding
What are people actually buying?

35. What are you buying when you
buy a Porsche?

36. What are you buying when you
buy a Rolex?

37. What are you buying when you
buy Starbucks coffee?

39. Purchase

40. Purchase
Memory —>

41. Purchase
Memory —>
Emotion —>

42. Purchase
Memory —>
Emotion —>
Experience —>

44. Sources: Psychology Today; Rob Pascale and Lou Primavera Ph.D.
Experience —> Emotion —> Memory —> Purchase

45. Sources: Psychology Today; Rob Pascale and Lou Primavera Ph.D.
Experience —> Emotion —> Memory —> Purchase

46. Sources: Psychology Today; Rob Pascale and Lou Primavera Ph.D.
Experience —> Emotion —> Memory —> Purchase

47. Branding
Key Point:
Consumers don’t make purchases
based on logic. Instead, they make
purchases based on emotion.

48. Information vs.
Insights

50. A1 Steak Sauce

54. Key Point:
Good Marketing is not just about
the information. It’s Also about
the insights.

55. It’s Quiz Time!

56. It’s Quiz Time!
• Don’t follow your gut instincts.
Instead, follow the _____________.

57. It’s Quiz Time!
• Don’t follow your gut instincts.
Instead, follow the _____________.
• Consumers don’t make purchases
based on logic. Instead, they make
purchases based on __________.

58. It’s Quiz Time!
• Don’t follow your gut instincts.
Instead, follow the _____________.
• Consumers don’t make purchases
based on logic. Instead, they make
purchases based on __________.
• Good marketing isn’t just about the
information. It’s also about the
_____________.

59. Pricing

62. According to Professor Saloni Vastani at Emory University, sharing the price well before
the buying moment allows us to focus more on features and less on price.
Sharing the price closer to the buying moment feels like a bigger monetary sacri
fi
ce.
This is known as "Psychological Distance.”

63. Key Point:
The more distance between
pricing and purchase, the more
likely you are to make the sale.

64. new technologies

65. Gartner Hype Cycle

66. Gartner Hype Cycle for Advertising and marketing

67. Gartner Hype Cycle for Advertising and marketing

68. Gartner Hype Cycle for Advertising and marketing

69. Key Point:
Remain alert to new
technologies. But be prepared to
shift gears quickly.

70. Colors have meaning

71. Power
and
Passion
Royalty
and
Authority
Stability
and
Reliability
Balance
and
Growth
Optimism
and
Freedom
Impulsivity
and
Warmth

72. Power
and
Passion
Royalty
and
Authority
Stability
and
Reliability
Balance
and
Growth
Optimism
and
Freedom
Impulsivity
and
Warmth

73. Power
and
Passion
Royalty
and
Authority
Stability
and
Reliability
Balance
and
Growth
Optimism
and
Freedom
Impulsivity
and
Warmth

74. Power
and
Passion
Royalty
and
Authority
Stability
and
Reliability
Balance
and
Growth
Optimism
and
Freedom
Impulsivity
and
Warmth

75. Power
and
Passion
Royalty
and
Authority
Stability
and
Reliability
Balance
and
Growth
Optimism
and
Freedom
Impulsivity
and
Warmth

76. Power
and
Passion
Royalty
and
Authority
Stability
and
Reliability
Balance
and
Growth
Optimism
and
Freedom
Impulsivity
and
Warmth

77. Power
and
Passion
Royalty
and
Authority
Stability
and
Reliability
Balance
and
Growth
Optimism
and
Freedom
Impulsivity
and
Warmth

79. Key Point:
Be aware of the subconscious
meanings behind color.

80. thinking
Experientially

82. Traditional Marketing

83. Traditional Marketing Experiential Marketing

85. Jackson Kayak

86. Jackson Kayak

87. Key Point:
The cost of experiential marketing can
be less than traditional marketing. But
the impact can be far greater.

88. It’s Quiz Time!

89. It’s Quiz Time!
• The more distance between pricing
and purchase, the more likely you
are to _____________.

90. It’s Quiz Time!
• The more distance between pricing
and purchase, the more likely you
are to _____________.
• Remain alert to new technologies,
but be prepared to __________.

91. It’s Quiz Time!
• The more distance between pricing
and purchase, the more likely you
are to _____________.
• Remain alert to new technologies,
but be prepared to __________.
• Be aware of the subconscious
meanings behind _____________.

92. It’s Quiz Time!
• The more distance between pricing
and purchase, the more likely you
are to _____________.
• Remain alert to new technologies,
but be prepared to __________.
• Be aware of the subconscious
meanings behind _____________.
• The cost of experiential marketing
can be less than traditional
marketing. But the impact can be
far _____________.

93. Final Thoughts

94. jamie@JamieTurner.Live
678-313-3472