The document discusses how Buckley's, a Canadian cough syrup manufacturer, incorporated the flaw of its product tasting awful as a brand attribute. It found in market research that consumers already perceived the taste as bad. Its famous tagline "It tastes awful. And it works" turned this weakness into a strength, gaining attention, challenging consumers, and building trust by acknowledging the flaw while emphasizing the product's effectiveness. This unconventional approach proved successful in increasing sales and market share for Buckley's.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
This presentation is concerned with the psychological factors that effect customers buying and consequently our sales procedures.It was presented under the topic 'sales skills'.. I am sharing only my part..i.e psycological one..:)
In Marketing and Sales there is nothing more important than knowing how to persuading people to go from “sorry, not interested” to “I want that now!”
Find out some of the hidden science behind the art of persuasion and the answer to the question: can you persuade an acrophobe to walk across a tightrope?
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
This presentation is concerned with the psychological factors that effect customers buying and consequently our sales procedures.It was presented under the topic 'sales skills'.. I am sharing only my part..i.e psycological one..:)
In Marketing and Sales there is nothing more important than knowing how to persuading people to go from “sorry, not interested” to “I want that now!”
Find out some of the hidden science behind the art of persuasion and the answer to the question: can you persuade an acrophobe to walk across a tightrope?
Health Supplements - misleading marketing terms the supplement industry regul...Paul Cummings
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Part II covers a marketing strategy that is not found in ads as such, but appears on the label of many supplements and causes endless confusion for buyers. You won’t be fooled by it again…hopefully.
How many times have you seen ads for some supplement that claimed it was “natural” or “doctor–recommended” or “clinically proven,” only to try it and find it didn’t work? That’s the experience of millions of people year after year. This report will attempt to cover the most common and misleading marketing terms you will see in ads or find on web sites. Part I focuses on misleading marketing terms the supplement industry regularly uses to separate you from your money. You will recognize most of them I am sure, and after reading the section, should recognize them for the scam they are. Part II covers a marketing strategy that is not found in ads as such, but appears on the label of many supplements and causes endless confusion for buyers. You won’t be fooled by it again…hopefully.
Part I focuses on misleading marketing terms the supplement industry
regularly uses to separate you from your money. You will
recognize most of them I am sure, and after reading the section,
should recognize them for the scam they are.
The science of influence 2013 - Selling InteractionsAnderson Hirst
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In this eBook, marketers in companies who acquire subscription and other long-term customers will learn
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- which companies do a great job with incentives ... and which ones don’t!
What makes your brand different? A guide to being more competitiveguest18b160
This is a world where you and your competitors are largely selling products with similar benefits and features.
This is a world where the fragmentation of media makes it tougher to get your message to your consumers.
This is a world where brand owners find their trade customers are not only their access to consumers - but increasingly their biggest competitors.
This is a world where you need to think about how you you can ensure that you are building a long term competitive advantage based on a unique, different but relevant and compelling offer to your consumers.
In order to do this, what few key things should you be doing to make you different enough to generate value and long term growth in today's competitive global marketplace?"
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The bigger company's advantages include lots of capital / resources / employees, lots of customer relationships, good distribution, pricing power/patience.
Health Supplements - misleading marketing terms the supplement industry regul...Paul Cummings
Part I focuses on misleading marketing terms the supplement industry regularly uses to separate you from your money. You will recognize most of them I am sure, and after reading the section, should recognize them for the scam they are.
Part II covers a marketing strategy that is not found in ads as such, but appears on the label of many supplements and causes endless confusion for buyers. You won’t be fooled by it again…hopefully.
How many times have you seen ads for some supplement that claimed it was “natural” or “doctor–recommended” or “clinically proven,” only to try it and find it didn’t work? That’s the experience of millions of people year after year. This report will attempt to cover the most common and misleading marketing terms you will see in ads or find on web sites. Part I focuses on misleading marketing terms the supplement industry regularly uses to separate you from your money. You will recognize most of them I am sure, and after reading the section, should recognize them for the scam they are. Part II covers a marketing strategy that is not found in ads as such, but appears on the label of many supplements and causes endless confusion for buyers. You won’t be fooled by it again…hopefully.
Part I focuses on misleading marketing terms the supplement industry
regularly uses to separate you from your money. You will
recognize most of them I am sure, and after reading the section,
should recognize them for the scam they are.
The science of influence 2013 - Selling InteractionsAnderson Hirst
A summary of insights to help you to apply science to influence for effective sales meeting. This white paper will provide you with 12 big ideas to stimulate your thoughts about managing customer interactions differently and we provide practical tips on how to apply this in sales in everyday situations.
Everything you ever needed to know about incentives including: psychology, best practices, and cautionary tales.
In this eBook, marketers in companies who acquire subscription and other long-term customers will learn
- how you can use human psychology to improve your Conversion Rate and Customer Lifetime Value
- what are the dos and don’ts of successful incentive schemes
- which companies do a great job with incentives ... and which ones don’t!
What makes your brand different? A guide to being more competitiveguest18b160
This is a world where you and your competitors are largely selling products with similar benefits and features.
This is a world where the fragmentation of media makes it tougher to get your message to your consumers.
This is a world where brand owners find their trade customers are not only their access to consumers - but increasingly their biggest competitors.
This is a world where you need to think about how you you can ensure that you are building a long term competitive advantage based on a unique, different but relevant and compelling offer to your consumers.
In order to do this, what few key things should you be doing to make you different enough to generate value and long term growth in today's competitive global marketplace?"
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The bigger company's advantages include lots of capital / resources / employees, lots of customer relationships, good distribution, pricing power/patience.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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Kyiv PMDay 2024 Summer
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Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Revealing a flaw of your own product...as a brand attribute. Gone crazy?
1. Revealing
a
flaw
of
your
own
product...as
a
brand
attribute.
Gone
crazy?
Imagine
that
the
biggest
"flaw"
of
a
product
is
proudly
advertised
in
its
official
tagline.
It
sounds
crazy
right?
Imagine
a
cough
syrup
manufacterer
stating
in
its
very
own
ads
that
it's
main
product
tastes
just
like:
snail
trail
accumulation,
trash
bag
leakage,
cardio
workout
perspiration,
pig
tongue
scrapings,
used
mouthwash,
spring
break
hot
tub
water
or
public
restroom
puddle.
Say
it,
#WTF.
Difficult
to
believe
and
yet
a
#truestory,
the
one
of
Canadian-‐born
company
Buckley's.
Their
famous
tagline
"It
tastes
awful.
And
it
works"
is
a
winner.
It
means
more
sales
and
bigger
market
share.
Check
this
is
little
selection
I
made
of
the
print
ads
they
used
over
the
years:
-‐
Our
largest
bottle
is
200ml.
Anything
more
would
be
cruel.
-‐
People
swear
by
it.
And
at
it.
-‐
I'm
dedicated
to
ensuring
every
new
batch
of
Buckley's
tastes
as
bas
as
the
last.
-‐
Made
with
oil
of
ine
needles.
What
did
you
expect
it
to
taste
like?
-‐
Your
cough
won't
know
what
hit
it,
neither
will
you.
-‐
Open
wide
and
say
"@#$%&*!"
2. Buckley's
incorporated
"awful
taste"
as
a
brand
attribute
in
the
early
’80s,
when
they
found
out
after
a
market
research,
that
their
target
had
this
perception
about
the
product.
The
goal
is
clear,
it's
the
ol'
"let's
turn
a
weakness
into
a
strength".
But,
were
the
advertisers
playing
with
fire
or
was
that
a
safe
bet?
Is
there
any
hidden
motivations
that
trigger
people
to
buy
the
syrup?
I
am
going
to
demonstrate
it
in
five
points:
1-
The
Attention
No
need
to
say
that
the
message
is
odd
and
surprising.
It
doesn't
seem
to
make
sense
so
it's
impressive.
We
must
admit
that
the
ads
grab
our
attention
and
make
people
speak
about
them.
In
nowadays
terms,
we
may
say
this
tagline
is
viral.
It's
funny
and
at
the
same
time,
we
may
remember
it.
2-
The
Dare
The
slogan
is
essentially,
a
dare.
Challenges
are
very
strong
motivators.
People
need
to
know
if
the
taste
is
as
awful
as
they
say.
So
in
fact,
it's
not
a
turn-‐off,
it's
an
invitation
for
validation.
3-
The
Balance
It
would
be
very
foolish
to
state
that
a
product
needs
to
have
a
negative
brand
attribute
to
increase
market
share
and
sales.
As
you
have
guessed,
you
can
only
do
it
in
a
very
special
circumstances.
First
of
all,
you
have
to
analyse
the
flaw
and
put
in
perspective.
How
big
is
it?
Transcendence,
the
state
of
being
beyond
the
range
of
normal
perception,
is
crucial
here.
In
Buckley's
case,
we
are
kind
of
used
that
cough
syrups
taste
bad.
This
fact
makes
this
flaw
lose
some
points.
Anyway,
you
still
have
to
put
it
in
a
balance
with
a
positive
strength
that
beats
it.
The
good
claim
is
"And
it
works".
Note
the
use
of
"And"
after
a
point
instead
of
"but"
and
no
point.
Putting
a
"but"
in
there
would
have
been
unwise,
in
the
other
hand,
the
"and"
after
a
dot,
puts
the
two
sentences
in
the
two
pans
of
the
balance
scale.
The
strategy
here
is
to
make
the
second
phrase
outweigh
the
first
by
using
the
first
to
reinforce
the
second.
How?
The
answer
is
in
the
nature
itself
of
the
first
phrase.
Studies
demonstrate
that
mentioning
a
drawback
in
your
arguments,
against
your
self-‐interest
or
product,
create
"the
perception
that
you
and
your
organization
are
honest
and
trustworthy.
This
puts
you
in
a
position
to
be
more
persuasive
when
promoting
your
genuine
strengths"
(Goldstein,
Martin,
Cialdini).
3. So
this
is
what
happens,
by
saying
the
first
phrase,
they
give
more
credibility
to
the
second.
This
tactic
has
been
applied
not
only
in
marketing
(Volkswagen,
Listerine,
Avis)
but
also
in
Civil
Trials.
4-
The
Pain
David
B.
Morris,
in
an
article
titled
"belief
and
narrative"
for
Science
Magazine
in
2005
state
that
the
famous
"no
pain,
no
gain"
is
an
American
modern
mini-‐narrative
that
compresses
the
story
of
a
protagonist
who
understands
that
the
road
to
achievement
runs
only
through
hardship.
And
it
makes
sense;
If
you
want
to
become
an
architect,
you
know
that
you
need
to
study
a
lot.
If
you
want
to
run
a
marathon,
you
know
that
you
have
to
train
a
lot.
So
Buckley's
say:
if
you
want
to
get
your
cough
healed,
you
have
to
taste
a
nasty
syrup.
This
card
is
also
played.
5-
The
Magic
Let's
speak
about
magic
now.
Let's
enter
the
fascinating
world
of
deep
psychological
factors
that
influence
the
perception
and
effectiveness
of
medicine.
The
colour
of
the
box,
the
shape
of
the
pills,
its
name
or
the
way
it
is
administrated
influence
the
effectiveness.
The
power
of
the
mind.
A
Placebo
effect
is
"the
tendency
of
any
medication
or
treatment,
even
an
inert
or
ineffective
one,
to
exhibit
results
simply
because
the
recipient
believes
that
it
will
work".
Studies
have
found
that
a
placebo
injection
is
more
effective
than
a
placebo
pill.
Why
is
that?
According
doctor
Ben
Goldacre,
author
of
the
bestseller
"Bad
Science",
is
because
of
the
injection
feels
like
more
dramatic
intervention.
The
more
dramatic
is
the
ritual,
the
more
effective
it
will
be
or,
better
said,
it
may
be
perceived.
For
above
reasons,
Buckley's
interest
is
to
present
its
syrup
as
the
worst
in
taste.
It's
a
genius
marketing
campaign.
Also,
a
safe
bet.
Carles
Roca-‐Font
September
2013