Psychology-Based Marketing


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Triggering Consumers’ Unconscious Minds!

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Psychology-Based Marketing


  1. 1. Psychology-Based Marketing
 Triggering Consumers’ Unconscious Minds!  
  2. 2. Psychology  Based  Marke1ng!   Appealing  to  the  Triggers  of  the     Unconscious  Mind     Jeanee  McMurtry   e4marke1ng  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  3. 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. 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. 5. Cheerios  lost  28.2%  of  high  loyalty  customers  while  37.1%  reduced  loyalty.    -­‐  CMO  Council  Report  on  US  Consumer  Loyalty    
  6. 6. Consumer  Trust  Broken  Trust      is  the  Number  One  Reason  People  Switch  Brands.    No  method  for  regaining  trust  has  been  proven.          Source:  Yankelovich  Partners   ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  7. 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  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  8. 8. Trust  Trends  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  9. 9. Trust  Trends  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  10. 10. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  11. 11. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  12. 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    ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  13. 13. 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.      ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  14. 14. Driving  Behavior   CFO   CEO     Marke7ng  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  15. 15. 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. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  16. 16. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  17. 17. Conscious  Mind  Choice  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  18. 18. Reward  and  Loss  Triggers  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  19. 19. Reality    ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  20. 20. 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©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  21. 21. Packaging  for  the  Irra1onal  Mind    ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  22. 22. Psychology  of  Price     Nearly  70%  of   consumers  will   choose  $9.99  vs.   $10.00.        ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  23. 23. 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      ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  24. 24. 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  
  25. 25. 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   ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  26. 26. 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        
  27. 27. Color  Combina1ons  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  28. 28. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  29. 29. 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      ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  30. 30. Control  
  31. 31. 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  
  32. 32. 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    
  33. 33.  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  34. 34. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  35. 35. Power  of  Fonts   ! If  you  don’t  think  fonts  matter,     THINK AGAIN!  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  36. 36. Frame  It  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  37. 37. ENGAGE  WITH  FUN  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  38. 38. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  39. 39.        Source:    Bunchball  
  40. 40. 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  
  41. 41. Life1me  Brands   Deliver  emo7onal  thrills  that  create   memorable  experiences.       Focus  on  customers,  not  themselves.      ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  42. 42. ESP  Brands   ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  43. 43. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  44. 44.   MUSEUM  OF  HEART     ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  45. 45. 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  ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  46. 46. 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%!  
  47. 47. ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  
  48. 48. Never  Underes1mate  Service  4  6%     3  2%     4  6%     dropped   4  3%     dropped   3  0%     dropped   dropped   dropped©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com   (Source: Mobius Management Systems research, 300 respondents)
  49. 49.   THANK  YOU!         Join  the  Dialogue  on  LinkedIn!         Psychology-­‐Based  Marke1ng       Email  me  at     jeane]e@e4marke1ngco.com.      ©  Jeanee  McMurtry,  2009   www.e4marke7ngco.com  

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