Recommandé
Recommandé
Contenu connexe
Plus de Vivastream
Plus de Vivastream (20)
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
- 31. Control
- 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
- 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
- 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)