How to Use Emotions In Marketing Without Scaring Yourкод для вставки
How to Use Emotions In Marketing Without Scaring Your OrganizationвЂ™s Left-Brainers hereвЂ™re wegoingEmotivators The new normal challenge 90-second neuroscience A couple of stories Lessons Learned вЂњNew NormalвЂќ = No Trust We make rational decisions. So do our customers. Besides, we need to make our numbers. How do we unite the numbers people and the customer advocate people? How do we create win/win/win situations? e need to get motional. To make those numbers we need to make deep connections with customers. We need to deliver something really valuable. The story of Dr. A. DamГЎsio and вЂњElliotвЂќ Damage to ElliotвЂ™s orbitofrontal cortex вЂ“ the вЂњemotional processorвЂќ вЂ“ rendered him incapable of making decisions. Did you vote because of what they said? Or how you felt about them? Head: It costs a fortune Heart: ItвЂ™s so cool Head: The camera is terrible Heart: ItвЂ™s so cool. Head: ThereвЂ™s no video Heart: ItвЂ™s so cool. Head: ThereвЂ™s no voice dial Heart: ItвЂ™s so cool. Head: $20 phones can do that (25 million sales later....) Heart: Hey head. Shut up. e co S 0 9 nd DrumcircleвЂ™s exclusive guide to making great marketing decisions and tedious party conversation ThereвЂ™s no such thing as a completely rational decision. How we decide: Old Thinking* Decision-making as a linear, rational process Think Do *On the Road to a New Effectiveness Mod el; Joe Plummer and Anca Micu, AAAA/ARF Task Force. Feel How we really decide: New Learning Emotional reactions happen within 10 milliseconds of a stimulus. Think Our brains canвЂ™t form a conscious thought about the stimulus until 500 milliseconds later. Do Feel People always choose whatever feels right. Objective: discover what right feels like How do people feel? How do they want to feel? How do we close the gap? How do we present that effectively? so we can design our offering accordingly. (At every point of contact) Stories Car Service вЂњNo matter hat they say I know they are oing to rip me off.вЂќ trust WhatвЂ™s the plan to earn the trust? People will start trusting you if you make them feel: Respected Pleasantly Surprised Competent Included GapMap: Overall n=959 Perfect Experience Competent Typical Experience Brand Experience Pleasantly Surprised Perfect Experience Typical Experience Brand Experience Perfect Experience Respected Typical Experience Brand Experience Perfect Experience Included Typical Experience Brand Experience -6 NEGATIVE EMOTION 0 POSITIVE EMOTION +6 GapMap: Overall n=959 Perfect Experience Competent Opportunity Typical Experience Brand Experience Pleasantly Surprised Perfect Experience Opportunity Typical Experience Brand Experience Perfect Experience Respected Typical Experience Brand Experience Perfect Experience Included Typical Experience Brand Experience -6 NEGATIVE EMOTION 0 POSITIVE EMOTION +6 BEFORE EMOTIVATION AFTER EMOTIVATION We will earn customersвЂ™ trust by making people feelвЂ¦ Pleasantly Surprised Competent вЂў We make customers smarter car owners by giving clear information in multiple ways. вЂў Our work is guaranteed. вЂў Our customers receive clear explanations of our recommendations вЂў Knowledgeable staff keeps customers informed every step of the way вЂў Certified techs treat customer cars like their own вЂў Service records available online вЂў Our technology is up to date вЂ“ including web-site, on-site access вЂў Fresh coffee and snacks in waiting area вЂў email notification of impending service/inspections вЂў roadside assistance вЂў Zipcars вЂў Clean vehicle after service вЂў reward loyalty program вЂў вЂњGo the extra mileвЂќ Competitive everyday prices. Available online and in store. Life. Well Spent. Case Il: Tractors (Using a lack of trust in our clientsвЂ™ favor) Respected вЂў We respect your time. вЂў Competitive price comparisons вЂў Car concierge вЂў Impeccable cleanliness вЂў Seek feedback 008, a genuine, technical breakthrough: SCR п‚§ New eco-friendly engine technology, Selective Catalytic Reduction п‚§ Lower emissions, lower fuel consumption п‚§ Beat every competitor (Deere) in the pending Green Ag Revolution he breakthrough news: A ew engine technology hat helps farmers: comply with EPA regulations. go green. Save money on fuel. 26 he breakthrough news: A ew engine technology hat helps farmers: comply with EPA regulations. go green. Save money on fuel. This is a marketing no brainer. The EPA is SatanвЂ™s Handpuppet. вЂўвЂњStupid decisions are being made by people who donвЂ™t have a clue about farming. But weвЂ™re the ones who have to live with it.вЂќ вЂўвЂњEverybody wants a cleaner world, but nobody wants to pay 20% more for their food. Farmers are stuck in the middle.вЂќ armers are already as green as they need to be, thank you very much. n fact, they вЂ™re the only вЂњrationally greenвЂќ people in the world Tree huggers on the coasts have lost all touch with realityвЂќ Agriculture gets blamed for environmental damage. ItвЂ™s ludicrous. We make our living from the environment!вЂќ вЂњDo NOT tell me how to care for the Earth, you treetree-hugging coastalcoastaldwelling wacko. And donвЂ™ donвЂ™t get me started on who really cares more about this stuff.вЂќ stuff.вЂќ Fuel EfficiencyвЂќ* is a giant snore. Even at $5 a gallon, itвЂ™s one of my cheapest inputsвЂќ Something like a 20-30% improvementвЂ¦I guess that might get my attention.вЂќ Diesel fuel was $5 a gallon at the time Emotivations give us a way into the farmersвЂ™ hearts and minds: dependent Stewards of the land nd Patriotic EcoRational Astute Practically Profitable GapMap: Quantify and Compare the relative strengths of Emotivation, Prompt Exploration of Strategic Options -200 Perfect Experience dependent and Patriotic Fuel and Pollution Typical Experience Perfect Experience tewards of the Land Fuel and Pollution Typical Experience Perfect Experience Eco-Rational Fuel and Pollution Typical Experience Perfect Experience Astute Fuel and Pollution Typical Experience Practically Profitable Perfect Experience Fuel and Pollution Typical Experience +200 GapMap: Quantify and Compare the relative strengths of Emotivation, Prompt Exploration of Strategic Options -200 Perfect Experience dependent and Patriotic Fuel and Pollution Typical Experience Perfect Experience tewards of the Land Fuel and Pollution Typical Experience Perfect Experience Eco-Rational Fuel and Pollution Typical Experience Perfect Experience Astute Fuel and Pollution Typical Experience Practically Profitable Smart Perfect Experience Fuel and Pollution Typical Experience +200 Case III: Online customer service (How to sell an oxymoron) вЂњThey have hidden themselves behind a locked gate and I canвЂ™t get in, no matter how hard I try. I donвЂ™t believe they care about me.вЂќ п‚§ Emotivationsв„ў - the emotions that drive your target group In Control Unique Centered dept Hugged uantified вЂ“ to drive decision-making uantified вЂ“ to drive decision-making Clear direction on product development вЂњThatвЂ™s great. But we donвЂ™t do emotions here. WeвЂ™re analytic left brainers.вЂќ* * Actual client quote after hiring us to do a project. Best Advice to rebuild trust. 1. 2. 3. 4. 5. Put emotions at the center of the research process, the marketing strategy and the business values. Remove the вЂњwoo-wooвЂќ and find ways to use charts, numbers and evaluative metrics (LBвЂ™s love them). Link the emotions to product/service features and attributes вЂ“ and not the other way around. Identify success metrics. Deliver on the promise to your customers. WhatвЂ™s DrumcircleвЂ™s expertise? We discover the emotions that motivate decisions (Emotivationsв„ў) We turn those unique insights into revenue-generating ideas (messages, product concepts, strategies, etc,) We help create and articulate The Heartbeat of the Brand Thank you!