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How to Use Emotions In Marketing Without Scaring Your

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How to Use Emotions In Marketing
Without Scaring Your Organization’s
Left-Brainers
here’re
wegoingEmotivators
The new normal challenge
90-second neuroscience
A couple of stories
Lessons Learned
“New Normal” = 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.
Damásio and “Elliot”
Damage to Elliot’s
orbitofrontal cortex –
the “emotional
processor” – 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: It’s so cool
Head: The camera is terrible
Heart: It’s so cool.
Head: There’s no video
Heart: It’s so cool.
Head: There’s no voice dial
Heart: It’s so cool.
Head: $20 phones can do that
(25 million sales later....)
Heart: Hey head. Shut up.
e co
S
0
9
nd
Drumcircle’s
exclusive guide to making
great marketing decisions
and tedious party
conversation
There’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 can’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
“No matter
hat they say I
know they are
oing to rip me
off.”
trust
What’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 customers’ trust by making
people feel…
Pleasantly
Surprised
Competent
• We make customers smarter car owners by
giving clear information in multiple ways.
• Our work is guaranteed.
• Our customers receive clear explanations of
our recommendations
• Knowledgeable staff keeps customers
informed every step of the way
• Certified techs treat customer cars like their
own
• Service records available online
• Our technology is up to date
– including web-site, on-site
access
• Fresh coffee and snacks in
waiting area
• email notification of
impending
service/inspections
• roadside assistance
• Zipcars
• Clean vehicle after service
• reward loyalty program
• “Go the extra mile”
Competitive everyday prices. Available online and in store.
Life. Well Spent.
Case Il: Tractors
(Using a lack of trust in
our clients’ favor)
Respected
• We respect your
time.
• Competitive price
comparisons
• Car concierge
• Impeccable
cleanliness
• Seek feedback
008, a genuine, technical breakthrough: SCR
 New eco-friendly engine technology, Selective Catalytic Reduction
 Lower emissions, lower fuel consumption
 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 Satan’s
Handpuppet.
•“Stupid decisions are being made
by people who don’t have a clue
about farming. But we’re the ones
who have to live with it.”
•“Everybody wants a cleaner world,
but nobody wants to pay 20% more
for their food. Farmers are stuck in
the middle.”
armers are already as
green as they need to
be, thank you very
much.
n fact, they
’re the only “rationally
green” people in the world
Tree huggers on the coasts have lost
all touch with reality”
Agriculture gets blamed for
environmental damage. It’s ludicrous.
We make our living from the
environment!”
“Do NOT tell me how to
care for the Earth, you
treetree-hugging coastalcoastaldwelling wacko. And
don’
don’t get me started on
who really cares more
about this stuff.”
stuff.”
Fuel Efficiency”* is a
giant snore.
Even at $5 a gallon, it’s one of my
cheapest inputs”
Something like a 20-30%
improvement…I guess that might get
my attention.”
Diesel fuel was $5 a gallon at the
time
Emotivations give us a way into the
farmers’ 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)
“They have hidden themselves behind a locked gate
and I can’t get in, no matter how hard I try. I don’t
believe they care about me.”
 Emotivations™ - the emotions that drive
your target group
In Control Unique Centered
dept
Hugged
uantified
– to drive decision-making
uantified
– to drive decision-making
Clear direction on product development
“That’s great. But we
don’t do emotions
here. We’re analytic
left brainers.”*
* 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 “woo-woo” and find ways to use charts,
numbers and evaluative metrics (LB’s love them).
Link the emotions to product/service features and
attributes – and not the other way around.
Identify success metrics.
Deliver on the promise to your customers.
What’s Drumcircle’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!
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