It is so important today to become business storytellers and to engage our audiences on an emotional level.
Here is a fantastic presentation telling you the components of a great story and how to spread ideas
Marketing difficult products
Some products are harder to market, difficult to talk about. The approach needs to be clever and different.
P&G some years ago started Being Girl with a different approach to reach girls and have them talk about their periods. Their site is an example on how to reach people in a different manner and have them talking about topics that are difficult to share.
Hello Flo has created a commercial that is very creative in selling tampons and a membership program at the same time.
Sarah’s Secret Society, another company, targets a different audience and fosters a dialogue from people with urinary incontinence. They created the Video Diaries to show how to live a full life with incontinence.
No matter the product or how difficult it is to talk about it, there is always a clever way to market to your audience. Take calculated risks and see the results.
Commercial With Emotional Connection
Every time we talk about consumer psychology and NeuroMarketing we talk about the importance of creating an emotional connection with your audience. It can be done in any touch point with your audience.
Here is a commercial in Thailand from a telecommunication conglomerate called True that did an amazing job in creating an emotional connection on a low budget film.
It is spectacular!
Fast food chain with a brain.
Take a look at Chipotle’s new commercial.
It’s being called “the most beautiful, haunting infomercial you’ll ever see.”
It’s being called “the most beautiful, haunting infomercial you’ll ever see.”
Also kudos to the company that back in July, for example, the company announced plans to become the first US restaurant chain to strip its menu items of all genetically engineered ingredients.
The company that targets Millenials has chosen other media outlets to promote its brand other than Tv
Consumer behavior: A Discount May Devalue a Product More Than a Giveaway
Consumers who were offered free bread sticks as a promotion from a pizzeria said they’d be willing to pay $5.06, on average, for them once the promotion ended, only slightly less than the amount consumers were willing to pay when there had been no promotion, say Mauricio M. Palmeira of Monash University in Australia and Joydeep Srivastava of the University of Maryland. By contrast, people who were offered the bread sticks at a discounted price of 50 cents were willing to pay just $2.76 once the promotion was over. The findings suggest that a discount promotion may devalue a product in consumers’ minds, whereas a free promotion offer may not devalue a product at all.
SOURCE: Free Offer ≠ Cheap Product: A Selective Accessibility Account on the Valuation of Free Offers
Don’t Tell a Suffering Person “It Could Have Been Worse”
After being subjected to the upsetting experience of receiving negative feedback on a task, research participants felt particularly badly, scoring an average of 4 on a 7-point positive-affect scale, if they were indirectly told that getting a low score on a task was a “not serious” event. By contrast, those who could decide for themselves on the seriousness of such an event felt less bad (4.63), even though they too tended to classify the experience as “not serious.” The research, by a team led by Kristin W. Grover of the University of Vermont, suggests that people who have suffered misfortunes feel worse when their experiences are minimized by others, but feel better when they internally minimize the experiences themselves. Saying “It was for the best” or “It could have been worse” makes sufferers feel misunderstood and isolated, the researchers say.
A Free Edition of Engage Magazine for you
Another month and another free issue of Engage magazine for you. This one talks about direct marketing, social media marketing and brain based selling.
Enjoy!
Sunlight Makes You More Willing to Take Risks
A study at an outdoor parking lot in Singapore shows that the sunnier the weather, the more severe are drivers’ parking violations, and an analysis of 40 years of Major League Baseball data reveals that stolen-base attempts are more likely during day games than night games, says a team led by Nicholas Reinholtz of Columbia University. Humans’ tendency to take greater risks while the sun is shining may have evolved as an adaptive behavior, the researchers say.
Chewing Gum Makes Time Pass More Quickly
At the beginning of a 30-minute computer-based vigilance task, the average reaction time of participants who were chewing gum was about 70 milliseconds slower than that of non-chewers, but by the end, it was about 100 milliseconds faster, suggesting that chewing gum can stem a decline of vigilance over a long task, says a team led by Kate Morgan of Cardiff University in the UK. Gum chewing has been shown to increase blood flow to the frontal-temporal region of the brain.
Consumer Behavior in the Mobile Era
This video is from 2009. It is even more true today. Just replace Blackberry with Smart phones