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Important Marketing Lessons from Neuro-Science July 24, 2010

Posted by utehagen in Boomer Marketing, Marketing 101, On line Marketing success, Understanding Customers, Your personal success.
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I just found this article on the Nielsenwire.

http://blog.nielsen.com/nielsenwire/consumer/measuring-the-buying-brain/

It is a good reminder that Neuro-sciences have helped to reveal the secrets of how the human brain works. This includes how we humans make buying decisions. Any Marketer needs to understand the important implications of this.

SEEING is BELIEVING: Among the five senses, vision is the most pronounced and the brain will discount information that is not in concert with the visual stimuli it receives.

SMELL leads to EMOTIONS: The sense of smell is quite powerful too, as it is the most direct route to emotions and memory storage. Being linked with a pleasant, iconic smell can significantly improve a product’s success in the marketplace.

“monkey see; monkey do”: Mirror neuron theory says that when someone watches an action being performed, he or she performs that action in his or her own brain. Activating this mirror neuron system is one of the most effective ways to connect with consumers.

Defining Differences
While human brains are remarkably similar, there are some fundamental differences such as age and gender that affect how we respond to stimuli.

The Boomer Brain:  After age 50, the brain becomes less able to screen out distractions, presenting a huge implication and a great opportunity for marketers.  Young people respond to positive and negative stimuli, but older people more strongly to positive stimuli. Another key trait among older adults is the tendency to overlook the negative. They indicate that, when presented with a negative message, older brains can “delete” the NOT and remember it as a DO over time. A real world example of how this neuroscience discovery is useful for marketers is when crafting a message for the Boomer Brain, say “Remember the milk”, not “Don’t forget the milk”.

The Female Brain: The female brain has four times as many neurons connecting the right and left hemispheres, greatly enhancing its ability to process information through both rational and emotional filters—a fact that must not be ignored when crafting a message.

NeuroFocus CEO Dr. A. K. Pradeep, is the author of the forthcoming book, The Buying Brain: Secrets for Selling to the Subconscious Mind, which provides the knowledge and the tools necessary to help marketers understand how to appeal to the subconscious on a very practical level by covering the five major areas of neuromarketing practice: brand, products, packaging, in-store marketing, and advertising.

To learn more about the book and to discover how neuroscience is impacting the making, selling and buying of projects, visit NeuroFocus.com.

Four Ways to generate quality Leads – any Industry July 1, 2010

Posted by utehagen in Business Opportunities, Marketing 101, On line Marketing success, Traffic and Lead Generation.
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Great Article from Chris Chariton on Media Post Performance Insider.   http://tiny.cc/2b05g

It doesn’t matter which Industry you are in, one important tactic to grow your business is to find leads for potential new customers. And it isn’t only quantity of leads, but importantly also quality.

1. Produce (or reuse) relevant content. Content is King in today’s marketing environment and remember that if you have quality content, then don’t hesitate to reuse it after a certain amount of time because it will be News to new leads.

2. Support campaigns with targeted landing pages

3. Try a new marketing tactic.

4. Work with media partners who deliver leads.

How to get the best creativity to build your business July 1, 2010

Posted by utehagen in Delivering Happiness, Marketing 101, On line Marketing success, Understanding Customers, Your personal success.
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I just found a great Blog Post by Jim Stengel, former Chief Marketing Officer at Procter & Gamble with his 8 tips on how the get the best creative work from Agencies.

Read his Post at:   http://tiny.cc/45s2x

This is also relevant for Entrepreneurs because it talks about being passionate about what you are doing, your product and service and to think about how it can serve a higher purpose in improving people’s lives. This will inspire you to be your most creative and if you are using the help of Agency Creatives, it will be very important for their creativity as well.

To be able to think about a higher purpose, you need to know those that you are serving (your customers) better than your spouses or others that are significant in your life. You can only serve people if you know what will make their lives better.

And as I described in my earlier post ( http://tiny.cc/j4xnd ) about happiness and health, serving a higher purpose is what actually makes us as human beings happier and healthier. What a perfect win-win situation.

Secrets to winning with Aging Consumers June 21, 2010

Posted by utehagen in Boomer Marketing, Marketing 101, Understanding Customers, Your personal success.
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I just read a very insightful article on Mediapost:

Understand What And How The Consumer Thinks by Jim Gilmartin

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=130551&lfe=1

If you want to be successful with your business endeavors, you must understand the demographic trends that are a fact of life: the Boomer Generation is coming of age, they are starting to age, and therefore the majority of your potential customers are changing in terms of their needs. What worked for you 10 years ago marketing to them, will no longer work. Therefore it is critical that you spent the time to really understand how the Boomer generation thinks and therefore how to relate to them.

As human beings move through the different seasons of their life, their deep motivations change completely.

I highly recommend to read the referenced article and to stop and spend the time to understand your aging customer base.  It will have a positive reflection on your turnover and bottom line, whatever your business is.

How to be healthy and successful June 16, 2010

Posted by utehagen in Delivering Happiness, Marketing 101, Understanding Customers, Your personal success.
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I just found the below information on the Harvard University Medical School Health Beat. And while it talks about personal Health, my experience of more than 20 years in the corporate business world tells me that this connection also exists for organizations, teams and companies.

And also: only a happy, healthy person can be truly successful.

Now: think about it as a MARKETER — this gives you tremendous insight into our potential customers. What can you do with your product or service that will help your customers to feel good, to fully engage and to do good? Always think about these BENEFITS, they are in the final end why people buy a product or service.

The happiness-health connection

Want to improve your health? Start by focusing on the things that bring you happiness. There is some scientific evidence that positive emotions can help make your life longer and healthier.

But to produce good health, positive emotions may need to be long term. In other words, thinking positive thoughts for a month when you already have heart disease won’t cure the disease. But lowering your stress levels over a period of years with a positive outlook and relaxation techniques could reduce your risk of heart problems.

Pathways to happiness

In an early phase of positive psychology research, University of Pennsylvania psychologist Martin Seligman and Christopher Peterson of the University of Michigan chose three pathways to examine:

  • Feeling good. Seeking pleasurable emotions and sensations, from the hedonistic model of happiness put forth by Epicurus, which focused on reaching happiness by maximizing pleasure and minimizing pain.
  • Engaging fully. Pursuing activities that engage you fully, from the influential research by Mihaly Csikszentmihalyi. For decades, Csikszentmihalyi explored people’s satisfaction in their everyday activities, finding that people report the greatest satisfaction when they are totally immersed in and concentrating on what they are doing—he dubbed this state of intense absorption “flow.”
  • Doing good. Searching for meaning outside yourself, tracing back to Aristotle’s notion of eudemonia, which emphasized knowing your true self and acting in accordance with your virtues.

Through focus groups and testing hundreds of volunteers, they found that each of these pathways individually contributes to life satisfaction.

Things that won’t make you happy

People tend to be poor judges of what will make them happy. While most people say they want to be happy, they often believe in myths or carry assumptions that actually get in the way. Here are some widely held myths about what will bring happiness:

  • Money and material things. The question of whether money can buy happiness has, for more than 30 years, been addressed by the “Easterlin paradox,” a concept developed by economist Richard Easterlin. His research showed that people in poor countries are happier when their basic necessities are covered. But any money beyond that doesn’t make much difference in happiness level.
  • Youth. Being young and physically attractive has little or no bearing on happiness. In a study published by Richard Easterlin in 2006 in the Journal of Economic Psychology, not only did being young fail to contribute to happiness, but adults grew steadily happier as they moved into and through middle age. After that, happiness levels began to decline slowly as health problems and other life problems emerged.
  • Children. Children can be a tremendous source of joy and fulfillment, but their day-to-day care is quite demanding and can increase stress, financial pressures, and marital strife. When ranking their happiness during daily activities, mothers report being more happy eating, exercising, shopping, napping, or watching TV than when spending time with their children. In several studies, marital satisfaction declines after the first child is born and only recovers after the last child leaves home. Personal relationships of all types are important, however. In studies, being married, having more friends, and having sexual intercourse more often are all moderately or strongly associated with happiness.

How do you know if you’re in flow?

  • You lose awareness of time. You aren’t watching the clock, and hours can pass like minutes. As filmmaker George Lucas puts it, talent is “a combination of something you love a great deal and something you can lose yourself in—something that you can start at 9 o’clock, look up from your work and it’s 10 o’clock at night … .”
  • You aren’t thinking about yourself. You aren’t focused on your comfort, and you aren’t wondering how you look or how your actions will be perceived by others. Your awareness of yourself is only in relation to the activity itself, such as your fingers on a piano keyboard, or the way you position a knife to cut vegetables, or the balance of your body parts as you ski or surf.
  • You aren’t interrupted by extraneous thoughts. You aren’t thinking about such mundane matters as your shopping list or what to wear tomorrow.
  • You are active. Flow activities aren’t passive, and you have some control over what you are doing.
  • You work effortlessly. Flow activities require effort (usually more effort than involved in typical daily experience). Although you may be working harder than usual, at flow moments everything is “clicking” and feels almost effortless.


Possibilities of Change for Marketing Success June 16, 2010

Posted by utehagen in Delivering Happiness, Marketing 101, On line Marketing success, Understanding Customers, Your personal success.
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The below quote strikes me as very real:

“Change has a considerable psychological impact on the human mind. To the fearful it is threatening because it means that things may get worse. To the hopeful it is encouraging because things may get better. To the confident it is inspiring because the challenge exists to make things better.”

The very good thing for EVERYBODY, no matter what your initial inclination: Change ALWAYS opens up NEW POSSIBILITIES.

This is a very important Aspect of becoming a SUCCESSFUL MARKETER: You need to understand your target audience and importantly their state of mind and then figure out how YOU can help them to attain the new possibilities. But to do so, you also must understand your own state of mind.

Delivering Happiness – Zappos.com CEO Tony Hsieh shares the secret June 7, 2010

Posted by utehagen in Delivering Happiness, Marketing 101, On line Marketing success, Understanding Customers, Your personal success, Zappos.com.
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Many people have already joined a new movement: Delivering Happiness — triggered by the release of the new book by Zappos.com CEO Tony Hsieh. You can find more information about the book at this link: http://www.deliveringhappinessbook.com

I received a free advance copy of the book and devoured it over the weekend. However, my review of the book is in no way influenced by this.

I highly recommend this book to any entrepreneur as well as corporate executives who are serious about their commitment to create enduring success for their business. The formula, that is both simple, but still so hard to executie is: Purpose, Passion and Profits. Although in the book the order is the other way around, it is really this order that generates sustained business success. Tony writes in a very direct and refreshing style about his personal development journey and how it has influenced his entrepreneurial endeavors. He clearly is an entrepreneur at heart, but what he has learned by experience really does apply to any successful business undertaking. It all culminates in the rise of Zappos.com, which is a great branding story and at the very core of it all is a commitment to creating happiness for customers, employees, vendors and shareholders. As an experienced Brand Builder, who passionately believes in the value of brand purpose as I have experienced the power of it, I highly applaud Tony for taking it one step further from “serving consumers” to “creating happiness”.

Do yourself a personal favor and pick up the book (it’s available on Amazon.com at http://www.amazon.com/deliveringhappiness ). It is a pleasant read and if you truly “listen” to the message, it will change your life for ever.

Boomers — revolutionizing the workplace again June 2, 2010

Posted by utehagen in Boomer Marketing, Marketing 101, Understanding Customers, Your personal success.
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It is an undeniable fact that the Babyboomers are going to live longer and will hence also work longer. This leads to a significant revolution in the workplace that most companies and governments in the Western Industrialized World have not yet realized. There is a huge opportunity here.

For more on the subject, read Experts Weigh in on Older Americans and Work by Michelle V. Raffer on the Second Act Blog     http://tiny.cc/6ot74

The very interesting fact is that people in this period of their lives (40-60) have very different drives and motivations than younger people. They are more likely focused on giving back, which is a huge opportunity if harnessed correctly.

What do you think?

Zappos: How to deliver Profits, Passion and Purpose May 25, 2010

Posted by utehagen in Marketing 101, On line Marketing success, Understanding Customers, Your personal success.
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Sounds impossible?

Well, it isn’t and Tony Hsieh has proven it with ZAPPOS by creating a $1.2 Billion business from scratch. Many of you may have heard about Zappos and others may say “who?” Tony has written a book about his experience that will start shipping on June 7th, 2010. He has also teamed up with others to create the “deliver happiness” movement.

Sounds slightly weird? Well, that’s what Tony and the Zappos culture are. Check out the preview at http://www.deliveringhappinessbook.com/ and pre-order your book immediately.

How to win the hearts and minds of Boomers May 24, 2010

Posted by utehagen in Boomer Marketing, Marketing 101, Understanding Customers.
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I just saw a great article published by Matt Thornhill of the Boomer Project which whom I worked while I led customer understanding at the world’s leading consumer goods company.

Boomers are a very important, yet today underserved, customer group. They are underserved because they are entering a life stage (50+) at which time they typically get ignored by companies, who generally target the 18-49 year old demographic.

There is a huge opportunity in figuring out to win the hearts and minds of Boomers because they are the biggest generational group in the US and other Western countries and they are here to stay for a lot longer.

Matt points out that with entering the “middle age life stage”, people’s motivations change dramatically as they move on from “becoming someone” to “being someone”. Please read the attached article which gives a great illustration of this phenomenon.   http://tiny.cc/i6s7q