Boost Your Marketing Based On Science (Part 3)

tate tougue bitter sour sweet salty

I watched an Olivier Roland’s video and I learned good stuff.

Click if you didn’t read Part 1  and Part 2 .

Taste

Taste is a bit of an amalgam of 5 senses because it’s necessary to use 5 senses to have the full sensation of taste in the brain. It’s enough that it misses 1-2 senses so that the flavor modified. When a brand works to be recognized by several senses, it improves the credibility and the memorization of the brand.

An effective sensory marketing is based on the coherence of the senses to increase the positive evaluation of products, stores and visiting intentions. This multisensory experience increases the probability of creating strong and lasting emotional connection with the consumer.

Cognitive ergonomics, pricing, distribution and sales

cognitive ergonomics

Rules of innovation, presentation product/service and a good selling price increases the turnover and improves a brand’s perceptions. Consumers spend more time in a store when the place is thematized, theatrical or with a sensory experience.

Creating nice design for the brain helps a product to succeed in a market. Certain specific packaging’s elements attract the attention and interest of the brain. Imaging and iconography provike emotional evocation, color awakens somatic makers, writing gives meaning to the product and the brand gives the product qualities linked to its essence.

The preception and the price of a product/service by the brain have important consequences on the amount of purchases. An inapproritate price compared to consumers perception on the price-quality ratio can cancel a sale. A consumer refuses to pay for an expensive product if the quality seems low. With a price too low, a consumer thinks that the quality is bad.

The psychological price, which is the price that a consumer is willing to pay to buy a product/service, is the fundamental basis for the price policy.

Pay creates an impression of pain in the brain and there are several solutions to decrease or avoid this feeling : payment term, credit, deferred payment, product/service presentation like Premium, billing per month rather than per hour, price below a fixed price ($ 299.99 instead of $ 300.00).

When stores are thematized, theatrical or with a sensory experience, it increases the presence time of consumers as well as the interest. The result is an increase in turnover and an improvement in the brand perception of the store.

Subliminal relationship

subliminal messages

Since antiquity, communication has used many subliminal techniques to be more persuasive. Subliminal communication target directly the brain’s subconscious. Ads is still based on Aristote’s rhetoric method to improve credibility and Cicero. Here are Ciceron’s recommendations  : It’s necessary to prove the truth of what you say, it’s Logos. To reconcile the benevolence of the listeners by using the Ethos and to awaken in them all the emotions useful to the cause with Pathos.

  • Logos

    This corresponds to the choice of logical and rational messages. Theses messages show indisputable arguments about the quality of the product/service on an innovation that other brands don’t have.

  • Ethos

    This is to give confidence or seduce consumers.

  • Pathos

    It’s about message based on emotions.

Communications can be based on hedonism to look for inner well-being or joy like luxury or sex. To trigger strong emotions and enter in the memory, messages can be violent as for example advertisements on the road safety.

Subliminal communication target directly the brain’s subconscious, bypassing the barrier of reasoning. Even though subliminal communication is prohibited in some countries, many methods are allowed and used in advertising.

Advertising entertainment is an advertising based on the spectacular using humor or art with the harmony’s rules like Golden Ratio , Vitruvian Man , eroticism, etc.

Brands works with emotions to influence the consumers brain to make purchase. Consumer’s brain is attracted by brands whose history is reminiscent of known myths memorized in the unconscious (copy by somatic markers).

Brands need to create a story, an original epic that can be told in the community and be told for several generations.

Community and social networks

community

Community and social networks influence the consumer’s individual consciousness, which make it a collective consciousness. A consumer has access to a huge amount of information from different sources in real time. This information comes from all over the planet. This access to information allows the consumer to make comparisons before buying. With interactivity, a consumer becomes a neuro-consumer-actor. We’re living the creations of a new behaviororal generation of neuro-consumer multiprogrammed, it means people who consult several media at the same time.

We’re slowly entering a world where zapping replaces logic and reflection. A world where people prefer sequential information based on emotion rather than linear information based on conceptual reasoning.

Several factors influence the purchasing behavior : free economy, uberisation or participative economy of purchases, return of auctions, the wait of the proposal of purchases of the last minute, used to choose from several references as with Amazon (70 millions products), geolocalisation use of different sales channels (social networks, internet, smartphone, etc).

There are methods to meet these new expectations, permission marketing and digital marketing desire.

  • Permission marketing

    Permission marketing allows communication only with prospects who have given their agreements.

  • Desire digital marketing

    The digital marketing of desire is based on quality content and the pratice of « one-to-one ». « One-to-one » is the creation of a personalized relationship with each consumer and to develop this relationship.

Consumers saturated by the advertising of digital marketing gives a very limited confidence to the brands coming from traditional communication. They prefer to seek advice from people who have already tested the brand, product or service.

Use a viral marketing, buzz or word of mouth to spread positive communication on social networks across communities can seriously increase sales. This viral marketing, buzz or word of mouth is based on the oldest media in the world : the rumor. With the development of internet (website, blog and social networks), recommendation becomes more important than the communication.

Share this article if you think it can help someone you know. Thank you.

-Steph

Boost Your Marketing Based On Science (Part 1)

brain

I watched an Olivier Roland’s video and I learned good stuff.

Let’s see what neuroscience found on things that influence people to buy.

The book of Michel Badoc and Anne-Sophie Bayle-Touroulou « Le neuro-consommateur » (in french)  helps us better to understand this.

It’s a book that has been written for other researchers and academics. This is why this book is very interesting for entrepreneurs and consumers.

Here are the elements from this book to boost your marketing.

Until now, marketing and communication are based on the rational purchasing decisions and perceptions of advertising messages by the consumer. But neuroscience shows us that a huge part of our actions come from the subconscious part of our brain.

For A.K Pradeep  and Martin Lindstrom , only 15% of purchasing decision are rational. Current marketing studies limited in the accuracy of customer behavior. What customers say doesn’t always match what they do. Responses collected during a market study can be influenced by context, which disturbs responses. With neuroscience, we can directly communicate with the brain to try to improve marketing.

Here the elements found in neuroscience on the unconscious behavior of consumers.

  • Age et gender

  • Memory

  • Emotions and desire in the decision

  • 5 sens

  • Cognitive ergonomics, pricing, distribution and sales.

  • Subliminals relationships

  • Community and social networks.

Let’s go, we’ll see that in detail. We’ll start with age and gender because these 2 create behaviors and attitudes, sometimes, difficult to understand by a person who doesn’t belong to the same category.

Age

reptilian limbic neocortex brain

Reptilian brain

It’s the center of instincts and the satisfaction of primary needs. This mainly affects young children. They respect the leader who is the mother or the father but also the strongest person who can protect them in case of external danger.

Limbic brain

It’s the center of stress emotions, instinctive behavior and memory. This mainly influences teenagers. They are mainly attracted by new brands / products and original fashions that can distinguish or oppose them to adult fashions.

Teenagers are often interested in causes or subjects with a lot of emotions : social, humanitarian, ecological, fair trade, etc. They prefer emotional communication over rational information.

neocortex,

It’s the center of anticipation and decisions. This mainly affects adults.

With internet, we can see several big differences in the generational behavior of consumers. There are Digital Native and Digital Immigrants and these 2 categories require different approaches.

digital native immigrant

Digital Natives

These are the people who grew up with computers, smartphone and internet. They prefer to have jerky information without verb and without object complement. They can read in parallel information on several different media. They don’t need to structure their thoughts and they can have a random read mode. They feel emotions much more with colors and designs rather than structured text. They want things to go fast.

Digital Immigrants

They prefer a linear processing of information. They like the text’s logic. They wish to receive the information in a slow way with consistency in the structure. They want to keep their privacy and are wary of the information’s distribution on internet. They sometimes want to work alone.

Gender

gender male female

There is a distinct difference between the behavior of female and male consumers.

Female

The left hemisphere of the brain is more developed in women and they’re subject to the hormones influence. We can see more of this phenomenon when a woman becomes a mother. A woman like to communicate more that a man, she likes to talk and be listened to. She needs shares her ideas, feelings and emotions.

She’s very well oriented in time. A woman is less emotional than a ma but she is more sensitive because she has the sens of smell, hearing and touch more developed than a man.

Male

The right hemisphere of the brain is more developed in man and they’re subject to the influence of testosterone. A man is more emotional than a woman, but he expresses less his emotions. He likes action and competition. He’s very well oriented in space, which allows him to find shortcuts. The man’s view is very developed and is eroticized. This explains why the man is attracted by the nude, jewelry, makeup and clothes.

For these reasons, it’s easier to mee a man’s expectations compared to a woman’s expectations.

Differences

difference

Male

As you can see, man primarily uses his view to select a product or service that he can use to show his strength and seductive power. He likes offers that give short-term profits. He prefers simple and direct communication. He prefers images rather than text. Price is more important for the man than for the woman.

Female

A woman is more complex in her expectations. She processes information in a way that is both rational and emotional. A woman is not attracted by nudity. She is attracted by a neat person with harmonious clothes and neat hands. In the case of a salesman, a woman has no preference for a man of a woman. This is influenced by several elements : voice, smell, facial expression, capacity to listen and quality of answers of the salesman.

A women prefers written and documented communication. She likes social media because she can express her ideas and meet people who share her points of view. She filters rational messages through her emotions. She likes positive communications. Before selecting a product/service, she will compare it with competitors and get information with her friends, co-workers and other people with experience.

A woman is less impulsive than a man even if a purchase can serve as an antistress. For a woman, the touch’s quality and the smell can influence a purchase like clothes.

This is the end of the 1st part.

Share this article if you think it can help someone you know. Thank you.

-Steph

Back To The Source Of Human Strength (Part 1)

source

I read a Nerd Fitness article  and I learned good stuff.

When I’m in gym, people tell me why they started to train. There are several reasons, lose weight, gain muscles or to be in shape for a special event. There is a golden rule to have result in strength training, it’s eat clean and lift heavy.

Everybody says it, eat clean and lift heavy but what does that means ? I think it’s time to go back to the source.

Why

why

The life is easier when we’re stronger, did you notice it ? By exemple, to carry bags from supermarket, to carry a piece of furniture, to run to be in time, etc. Everything is easier.

Strength training is extremely efficient to build muscle and burn fat. Whether to lose 6kg (15lbs) or 45kg (100lbs), it’s the same thing.

Strength training help to build muscle and lose fat but it also help to stop or even reverse sarcopenia (it’s skeletal muscle reduction with aging). Train our skeletal muscle allow us to be independant (therefore avoid nursing homes) and live longer.

The profits list isn’t finished yet.

A nice athletic body

Strength training help you keep your muscles while you’re in calories deficience and losing weight.

Strength training allows you to have a better oxygen consumption than aerobic exercices. After training your body needs to make a lot of efforts to recover and return to the normal state so the state you had before the training. Scientific studies have shown that your metabolism‘s level increase for 38 hours after your training.

Strength training increase your metabolism, increase your Resting Metabolic Rate (RMR) because your body needs more calories to keep your muscls than to keep your fat. It’s estimated that for each 4.45kg (1lbs) of muscle, your RMR increase of 30-35 calories.

Improve your health

Strength training help you to improve your balance and coordination, improve cholesterol’s rate, help to control blood sugar, stop muscle loss, improve blood flow, reduces your resting blood pressure, build a stronger heart and increase bone density.

Feel better

It’s clear with strength training you have more self-confidence, your have more energy, a better mood, less anxiety and less stress . It also improves the quality of your thoughts, a scientific study has shown that this increases the cognitive function .

It’s not advisable to do a strength training 1 hour before sleeping. On the other hand to train early in the day helps to prevent sleep apnea  and insomnia.

Prevents diseases and degenerative diseases

You notices that many men and women die because of cardiac disease. Stength training helps to solve problems that are factors of heart disease such as inactivity, diabets, obesity, high blood pressure and cholesterol. Cardiologists begin to advise strength training to people who have heart attack.

Strength training helps to manage and improve the lifestyle of people with clinical depression , cancer survivors , have had a spinal cord injury ,who have recently had a stroke , fibromyalgia , Lymphedema , Down Syndrome , Parkinson’s Disease , Osteoporosis  and Arthritis.

It’s fun

Strenght training helps to reach your goals whether an effective training of 20 minutes to have a good naked body or to do a sports competition. It’s fun to see our progress because it’s like increase level in a video game. If you want to be better in a sport like badminton or rock climbing, strength training is a good choice.

People who shouldn’t train

The only people I’ve found who shouldn’t train are people who have an injury and it’s a break that doesn’t last long. We’re human being and it’s natural to carry things and move. Strength training is recommended for pregnant women , children and teenagers  and even paraplegics .

Obviously, it recommanded to see his/her doctor before beginning a strength training program to adjust the training program.

Basic objections

objection

But I’m too old, it’s not reasonable

When people between 30 and 60 years old tell me that they’re too old, I laugh because it’s a lie. It’s like say : « I don’t have time » and later I see a messsage on Facebook like : « Yestersay, Game of the thrones was epic ! ». Scientific studies have shown that people between 70 and 90 years old had impressive results in 10 weeks .

Other scientific studies have shown that this helps to avoid dementia  and to delay Alzheimer’s .

People who think they’re too old to train are exactly people who should train.

But I just want to be better for a sport and I want to stay fit

Strength training improve your muscle’s endurance, scientific studies have shown it. Resistance exercices help to increases overall muscles endurance , fix nervous system problems and increase activation of motor units within your muscles.

I don’t want to bulk too much

It’s a great strength training’s myth, it’s not in 1 year than you’ll have the bodybuilder’s body no matter wheteher you’re a man or a woman.

For women, here 2 exemples of moms who have become strong and fit without having a bodybuilder body. This is the story of Veronica  and Bronwyn .

Have a the body of a famous bodybuilder doesn’t happen in one night. Naturally we don’t have the amount of homones to have the body of a famous bodybuilder. We need to eat a huge amount of food (8 000 – 10 000 calories per day) and a huge amont of drugs (no, no, it’s another type of pharmacy, it’s true).

I’m fat, I want only lose weight

I’m fat, I want only lose weight

It’s a good reason to start strenght training. By losing weight, you surely want to keep your muscles. I mean, yout want to keep your muscles while you lose fat. With strength training you lose quickly centimeters (inches) in different body’s parts. It’s true that the overall weight loss may seem slow, that’s why is important to track your measurements. With strenght training when you eat with a caloric deficit, it’s increase your metabolism so you lose fat.

It’s boring

What I like with strength training, it’s we can see our progress quickly. It’s like increase level in a video game. I think people get bored when they expect nothing to do between 2 sets. This is why I advise people to have headphones to listen to their own music selection or an audio book to increase motivation.

Muscles and strength training

muscle fiber

Don’t be fancy, it’s interesting to understand how our muscles work to avoid failling into the Matrix’s trap. What I mean is that the only person you gave to impress is yourself and not the others.

It’s our muscle fibers that are small muscle cells that build up our muscles. Our muscle fibers are long, cylindrical and have the size of a strand of hair. Our muscle fibers are composed of myofibrils surrounded by sarcoplasm. I really summarized that but if you want to see it in detail, click here .

We have around 642 skeletal muscles that work together to make move our body. Imagine, when you bend your arm, your biceps contracts and your triceps does the opposite (elongates) to let the elbow bend. Every muscle of your body work as a team to make you move.

We have different type of muscle fibers :

Slow twitch (Type 1 fibers)

Slow twitch fibers are used to convert oxygen into energy for a long period of time. They don’t move quickly to be resistant to fatigue. These are the fibers we use most for marathons.

Fast twitch (Type 2 fibers)

Fast twitch move quickly so they’re not resistant to fatigue. Our body has 2 categories of fast fibers. The type 2A fiber has an endurence characterisitc used for long sprints. The type 2X fiber has « super fast » characterisitc used to short sprints or lift weights. I really summarized that but if you want to see it in detail, click here .

Each individual has a different percentage of slow and fast fibers. It’s for this reason that people are naturally better to run long distances or sprints. It’s funny because we can see it in strength training with people who are better to do sets with high or low repetitions.

It’s the end of the first part and the second part is event more interessting.

Share this article if you think it can help someone you know. Thank you.

-Steph

P.S. To read Part 2, click here.