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

Upgrade Your Life

upgrade your life

I read an Nerd Fitness article  and there is good stuff.

I play video games since I can use a controller and I was always excited to know :

  • What is there in this castle ?

  • What is there behind this door ?

  • What is there in this way ?

This possibility to explore, improve skills and have harder challenges everytime gave me more desire to play. There was always a new bad guy to beat, a new place to expore ou a new weapon.

Is it possible to use video games principles to improve lifestyle ? Let’s see.

Blocked

Here an Onion’s article . « Alarming New Adult Trend – Plateauing In Your Career And Relationship – Sweeps Nation ».

With this passage :

It’s called « plateauing in your career and relationship », and it involves adult men and women hitting a wall in their professional and romantic lives and doing absolutely nothing to reinvigorate them, an activity that researchers at University of Chicago’s Department of Comparative Human Development warn may be, while popular, highly dangerous and unhealthy.

Sources confirmed that plateauing in your career and relationship is merely the latest fad to grip adults in recent years, following on the heels of popular trends such as giving up on your dream of writing a novel, having kids because it’s a box to check, and gradually feeling alienated in your own body after steady weight gain.

OK,OK, stay calm, stay calm. Me too, I thought : « But it’s my life ! ». So if we reach this plateau, ours lives are adrift and I was this guy !.

Gaming

push start mario yoshi

What video games have to be so addictive ? Video games pay my attention for 3 reasons :

  • A chance to live vicariously through a tough guy

  • A constant source of improvement and rewards

  • A chance to interact with people of minds

I like Legend of Zelda because I can see myself like Link, a little boy with a wood sword who explore a big scary world to save a princess (sometimes the princess don’t need to be saved). There is always something to find or a place to discover.

All these video games like Chrono Trigger, Final Fantasy, GTA gave me a lot of entertainment but they gave me something else, something I didn’t know.

Run away

  • Run away a new school’s day because there is no challenge, this isn’t interesting and there is no progress.

  • Run away a new job’s day that wasn’t interesting and didn’t match with my skills.

  • Run away a new day of my life that wasn’t excited like the life of video games characters.

We all do it with a book, a movie or something else and it’s cool to run away and live the life of sombody else. We all want a chance to do something that doesn’t exist in the real life. it’s fun to live a life in a fantasy world to relax after a long day. This isn’t bad except if this make us forget to upgrade ours lifestyle. Have a job just to pay rent and eat, an unfulfilling relationship and don’t be excited to do an activity outside of a screen, it’s like to be plugged to the Matrix. Did you watch the movie ?

Since I realized the Matrix, I adjusted my vision about books, movies and video games. Instead to use them to run away to my life, I use them like inspiration to improve my mindset.

Be excited to be better

In gamers community, there is a section like : « Who can best this game faster ? ». Beat Super Mario Bros in less of 5 minutes ou Legend of Zelda Ocarina of Time in less of 20 minutes. Those games train to beat the game as fast as possible. They’re felt in love with the concept of be better or be the best.

Now, how to do in the real life ? Identify a skill that you like to do and you like to improve. Think about this skill with which you like challenge yourself, this skill who make you feel alive and work to improve this skill.

For me, it’s bodybuilding and I have some challenge like :

  • Can I run faster ?

  • Can I be stronger ?

  • Can I be more agile ?

If it’s a fail, instead to say to myself I’m not able to do this. I say to myself this fail isn’t crucial to be successful. Learn from failure is what allows you to succeed. Exaclty like in a video game when you push restart.

Find a skill and challenge yourself to improve it.

Everydays

everydays make things happen

A quest to improve your lifestyle to infinity. Here the list of my challenges. I must do at less one per day. If I do more, it’s BOOOM :

  • Find my main quest

  • Learn the basics of strenght training

  • Try a new exercice

  • Improve my social skills

  • Master my habits

  • Save some money for an adventure (travel)

  • Learn a recipe

In the real life :

  • Do I lift more weight at the gym ?

  • Do I do one more set ?

  • Do I help anyone to improve its life ?

  • Do I save some money for my next adventure ?

  • Do I reach the job I want ?

  • Do I improve my job ?

Are you improve our lifestyle this year ?

-Steph

P.S : Do you want a free training program ? Click here.

Strong Mind

strong mind

I would like to talk about strong mind . There are certain principle that you must develop to have a strong mind.

A strong motivation and a strong desire to win or be successful

You need to believe in you. You need to have a great confidence in your ability to achieve your goals. Another thing, when you fail, you need to be able to recover from that to keep moving forward. You need to see your obstacles as potentials opportunities. Viewing a obstacle and see it as an exciting challenge. Be like « Okay, that look difficult but it will make me stronger when I will have succeeded ». Obstacles are springboards and opportunities to improve your attitude.

So don’t be discouraged, don’t be sorry for yourself, don’t be sorry for your friends. If someone made a mistake, let him know. Fix yourself, head up, chest up and back to work. There is no time to « Ooooh I don’t know why it happened blah blah blah ». No, no, no, you’re a strong person, you have a strong mindset. Don’t be overwhelmed by a negative situation, learn from your mistakes and good things will happen to you.

You have your conscience and your subconscious, your subconscious doesn’t differentiate between what is good and what is bad. It doesn’t understand this concept. Your subconscious takes what you give him and made it a reality. Some people call it the Secret, others prayers, no matter the name, it’s still the same way.

guts berserk

Put yourself in your mind that you are the boss and that you can handle any situation that happens. Don’t say you think do it, tell yourself that you do it. If you say to yourself « Oh, I don’t know, it’s too hard », you’re right, you will not succeed. You are always right, no matter what you tell to yourself, you’re right. If you tell to yourself you know you can do it, you’re right. If you say to yourself that you can’t do it, you’re right. It’s a cliché but life is exactly what you want to do.

So why not live like a boss. Be a lion in the jungle. Don’t be the wildebeest, be the predator. Become the king of your domain, control your own body, control your own mind. Control situations happens to you and being positive. When you really understand that, you’ve really got it and you are using it is better than having riches.

I’m not a very religious guy but I always admire King Solomon. King Solomon was like « I don’t want money or wealth, I want wisdom and I can get everything I need with wisdom ». That’s the thing.

Talking to yourself

There is another thing I do is talking to me myself. I know it sound crazy, especially when you do something very difficult, but it increases your self-esteem. This increases your self-esteem for a difficult task. Say to yourself « I can do it, I really can do it », it boost your self-confidence to achieve your goal.

talking to yourself

This trick is not physical, it’s mental. Your mind can allow you to exceed the limits of your body. Put yourself in survival mode, get out of your comfort zone and you become stronger mentally, spiritually and physically.

-Steph