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

New Generation Of Marketing

next new generation

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

When I was a child and I watched a movie on TV, there were advertisements during the movie. When I watched these advertisements I never told myself : « Wow, it’s too cool, I’ll buy it right now », I told myself : « No, again ! » and I took my smartphone. I think you do the same thing.

Interruption marketing

interruption marketing

This kind of advertising that interrupts what you’re doing is called interruption marketing. I’m happy, this kind of marketing is dying. It was a type of marketing that worked well in the years 1950-60 with TV. It was the first time we wached advertisements with a visual, sound and music, it was impressive. This advertisements format allowed to have access to more people than a advertisements in text format.

This interruption marketing has been successful and others companies have used this method. There are so many advertisements everywhere that we can find that on a supermarket receipt. I watched a TV report clip where people were paid to have advertisements on their own cars (it’s not normal, really !).

We are so harassed by advertismements that our brain developed a filter so that we can live our lives quietly. It’s cool because the interruption marketing is less and less effective and companies noticed it.

Permission marketing

permission marketing seth godin

It’s for this reason there is a new generation of marketing, it’s the marketing of permission.

The concept is to ask the permission from a group of people to contact them with informations and advertisements that are in their interests. We know that this will potentially interst them and if they don’t care, they will not give us permission.

The concept of interruption marketing is to have access to a maximum of people as possible. The permission marketing is the opposite because people give us permission. The audience is more listening because the brain’s advertising filter is disabled, simply because the theme of advertisements they’re interested in.

Use the 21st century marketing. Here’s how I use it :

  • I publish articles on my blog that attracts a group of people (bodybuilding and internet business). I create content that interests my future clients. It’s cool because I know my future clients share the same passion and same values than me.

  • To go to the next step, I offer free additional bonuses like digital books (eBook), free complet training program (on my other website) and link to effective smartphone apps

  • To have acces to these additional bonuses, you need to subscribe to receive my newsletters (mailing list). When people subscribe to receive my newsletters, they give me permission to contact them.

  • When people receive my newsletters, they unsubscribe at any time. In each email there is a link to unsubscribe by clicking, it’s very easy.

As soon as people subscribed to my newsletters, I know that these people are interested in products/service that are complementary to bonuses they used.

Exemple

Take an exemple with a blog about cats. You have a blog about cats and when person subscribes to your newsletters that person receives a free digital book (eBook) « 5 tips to keep your cat healthy and long live ». You’ll learn 2 things about that person who subscrided to your newsletters :

  1. This person is interestd in cats

  2. It’s possible that this person has a cat or wants to have a cat

It’s a specially targeted audience. Now, you know that this person will be interested by a book, a training or a physical product that will help this person to have a cat happy and healthy.

With this method, there is a audience’s screening. You don’t lose you time to try to sell your products/services to a person who is totally disinterested in what you do.

Fanbase

fanbase

This concept is perfect to build a group of people who are of what you do. This means that you build a fan-based internet company or based on a tribe.

I advise you to read this Seth Godin’s books about it.

This has nothing to do with interruption marketing that based on client’s amount. With permission marketing, there is a better profitability and a better human relationship. With this concept, we feel like helping friends because the entrepreneur and its audience share the same passion and same values.

The entrepreneur help its audience to accomplish a goal he/she has already achieved or the entrepreneur want accomplish a goal and its audience witnessed its evolution. Usually entrepreneurs do both. It’s obvious that it’s not possible to know all people of an audience but it’s easy to communicate with them. If there is a Meetup or a meeting with the community, everybody will be able to talk about cats for hours and it’s great to meet passionate people.

Marketing

Permission marketing works with everything. Interruption marketing will work for long time because campanies are putting a all lot of money into it.

Internet companies and startups therefore 21st century companies need to use permission marketing to adapt to the industrial revolution.

-Steph

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

Smartphone apps :

To track my calories, I use MyFitnessPal 

To track my training program, I use Jefit 

Success

success key

Let’s talk about success. You know the success definition is different for everyone. There are people who want to earn lots of money and others who want to create a happy family.

I noticed that people motivated by money or girls, once they have a lot of experience or They’re more mature have a different success definition. « Big Guys » of my neighborhood that made me dream with beautiful cars and beautiful girls, advice me to work on my legacy and work on my legacy right now ! They tell me all that money and girls, it come, it goes, but it’s a legacy that still exists after death.

money

I have professional athletes friends who tell me they don’t chase the money, they stopped it for years, they moved on. Make a living with a sport is very hard, harder than you think. Many people said to them to arrest because they never gain enough money but they managed and their success definition is to make a living with their passion, their passion is their profession.

To be successful, you have to work when people aren’t watching you, working in the moments when no one knows. You work when everybody don’t care, « What does a champion when he’s alone ? ». The famous boxer Joe Frazier said : « Champion are not made in the ring, they are merely recognized there ».

family

You’re not going to train just because you had a bad day and you want to destress. You’re going to train because you love it. Life is like legs day. Most people go to the gym and don’t train legs, result, they have a physical shit ! Do legs day, do squat ! For me it’s a good test to know who enjoys working out and who show off for the summer.

You know it will hurt, you know that 2 days after you will have pain in legs. In life it’s the same thing. You will have your tests and you will must fight to succeed and this is not necessarily at the first time. Struggle when you’re at the lowest point, struggle when nobody knows it because there is only you who can take care of your life. No matter whether in your studies, work or girls, you have to reach your goal with positivity and pride.

legacy

Time in life is very limited, very precious. That’s why when you will be old, you will can say : « I earned this marble that makes this house, I earned it. I left my mark on this planet and my future generations will see it ! ». That’s your job and if you want to achieve a high level of success, make a statue of you !

-Steph

Succès

success key

Parlons du succès. Tu sais la définition du succès est différente pour tout le monde. Il y des gens qui veulent gagner beaucoup d’argent et d’autres qui veulent fonder une famille heureuse.

J’ai remarqué que les gens motivé par l’argent ou les filles, une fois qu’ils ont beaucoup d’expériences ou qu’ils sont plus mature ont une autre définition du succès. Les « grands » de mon quartier qui me faisaient rêvé avec de belles voitures et de belles filles me conseillent de travailler sur mon héritage et de travailler sur mon héritage maintenant. Ils me disent tous que l’argent et les filles, ça part, ça vient mais un héritage, ça existe encore après la mort.

money

J’ai des amis athlètes professionnels qui me disent qu’ils ne cours plus après l’argent, ils ont arrêté ça depuis des années, ils sont passé à autre chose. Vivre d’un sport c’est très dur, plus dur que tu ne le pense. Beaucoup des personnes leurs disaient d’arrêter parce qu’ils gagneraient jamais assez d’argent mais ils ont réussi et leurs définition du succès c’est de vivre de leurs passion, leurs passions est leurs professions.

Pour avoir du succès, tu dois travailler quand personnes ne te regardent, travailler dans les moments où personne ne le sait. Tu travailles quand tout le monde s’en fout, « Que fait un champion quand il est tout seul ? ». Le célèbre boxeur Joe Frazier dit « Les champions ne sont pas fait sur un ring, ils sont simplement reconnus là » (Champion aren’t made in the ring, they are merely recognized there).

family

Tu ne vas pas t’entraîner juste parce que tu as eu une mauvaise journée et que tu veux te défouler, te déstressé. Tu vas t’entraîner parce que tu aimes ça. La vie c’est comme le jour des jambes. La majorité des gens vont à la gym et n’entraîne pas les jambes, résultat, il ont physique de merde ! Fait le jour des jambes, fait du squat ! Pour moi c’est un bon test pour savoir qui aime s’entraîner et qui frimer pour l’été.

Tu sais que ça va faire mal, tu sais que 2 jours après tu auras des douleurs dans les jambes. Dans la vie c’est pareil, tu auras tes tests où il va falloir te battre pour réussir et ce ne sera pas forcément du premier coup. Te battre quand tu es au point le plus bas, te battre quand personne ne le sait parce qu’il y a que toi qui peux prendre soin de ta vie. Peu importe que ce soit dans tes études, travail ou avec les filles, tu dois atteindre ton objectif avec positivité et fierté.

legacy

Le temps d’une vie est très limité, très précieuse. C’est pour cela que quand tu sera vieux, tu pourra dire : « j’ai gagné ce mabre qui fait cette maison, j’ai gagné ça. J’ai laissé ma marque sur cette planète et mes futurs générations pourront le voir ! ». C’est ça ton travail et si tu veux atteindre un haut niveau de succès, fais une statue de toi !

-Steph