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

Ecosystem Your Blog

wordpress ifttt buffer

It’s with a The Family’s video  I learned how to use my blog with my social networks. At first I did a copy / paste of the article’s URL on Facebook, Google+, Twitter, etc. But now I automated a part with IFTTT . With this website, you conncect your apps for « if an app does this, then it will happen that ».

This website works with Evernote, Facebook, Philips Hue, Pocket, Twitter and 347 services. You see how this is useful and it’s easy to use.

You create your account and you land on the homepage with recommended actions :

ifttt screenshot

What interests us is the condition « IF ». You can click on the « IF » tab to see the recipes but as there are 347 services, I suggest you do a search to save time :

ifttt screenshot

What I do is that when I post a new article on my blog, IFTTT sends a message with the article’s URL to my social networks. For example the connection WordPress-Twitter :

ifttt screenshot

Or WordPress-Facebook:

ifttt screenshot

For all this work, you will have to communicate your login / passwords of your blog and your social networks to IFTTT. To see the connections that you have configured, click on « My Recipes ». I connected my blog to Buffer (turn off), Reddit, LinkedIn, Tumblr, Facebook, Twitter.

It is really convenient this website. But why Buffer is disabled ?

Buffer  is another website that I use to send a message with the article’s URL to my social networks but at specific times. What I mean is that I can plan the distribution of my messages throughout the day.

You create you an account and you land on the homepage (I’ve already planned messages) :

buffer screenshot

As you can see, I connected Buffer with Twitter, LindedIn, Google+, Facebook, and Instagram. Instagram is new in Buffer and I just begin to publish content per day on Instragram. I’m really a beginner with Instagram (Snapchat too). You can send 10 free messages per day, if you want to send more messages, take the Premium version.

To connect Buffer with your social networks, click on the icon « Connect More » :

buffer screenshot

For all this work, you will have to communicate your login / password of your social networks to Buffer.

To schedule hours to send messsage, click on the « Schedule » tab :

buffer screenshot

You have to plan the hours for each of the social networks you use. In Buffer you have to write the message and the blog’s URL (copy / paste), it isn’t automate as IFTTT.

This must be 6 months I use IFTTT and Buffer and everything is well. It’s really cool to be able to automate these tasks to save time.

With time, I will learn how to use better these tools and I’ll tell you what I discovered.

And you ? Do you have other tools to manage your ecosystem ?

-Steph

Ecosystème Ton Blog

wordpress ifttt buffer

C’est avec une vidéo de The Family  que j’ai appris comment utiliser mon blog avec mes réseaux sociaux. Au début je faisais un copier/coller de l’url de mon article sur Facebook, Google+, Twitter, etc. Mais maintenant j’ai automatisé une partie. C’est avec IFTTT . Avec ce site internet, tu connectes tes apps pour que « si une app fait ceci, alors il se passera ça ».

Ce site internet fonctionne avec Evernote, Facebook, Philips Hue, Pocket, Twitter et 347 services. Tu vois comme c’est utile et c’est facile à utiliser.

Tu te créer un compte, tu te connecte et tu arrives sur la page d’accueil avec les actions recommandées :

ifttt screenshot

Ce qui nous intéresse, c’est la condition « SI ». Tu peux cliquer sur l’onglet « IF » pour voir les recettes mais comme il y a 347 services, je te conseille de faire une recherche pour gagner du temps :

ifttt screenshot

Ce que j’ai fais c’est que dès qu’il y a un nouvel article sur mon blog, IFTTT envoie un message avec l’url de l’article à mes réseaux sociaux. Par exemple la connection WordPress-Twitter :

ifttt screenshot

ou WordPress-Facebook :

ifttt screenshot

Pour que tout cela fonctionne, il faudra que tu communique tes identifiants/mots de passe de ton blog et de tes réseaux sociaux à IFTTT. Pour voir les connections que tu as configuré, clique sur « My Recipes ». J’ai connecté mon blog à Buffer (désactivé), Reddit, LinkedIn, Tumblr, Facebook, Twitter.

Il est vraiment pratique ce site internet. Mais pourquoi Buffer est désactivé ?

Buffer (https://buffer.com/) est un autre site internet que j’utilise pour envoyer un message avec l’url de mon article à mes réseaux sociaux mais à des heures précises. Ce que je veux dire c’est que je peux planifie la diffusion de mes messages tout au long de la journée.

Tu te crée un compte, tu te connecte et tu arrives sur la page d’accueil (j’ai déjà planifié des message) :

buffer screenshot

Comme tu peux le voir, j’ai connecté Buffer avec Twitter, LindedIn, Google+, Facebook et Instagram. Instagram, c’est nouveau avec Buffer et je commence juste à publier un contenu par jour sur Instragram. Je suis vraiment un débutant avec Instagram (Snapchat aussi). Tu peux envoyer 10 messages gratuitement par jour, si tu veux envoyer plus de messages, il faut prendre la version Premium.

Pour connecter Buffer à tes réseaux sociaux, clique sur l’icône « Connect More » :

buffer screenshot

Pour que tout cela fonctionne, il faudra que tu communique tes identifiants/mots de passe de tes réseaux sociaux à Buffer.

Pour planifier les heures d’envoie de messsage, clique sur l’onglet « Schedule »:

buffer screenshot

Tu dois planifier les heures pour chacun des réseaux sociaux que tu utilises. Dans Buffer tu dois écrire le message et l’url de ton blog (copier/coller), ce n’est pas automatiser comme IFTTT.

Cela doit faire 6 mois que j’utilise IFTTT et Buffer et tout va bien. C’est vraiment cool de pouvoir automatiser ces tâches pour gagner du temps.

Avec le temps, je vais apprendre à mieux utiliser ces outils et je te ferais savoir ce que j’ai découvert.

Et toi ? Tu as d’autres outils pour gérer ton écosystème ?

-Steph