Versión en español, por favor, pulse aquí
For several fortnights I've been spending almost all posts to speak of emotions. In brands, in business, in corporate experiences, ...
Emotions are the language of man. Through them we relate. The language, the feel, the looks, are simply ways to express and communicate the emotions we feel within us. Inside the brain, of course. Although it sometimes seems that reside in our bellies as butterflies, are really at the top of our body. Just as we need the senses to perceive emotions, also need to express them. But our brain is also the need to communicating it to ourselves. Appearing so poetic butterflies, sweating or even trembling.
Breathe, love, talk, yet wonderful acts ordinary. So natural, ordinary as: Buy.
Business needs of the customer relationships to survive. A business without customers may be many things, but you can call it that: Company. For there to be effective communication, it is necessary that the parties understand the same language. That's why companies are "forced" to use emotions to communicate with your market. Because it is the language of those who comprise it: humans.
But in this maelstrom of emotions need to be careful with saturation. For those we love the colonies into a perfume is a most enjoyable experience. Before crossing the door and we are enjoying what we're going to smell. We do not know what perfume prove. Even the shape or color of the jar. But I enjoyed imagining aromas.
The problem comes when we smelled so that our sense of smell is saturated. It does not smell anything, or not, as before. We have to wait a while to disappear this saturation. A break for that dullness disappears.
Companies must move, marks also the corporate experiences are designed to evoke emotions thinking on the client, so. But what we must not do is saturate.
As every person, every brain is different, we must try to evoke emotions through different senses. But if in our desire to revive the emotions that are latent in the brain of our client we sin by excess, then we will achieve nothing. Excite with the brand itself, the experience also, with everything but without overloading. Because then, as with our noses in the perfume, saturate our consumer emotionally. It goes all the corporate experience ruined.
The emotions saturation blocks. Just the opposite of what we want to do our customer at the point of sale. Lock stands doing nothing, not buy.
In the middle is the virtue that the wise Spanish proverb says. But where is the middle ground? How to fix it objectively? How to know designing a Corporate Experience where the limit and where the average not to saturate? Questions that have no answers yet. Neuroscience or Ni therefore neuromarketing yet found an answer.
Wednesday, January 30
Wednesday, January 16
Why is it important the misnamed Shopping Experience
Versión en español, pulse aquí
We keep hearing how important it is what some call "shopping experience." Term, moreover, seems inaccurate as I've said once. But is this real importance? Or is this another one of those fads.
As I did at the time with the branding: "Why brands need to be emotional?", why try to clarify what the customer lives is so important.
We speak of experience when it comes to what the customer sees, feels when consumed or will consume a product. That is, when he has the need to purchase an item, when he seeks, when he finds, when he buys, when he uses it and when he throws it into the trash.
Upon reaching a memory we are reliving a feeling, a past experience. We say it is good or bad if it was positive or negative experience. The purchase is just another act of our daily lives. Then a brand (or product) will look better if we associate it with positive experiences.
The downside is that feelings are unique to that individual. Our brain is responsible for transforming the environment around us in experiences and feelings. Each of us build our own reality. Which to me can be a pleasant experience for another may not. Even when both have experienced the same situation at a time.
So ... How can we build a pleasant experience for our customer to associate it with us? First given to whom it is addressed. Al target. And from a demographic point of view, yes. But also from a psychological standpoint.
Once we know who will live that experience we design is a matter of chance. Let me explain. As I said earlier recall sensations and feelings that come to us quickly when the evoke the senses. We remember our childhood when smelling an aroma present in our childhood. Then to create a good experience you have to get through the senses. Which one? Of all. Because the scent that reminds me of my childhood to another can not evocarle nothing. But a certain taste, for example. So I say it is a matter of chance. And if both evoke the same feeling through several different senses, the better.
But what the customer lives is not limited to the purchase process. So I do not think it right to call it "shopping experience." Why do you think the customer experience begins and ends in that act. And it is not. The customer associated memories to our product before, during and after purchase.
The best way to convey something to show what you live. Then the term "Customer Experience" nor does it seem necessary. For every company has to live the experience to pass. There is something reserved for those who buy. Also they sell.
I like to use the term: Corporate Experience. Because they are experiences that are associated with anything related to the company (customers, employees, products, ...). The term "corporation" includes customer. For it is the rationale and the center of the corporation.
So we can say that we have a bad memory of a product, a brand, whether corporate experience has made us associate it with a bad feeling and vice versa. It is therefore important in the first sale, but also in the future. Key to the desired loyalty.
Why is it important then the Corporate Experience? Because if we have designed and implemented correctly will help us sell and loyalty. Because thanks to her associate our product, our brand sensations that will help us to be well positioned in the consumer's mind.
We keep hearing how important it is what some call "shopping experience." Term, moreover, seems inaccurate as I've said once. But is this real importance? Or is this another one of those fads.
As I did at the time with the branding: "Why brands need to be emotional?", why try to clarify what the customer lives is so important.
We speak of experience when it comes to what the customer sees, feels when consumed or will consume a product. That is, when he has the need to purchase an item, when he seeks, when he finds, when he buys, when he uses it and when he throws it into the trash.
Upon reaching a memory we are reliving a feeling, a past experience. We say it is good or bad if it was positive or negative experience. The purchase is just another act of our daily lives. Then a brand (or product) will look better if we associate it with positive experiences.
The downside is that feelings are unique to that individual. Our brain is responsible for transforming the environment around us in experiences and feelings. Each of us build our own reality. Which to me can be a pleasant experience for another may not. Even when both have experienced the same situation at a time.
So ... How can we build a pleasant experience for our customer to associate it with us? First given to whom it is addressed. Al target. And from a demographic point of view, yes. But also from a psychological standpoint.
Once we know who will live that experience we design is a matter of chance. Let me explain. As I said earlier recall sensations and feelings that come to us quickly when the evoke the senses. We remember our childhood when smelling an aroma present in our childhood. Then to create a good experience you have to get through the senses. Which one? Of all. Because the scent that reminds me of my childhood to another can not evocarle nothing. But a certain taste, for example. So I say it is a matter of chance. And if both evoke the same feeling through several different senses, the better.
But what the customer lives is not limited to the purchase process. So I do not think it right to call it "shopping experience." Why do you think the customer experience begins and ends in that act. And it is not. The customer associated memories to our product before, during and after purchase.
The best way to convey something to show what you live. Then the term "Customer Experience" nor does it seem necessary. For every company has to live the experience to pass. There is something reserved for those who buy. Also they sell.
I like to use the term: Corporate Experience. Because they are experiences that are associated with anything related to the company (customers, employees, products, ...). The term "corporation" includes customer. For it is the rationale and the center of the corporation.
So we can say that we have a bad memory of a product, a brand, whether corporate experience has made us associate it with a bad feeling and vice versa. It is therefore important in the first sale, but also in the future. Key to the desired loyalty.
Why is it important then the Corporate Experience? Because if we have designed and implemented correctly will help us sell and loyalty. Because thanks to her associate our product, our brand sensations that will help us to be well positioned in the consumer's mind.
Wednesday, January 2
Neuromarketing and the value of money
Versión en español, pulse aquí
Most people think that a euro is a euro forever. Or a dollar, a dollar. True, the euro we use in a kiosk is exactly the same with that paid in the gas station. But not worth the same. Both have the same purchasing power, but not the same value.
Take an example. A diamond of 30 euros bought in the jewelry section of a department store, you may have the same cost as one exactly like Tiffanys purchased. But it has the same value. Surely the second still having cost thereof shall be received differently. If we talk about jewelry, not worth the same one euro Tifannys in department stores.
And as this example could put many that occur every day in all sectors. Purchasing power is subject to rules and condition.The value of money is in the mind of the market.
What factors influence the value of a product?. There are many, but I will discuss the most important.
Whenever these are not the staples, do not buy products. We buy things for our environment and the enjoyment and feel better. Yes, I said our environment, not just ourselves. When you do buy a shirt cute to be thinking about people who, often, do not even know. So when does a girl buy a dress. But it is not the same as a dress designer Zara important one. Socially gives us more valuable to take a crocodile, a horse or other animal in the chest. The brand, the main element of corporate experience, influences the value of the product because it indicates a social status.
The mood is another key element in the value of an item. Some days we do not like anything. Others that we like everything, and others where we passed what we're looking for and not what we see. We can not control the minds of our customers. But we can encourage that within our facilities have a good day. So, play with colors, music, lighting and aroma of our establishment is so important. And also why I like to encompass all these elements together with the mark on what I call corporate experience.
Time is also essential. Items lose or gain value as the buyer has more or less quickly. The music, the colors and aroma are elements of the corporate experience that can help "speed up" or "slow" consumer purchases. Also the treatment of staff and customers the same products.
Let the buyer come alone or accompanied, also influences. When accompanied buy, we are continually contrasting the social value of talking at first. So the typical salesman or saleswoman who tells all clients that looks good everything is getting less valued. The client does not want to hear compliments, wants to be able to test whether the reaction cause that so far, only lives in your mind.
To control all these factors, as I moved forward, it is essential to properly manage the corporate experience. In addition to the elements already described, this is composed of others, such as: the client, personal branding, error handling and channels on and off line, among others. Sell and loyalty means that the client has more perceived value in our products and services in competition. The Corporate Experience is the tool that will help do that.
Most people think that a euro is a euro forever. Or a dollar, a dollar. True, the euro we use in a kiosk is exactly the same with that paid in the gas station. But not worth the same. Both have the same purchasing power, but not the same value.
Take an example. A diamond of 30 euros bought in the jewelry section of a department store, you may have the same cost as one exactly like Tiffanys purchased. But it has the same value. Surely the second still having cost thereof shall be received differently. If we talk about jewelry, not worth the same one euro Tifannys in department stores.
And as this example could put many that occur every day in all sectors. Purchasing power is subject to rules and condition.The value of money is in the mind of the market.
What factors influence the value of a product?. There are many, but I will discuss the most important.
Whenever these are not the staples, do not buy products. We buy things for our environment and the enjoyment and feel better. Yes, I said our environment, not just ourselves. When you do buy a shirt cute to be thinking about people who, often, do not even know. So when does a girl buy a dress. But it is not the same as a dress designer Zara important one. Socially gives us more valuable to take a crocodile, a horse or other animal in the chest. The brand, the main element of corporate experience, influences the value of the product because it indicates a social status.
The mood is another key element in the value of an item. Some days we do not like anything. Others that we like everything, and others where we passed what we're looking for and not what we see. We can not control the minds of our customers. But we can encourage that within our facilities have a good day. So, play with colors, music, lighting and aroma of our establishment is so important. And also why I like to encompass all these elements together with the mark on what I call corporate experience.
Time is also essential. Items lose or gain value as the buyer has more or less quickly. The music, the colors and aroma are elements of the corporate experience that can help "speed up" or "slow" consumer purchases. Also the treatment of staff and customers the same products.
Let the buyer come alone or accompanied, also influences. When accompanied buy, we are continually contrasting the social value of talking at first. So the typical salesman or saleswoman who tells all clients that looks good everything is getting less valued. The client does not want to hear compliments, wants to be able to test whether the reaction cause that so far, only lives in your mind.
To control all these factors, as I moved forward, it is essential to properly manage the corporate experience. In addition to the elements already described, this is composed of others, such as: the client, personal branding, error handling and channels on and off line, among others. Sell and loyalty means that the client has more perceived value in our products and services in competition. The Corporate Experience is the tool that will help do that.
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