Versión en español, pulse aquí
We live in a continuous fall in consumption. So, we need more effective sales. This is speaking in terms of marketing, improve the conversion rate. They become actual sales as many potential sales.
On Internet circulates a phrase that in good times was enough to dispatch, but today is not enough, you need to sell. Attracted by that phrase with which, incidentally, I do not agree at all. I set out to discover the real influence of the traditional dependent on consumer behavior.As always in these studies relying on the usual collaborators psychologists, neurologists, anthropologists and marketers, thus forming a multidisciplinary team in neuromarketing. Not what statistics or probability tells us, but what the consumer tells us without words. With no conscious behavior. It is therefore necessary equipment. It is therefore also necessary to employ systems that allow us to objectively measure the reaction of buyers.We use in this case four combined tools. An eye-tracker that allows us to measure the movement of the subject's eyes. So we know what to look at all times. The above combine it with an electroencephalograph (EEG) that measures brain activity and a bracelet that measures pulse and skin conductance (GSR). Cameras also have a global vision of the establishment.
One objective of this study was to evaluate how it affects the sale comportamiendo dependents. We work in a women's clothing store with a target between 25 and 40 years. We wanted to examine, first, how they influence the sales process the behavior of the person who takes the clothes. So without customers had interacted with any other store clerk measurements study tools while in queue and the time of payment.
Some might think that the sale is made, the client already has the garment and is ready to pay. Why study this case. Nothing is further from the truth. Do not forget that businesses, by law, offer to return the purchase period. Will this affect the attitude of the person charged in the customer returns the product or days later?. Yes, it does affect a lot.
In this market, a significant number of purchases are made on impulse. I see it, I want it, I'll take it. In this type of purchase, at the time of payment, especially if this is effective, it is when you receive the call "remorse". The eye tracker recorded the client seeks to evade the look in the eyes of the dependent. Possibly looking instinctively flee reprimanded for buying something they do not need. Curious, because the clerk never do that, but the instincts are not controllable and do not respond to reason.
Moreover, with the same customer, buying impulsively, in cases where the employee had a more maternal, giving reasons for the purchase, we observed a decrease in measurements of heart rate and activation in reward areas in the Client brain. The clerk may, with your attitude, calm remorse that effect by decreasing the amount of sales returns.
However, on those occasions when the clerk had an indifferent attitude to the buyer, accelerated heart rate, the "sweating" was maintained, even increased. EEG measurements indicated that turned away from areas of reward-related areas were activated rejection. The client was starting to regret the purchase at the time of payment and the seller had simply been indifferent to him. He had merely paid. Most of these garments ended returned in a different shift who had attended. Some even see the clerk looked at another box with another employee to do the return.
Moral, if we want to improve the conversion rate of sales the sales staff attitude is essential. Should be active. The mere indifference, simply collect, causes us to lose sales. In other posts I will talk about the right attitude of selling to help increase sales, which is another area we work in this study.
Said earlier said I did not like that phrase that says that in good times was enough to dispatch. Indifference kills the conversion rate in good times and in times of crisis. Sell yeah, never dispatched.
Showing posts with label blog. Show all posts
Showing posts with label blog. Show all posts
Wednesday, March 13
Wednesday, February 27
Subliminal Advertising Myth or Reality?
Versión en español, pulse aquí
Everyone, we are dedicated to the marketing and those not, we ever heard of subliminal advertising.
Commercials in which, supposedly, are introduced to the viewer perceives messages unconsciously and inviting you to consume a certain product. Buyer consume these items and never becomes aware of who or what has prompted it.
Subliminal advertising is on everyone's lips since the sixties. Some even confuse neuromarketing with such advertising or studies how.
Nothing is further from the truth. The neuromarketing studies not subliminal advertising, among other things, because this type of advertising there is a myth.
In the 60s, J. McDonald Vicary said he entered, subliminally, the phrases "eat popcorn" and "Drink Coke" during the broadcast of a film. Supposedly, as reported, increased sales of both products during the broadcast. Almost 20% of popcorn and more than 50% of the soda said.
The impact of this news was such that the U.S. government banned the practice. Even in Spain is prohibited by the General Advertising Act.
In 1962 McDonald himself acknowledged that it was all a setup and the data shown were handling. Were false. Those messages never inserted in the issue of the film. But the legend ran so fast that the reality went unnoticed.It is true that, to date, no one has shown that it can achieve an increase in consumption with subliminal advertising. But neither has shown otherwise. That is, we have no scientific evidence that subliminal advertising works. But we have no empirical. That is, in the experiments conducted and reported to date, none has been shown that introducing subliminal messages increases consumption.
What it is true is that many people think is possible, even brands that use it. Ignoring that, even though not proven fact, the law explicitly prohibits such practices.
And is that something is trying to send a subliminal message. And another thing that is perceived, albeit unconsciously. Let alone that can alter the behavior of an individual for these messages.
The reality is that subliminal advertising is another one of those myths and legends that are so widespread that make them look real.
As I mentioned once: the human will is so strong that it would try to bend it so difficult that, be achievable, the effort would be such that the effort would be employed unprofitable. In the time spent to sell a unit to someone who does not want to, we could sell thousands to those that they want and are attracted to the product.
Neuromarketing and any other area of marketing aims to bring products to potential consumers. Not become consumers who neither want our products or need us. Which makes no sense. Well, as just discussed, if the client does not want to buy the best for the seller is not interested in selling.
Everyone, we are dedicated to the marketing and those not, we ever heard of subliminal advertising.
Commercials in which, supposedly, are introduced to the viewer perceives messages unconsciously and inviting you to consume a certain product. Buyer consume these items and never becomes aware of who or what has prompted it.
Subliminal advertising is on everyone's lips since the sixties. Some even confuse neuromarketing with such advertising or studies how.
Nothing is further from the truth. The neuromarketing studies not subliminal advertising, among other things, because this type of advertising there is a myth.
In the 60s, J. McDonald Vicary said he entered, subliminally, the phrases "eat popcorn" and "Drink Coke" during the broadcast of a film. Supposedly, as reported, increased sales of both products during the broadcast. Almost 20% of popcorn and more than 50% of the soda said.
The impact of this news was such that the U.S. government banned the practice. Even in Spain is prohibited by the General Advertising Act.
In 1962 McDonald himself acknowledged that it was all a setup and the data shown were handling. Were false. Those messages never inserted in the issue of the film. But the legend ran so fast that the reality went unnoticed.It is true that, to date, no one has shown that it can achieve an increase in consumption with subliminal advertising. But neither has shown otherwise. That is, we have no scientific evidence that subliminal advertising works. But we have no empirical. That is, in the experiments conducted and reported to date, none has been shown that introducing subliminal messages increases consumption.
What it is true is that many people think is possible, even brands that use it. Ignoring that, even though not proven fact, the law explicitly prohibits such practices.
And is that something is trying to send a subliminal message. And another thing that is perceived, albeit unconsciously. Let alone that can alter the behavior of an individual for these messages.
The reality is that subliminal advertising is another one of those myths and legends that are so widespread that make them look real.
As I mentioned once: the human will is so strong that it would try to bend it so difficult that, be achievable, the effort would be such that the effort would be employed unprofitable. In the time spent to sell a unit to someone who does not want to, we could sell thousands to those that they want and are attracted to the product.
Neuromarketing and any other area of marketing aims to bring products to potential consumers. Not become consumers who neither want our products or need us. Which makes no sense. Well, as just discussed, if the client does not want to buy the best for the seller is not interested in selling.
Wednesday, February 13
Neuromarketing and happiness
Versión en español, pulse aquí
Happiness: Something you crave since man is man. Happiness: Something that is defined in the dictionary, but you can not define neuroscientists.
Whether we know define a neurological level or not, what we do is clear is that happiness is something coveted. Everyone wants to be happy. It is also somewhat limited. Everyone wants, but few ever be. Moreover, even questions that declares who is really happy. Well, some argue that there is no full happiness, which gives the happiness of a mystery.
In these times in which we live in the information content of each seems to go a bit more than we think is happiness, happiness is something even more desirable if possible.
The brands they know and some, such as Coca-Cola, quite rightly have become true ambassadors of happiness. So while aligning their values with those of precious state gets reinforce pass two values she shares: mysterious and pleasant.
And that is to make your brand, your product, your company becomes desired need not be associated with being happy. Among other things because it will be difficult to dislodge from the post to the popular soft drink brand.
There is nothing that our brain likes more than something that everyone believes is nice (even if you think I do not). Well yes, yes you are: something small. Because if you have it makes you feel unique. If there are many seats to check the availability of a flight nothing happens. If suddenly there are few, then a seat becomes valued. Why gold is worth what it's worth?
However, I must correct my last statement about "taste" of our brain. If there is something that appeals to this more than something nice or something limited or exclusive: a mystery. It is superior to us, we are discoverers innate. We love the mystery. But the unsolved mysteries. When we resolve to lose all interest. If tomorrow we discover what happens in the Bermuda Triangle, ships disappear less and less people, as most are myths that we like to give you generate more mystery to the matter.
They are given in the happiness, all the factors to make something very precious: It is desired and scarce, which makes it unique. But also nice and mysterious (some say it is unreachable or does not exist). Anything that gets gather these factors, be it happiness or be it brand becomes highly valued thing.
Maybe now, after these factors understand why Coca-Cola's success continues. It has been over a hundred years and still works. How is this possible? If times have changed, the context has changed, knowledge has changed, and still at the top.
Much has changed, but has never abandoned exclusivity (no known equal), making it coveted. Everyone thinks it's nice to drink, so we felt valued when they see us with the red mark on her hand, but we like more Pepsi. And what does and be in the Top 1 is that it is mysterious. For no one except two people know how it is made ... Or so we are told.
Happiness: Something you crave since man is man. Happiness: Something that is defined in the dictionary, but you can not define neuroscientists.
Whether we know define a neurological level or not, what we do is clear is that happiness is something coveted. Everyone wants to be happy. It is also somewhat limited. Everyone wants, but few ever be. Moreover, even questions that declares who is really happy. Well, some argue that there is no full happiness, which gives the happiness of a mystery.
In these times in which we live in the information content of each seems to go a bit more than we think is happiness, happiness is something even more desirable if possible.
The brands they know and some, such as Coca-Cola, quite rightly have become true ambassadors of happiness. So while aligning their values with those of precious state gets reinforce pass two values she shares: mysterious and pleasant.
And that is to make your brand, your product, your company becomes desired need not be associated with being happy. Among other things because it will be difficult to dislodge from the post to the popular soft drink brand.
There is nothing that our brain likes more than something that everyone believes is nice (even if you think I do not). Well yes, yes you are: something small. Because if you have it makes you feel unique. If there are many seats to check the availability of a flight nothing happens. If suddenly there are few, then a seat becomes valued. Why gold is worth what it's worth?
However, I must correct my last statement about "taste" of our brain. If there is something that appeals to this more than something nice or something limited or exclusive: a mystery. It is superior to us, we are discoverers innate. We love the mystery. But the unsolved mysteries. When we resolve to lose all interest. If tomorrow we discover what happens in the Bermuda Triangle, ships disappear less and less people, as most are myths that we like to give you generate more mystery to the matter.
They are given in the happiness, all the factors to make something very precious: It is desired and scarce, which makes it unique. But also nice and mysterious (some say it is unreachable or does not exist). Anything that gets gather these factors, be it happiness or be it brand becomes highly valued thing.
Maybe now, after these factors understand why Coca-Cola's success continues. It has been over a hundred years and still works. How is this possible? If times have changed, the context has changed, knowledge has changed, and still at the top.
Much has changed, but has never abandoned exclusivity (no known equal), making it coveted. Everyone thinks it's nice to drink, so we felt valued when they see us with the red mark on her hand, but we like more Pepsi. And what does and be in the Top 1 is that it is mysterious. For no one except two people know how it is made ... Or so we are told.
Wednesday, January 30
Saturation emotional
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.
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 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.
Wednesday, December 19
Impulse buying and neuromarketing
Versión en español, pulse aquí
The impulse purchase is a very high percentage in the usual basket. In commercial areas between 60% and 70% (depending on type) are unplanned purchases. In many sectors, such as vending, is practically the success or failure of a position.
These acquisitions that match also a need. But it is a rational, but emotional. You get the product because you feel the pressing obligation to buy. Want to experience what it feels like to have it or consume it now.
The lower the risk, the greater the likelihood of impulse purchase of a product. No impulse buying a car, unless their purchasing power is very high. In which case, the perceived risk is low.
How neuromarketing to study work on impulse buying?. Using EEG and eye tracking trying to measure what attracts emocionaly to a consumer to encourage impulse buying. It is not about forcing someone to buy something they do not want this or can not be profitable if it could. These products show the most appropriate way to attract those who do they want to buy.
Draws some conclusions from these studies:
First, the more prevalent emotion is easier to buy on impulse. Smell and hearing are senses with great evocative power. Well used to help maintain "the level of emotionality."
I commented before the buy button do not exist. There is no mechanism that can activate, and then we sell it or yes. But this kind of purchase if there are triggers. Factors favoring the boot process.
Why the slot machines while at rest emit lights and sounds?. They seek to be a trigger. And this, is transferable to other purchase?. Of course you do. If we leave out the scent of coffee around a vending machine of this type of product, the smell can be a trigger. Moreover, placing coffee aroma around the machine, observe (thanks to EEG) as the "reward area of the brain is active consumer with more intensity." This translates into an increased enjoyment of the product. And we've only released a scent, we have not altered the coffee.
But beware, there are also factors that can derail the sale. If we increase the price and approach the threshold of what a customer considers reasonable, the urge to purchase in most cases. We continue with the above example. If we increase the price of coffee to 3 € in an environment where you usually pay a maximum € 1.50, we noticed thanks to the eye-trackers and EEG how the customer is attracted by the location, the aroma and ilumnación, but not it takes to see the price. Gone is the emotion, rationality has made an appearance and ... Stopped process.
Do not just look for triggers. You must pay attention to those who can stop the process. Price is the most common these days. But the presentation or the shipping carton. We all love to find bargains, but not shabby products.
Make a deal breaker with those products whose packaging is damaged can be very harmful if not noticed that this is an "outlet". The customer not only stop the buying process. Remember also long offered products that are not in an optimal state. You will lose future sales. The client and that the recommendations made negative.
Getting through the senses, the client begins to enjoy the product before you purchase it is one of the most powerful triggers. Then you need to be very aware that nothing can stop it. Lastly (but not least) will not disappoint with the product so that the customer will enjoy it even more intensely.
The impulse purchase is a very high percentage in the usual basket. In commercial areas between 60% and 70% (depending on type) are unplanned purchases. In many sectors, such as vending, is practically the success or failure of a position.
These acquisitions that match also a need. But it is a rational, but emotional. You get the product because you feel the pressing obligation to buy. Want to experience what it feels like to have it or consume it now.
The lower the risk, the greater the likelihood of impulse purchase of a product. No impulse buying a car, unless their purchasing power is very high. In which case, the perceived risk is low.
How neuromarketing to study work on impulse buying?. Using EEG and eye tracking trying to measure what attracts emocionaly to a consumer to encourage impulse buying. It is not about forcing someone to buy something they do not want this or can not be profitable if it could. These products show the most appropriate way to attract those who do they want to buy.
Draws some conclusions from these studies:
First, the more prevalent emotion is easier to buy on impulse. Smell and hearing are senses with great evocative power. Well used to help maintain "the level of emotionality."
I commented before the buy button do not exist. There is no mechanism that can activate, and then we sell it or yes. But this kind of purchase if there are triggers. Factors favoring the boot process.
Why the slot machines while at rest emit lights and sounds?. They seek to be a trigger. And this, is transferable to other purchase?. Of course you do. If we leave out the scent of coffee around a vending machine of this type of product, the smell can be a trigger. Moreover, placing coffee aroma around the machine, observe (thanks to EEG) as the "reward area of the brain is active consumer with more intensity." This translates into an increased enjoyment of the product. And we've only released a scent, we have not altered the coffee.
But beware, there are also factors that can derail the sale. If we increase the price and approach the threshold of what a customer considers reasonable, the urge to purchase in most cases. We continue with the above example. If we increase the price of coffee to 3 € in an environment where you usually pay a maximum € 1.50, we noticed thanks to the eye-trackers and EEG how the customer is attracted by the location, the aroma and ilumnación, but not it takes to see the price. Gone is the emotion, rationality has made an appearance and ... Stopped process.
Do not just look for triggers. You must pay attention to those who can stop the process. Price is the most common these days. But the presentation or the shipping carton. We all love to find bargains, but not shabby products.
Make a deal breaker with those products whose packaging is damaged can be very harmful if not noticed that this is an "outlet". The customer not only stop the buying process. Remember also long offered products that are not in an optimal state. You will lose future sales. The client and that the recommendations made negative.
Getting through the senses, the client begins to enjoy the product before you purchase it is one of the most powerful triggers. Then you need to be very aware that nothing can stop it. Lastly (but not least) will not disappoint with the product so that the customer will enjoy it even more intensely.
Wednesday, December 5
What is the taste of your company?: The taste and Neuromarketing
Versión en español, pulse aquí
At other times we talked about the importance of scent marketing. Explaining how and why we can integrate it in brands and outlets. Ultimately, the importance of the sense of smell.
We also discussed the role of music and therefore ear. Of course, the view, the sense used in marketing. And how necessary it is to touch the products. In other words, the sense of touch. This means we have dedicated posts to, sight, touch, even when I call the sixth sense, but what about the fifth?.
Taste is also a very powerful sense and its use can help sell, but what we market is not edible.
We've all experienced some evocative power of taste. Who does not go to a particular restaurant by how well there made a recipe. One that we can eat in many places, but there knows there special. Who has not eaten after the passage of the years some cookies that taste reminds us that mom gave us as children. Or has missed the taste of the old, because everything before I knew better now (or so we think many times).
That evocative power, the power to transport us in time, making us relive sensations and feelings known, as also happens to smell, is the most interesting for companies and brands.
These low-quality candy that nobody wants, put on the table where it serves customers, not the most appropriate to achieve our purpose. But maybe, until now, did not think it could be a sales tool.
A commercial invites so seemingly innocent, to your prospect to a candy in his pocket. Coincidence?, Maybe. But it also might be doing brand. If the candy is unusual, it is a different flavor, quite possibly the commercial customer and remind the company that represents him. It may also be that the candy is especially good, but with a familiar flavor. O with hints of familiar flavors. Then, in addition, the client will remember when we taste something, but do not speak weeks with us.
The flavor that we choose must be in harmony with the rest of the experience that the customer want to live with us. Our corporate image, the smell of our brand, the music, the packaging of our products and flavors present in any part of the sales process, should be focused to be present in the customer's mind.
It does appear the first Google if the customer's mind are the last. The first help attract new sales, but the latter helps to build loyalty. Reaching the customer with the five senses helps the "Mental SEO".
And how I can find out what the client feels in your experience with me?. Applying neuromarketing to what I like to call "Corporate Experience" (a step beyond the simple shopping experience), as we have had in previous posts, we mind that positioning, even more effective.
Now that the Christmas season is approaching and everyone puts sweets dates to remember we are in Christmas, why not put other customers remember who we are, or what we do. Why not design one with neuromarketing Corporate Experience to help us be in the top 5, but in the customer's mind?.
At other times we talked about the importance of scent marketing. Explaining how and why we can integrate it in brands and outlets. Ultimately, the importance of the sense of smell.
We also discussed the role of music and therefore ear. Of course, the view, the sense used in marketing. And how necessary it is to touch the products. In other words, the sense of touch. This means we have dedicated posts to, sight, touch, even when I call the sixth sense, but what about the fifth?.
Taste is also a very powerful sense and its use can help sell, but what we market is not edible.
We've all experienced some evocative power of taste. Who does not go to a particular restaurant by how well there made a recipe. One that we can eat in many places, but there knows there special. Who has not eaten after the passage of the years some cookies that taste reminds us that mom gave us as children. Or has missed the taste of the old, because everything before I knew better now (or so we think many times).
That evocative power, the power to transport us in time, making us relive sensations and feelings known, as also happens to smell, is the most interesting for companies and brands.
These low-quality candy that nobody wants, put on the table where it serves customers, not the most appropriate to achieve our purpose. But maybe, until now, did not think it could be a sales tool.
A commercial invites so seemingly innocent, to your prospect to a candy in his pocket. Coincidence?, Maybe. But it also might be doing brand. If the candy is unusual, it is a different flavor, quite possibly the commercial customer and remind the company that represents him. It may also be that the candy is especially good, but with a familiar flavor. O with hints of familiar flavors. Then, in addition, the client will remember when we taste something, but do not speak weeks with us.
The flavor that we choose must be in harmony with the rest of the experience that the customer want to live with us. Our corporate image, the smell of our brand, the music, the packaging of our products and flavors present in any part of the sales process, should be focused to be present in the customer's mind.
It does appear the first Google if the customer's mind are the last. The first help attract new sales, but the latter helps to build loyalty. Reaching the customer with the five senses helps the "Mental SEO".
And how I can find out what the client feels in your experience with me?. Applying neuromarketing to what I like to call "Corporate Experience" (a step beyond the simple shopping experience), as we have had in previous posts, we mind that positioning, even more effective.
Now that the Christmas season is approaching and everyone puts sweets dates to remember we are in Christmas, why not put other customers remember who we are, or what we do. Why not design one with neuromarketing Corporate Experience to help us be in the top 5, but in the customer's mind?.
Wednesday, November 21
brands: have to be empathic?
Versión en español, pulse aquí
Says the dictionary of the Royal Spanish Academy that empathy is the "mental and emotional identification of a subject with the mood of another."
Thanks to mirror neurons, people are empathetic. That is nothing that we say to "step into the shoes of another". Feel what the other is feeling, albeit to a lower degree. Understand the other person emotionally, because to understand the rational in his words and just need our ear.
Empathy gives us what is missing ear. Thus, colloquially, I call mirror neurons "sixth sense". Because with them we feel within us the emotional part that speaks. Thanks to them we can understand the human being in its fullness. Words can have many meanings. Deduce which of them is the context. An essential part of that context is the feeling you want to convey who utters them.
Recently, in another post, we conclude that the marks needs to be emotional. But a brand can it be empathic?. Based on the definition that the dictionary could not understand. It clearly says "... of a subject with the mood of another." So it's something between people.
Some people ... What is a company?. Not a company a group of people?. Until relatively recently, there was a tendency to dehumanize companies. So that was something of a corporation as an entity whose purpose was to make money. The bodies were already for scary movies. Today a company is identified with an entity, also terrifies the consumer. Companies are groups of people working to cover in the form of product or service, the needs of others that we call market.
The company that best connects with your market is the one that succeeds. That is the group of people who best understands the other group is the one who gets the upper hand. Because it makes products and services for what they want and need. And if that connection is mutual, the market has a high degree of loyalty to the company that provides ... Conversely, the company must also be faithful to its market.
We are talking, then, that a group of people have to connect with another. They must understand perfectly and is reciprocal. And people to be well understood, have said they need to do, also, with the "sixth sense". Therefore a company, necessarily, if you want to do more than survive selling off, empathize with your market needs. Displayed as a connected group of people with people. Companies need to be empathic.
And brands?. A brand is not just a means of communication. The way companies do reach their customers and prospects what they are. And when I speak of what they are, I mean covering needs with its products, but also what they feel as individuals. If communication between people is essential to empathy and brands are a means of communication between people and companies, and brands have to be, by necessity, empathic.
Those brands that are just a nice way, but their substance, not empathize with your market, are only traces. A brand is an attention getter, which connects the customer how are the people behind it. Being told to feel those forming the corporation (or product) that identifies them. Take the first step in establishing a link between them at first. Then is the symbol that keeps the relationship. A brand is an experience of values, sensations and feelings. And as such, if not empathize, can not achieve their purpose.
In the XXI century mark if not empathize with your market is not brand. Likewise, if a company does not empathize with their customers is not company, is a being empty.
Says the dictionary of the Royal Spanish Academy that empathy is the "mental and emotional identification of a subject with the mood of another."
Thanks to mirror neurons, people are empathetic. That is nothing that we say to "step into the shoes of another". Feel what the other is feeling, albeit to a lower degree. Understand the other person emotionally, because to understand the rational in his words and just need our ear.
Empathy gives us what is missing ear. Thus, colloquially, I call mirror neurons "sixth sense". Because with them we feel within us the emotional part that speaks. Thanks to them we can understand the human being in its fullness. Words can have many meanings. Deduce which of them is the context. An essential part of that context is the feeling you want to convey who utters them.
Recently, in another post, we conclude that the marks needs to be emotional. But a brand can it be empathic?. Based on the definition that the dictionary could not understand. It clearly says "... of a subject with the mood of another." So it's something between people.
Some people ... What is a company?. Not a company a group of people?. Until relatively recently, there was a tendency to dehumanize companies. So that was something of a corporation as an entity whose purpose was to make money. The bodies were already for scary movies. Today a company is identified with an entity, also terrifies the consumer. Companies are groups of people working to cover in the form of product or service, the needs of others that we call market.
The company that best connects with your market is the one that succeeds. That is the group of people who best understands the other group is the one who gets the upper hand. Because it makes products and services for what they want and need. And if that connection is mutual, the market has a high degree of loyalty to the company that provides ... Conversely, the company must also be faithful to its market.
We are talking, then, that a group of people have to connect with another. They must understand perfectly and is reciprocal. And people to be well understood, have said they need to do, also, with the "sixth sense". Therefore a company, necessarily, if you want to do more than survive selling off, empathize with your market needs. Displayed as a connected group of people with people. Companies need to be empathic.
And brands?. A brand is not just a means of communication. The way companies do reach their customers and prospects what they are. And when I speak of what they are, I mean covering needs with its products, but also what they feel as individuals. If communication between people is essential to empathy and brands are a means of communication between people and companies, and brands have to be, by necessity, empathic.
Those brands that are just a nice way, but their substance, not empathize with your market, are only traces. A brand is an attention getter, which connects the customer how are the people behind it. Being told to feel those forming the corporation (or product) that identifies them. Take the first step in establishing a link between them at first. Then is the symbol that keeps the relationship. A brand is an experience of values, sensations and feelings. And as such, if not empathize, can not achieve their purpose.
In the XXI century mark if not empathize with your market is not brand. Likewise, if a company does not empathize with their customers is not company, is a being empty.
Wednesday, November 7
What effect does the fear in buying?
Versión en español, pulse aquí
Who has not ever been afraid?. It is a natural feeling in us. In part has helped us survive as a species. Being afraid of what we believe can be dangerous, has made our natural curiosity about the unknown we put on too much risk.
Fear is a feeling as human as love or tenderness. But with a very different effect on our body. Who has not blindfolded when suddenly suspected gonna be bad in the horror film, really doing it out of sight of ...
And we love to love, we like to feel that love us, we feel good when we are comfortable, but fear ... Fear is the opposite. Paralyzes us, makes us alert, tells us that something can go wrong, but not always right. So, whenever you feel no fear what comes next is going to hurt us. Sometimes it is caused by uncertainty and ignorance.
Precisely the latter is the most frequently appears in the sale. In most cases there is a terrifying fear that still leaves us physically. But it is a feeling that we stop making the purchase process due to uncertainty.
Often it is fear of not knowing if the product really meets our needs and will hopefully have the utility. So to "return" the product is an effective sales tool. Makes this fear disappears.
But this is not always possible. Sometimes the characteristics or the cost of the product itself, make infeasible to eliminate this fear with the return. Normally you can not return a car, even who have not passed a fortnight or preserve the "proof of purchase". However, precisely these cases, the fear if we succeed or not to buy, is the protagonist in the final decision.
The sale can be decanted, perfectly provider side to eliminate or alleviate that fear in your prospect.
When it comes to these products "no return", it is essential to find out what the client's fears. To report how our product or service can help meet the needs of our target and thus mitigate that fear.
On many occasions we have discussed how neuromarketing can help create feelings and sensations detected. Fear is a feeling more. Apply neuromarketing in the sales process, can help you find what paralyzes the purchase in the minds of our target. So, knowing what really afraid. With this information we can create a shopping experience to help you deduce that you are not buying something unknown and therefore sensitive to provoke fear. But something known, that generates peace and satisfaction knowing that will meet your needs.
Who has not ever been afraid?. It is a natural feeling in us. In part has helped us survive as a species. Being afraid of what we believe can be dangerous, has made our natural curiosity about the unknown we put on too much risk.
Fear is a feeling as human as love or tenderness. But with a very different effect on our body. Who has not blindfolded when suddenly suspected gonna be bad in the horror film, really doing it out of sight of ...
And we love to love, we like to feel that love us, we feel good when we are comfortable, but fear ... Fear is the opposite. Paralyzes us, makes us alert, tells us that something can go wrong, but not always right. So, whenever you feel no fear what comes next is going to hurt us. Sometimes it is caused by uncertainty and ignorance.
Precisely the latter is the most frequently appears in the sale. In most cases there is a terrifying fear that still leaves us physically. But it is a feeling that we stop making the purchase process due to uncertainty.
Often it is fear of not knowing if the product really meets our needs and will hopefully have the utility. So to "return" the product is an effective sales tool. Makes this fear disappears.
But this is not always possible. Sometimes the characteristics or the cost of the product itself, make infeasible to eliminate this fear with the return. Normally you can not return a car, even who have not passed a fortnight or preserve the "proof of purchase". However, precisely these cases, the fear if we succeed or not to buy, is the protagonist in the final decision.
The sale can be decanted, perfectly provider side to eliminate or alleviate that fear in your prospect.
When it comes to these products "no return", it is essential to find out what the client's fears. To report how our product or service can help meet the needs of our target and thus mitigate that fear.
On many occasions we have discussed how neuromarketing can help create feelings and sensations detected. Fear is a feeling more. Apply neuromarketing in the sales process, can help you find what paralyzes the purchase in the minds of our target. So, knowing what really afraid. With this information we can create a shopping experience to help you deduce that you are not buying something unknown and therefore sensitive to provoke fear. But something known, that generates peace and satisfaction knowing that will meet your needs.
Wednesday, October 24
Neuromarketing in hotels
Versión en español, pulse aquí
In many previous posts I mentioned that neuromarketing has application in absolutely all sectors. I also talked once about neuromarketing applied to tourism. Today I would like to dig a little deeper into this sector and discuss neuromarketing applied to the hotel sector.
Sensations, perceptions are critical in any sales process. Take care at the facility where the customer happens too. But especially in the hotels is particularly important. What differentiates one from another hotel of similar characteristics and location? ... What the customer feels when it is hosted on.
The customer to return or recommend a hotel, will depend largely on what this feels when in its facilities, enjoying their services, but is simply a night.
How neuromarketing can help the hotel industry?. You can do this through several avenues.
The first, attracting customers seeking a particular feeling indirectly communicating it. If we look at our hotel the customer absolute relaxation, it is communicating with our brand with our website, how we deal with the customer, with no need to say that he is the protagonist. Using EEG and even eye-tracking, can help ensure that we are conquering our customers with a feeling. Not the same tell our customers will get to our hotel the absolute relaxation, which transmit relax just by seeing the image of our brand.
Second, the same techniques but applied to hotel facilities will make your customers, when they are living there, really, those values, those feelings ultimately that experience.
Indeed, not only the shopping experience applied to hotels, but with a twist. They can establish a conquest through the five senses, so we'll get a much more complete.
Conquer through sight, with our image and the decor of the rooms. With the ear, using music properly. With the smell, not get tired, but evoking what we seek. And of course, the taste. In hotels also eaten. If we design a menu according to the values we want to evoke, get a complete experience. And neuromarketing can also help here. Apply neuromarketing techniques to find out what our clients feel at certain flavors that our customers get a unique experience. While only the longer experience if they return to our site. This is the main goal of building a purchase experience. And in most cases do not have to start from scratch, can be achieved by modifying existing facilities without large investments.
As a prelude to the above, neuromarketing can help us identify what values reign our experience. I mean, what more valued sensations are evoked our target if our hotel.
The neuromarketing to build shopping experience is useful in any industry, but one much more like a hotel than what sells, really, are sensations.
In many previous posts I mentioned that neuromarketing has application in absolutely all sectors. I also talked once about neuromarketing applied to tourism. Today I would like to dig a little deeper into this sector and discuss neuromarketing applied to the hotel sector.
Sensations, perceptions are critical in any sales process. Take care at the facility where the customer happens too. But especially in the hotels is particularly important. What differentiates one from another hotel of similar characteristics and location? ... What the customer feels when it is hosted on.
The customer to return or recommend a hotel, will depend largely on what this feels when in its facilities, enjoying their services, but is simply a night.
How neuromarketing can help the hotel industry?. You can do this through several avenues.
The first, attracting customers seeking a particular feeling indirectly communicating it. If we look at our hotel the customer absolute relaxation, it is communicating with our brand with our website, how we deal with the customer, with no need to say that he is the protagonist. Using EEG and even eye-tracking, can help ensure that we are conquering our customers with a feeling. Not the same tell our customers will get to our hotel the absolute relaxation, which transmit relax just by seeing the image of our brand.
Second, the same techniques but applied to hotel facilities will make your customers, when they are living there, really, those values, those feelings ultimately that experience.
Indeed, not only the shopping experience applied to hotels, but with a twist. They can establish a conquest through the five senses, so we'll get a much more complete.
Conquer through sight, with our image and the decor of the rooms. With the ear, using music properly. With the smell, not get tired, but evoking what we seek. And of course, the taste. In hotels also eaten. If we design a menu according to the values we want to evoke, get a complete experience. And neuromarketing can also help here. Apply neuromarketing techniques to find out what our clients feel at certain flavors that our customers get a unique experience. While only the longer experience if they return to our site. This is the main goal of building a purchase experience. And in most cases do not have to start from scratch, can be achieved by modifying existing facilities without large investments.
As a prelude to the above, neuromarketing can help us identify what values reign our experience. I mean, what more valued sensations are evoked our target if our hotel.
The neuromarketing to build shopping experience is useful in any industry, but one much more like a hotel than what sells, really, are sensations.
Tuesday, October 9
Why not sell the ebook in Spain?
Versión en español, pulse aquí
We live in the digital age. A period in which we want to remove the paper. Air tickets are a number in an email. In the books we want to replace a screen. In toil away after millions on software to our company, we have something installed on something called server.
There is no doubt that it is much more convenient to have your boarding pass in an email, or to bring a book, always in your pocket without weighing or holding site. Practical yes, but do they make these innovations facilitate the sales of those products?.
They sell many more airline tickets than before, but not by the format of the tickets are sold because prices are much more popular. Moreover, it is shown that suppression contributes to the physical ticket low-cost concept. Reinforcing much more the idea that we are buying something at a low price. But, what happens when we bought the ticket is not cheap. What happens when a book is about. Spanish legislation complicates the ebook is much cheaper than digital. What happens when you have a company paid a lot of money on software that we use but we do not know where he is.
A comprehensive study that neurologists, psychologists, anthropologists and marketers (which I have the honor of meeting), we shelled and analyzed the data he provided an EEG combined with an eye-tracker and a GSR, obtaining as a conclusion something we already knew intuitively, which claimed some studies in USA, but just wanted to know if it happened in Spain: The tangibility sells.
If you do not understand something, I hardly buy, but still helps to sell more power handling. We already knew this long ago and there is ample evidence, so we decided to focus on a new product that has not taken off and doing something that was intangible tangible: The eBook.
Some argued that the new format in Spain never took because the legislation does not allow it. Admittedly it quite difficult legal takeoff of this format. But the tangibility makes over 70% of the users of this new format in our country, try reading one traditional paper format whenever they have time. Practicality is the only reason that makes them consume eBook. Adherents of this format are not faithful. Why is that?.
The answer we found in our study. The book is one of the most potent stimuli for the imagination. When we read a book we automatically transported to another world, one that is only true in the story that tells the author. When we dove into account our brain is immersed in the new reality. When we read the book we return to that reality, but we found something curious. In a paper book, subjects were faster submerged in history that when they did the same book but in digital format.
Why?, Simple. When we have a book (traditional paper) in our hands, their touch, their smell, their colors, our brain helps you remember what you felt when you were reading. Do not forget that our brain is stimulated by the five senses. When the book is electronic we only visual stimulation, but also e-readers show all books with virtually the same, so our brain "costs more" remember how I felt when I read that story.
That's why I predict you still long live paper book. That's why I recommend to anyone who sells something intangible that tangibilice, it reaches the customer by the five senses. And coming from someone who was long obsessed suppress almost all hardware in the software, which is very convenient with little cost to the seller, but not conquered the buying, which is what ultimately gives us eating. From sages say that is correct and if it is neuroscience showing that I was wrong for years, all the more reason.
We live in the digital age. A period in which we want to remove the paper. Air tickets are a number in an email. In the books we want to replace a screen. In toil away after millions on software to our company, we have something installed on something called server.
There is no doubt that it is much more convenient to have your boarding pass in an email, or to bring a book, always in your pocket without weighing or holding site. Practical yes, but do they make these innovations facilitate the sales of those products?.
They sell many more airline tickets than before, but not by the format of the tickets are sold because prices are much more popular. Moreover, it is shown that suppression contributes to the physical ticket low-cost concept. Reinforcing much more the idea that we are buying something at a low price. But, what happens when we bought the ticket is not cheap. What happens when a book is about. Spanish legislation complicates the ebook is much cheaper than digital. What happens when you have a company paid a lot of money on software that we use but we do not know where he is.
A comprehensive study that neurologists, psychologists, anthropologists and marketers (which I have the honor of meeting), we shelled and analyzed the data he provided an EEG combined with an eye-tracker and a GSR, obtaining as a conclusion something we already knew intuitively, which claimed some studies in USA, but just wanted to know if it happened in Spain: The tangibility sells.
If you do not understand something, I hardly buy, but still helps to sell more power handling. We already knew this long ago and there is ample evidence, so we decided to focus on a new product that has not taken off and doing something that was intangible tangible: The eBook.
Some argued that the new format in Spain never took because the legislation does not allow it. Admittedly it quite difficult legal takeoff of this format. But the tangibility makes over 70% of the users of this new format in our country, try reading one traditional paper format whenever they have time. Practicality is the only reason that makes them consume eBook. Adherents of this format are not faithful. Why is that?.
The answer we found in our study. The book is one of the most potent stimuli for the imagination. When we read a book we automatically transported to another world, one that is only true in the story that tells the author. When we dove into account our brain is immersed in the new reality. When we read the book we return to that reality, but we found something curious. In a paper book, subjects were faster submerged in history that when they did the same book but in digital format.
Why?, Simple. When we have a book (traditional paper) in our hands, their touch, their smell, their colors, our brain helps you remember what you felt when you were reading. Do not forget that our brain is stimulated by the five senses. When the book is electronic we only visual stimulation, but also e-readers show all books with virtually the same, so our brain "costs more" remember how I felt when I read that story.
That's why I predict you still long live paper book. That's why I recommend to anyone who sells something intangible that tangibilice, it reaches the customer by the five senses. And coming from someone who was long obsessed suppress almost all hardware in the software, which is very convenient with little cost to the seller, but not conquered the buying, which is what ultimately gives us eating. From sages say that is correct and if it is neuroscience showing that I was wrong for years, all the more reason.
Wednesday, September 26
The Power of cheating
Versión en español, pulse aquí
All that we are dedicated to marketing, we never tire of saying that the brand communication with the client must be sincere. Our company must not promise what you can not deliver. Nor must promise to do something you can not feel. The reason we've been over sometime. When this experience is disappointed deception. Someone cheated never be a loyal customer. And not only that, but also drag with your negative recommendation to others.
However, we are tired of seeing some ads, called "teleshopping", give exaggerated information on the effects of their products and remain on the air for a long time. And they do it because they are still making sales. What keeps them in the limelight. Many users are still buying, even though they know they will not get the same result as seen in the spot. It is just the opposite of the sincerity of the marks. Why it works?.
The Journal of Marketing Research has the answer. The effect "attractiveness" of the property, called the attention of several researchers decided to study why they sold, even when he knew they were exaggerating.
For the study employed a group of twenty volunteers and fMRI (functional magnetic resonance imaging). This system measured, in real time, the amount of blood that irrigates each brain area. If a particular area receives more blood in an instant, because you need more "food", as it is running. Thus, through this system, we can know, in real time, which areas of the brain are working at every moment.
Taught various ads (including the home shopping) and prepared to draw conclusions after fMRI readings.
They concluded that our brain reacts to that kind of publicity as when we detect a danger around us. That is, the more "misleading" is advertising, analyze it in more detail. Our brain knows you are trying to "cheat" and increase their level of analysis. So these ads attract attention. So continually issued and sold.
We could say that deception is a powerful attention getter, but a great enemy of loyalty. Customers attracted to these ads buy, but do not repeat your purchase. Could we use this strategy without compromising the sincerity of marks?. The answer is yes, using the ambiguity.
Before an ambiguous ad, which does not provide all the information our brain reacts exactly the same. As the information is incomplete, our brain functions to analyze and find out if we are trying to deceive or if, on the contrary, it is a good thing.
Do not give all the information, let the potential client to find out what it is is a powerful attention getter and is not detrimental to the loyalty. Instead, it creates expectations. And we know that when we create an expectation and overcome, the loyalty is one step, if not directly that is achieved.
All that we are dedicated to marketing, we never tire of saying that the brand communication with the client must be sincere. Our company must not promise what you can not deliver. Nor must promise to do something you can not feel. The reason we've been over sometime. When this experience is disappointed deception. Someone cheated never be a loyal customer. And not only that, but also drag with your negative recommendation to others.
However, we are tired of seeing some ads, called "teleshopping", give exaggerated information on the effects of their products and remain on the air for a long time. And they do it because they are still making sales. What keeps them in the limelight. Many users are still buying, even though they know they will not get the same result as seen in the spot. It is just the opposite of the sincerity of the marks. Why it works?.
The Journal of Marketing Research has the answer. The effect "attractiveness" of the property, called the attention of several researchers decided to study why they sold, even when he knew they were exaggerating.
For the study employed a group of twenty volunteers and fMRI (functional magnetic resonance imaging). This system measured, in real time, the amount of blood that irrigates each brain area. If a particular area receives more blood in an instant, because you need more "food", as it is running. Thus, through this system, we can know, in real time, which areas of the brain are working at every moment.
Taught various ads (including the home shopping) and prepared to draw conclusions after fMRI readings.
They concluded that our brain reacts to that kind of publicity as when we detect a danger around us. That is, the more "misleading" is advertising, analyze it in more detail. Our brain knows you are trying to "cheat" and increase their level of analysis. So these ads attract attention. So continually issued and sold.
We could say that deception is a powerful attention getter, but a great enemy of loyalty. Customers attracted to these ads buy, but do not repeat your purchase. Could we use this strategy without compromising the sincerity of marks?. The answer is yes, using the ambiguity.
Before an ambiguous ad, which does not provide all the information our brain reacts exactly the same. As the information is incomplete, our brain functions to analyze and find out if we are trying to deceive or if, on the contrary, it is a good thing.
Do not give all the information, let the potential client to find out what it is is a powerful attention getter and is not detrimental to the loyalty. Instead, it creates expectations. And we know that when we create an expectation and overcome, the loyalty is one step, if not directly that is achieved.
Wednesday, September 12
Why brands need to be emotional?
Versión en español, pulse aquí
Lately, people would often ask the same question: Really brands and companies have to be emotional?. Could it be simply that the emotional is fashionable?. I will try to answer the two questions in this post.
It is true that lately it seems that everything has to excite the customer. If it does not sell thrills, even claim. It is one of the strongest trends of marketing. But it is much more than a fad. It has a scientific basis.
Until recently, we thought that the man was a rational being. We believed that the reason, that sets us apart from other species, was the one who controlled all voluntary acts of our lives. However, something seemed to fit that thesis. We all happened before we've found two products, one above another in performance, but something has to tip the balance toward that rationally, was lower. Something that we can not explain, however has made that "we have been wearing." Remember the first iPhone smash?. iPhone was GPRS. Its direct competition was 3G. However it was sales leader. Or how many times to get home have said: Why I bought this?. Something that, rationally, not needed, but that mysteriously clings to our hand. Later we thousand reasons to justify that purchase to ourselves. But the reality is that we needed.
These examples and many others (not only in the world of marketing), suggested that the famous theory of being absolutely certain it was not as rational as we thought. Indeed, the ability to reason makes us different. It's an evolutionary advantage to our species that is found in the "newest" of our brain. So, which appeared later in the timeline of evolution. That leads us to one conclusion: we have been using the other parts of the brain for much longer. The reason, the rational influences in our lives, yes. But the non-rational, impulsive, instinctive, emotional, too. And much more strongly the latter. Why harder?, Because we, as a species, much longer using a brain without rational part with it. Do not know how to use our brain so that "the boss" is the reason. We have not learned yet.
Man is not rational, it's just a being that is capable of reasoning, but man moves irrational stimuli. We could say that the "emotional brain" is much stronger than "rational brain". This does not mean that the latter does not influence anything in our lives. If so, it would be meaningless existence. But you will agree with me that it is much stronger emotional. What happens when the team loses a big fan?. If the rational dominate, surely it would save a great hard time, but not, we can emotion. What heartbreak?, Rationally there are many people we fall in love, there's no reason malratos. However, the emotional can. Had bad because that person has left us of that, emotionally, we were in love and we do not attend to reason.
Marketing aims to bring companies to their markets. He tells companies what their customers need and then give it as a product, at the same time disclosing these to your potential market. That is, marketing is responsible for the customer-company relationship will be fruitful for both. If customers and businesses are people and people are more emotional than rational, does not it make more sense that the marks are just so emotional?.
That's why that emotion is not fashionable, it is the language of man. The Neuromarketing handles precisely applying marketing knowledge that brings neuroscience. The neurosciences are those that have shown that man is emotional. Neuromarketing is responsible that brands start talking over emotions and less of reasons.
Lately, people would often ask the same question: Really brands and companies have to be emotional?. Could it be simply that the emotional is fashionable?. I will try to answer the two questions in this post.
It is true that lately it seems that everything has to excite the customer. If it does not sell thrills, even claim. It is one of the strongest trends of marketing. But it is much more than a fad. It has a scientific basis.
Until recently, we thought that the man was a rational being. We believed that the reason, that sets us apart from other species, was the one who controlled all voluntary acts of our lives. However, something seemed to fit that thesis. We all happened before we've found two products, one above another in performance, but something has to tip the balance toward that rationally, was lower. Something that we can not explain, however has made that "we have been wearing." Remember the first iPhone smash?. iPhone was GPRS. Its direct competition was 3G. However it was sales leader. Or how many times to get home have said: Why I bought this?. Something that, rationally, not needed, but that mysteriously clings to our hand. Later we thousand reasons to justify that purchase to ourselves. But the reality is that we needed.
These examples and many others (not only in the world of marketing), suggested that the famous theory of being absolutely certain it was not as rational as we thought. Indeed, the ability to reason makes us different. It's an evolutionary advantage to our species that is found in the "newest" of our brain. So, which appeared later in the timeline of evolution. That leads us to one conclusion: we have been using the other parts of the brain for much longer. The reason, the rational influences in our lives, yes. But the non-rational, impulsive, instinctive, emotional, too. And much more strongly the latter. Why harder?, Because we, as a species, much longer using a brain without rational part with it. Do not know how to use our brain so that "the boss" is the reason. We have not learned yet.
Man is not rational, it's just a being that is capable of reasoning, but man moves irrational stimuli. We could say that the "emotional brain" is much stronger than "rational brain". This does not mean that the latter does not influence anything in our lives. If so, it would be meaningless existence. But you will agree with me that it is much stronger emotional. What happens when the team loses a big fan?. If the rational dominate, surely it would save a great hard time, but not, we can emotion. What heartbreak?, Rationally there are many people we fall in love, there's no reason malratos. However, the emotional can. Had bad because that person has left us of that, emotionally, we were in love and we do not attend to reason.
Marketing aims to bring companies to their markets. He tells companies what their customers need and then give it as a product, at the same time disclosing these to your potential market. That is, marketing is responsible for the customer-company relationship will be fruitful for both. If customers and businesses are people and people are more emotional than rational, does not it make more sense that the marks are just so emotional?.
That's why that emotion is not fashionable, it is the language of man. The Neuromarketing handles precisely applying marketing knowledge that brings neuroscience. The neurosciences are those that have shown that man is emotional. Neuromarketing is responsible that brands start talking over emotions and less of reasons.
Wednesday, August 29
The power of simplicity
Versión en español, pulse aquí
Our brain is the organ of our body consumes more oxygen. More than 20% of what we breathe is used to feed him.
In the technological revolution in which we live, we understand very well the importance of saving energy.What wrong when your smartphone battery does not last the whole day! Right?. When this happens, the best solution is to see what are the applications that consume and then consider whether they need to be running all day. If not, the disable and so we reduce consumption.
Something similar happens with our brain. As the body requires more energy, have a permanent "power saving mode". By having a very complex activity, requires "a lot of battery", but also tries to save all you can.
Our body gets energy through various processes that take place in our cells, for which it needs oxygen. Therefore, the brain is "a major consumer of oxygen." If we did not have that "savings mode", we would need a lot. So we would have to reduce other functions, or increase the amount you get through the respiratory system.
So how easy, simple, easy to understand what is, what little oxygen needs to be processed, and we like attracts us. If two devices perform the same function, but one is much easier to use, we prefer this. Although other more complete, simplicity attracts saves energy because our body.
And the simple attraction applies to everything. Not only to use easier, we also like to look more simple, because we understand with less effort and therefore less energy requirement.
Good teachers are those who are able to make complex concepts simple, that is, those that facilitate us to understand the idea with less consumption.
The success of Apple, are due to put in the hands of users complex tools with multiple functions, but extremely simple to use.
The best advertising campaigns, they do get the message more directly without having to think too much.
Conversely, when we see concepts and processes that seem complex, we flee from them. It is therefore important that the products, besides being simple in appearance. Our brain makes a first quick scan "at a glance". Behind him, "decided" that if you want simple and, on the contrary, it will reject if it seems complicated. Learning something that at first seems difficult is, first of all, do battle with ourselves, against our own brain.
Ideas, products, communication, everything has to be simple and also have to look for it is thus able to leverage our mindset which saves energy.
Our brain is the organ of our body consumes more oxygen. More than 20% of what we breathe is used to feed him.
In the technological revolution in which we live, we understand very well the importance of saving energy.What wrong when your smartphone battery does not last the whole day! Right?. When this happens, the best solution is to see what are the applications that consume and then consider whether they need to be running all day. If not, the disable and so we reduce consumption.
Something similar happens with our brain. As the body requires more energy, have a permanent "power saving mode". By having a very complex activity, requires "a lot of battery", but also tries to save all you can.
Our body gets energy through various processes that take place in our cells, for which it needs oxygen. Therefore, the brain is "a major consumer of oxygen." If we did not have that "savings mode", we would need a lot. So we would have to reduce other functions, or increase the amount you get through the respiratory system.
So how easy, simple, easy to understand what is, what little oxygen needs to be processed, and we like attracts us. If two devices perform the same function, but one is much easier to use, we prefer this. Although other more complete, simplicity attracts saves energy because our body.
And the simple attraction applies to everything. Not only to use easier, we also like to look more simple, because we understand with less effort and therefore less energy requirement.
Good teachers are those who are able to make complex concepts simple, that is, those that facilitate us to understand the idea with less consumption.
The success of Apple, are due to put in the hands of users complex tools with multiple functions, but extremely simple to use.
The best advertising campaigns, they do get the message more directly without having to think too much.
Conversely, when we see concepts and processes that seem complex, we flee from them. It is therefore important that the products, besides being simple in appearance. Our brain makes a first quick scan "at a glance". Behind him, "decided" that if you want simple and, on the contrary, it will reject if it seems complicated. Learning something that at first seems difficult is, first of all, do battle with ourselves, against our own brain.
Ideas, products, communication, everything has to be simple and also have to look for it is thus able to leverage our mindset which saves energy.
Wednesday, August 15
The best sales tool
Versión en español, pulse aquí
It involves over thirty muscles in face, trunk and abdomen. Improves breathing, increased heart rate and blood pressure. Decreases the concentration of cortisol (stress hormone). Increases of endorphins, as a result increases the will to live and reduces pain. All with a single act, ... I'm talking about laughter.
but besides these great effects on our body, does the laughter role in sales?. Yes, of course.
Advertisers are well aware of the positive effects of this great tool, as they have proven, without quite knowing why, how humorous campaigns have had better results than the more serious. Neuroscience and neuromarketing discovered the effects noted in the first paragraph later.
Although these have been the pioneers in commercial use are not the only ones called to use them. Bring a smile to the customer, the potential buyer increases the probability of purchase. Why?.
As I said, laughter releases endorphins. These are, among other things, responsible for "increasing the connection between individuals' ability to improve our readiness to be attentive to what they tell us and help" fix "knowledge. Dopamine is also present, and highly responsible character of love in our species. Therefore, a commercial that make your customers laugh naturally, is much more likely to sell than the most serious.
I knew a trainer insurance salesmen who said they had to sell serious, because the insurance world was something that did not produce laughter. Coincidences of life that when this was replaced by one of these people who have a natural gift for making people laugh, sales people who prepared increased by over 40%, because she was able to motivate more than above.
Both to motivate salespeople, and the individual customer, no doubt, the best tool there is laughter. Some people have easy to provoke and who not. Although the latter today, thanks to new technologies is less severe. Internet is full of videos, jokes and funny situations to teach our clients.
What a coincidence, right?, One of the topics on the Internet is more humor. Videos, stories, jokes, why?. Because laughter is addictive. We love to laugh and want more and more and more. Disclose why funny situations, reasons for others laugh, laughing is a vice, healthy, but vice.
If your client has one of those days in a bad mood, escape is a sale impossible. Unless you have the gift of speaking before.
When making a sales call, a product presentation or an advertising campaign, before thinking about the product or on the advantages this will bring to the customer, think about how you can make you laugh, your sales will increase exponentially with a smile.
Follow me on Twitter: @joseruizpardo
It involves over thirty muscles in face, trunk and abdomen. Improves breathing, increased heart rate and blood pressure. Decreases the concentration of cortisol (stress hormone). Increases of endorphins, as a result increases the will to live and reduces pain. All with a single act, ... I'm talking about laughter.
but besides these great effects on our body, does the laughter role in sales?. Yes, of course.
Advertisers are well aware of the positive effects of this great tool, as they have proven, without quite knowing why, how humorous campaigns have had better results than the more serious. Neuroscience and neuromarketing discovered the effects noted in the first paragraph later.
Although these have been the pioneers in commercial use are not the only ones called to use them. Bring a smile to the customer, the potential buyer increases the probability of purchase. Why?.
As I said, laughter releases endorphins. These are, among other things, responsible for "increasing the connection between individuals' ability to improve our readiness to be attentive to what they tell us and help" fix "knowledge. Dopamine is also present, and highly responsible character of love in our species. Therefore, a commercial that make your customers laugh naturally, is much more likely to sell than the most serious.
I knew a trainer insurance salesmen who said they had to sell serious, because the insurance world was something that did not produce laughter. Coincidences of life that when this was replaced by one of these people who have a natural gift for making people laugh, sales people who prepared increased by over 40%, because she was able to motivate more than above.
Both to motivate salespeople, and the individual customer, no doubt, the best tool there is laughter. Some people have easy to provoke and who not. Although the latter today, thanks to new technologies is less severe. Internet is full of videos, jokes and funny situations to teach our clients.
What a coincidence, right?, One of the topics on the Internet is more humor. Videos, stories, jokes, why?. Because laughter is addictive. We love to laugh and want more and more and more. Disclose why funny situations, reasons for others laugh, laughing is a vice, healthy, but vice.
If your client has one of those days in a bad mood, escape is a sale impossible. Unless you have the gift of speaking before.
When making a sales call, a product presentation or an advertising campaign, before thinking about the product or on the advantages this will bring to the customer, think about how you can make you laugh, your sales will increase exponentially with a smile.
Follow me on Twitter: @joseruizpardo
Wednesday, August 1
Kiss and engagement on the client
Versión en español, pulse aquí
Few things are as desired, rather, as a long-awaited first kiss. It is not the contact itself that causes us to desire to have our lips on the other person, is what we feel in the moments before. The anxiety of the first time, how kiss?, I like it?, Kiss as your eyes say?, A thousand questions that have hovered in our heads, sometimes days or even months, are crowded in the seconds before the pulse quickens, at which time we live in another world, another reality. What provokes you that state is curiosity, not the kiss. Who has not done that once it's time did not like and loses all interest?. Expectations have not been overcome and the run was better than later, in many cases, will not return.
Product-customer relationship is a kiss from manufacturer to consumer. It's not just the usefulness of the product are the moments before having it, it's time to open the package and see inside the box, is the first time that the product is in their hands. The packaging and product presentation are responsible for that something becomes useful also desired.
During my years in the computer industry have had in my hands many boxes of product, I opened, I have shown, but never felt much desire to own one like the first time I opened the box of an iPad. The ritual, form, position paper, the smell ... Apple knows very well to live experiences. Not the kiss, are the moments before ... Not the product is the desire to have one. There is no better kiss than the one for before you arrive, there is no greater loyalty than that provokes desire. Who has not been broken child and the gift wrap can not wait to open it slowly?.
Whether the product is solid, liquid or gas, the packaging is just as protagonist. Especially if it can be touching something that is not. Our mind likes to know how things really are than you think.
In these difficult times sales, many companies are launching the online channel to increase portfolio. Their product, which was previously sold at a neighborhood store is now sold throughout the country or even worldwide. Orders arrive, get into any box, albeit with much cork to prevent breakage and are delivered to the courier. Just started a kiss without moments before, without enjoyment, all fast, not the packaging care.
Internet has a problem with respect to the other channels: the product can not be touched. But it has a great advantage, the purchase is not immediate, it takes on the best one day, so they are much more desired. At the time we receive the order confirmation email and we look forward to the messenger call the front door.
If we care how our product reaches the customer, packaging, get to be even more desirable, increasing the likelihood of new purchase. No matter what you sell is solid, liquid or gas, the important thing is not only to arrive in good condition, but what consumers feel before opening.
Design experience in receiving product will increase engagement, the level of enthusiasm and thus, the degree of customer loyalty. Neuromarketing has tools to design an experience for the customer to live the feelings and emotions that the manufacturer or distributor has planned.
While we should not forget that as a bad kiss shatters all previous moments (and perhaps future) a bad product will do the same with the preliminaries to use.
Few things are as desired, rather, as a long-awaited first kiss. It is not the contact itself that causes us to desire to have our lips on the other person, is what we feel in the moments before. The anxiety of the first time, how kiss?, I like it?, Kiss as your eyes say?, A thousand questions that have hovered in our heads, sometimes days or even months, are crowded in the seconds before the pulse quickens, at which time we live in another world, another reality. What provokes you that state is curiosity, not the kiss. Who has not done that once it's time did not like and loses all interest?. Expectations have not been overcome and the run was better than later, in many cases, will not return.
Product-customer relationship is a kiss from manufacturer to consumer. It's not just the usefulness of the product are the moments before having it, it's time to open the package and see inside the box, is the first time that the product is in their hands. The packaging and product presentation are responsible for that something becomes useful also desired.
During my years in the computer industry have had in my hands many boxes of product, I opened, I have shown, but never felt much desire to own one like the first time I opened the box of an iPad. The ritual, form, position paper, the smell ... Apple knows very well to live experiences. Not the kiss, are the moments before ... Not the product is the desire to have one. There is no better kiss than the one for before you arrive, there is no greater loyalty than that provokes desire. Who has not been broken child and the gift wrap can not wait to open it slowly?.
Whether the product is solid, liquid or gas, the packaging is just as protagonist. Especially if it can be touching something that is not. Our mind likes to know how things really are than you think.
In these difficult times sales, many companies are launching the online channel to increase portfolio. Their product, which was previously sold at a neighborhood store is now sold throughout the country or even worldwide. Orders arrive, get into any box, albeit with much cork to prevent breakage and are delivered to the courier. Just started a kiss without moments before, without enjoyment, all fast, not the packaging care.
Internet has a problem with respect to the other channels: the product can not be touched. But it has a great advantage, the purchase is not immediate, it takes on the best one day, so they are much more desired. At the time we receive the order confirmation email and we look forward to the messenger call the front door.
If we care how our product reaches the customer, packaging, get to be even more desirable, increasing the likelihood of new purchase. No matter what you sell is solid, liquid or gas, the important thing is not only to arrive in good condition, but what consumers feel before opening.
Design experience in receiving product will increase engagement, the level of enthusiasm and thus, the degree of customer loyalty. Neuromarketing has tools to design an experience for the customer to live the feelings and emotions that the manufacturer or distributor has planned.
While we should not forget that as a bad kiss shatters all previous moments (and perhaps future) a bad product will do the same with the preliminaries to use.
Wednesday, July 18
Anthropology of trademarks or understand consumer behavior
Versión en español, pulse aquí
Understand how man relates with his environment is fundamental to understanding how it should be the relationship between brands and people. Companies are only one element in our environment.
Man is by nature, curious. Want to learn. It is pure survival instinct of the species. Find out more around us allows us to better prevent and defend against threats. Therefore, the new, the unknown attracts us.
When something unexpected happens, we quickly huddled around to see what happened. The many road accidents, the cause of which has been a major accident is not the first crash, but the decrease in the rate of those who went back to see what happened. Are typical scenes of the movies in which people around an area where there has been a tragedy and the police try to clear the congestion, scenes that reflect reality.
Naughty say some, but more than that is survival instinct. We were attracted by the unfortunate event to learn and so we try not happen to us.
With the relationship between people, something curious happens. We attract new people, yes, but we like being with people who are similar to us. We were attracted by strangers, but when we approached them we began to unconsciously associations to classify the new acquaintance. As we confirmed our assumptions that person wins or loses interest for us as far as it coincides roughly with the way we are. If we like the self-assertion, look people we discuss and try to get over it. If we do not like to argue, the other person will lose interest as they discover that does not match our thinking.
The company-customer relationship is exactly like the relationship between individuals. Companies are made up of people and products marketed cover human needs. So when we see a brand we are attracted to them when they are unknown. When we discovered what the product or the company they represent, we began to classify and arouse more interest or lose everything, to the extent that this classification agrees or not with our way of being and the product covers or not our needs.
So there are brands that "we like" and other "we dislike." Sometimes we consume a product because it is the only to us, but we are not comfortable with him. And maybe perfectly fulfills its function, but what it communicates your brand is contrary to our way of being. We do not like. It's like that coworker who can not stand, but we have to live with it, necessarily, on a day to day.
It is important when designing a brand, be clear to whom it is addressed, what personality traits we want to evoke feelings and what we want to achieve. Neuromarketing can help achieve our goal, making sure that really evokes the intended.
It is also important to know that, like every one of us likes us to everyone else, our brand will be detractors within our market potential. People who do not sit well. It is therefore essential to know the target and, in defining the personality traits of the brand, try to find features common to most people who make up our target market. Still, one must assume that our brand is not going down well at all, so our goal will never be 100% of our potential market.
Understand how man relates with his environment is fundamental to understanding how it should be the relationship between brands and people. Companies are only one element in our environment.
Man is by nature, curious. Want to learn. It is pure survival instinct of the species. Find out more around us allows us to better prevent and defend against threats. Therefore, the new, the unknown attracts us.
When something unexpected happens, we quickly huddled around to see what happened. The many road accidents, the cause of which has been a major accident is not the first crash, but the decrease in the rate of those who went back to see what happened. Are typical scenes of the movies in which people around an area where there has been a tragedy and the police try to clear the congestion, scenes that reflect reality.
Naughty say some, but more than that is survival instinct. We were attracted by the unfortunate event to learn and so we try not happen to us.
With the relationship between people, something curious happens. We attract new people, yes, but we like being with people who are similar to us. We were attracted by strangers, but when we approached them we began to unconsciously associations to classify the new acquaintance. As we confirmed our assumptions that person wins or loses interest for us as far as it coincides roughly with the way we are. If we like the self-assertion, look people we discuss and try to get over it. If we do not like to argue, the other person will lose interest as they discover that does not match our thinking.
The company-customer relationship is exactly like the relationship between individuals. Companies are made up of people and products marketed cover human needs. So when we see a brand we are attracted to them when they are unknown. When we discovered what the product or the company they represent, we began to classify and arouse more interest or lose everything, to the extent that this classification agrees or not with our way of being and the product covers or not our needs.
So there are brands that "we like" and other "we dislike." Sometimes we consume a product because it is the only to us, but we are not comfortable with him. And maybe perfectly fulfills its function, but what it communicates your brand is contrary to our way of being. We do not like. It's like that coworker who can not stand, but we have to live with it, necessarily, on a day to day.
It is important when designing a brand, be clear to whom it is addressed, what personality traits we want to evoke feelings and what we want to achieve. Neuromarketing can help achieve our goal, making sure that really evokes the intended.
It is also important to know that, like every one of us likes us to everyone else, our brand will be detractors within our market potential. People who do not sit well. It is therefore essential to know the target and, in defining the personality traits of the brand, try to find features common to most people who make up our target market. Still, one must assume that our brand is not going down well at all, so our goal will never be 100% of our potential market.
Wednesday, July 4
The Neuromarketing in tourism
Versión en español, pulse aquí
The neuromarketing has applications in absolutely all areas. Tourism is one of the most powerful in the economies of many countries, and one in which the neuromarketing can contribute a lot.
When a city sells its beaches or its gastronomy, in fact, is selling what the tourists feel to soak up the sun, drinking cool water, or enjoy the typical food of the area. And of course, nothing like the neuromarketing to measure emotions, is one of its purposes.
Other times I have spoken of neuromarketing in advertising campaigns. Well we can apply these to see if we are communicating the feelings we want. But in this post, I would like to focus on another important aspect that neuromarketing can help tourism.
In addition to ensure that our communication campaigns are effective, neuromarketing can help identify what feel our tourists. Those positive feelings will be those living then communicate through our campaigns.
It's about being more effective. So far, those responsible for tourism campaigns, the designing based on what they thought, felt the tourist. The Neuromarketing can help identify those feelings that tourists feel real truth in a certain place, a city, a beach, a restaurant.
Studies using neuromarketing techniques applied to a representative sample, allow it to identify the sensations and feelings associated with a tourist experience. After defining the experienced positive values, is designed communication campaigns around them, and check that they really are these and not others, the values being transmitted.
This methodology is applicable not only to a city, also to a particular establishment. A hotel, restaurant, entertainment complex even a train or plane, may be subject to them.
Furthermore, once identified the sensations experienced in the area studied, we can introduce elements that enhance them. So, Bernd Reutermann, founder of Mindness Hotel, introduced in hotels humorous details in the toilets or "hugging pillow" in their armchairs. Identified that almost all clients traveling alone and was using humor to alleviate "the solitude of the business traveler."
Although there is much to contribute to the tourism sector, this is still anchored in traditional patterns of marketing and has not taken advantage of the benefits of neuromarketing to offer. But yes, those places that have decided to implement it, have marked difference from the others.
The neuromarketing has applications in absolutely all areas. Tourism is one of the most powerful in the economies of many countries, and one in which the neuromarketing can contribute a lot.
When a city sells its beaches or its gastronomy, in fact, is selling what the tourists feel to soak up the sun, drinking cool water, or enjoy the typical food of the area. And of course, nothing like the neuromarketing to measure emotions, is one of its purposes.
Other times I have spoken of neuromarketing in advertising campaigns. Well we can apply these to see if we are communicating the feelings we want. But in this post, I would like to focus on another important aspect that neuromarketing can help tourism.
In addition to ensure that our communication campaigns are effective, neuromarketing can help identify what feel our tourists. Those positive feelings will be those living then communicate through our campaigns.
It's about being more effective. So far, those responsible for tourism campaigns, the designing based on what they thought, felt the tourist. The Neuromarketing can help identify those feelings that tourists feel real truth in a certain place, a city, a beach, a restaurant.
Studies using neuromarketing techniques applied to a representative sample, allow it to identify the sensations and feelings associated with a tourist experience. After defining the experienced positive values, is designed communication campaigns around them, and check that they really are these and not others, the values being transmitted.
This methodology is applicable not only to a city, also to a particular establishment. A hotel, restaurant, entertainment complex even a train or plane, may be subject to them.
Furthermore, once identified the sensations experienced in the area studied, we can introduce elements that enhance them. So, Bernd Reutermann, founder of Mindness Hotel, introduced in hotels humorous details in the toilets or "hugging pillow" in their armchairs. Identified that almost all clients traveling alone and was using humor to alleviate "the solitude of the business traveler."
Although there is much to contribute to the tourism sector, this is still anchored in traditional patterns of marketing and has not taken advantage of the benefits of neuromarketing to offer. But yes, those places that have decided to implement it, have marked difference from the others.
Wednesday, June 6
To sell and loyalty
Versión en español, presione aquí
With the post "To sell better", I began a series aimed at the hard work of the trade mission. I continued: "Sell head" and "Sell with heart" in them spoke of the moments before the first visit with the client.
Today I add a new one. With this, I would like to clarify a concept essential to make effective sales calls.
There is much talk of loyalty and loyal customer. But ... What does that mean?. A loyal customer is one who consumes our product or brand (or service) of a continuous basis. It costs a lot to a customer, which is much more interesting to sell many times a loyal customer, to do new customers. So far, nothing new.
But ... What has to happen for a client to become faithful?. Loyalty is an emotional bond between the customer and the brand that offers the product or service. We stopped being just customers and become faithful when more than the functionality of the product itself unites us. Loyalty is something you feel.
Why would anyone eat always a particular toothpaste?, There are many on the market ... So feel to it. Or their property, or his color, no taste, so they feel when they are brushing their teeth with it.
When we consume a product that we have loyal brand, our brain acts much like when we fell in love with someone else. But it is an inert object, lifeless, but is the same. When we fell in love with someone, do not attend to reason, we like to be with that person so that makes us feel. When we are faithful to a brand, we are by what we feel when we consume when we bought it. It does not matter whether or not the best in the market, is the brand that "we love".
When we first business visit to a client, this probably does not know anything about the product or brand, or price. We are the ones who are going to talk about it all. But not with our words. Let's do it with our actions, our speech, dress, with the degree of conviction we show when talking about what we sell. If in addition to selling, we have loyal customers, we must take into account many factors that the simple product or a visit.
So we had to spend time preparing for the visit. So we learned things from our customers, so sell not to count things go. You get to create links.
Loyalty is not achieved in one visit, but the first will set all the others. Our brain is lazy by nature, can’t remember everything. We receive so much information every day, every minute, every second, not "have room" to remember everything. Our brain remembers better the beginning and end of everything you store.
The first visit is key, is part of the principle of customer relations. The first part of the first visit will mark all the others. Will it make us to fall into oblivion or that the client is raised to do business with us.
When a couple is looking for the first time in a disco, are deciding if your relationship is a simple look or something else. When we first came to see the client, we determine if we will ever buy, always or none. Of course it depends on other factors to be discussed, but the first moments will be decisive.
As I said, rightly, the announcement, the first impression remains, but what can we cause it?. Undoubtedly the best way is with a smile. The laughter and smiling interesting activate mechanisms which I will discuss in the next post in the series.
With the post "To sell better", I began a series aimed at the hard work of the trade mission. I continued: "Sell head" and "Sell with heart" in them spoke of the moments before the first visit with the client.
Today I add a new one. With this, I would like to clarify a concept essential to make effective sales calls.
There is much talk of loyalty and loyal customer. But ... What does that mean?. A loyal customer is one who consumes our product or brand (or service) of a continuous basis. It costs a lot to a customer, which is much more interesting to sell many times a loyal customer, to do new customers. So far, nothing new.
But ... What has to happen for a client to become faithful?. Loyalty is an emotional bond between the customer and the brand that offers the product or service. We stopped being just customers and become faithful when more than the functionality of the product itself unites us. Loyalty is something you feel.
Why would anyone eat always a particular toothpaste?, There are many on the market ... So feel to it. Or their property, or his color, no taste, so they feel when they are brushing their teeth with it.
When we consume a product that we have loyal brand, our brain acts much like when we fell in love with someone else. But it is an inert object, lifeless, but is the same. When we fell in love with someone, do not attend to reason, we like to be with that person so that makes us feel. When we are faithful to a brand, we are by what we feel when we consume when we bought it. It does not matter whether or not the best in the market, is the brand that "we love".
When we first business visit to a client, this probably does not know anything about the product or brand, or price. We are the ones who are going to talk about it all. But not with our words. Let's do it with our actions, our speech, dress, with the degree of conviction we show when talking about what we sell. If in addition to selling, we have loyal customers, we must take into account many factors that the simple product or a visit.
So we had to spend time preparing for the visit. So we learned things from our customers, so sell not to count things go. You get to create links.
Loyalty is not achieved in one visit, but the first will set all the others. Our brain is lazy by nature, can’t remember everything. We receive so much information every day, every minute, every second, not "have room" to remember everything. Our brain remembers better the beginning and end of everything you store.
The first visit is key, is part of the principle of customer relations. The first part of the first visit will mark all the others. Will it make us to fall into oblivion or that the client is raised to do business with us.
When a couple is looking for the first time in a disco, are deciding if your relationship is a simple look or something else. When we first came to see the client, we determine if we will ever buy, always or none. Of course it depends on other factors to be discussed, but the first moments will be decisive.
As I said, rightly, the announcement, the first impression remains, but what can we cause it?. Undoubtedly the best way is with a smile. The laughter and smiling interesting activate mechanisms which I will discuss in the next post in the series.
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