Neuromarketing -- It's all in your mind...
I was just reading about a practice that has grown in popularity but has actually been around for several years -- neuromarketing. Neuromarketing is the study of how brains respond to different messaging. Basically, marketers are able to study the brain waves and patterns of people who are exposed to different brand messaging, and determine which strategies are the most effective.
I remember when I first heard about neuromarketing about six years ago. It was absolutely fascinating to think that I could one day "read someone's mind" and know what they really thought about my ad or product.
As a small business owner, we don't all have the massive budgets required to sustain true neuromarketing research. (For those of you who do, I am a little jealous...) However, there are aspects of neuromarketing that we can adopt in our businesses to get us just a little closer to the goal. By using positive smells and imagery (for retailers), or by creating strategies that attach positive experiences to your brand, you'll be that much closer to "reading your customers minds" and responding appropriately.
What are your thoughts on neuromarketing? Invasive? The next natural step in relationship marketing?
www.mymarket-ease.comLabels: marketing strategies, neuromarketing, small business, small business marketing
The Rise and Fall of a Brand
We've all heard the news. The Pontiac brand is being discontinued. And the future of a few others, including Saturn, is looking very bleak.
Wow.
The Pontiac brand has such a history in pop culture, from the movies and the muscle cars to the music. It's almost tragic that the state of the economy has led to the demise of such an impactful entity/product. But, even more tragic in my opinion is the rise and fall of the Saturn brand.
Once, Saturn embodied the essence of what some people believe is the American spirit: it was the "little engine that could", the car that set itself apart from other cars and LIKED being different. The Saturn brand was one that promised to respect your individuality and welcomed you like a part of the family. You weren't just a customer, you were part of something better and greater than what had come before. It was awesome to see -- I almost bought one.
But, as with any promise, they key is to live up to the expectations set. And not just live up to them, but maintain a consistency in meeting those expectations. That's where the Saturn story started to fall apart.
After design and service issues, the image of the "little engine that could" started to decline. It was no longer the cool kid everyone wanted to hang out with -- it became a cautionary tale and only the most die-hard Saturn owners continued to lend their support.
Is your brand in danger?
Since your brand is your promise, how are you safeguarding that promise and ensuring that you consistently and effectively live up to the standards set? Once you have lost control over your brand image, you initiate an avalanche effect that is difficult to undo.
Take steps now to protect your brand image by:
1. Being clear - Create a brand pyramid if you haven't already done so. Be clear on what your brand is and what it should be. If you aren't clear, your market will be confused too. Make sure that everyone in your organization is on the same page.
2. Being consistent - Your messaging and brand presentation should be consistent at each and every touchpoint --phone, mail, internet, sales, etc. Do a quick inventory of all those touchpoints and confirm they all support each other. NOTE: Consistency also involves the presentation of your product or service. During crazy economic times like this, it is very tempting to make cutbacks that could affect your product or service quality. But, remember that everything you do either supports or detracts from the strength of your brand.
3. Communicate - This means you speak to customers, but you listen to them as well.
What are you doing to safeguard your business brand?
http://www.mymarket-ease.com/Labels: brand, brand development, marketing, small business marketing
