ROI – Return on Involvement: The Devoted Consumer and the Magic Triangle of Branding
½ day or 1 day
One way to look at ROI (return on investment) is to evaluate marketing efforts in terms of another kind of ROI: return on involvement. This session will explore ways to engage consumers who are tuning out traditional marketing messages as they search for value in a challenging economy. We will cover such topics as sensory marketing, brand personality and the extended self as we identify strategies to boost return on involvement.
Relating to Consumers on Virtual Platforms
Facebook is not a social media strategy. Like Twitter, LinkedIn, Foursquare and other platforms, it is only a tactical solution to a more fundamental strategic issue: How do marketers relate to customers who want to play a much more proactive role in determining the value, and indeed the very meaning, of their brands?
Welcome to The Metaverse. Individual consumers around the globe today use digital technologies to connect to a larger community of people and “crowdsource” to build their identities. Brands are the bricks that give shape to these identities – technology platforms are the mortar that binds them together. The Metaverse is a digital universe of shared meanings that unites consumers via websites, blogs, virtual worlds, augmented reality, and other social media platforms. This program will review research in consumer psychology and industry examples to understand how this change profoundly influences the way organizations need to relate to consumers – and to involve them as partners in new product development, pricing, distribution and promotion.
Shopper Marketing and Customer Insights
1 day or 2 days
Session #1: Shopper decision making
- Steps in the decision making process
- Cognitive variables that influence brand choice
- Impact of perceptual factors (e.g., package design and color)
- Post-purchase satisfaction and brand loyalty
Session #2: Customer segmentation and shopping motivations
- Shopper research methodologies
- Segmentation typologies
- Survey research
- Ethnographic research
- Lifestyle research and cross-category relationships
- Cultural values and their impact on shopping preferences
- Green marketing
- Time poverty and convenience
Session #3: Situational variables and shopper behavior
- Point-of-purchase stimuli
- Store design and atmospherics
- Self-service retailing
- Influence of shopping groups and children on choice
- Communicating with shoppers: Advertising and promotion
Session #4: The future of shopping
- Online and hybrid shopping (augmented reality)
- Social media platforms and social shopping
- Virtual stores
Why Do They Buy?
1 day or 2 days
Do you know what your product or service MEANS to your customers? The answer might surprise you.
Do you know why:
- Some consumers tattoo brand logos on their bodies?
- Your customers would rather learn about your business from Facebook “friends” they’ve never met than from you?
- Marketers are borrowing techniques from neuroscientists to peer deep into our brains and learn how consumers really react to products?
- Subtle cues in the store environment of which the shopper is unaware lead him/her toward some products and away from others?
This program provides an overview of major issues in consumer behavior and shows you why it’s vital for your business to understand the why people buy – and why they don’t.
You will see your customer in a new way.