emotion marketing

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Estudo sobre o Marketing Emotion

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  • 1.Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA EMOTION MARKETING The Hallmark way of winning customers for life Scott Robinette & Claire Brand with Vick Lenz Addaptated: Tiago Antonio Ferreira da Silva McGraw Hill, New York,2001

2. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA PORPOSE In writing this book we struggled with the idea of how add emotion to business theories and marketing principles. It is simple: It is the right message At the right time To the right people 3. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional Es Equity Experience(relationship) Energy ( Convenience ) 4. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional Es: Equity Equity Experience(relationship) Energy ( Convenience ) 5. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional Es:Equity Equity= Is a combination of the trust a brand earns and identity that allows consumers to feel emotionally conected to it. 6. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional Es:Experience Equity Experience(relationship) Energy ( Convenience ) 7. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotionals: EXPERIENCE Experience= Deals with customers interaction with a brand Visit to a store Visit to a web site Employee contacts Communications Visit to the factory Loyalty programs 8. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional Es : EXPERIENCE Ritz-Carlton Hotel employees are empowered to do whatever it takes to ensure satisfaction. We are Ladies and Gentlemen Serving Ladies and Gentlemen. 9. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional Es : EXPERIENCE http://www.youtube.com/watch?v=KosJK_ZMMu0 HEART and Soul Giant piano Keyboard Whimsical * enviroment Entertaining emploeeys And a scope of the procuct offering hve made FAO SCHAWARZ A TOY LOVES MECCCA FAO = For attention off 10. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA EXPERIENCE Sales and Marketing Management Dell computers said: Research shows that a positive customer experience drives more e-loyalty than traditional attributes like product slection or price. Quality On time delivery Two Drives of e-loyalty 11. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional Es:Energy Equity Experience(relationship) Energy ( Convenience ) 12. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Energy: Convenience + Save time Energy is the investiment of time and effort a customer makes in a product or service. Is it easy? Accessible? Worthwhile? 60% of potencial customers drop away each additional click in order. Process., According to forrester researcher. Amazon.com leads the way with 1-click ordering. Online shopping saves Energy and eliminating errands. 13. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA ENERGY e.g. Inform customers by email if their flight has been canceled or delayed. Delivers groceries on demand Club gold members find their rental cars parked in a weather protect space with the key in the ignition. One click order 14. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Value and basic human needs Love,passion,guilt,acceptance Selt-esteem,self image Heath,security,safety Atatus,achievement Security,greed,power Trust,hope,faith,belief Expression,pleasure,control Escape,freedom Escape,simplicity,involvement Fun,laughter relief, from pressure,stabilityCircumstance Stronger Weaker FromMadduck,Fulton Marketing Top of the Mind 15. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Value and basic human needs To provide value,a company can associate its brand with helping a customer satisfy higher level needs.By meeting more than one need,it is possible to exponentially improve the chances of differentianting a company from its competition. 16. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotion Bridging needs and behavior Motives reside primarily in the unconscius mind,which makes them nearly impossible to fully understand or predict on a conscious level. 17. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotion Bridging needs and behavior Root impulses to act,the instant plans for handling life The very root of the word emotion is the Latin verb movere, to move . Emotional Intelligence, Daniel Goleman defining motion 18. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotion Bridging needs and behavior Emotions actually stimulate the mind 3000 times faster than regular thought. 19. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Think and Feel Head Reflection Conscious thoughts Basic needs Reason by objective Evidence Prudence Transactional Features What ( Verbal ) Heart Action Unconscious feelings Higher needs Beliefs justified by feelings Passion/Meaning Relational Benefits How ( Perceptual ) 20. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The new paradigma The old paradgma held na idea of reason freed of the pull of emotion, Goleman says: The new paradigm urges us to harmonize head and heart. 21. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Behind a brande The power behind a brand name that consumers insist on is undeniable. It all begins with a promise to deliver value to consumers. 22. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Powerful brands Powerful brands assert their strength at every phase of a customer relationship. They make it easier to: Acquire new customers Retain and grow current customers Cross-sell complementary products and services Establish positive word of mouth and earn referrals Fend off competitors. Win back defections. 23. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Consumers x Companies Consumers can eventually think so highly of a company that the business relationship begins to resemble a personal one. People come to rely on, seek out and support brands much like they do certain friendships. 24. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Relationship behind the choice The effort it takes to research,experience,and evaluate many option is overwhelming compared to simply relying on a relationship that has passed the test of time so often the simplest choice is to go with a trusted brand. 25. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Equity Equity depends on how the company presents itself versus how consumers perceive it. When identity and image do not match,the result is a lack of clarity,rapport,and trust.And where there is no trust, there will be no equity, since the two travel hand in hand. 26. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The company identity A company begins asserting an identity with its aspirations: What does it strive to be? What promises does it intend to deliver? 27. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Message A solid brand constantly repeats its message and reinforces its personality . 28. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Align with customers A company must align its identity with all its customers interactions.Things like: Retail enviroment Product and packaging Web site Direct mail and email Mass advertising : television,print,radio,outdoor Call center Customer service reps. 29. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Harley Davidson Fulfilling basic emotional needs for adventure,freedom,and safe,honest rebellion. Harley Davidson sell a life style. 30. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Brand Equity Brand Equity is an enormously valuable asset. Equity benefits all stages of customer relationship. Acquisition,Retention,cross-selling and ractivation. 31. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Equity has two components Brand identity:Is what a company strives to be, its aspirations,personality and consumer promises. Brand image:is how consumer actually perceive the brand identity. 32. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience Is the collection of points at which companies and consumers exchange sensory stimli,information and emotional. 33. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience A company must stir peoples interest,excite them,turn them from satisfied shoppers into raving advocates. There is no better way to do this than creating an experience that lets people interact with the company. 34. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience A successful product experience will positively influence everything else that happens. Setting a good context for the relationship between company and customer. 35. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience in enviroment

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