Get Inside Consumers' Minds and Trigger Lifetime Results

Get Inside the Minds of Customersand Get Lifetime Results!

Jeanette McMurtrye4marketing

www.e4marketingco.com

Old World:Loyalty and Trust were sure indicators of long-

term success.

New World:Brand Loyalty and Trust are fleeting and easily destroyed.

From 2007 to 2008:• 52% of “highly loyal” customers reduced or defected• 1/3 defected to a competing brand • Loyalty churn cost global brands more than 20% in

lost revenues in 2008. • In general, only 40% of brands retain 50% or more of customers

year to year.

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In 2008, Crest Toothpaste lost some or all sales among 59% of it’s 2007 high loyalty customers.

- CMO Council Report on US Consumer Loyalty

QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.In 2008, Cheerios lost 28.2% of high loyalty customers while 37.1% reduced loyalty. - CMO Council Report on US Consumer Loyalty

Consumer Trust

Broken Trust is the Number One Reason People Switch Brands.

No method for regaining trust has been proven.

Source: Yankelovich Partners

In God We Trust…But Not In Business• Globally, brand trust has slipped 50% in recent years• 80% believe business values profits over consumers• 66% believe business will take advantage of public • 63% believe big business can’t be trusted• 48% of US trust business; • 40% trust government (on par with Russia)• 25% of US trust banks, down from 71% in 2008

• Tell others 76%• Stopped buying indefinitely 58• Told business concerns 55• Bought from competition 49• Reduced frequency 49• Cancelled store card 18• Wrote about on web 13• Complained to BBB or CofC 11• Did nothing 03

When Trust is Broken

Why ESPs work

Human behavior is based upon two emotional premises:

• The Avoidance of Pain• The Pursuit of Pleasure

Emotional Relevance

This year, at the UCLA Ahmanson-Lovelace Brain Mapping Center, Marco Iacoboni and his group used functional magnetic resonance imaging (fMRI) to measure brain responses in a group of subjects while they were watching the Super Bowl ads.

Conscious Mind Choice

Irrational Behavior

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Irrational Behavior

Irrational BehaviorInvestor Behaviors

Investors have fared well below the S&P from 1983 - 2000:• Gaining 5% when the S&P

gained 16%• Fixed income investors gained

6% while Government Bond index gained 12%

The Happiness Hypothesis: All we need is to: • Feel connected to others• Making a difference• Associate with and

experience “good”• Reciprocity• Fairness, Justice

What Makes Us Happy

Reward and Loss Triggers

Reality

Neuromarketing reveals consumers are:• Self Centered: “Its all about me.”• Crave contrast: Notice edgy, irreverent• Lazy: Don’t make us think to get your point.• Story fans: Facts fade; stories stick.• Visual: Colors impact retention and action• Emotional vs. rational: Emotion trumps reason

and common logic

Christopher Morin, Author, Neuromarketer

Neuromarketing

Power of Color

Psychology and Color:• Within 90 seconds, consumers

make an unconscious judgment of a product or environment

• 60-90% of that judgment is based upon color

Impact of Color

RED+ Energy, strength, power, desire- Danger, anger, malice• Enhances metabolism, respiration rate, raises blood

pressure• An accent to encourage quick decisions

Meaning of Red

BLACK+ Power, elegance, formality, prestige - Death, mystery, grief • Creates a sense of authority• Makes other colors stand out• Makes you look thinner

Meaning of Color

Color Combinations

• 7.9% of postcard recipients visited PURL:

• 79% of PURL visitors entered drawing

• 11% of HTML e-mail recipients visited PURL

• Compared to prior year’s sales, the campaign generated an increase of 81%

• Sales Quota: 113% of projection

Results

Words must be about customer not the brand. Most emotionally charged words:

Approved Complete Discount Dependable Guaranteed Immediately Improved Limited Time Powerful Professional Recommended Reliable Unconditional Unsurpassed Urgent Wonderful

Power of Words

Amongst Internal Database: •Achieved an ROI 31 times the costs •Beat control by 640%

Overall Results:•Achieved an ROI of 20 times the costs

Love the Results!

Boosting response by 300%

If you don’t think fonts matter,

THINK AGAIN!

Power of Fonts

Another Key Motivator

It’s All About Me• 58% online shoppers more likely to click through to

personalized messages• 39% more willing to buy from recognized brand• Personalized DM pulls significantly higher

than general DM (.5 to 9.0)• Personalized coupon increased redemption by

150% for one retailer and transaction

value by 118%

The Power of Direct

• DM to add over $143 trillion to US GDP• Average ROI per dollar spent:

– $11.63 in 2008– $11.74 in 2009

• 81% of HHs read/scan advertising mail• Growing at a rate of 4% annually while other

channels are shutting down• Represents 53% of total ad spend

Upscale CarsPurchase frequency is every three yearsLifetime is 20 years ~ ages 40 to 60Lifetime purchases are around 6

• One car = $45,000 x 6 $270,000• Services = $1000/yr x 20 $ 20,000• Customer Worth $290,000• Referral Worth (3) $870,000• Potential LTV: $1,160,000

The Power of Lifetime Value

Lifetime value

Deliver emotional thrills that create memorable experiences.

Focus on customers, not themselves.

Lifetime Brands

ESP Brands

MUSEUM OF HEART

Never Underestimate Service

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THANK YOU!

Get a free Report and Join the dialogue on

Psychology-Based Marketing

LinkedIn Group - PBM

jeanette@e4marketingco.com

Twitter at @jeanettee4m

www.e4marketingco.com

Get Inside Consumers' Minds and Trigger Lifetime Results

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