Archiv der Kategorie: Persuasiveness

Dare to challenge your consumers – How a hard-earned discount upvalues your brand

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To all you discount sermomizers and hardselling advocates out there – sorry to rain on your parade,
but if a customer gets something for nothing, he´ll be unthankful. At best.
If he gets a 20% discount, he won´t appreciate the present. He´ll think “It´s not worth more than the 20% off”.
But you want to build yourself a beloved brand, not a pitied one, don´t you?

No, we don´t try to persuade you to waive your bargains. Especially if you work in the retail business, you would immediately stop reading if we did. So we don´t.

What we DO try to convince you of is being more demanding towards your customers.
Give them their discount. But only in exchange for performance. Afraid of scaring your target group away?
Don´t worry. The opposite will be the case.

Care for some examples?

Well, if you are Nike or adidas, give them a discount for showing their football skills on YouTube.

If you are BMW, reward them for performing the best lap time on a driving simulator at the dealer (as a side effect, you will get more people to the dealer and prevent them from buying their car at an online dealership (that has no qualms
about giving discounts for nothing). Sheer driving pleasure will meet sheer sales increase.

Make people cook, run, paint, write poems. But ALWAYS make them do it in accordance with your brand story.
Your target group will not only worship the interactivity. But also dig deep into your brand and the story behind it.
And a richly deserved -10% off for the consumer will turn into an easily earned +10% sales increase for you.

Last but not least will your brand enjoy a LOVE boost as well…

DO RESEARCH THE NSA WAY – LISTEN & OBSERVE.

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WERNER HEISENBERG – GREAT PHYSICIST, BRILLIANT RESEARCHER.

Sorry for the excurse. But I think it´s crucial to know why research in it´s most common form leads to failure and how we can implement a better method.

The third and newest layer of the human brain is the Cortex, the place where complex cognitive processes take place. Ratio instead of emotion. Complexity rules.

The human cortex has brought us great inventions from lightbulb to car. But it also has brought us the most redundant marketing campaigns. It has even killed brands and jobs. In large numbers.

Why? Because research forces people to give rational answers and explanations on things they can´t explain.

IS RESEARCH JUST A WASTE OF TIME?

No. It CAN make sense. Least to some extend.

Weigel just tells us to keep some simple rules in mind:

OBSERVE

Don´t rely on claimed behaviours. Understand those behaviours in their real world context

LISTEN

to real real conversations – not just to answers to your questions

DECODE

unpack the silent, implicit and often unconsciously consumed content of communications

INTROSPECT

you´re a human being, too!

Or, as Werner Heisenberg said:

“We have to remember that what we observe is not nature herself, but nature exposed to our methods of questioning”

 Research? Rethink!

THE REPTILIAN ALWAYS WINS!

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WHY BRANDS THAT DON´T WANT TO DIE OUT SHOULD LEARN FROM THOSE WHO DID.

Let´s come back to Rapailles approach and what we all can learn from it (better late than never…).

Rapaille believes that all purchasing decisions really lie beyond conscious thinking and reside at a primal core in human beings.

To Rapaille, the Reptilian brain “always wins”. Or, in other words: if a brand manages to touch people on the most fundamental level, it will have the biggest chance to grow and sell. The Reptilian brain is all about survival and reproduction.

And of all the related attributes. Like dominance. Those people who drive through the city in a monstrous HUMVEE just want to show dominance as a warrantor for survival. They just obey their reptilian brain.

But when the HUMVEE was launched in the US, it didn´t suceed at first.

They asked Rapaille for help. The frenchman told them to make the windows a few percent bigger. Why? Because if you go for dominance, you want to be seen and identified as the “sender” of that dominance. “Don´t mess with me!” Very reptilian. Very successful. Very international – because the reptilian brain is something we all have in common. From Russia to Rhodesia.

Then there is the Limbic System, the second oldest structure of the human brain.

It´s where all our emotions are located. The limbic system is developed during our early childhood and created & influenced by maternal love.

Our mother gives us an emotional imprint for each category. She defines what “love”, “care” or “home” mean to us. These emotional imprints vary from country to country.

Japanese have a different emotional code/imprint than Americans. Americans have a diifferent emotional code than Germans or French.

Example? Here you go: to Germans, the smell of fresh coffee means “home” and “childhood”. Because they smelled the coffee their mum cooked when they were lying in their cradles. The Germans got a “coffee imprint”.

The Japanese, however, don´t feel anything when they smell fresh coffee. Why?

Because they have a “tea imprint”. Which is why Nestlé had a hard time trying to sell coffee products in Japan. Until they asked Clotaire Rapaille…

–to be continued…!