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    5 Rules of Consumer Engagement
    5 Rules of Consumer Engagement
    5 Rules of Consumer Engagement
    Ebook59 pages51 minutes

    5 Rules of Consumer Engagement

    By Melinda Wooten

    ()

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    About this ebook

    In a world where the average consumer walks past a long wall of flat screen TVs priced similarly and can’t tell the difference between one versus the other, how do you influence brand choice?
    As marketers, advertisers and creatives, our job often involves crafting messages that hone preference and drive sales. Sometimes we get lucky and work on a brand with a discernible and important competitive advantage to consumers. But often we work in categories that are increasingly crowded and/or filled with products that have little perceptible difference from competition (at least in the consumer’s mind).
    That’s when we dig deeper to uncover the reason our brand should be chosen above all others. We prioritize our messaging strategy, bring it to life and then try not to cringe when we expose it to consumers, holding our breath as they pick apart the communication for what seem small, inconsequential reasons, but add up to deal breakers.
    Wouldn’t it be nice to refine your message before you get to the cringing stage by using a set of psychological principles translated into English?
    Wait a minute. Psychology? That’s heavy stuff. But it doesn’t have to be if you have a psychology-to-marketing dictionary, which allows you to transition from high level psychological theory to in the trenches advice. And that's what this book is.

    LanguageEnglish
    PublisherMelinda Wooten
    Release dateMay 25, 2011
    ISBN9781458196415
    5 Rules of Consumer Engagement
    Author

    Melinda Wooten

    Melinda Wooten, in partnership with Sigal Kremer, founded KW Strategems after more than 20 years in consumer research. They have worked with companies as big as Pepsi, Kroger, E&J Gallo Winery and Samsung, and companies as small as local credit unions and smaller wineries, incorporating consumer drivers (both subconscious and conscious) into strategy. They have worked on many projects with Dr. Sam Cohen of Psychologics, Inc. to validate more qualitative insight into varifiable findings for strategic and communication platform development.

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      Book preview

      5 Rules of Consumer Engagement - Melinda Wooten

      5 Rules of Consumer Engagement

      Tools for Your Marketing Toolbox

      by

      Dr. Sam Cohen

      Sigal Kremer

      Melinda Wooten

      Cover and Inside Illustrations by

      Ian Spence

      Copyright 2011 by Dr. Sam Cohen, Sigal Kremer & Melinda Wooten

      Smashwords Edition

      Foreword

      In a world where the average consumer walks past a long wall of flat screen TVs priced similarly and can’t tell the difference between one versus the other, how do you influence brand choice?

      As marketers, advertisers and creatives, our job often involves crafting messages that hone preference and drive sales. Sometimes we get lucky and work on a brand with a discernible and important competitive advantage to consumers. But often we work in categories that are increasingly crowded and/or filled with products that have little perceptible difference from competition (at least in the consumer’s mind).

      That’s when we dig deeper to uncover the reason our brand should be chosen above all others. We prioritize our messaging strategy, bring it to life and then try not to cringe when we expose it to consumers, holding our breath as they pick apart the communication for what seem small, inconsequential reasons, but add up to deal breakers.

      Wouldn’t it be nice to refine your message before you get to the cringing stage by using a set of psychological principles translated into English?

      Wait a minute. Psychology? That’s heavy stuff. But it doesn’t have to be if you have a psychology-to-marketing dictionary, which allows you to transition from high level psychological theory to in the trenches advice. For example:

      Psychological Diagnosis: A brand that can uniquely assist individuals in negotiating powerful subconscious needs and wishes, while avoiding internal conflicts/pitfalls, will be much more successful in creating a meaningful connection with consumers.

      Translation: A brand that strikes an emotional chord while communicating – without alienating – will fly off the shelves, while those that don’t can’t be given away.

      Whether you’re selling automobiles or garden gloves, fast food or blood pressure medication, striking a deep emotional chord is essential to the success of your brand. Your challenge is to uncover these distinct, salient, subconscious consumer needs and wishes and use them to your advantage – in branding, packaging and advertising. The good news is you don’t have to get an advanced degree in psychology to do so.

      The Psychological Origins of Our 5 Rules

      By Dr. Samuel Cohen, psychotherapist

      In the mid-1990s, I heard anecdotally about the application of psychological principles to the marketing realm and was intrigued. I routinely used a range of techniques in my practice based on relationship building, behavior, dialogue and communication changes designed to help the patient reach their full potential or cope with problems in life. And like any other American, I was in love with advertising! A combination of the two seemed a match made in heaven.

      Not long after my interest was piqued, I was asked to view a set of advertising focus groups for Kiwi Shoe Polish and provide perspective on consumer

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