|POM0215||(Every Thursday) Feb. 19 - Mar. 26, 2015||1:00-2:30 pm EST||Online|
To get big results in any market climate, you must understand consumer psychology and what really drives choices and loyalty, consciously and unconsciously. Marketing without psychological relevance falls short every time. This course is designed to introduce participants to the fundamentals of human psychology that have a big impact on response to marketing and purchasing behavior.
The sessions will share insights about consumer psychology that drives behavior, the five critical elements for consumer happiness, what gets attention from the unconscious mind, what inspires our conscious behavior, and how to develop direct marketing campaigns that create engagement, loyalty, and brand passion. Partnerships will discover how the unconscious mind drives attitudes toward brands and their messages, and how to appeal to the psychological triggers of choice. Even experienced marketers will be surprised to learn how color, words, images, and other creative elements impact attitudes toward brands, engagement, and results.
Beyond learning critical psychological fundamentals and theories upon which successful campaigns are built, participants will learn how to develop a step-by-step comprehensive marketing program utilizing these insights. The course will culminate by building an actual psychologically-relevant messaging strategy for one attendee. Upon enrollment for the course, an application for this free strategy component will be provided. Participants may submit their brand as the case study to be developed. The selected brand will be chosen by course instructors prior to the event based upon summaries submitted in advance.
Member – $699
Non-member – $999
Week 1: Introduction to Psychology and Human Behavior
Week 2: Engaging Consumers’ Mind(s), Heart and Soul
This case study will show how psychological relevance increased revenues over a control piece by 640% and achieved a 31x ROI for a completely unnecessary luxury product in the middle of an economic recession.
Week 3: The Exponential Power of Personalization and Psychology-Based Marketing
Week 4: Psychological Profiling for the Marketing World
Introduction to Behavioral Economics and what every brand in any industry can learn about segmenting customers not by demographics but instead by personality type, propensity ratings, ability to take advice or suggestions, and so on. We will also discuss strategies for overcoming the highly irrational behavior of consumers.
Week 5: Data modeling for psychological relevance (Epsilon guest presenter)
Week 6: Components of Successful PBM Campaigns
Direct Feedback: Review of participant’s existing campaigns
Each participant will be asked to submit an example of a current direct marketing campaign or mailer that can be reviewed by the instructor and class. One to two submissions will be chosen for discussion in this series.
Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.
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F: +1 212.302.6714
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Washington, DC 20036
T: +1 202.955.5030
F: +1 202.955.0085