Psychology-Based Marketing

Date Location Register
September 10 – October 15, 2015
Every Thursday, 1:00 pm – 2:30 pm EST
Online     Register    
December 3-4, 2015 New York, NY     Register    

Contact us to bring this topic on-site to your location!

“If 90% of your customers’ thoughts are unconscious,
 
why do you keep marketing to the other 10%?”

 

Overview

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 colors, 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.

 
 
 
 
 
 
 
 
 
 
 
 

Topics

  • Psychology that drives decision processes, attitudes, and behavior, e.g., Freud’s Id, Ego and Super Ego influences
  • Fundamentals of Behavioral Economics and how these critical findings apply beyond the finance world
  • Examples of emotionally powerful ads vs. entertaining ads that don’t sell
  • Appealing to different consumer mindsets – the optimist, the skeptic, rational vs. irrational, practical vs. risk taker, and so on
  • The psychological impact of color, images and how different colors connect or disconnect consumers to your brand
  • How creative - colors, font, layouts and more - unconsciously creates perceived brand attributes, good and bad
  • Creating religious-like loyalty by borrowing from the “Church”
  • Modeling and managing data to align with psychological influences
  • Assessing data intelligence for long-term strategies

Live Online Duration
6 Weeks

In-Person Duration
2 Days

download-outline
 
 
 
Day 1: 9:00 A.M. - 5:00 P.M.
 
Introduction to Psychology and Human Behavior
Core theories and principals every marketer must know about include:

  • How we think
  • What we seek
  • Who and what we trust
  • Consumer Psychology
  • Color Psychology
  • Behavioral economics fundamentals
  • Marketing to the Irrational Mind
  • Opposing Affective Systems

 
Emotionally-Powerful Creative Approaches
Examples of psychological relevance in direct marketing and techniques for maximizing various elements such as:

  • Colors and fonts
  • Message
  • Offers
  • Persona
  • Framing

 
Case Study: Increasing Revenues by 640%
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.
 
Direct Feedback: Review of participant’s existing campaigns
Each participant will be asked to bring an example of a current direct marketing campaign or mailer. We will review these pieces as a group and briefly assess the emotional impact of each to give each participant a starting point. This will occur as time allows.
 
Components of Successful PBM Campaigns

  • Discovery – research to identify emotional triggers
  • Analysis of customer groups: emotional, generational, culture, age, demographic and other influencers
  • Psychology profiles
  • Data profiles
  • Messaging strategies
  • Creative for A/B tests or more
  • Data analysis and modeling strategies
  • Testing: Setting up a multi-variable test to determine best creative, offers, messaging and data strategies

 
Day 2: 9:00 A.M. - 4:00 P.M.
 
Psychological Profiling for the Marketing World
 
Creating Psychological Profiles from Research, Data, and Human Nature

  • Emotional references
  • Generational, social, cultural, and education influences
  • Levels of advisability
  • Personality types within the category
  • Values associated with defined lifestyles
  • Responses to discovery surveys identifying the processes, needs and values associated with purchase
  • Analysis of transactional and compiled data

 
Data modeling for psychological relevance (Epsilon guest presenter)

  • How to use data to understand customers better to improve offers, product lines, and create potential partnerships
  • Using data analytics to create a balanced approach of reactivation and acquisition direct marketing which enhances overall ROI
  • How to assess data-driven intelligence to better understand what customers are doing outside of what information is included in customer file
  • Build a futures model based on “what if” scenarios for reactivation and acquisition

 
Case Studies of Data Strategies that Increased Revenue, ROI, and LTV

  • Epsilon guest presenter, Tim Prunk, Executive VP, Data Solutions

 
The Power of Direct Marketing

  • Understanding ROI of various marketing channels
  • Measuring true results of direct marketing

 
The Exponential Power of Personalization and Psychology-Based Marketing

  • Personalization strategies for all budgets (Potential Xerox guest presenter)
  • Case studies on how personalized direct marketing built on relevant data models and psychological relevance can take results through the roof

 
Group Think:
Build a psychologically relevant campaign for selected participant’s brand. As guest presenters are available, this exercise will cover messaging and positioning guidance along with insight on data and personalization strategies.

download-outline
 
 
 
Week 1: Introduction to Human Behavior

  • Getting through to today’s distracted and complex consumer mind:
    • Driving values
    • Shopping behavior trends
    • Distractions we can’t ignore
    • Generational drivers
    • Emotional segmentation
    • Behavioral segmentation
    • Purpose driven brands– how purpose drives profits and then some

 
Week 2: Psychological Drivers for the Ages

  • Trust and loyalty
  • Behavior triggers - survival vs. risk
  • Loss and reward influences
  • The role of authority and scarcity in choice
  • Marketing to skeptics and other naysayers
  • Marketing to the irrational mind
  • Happiness drivers and how to appeal to them in marketing
  • Color psychology
  • The power of fun

 
Week 3: Creative elements that increase emotional appeal and engagement

  • Words and offers
  • Colors and fonts
  • Graphics
  • Layout and eye scan patterns
  • Review of ads that work: psychological relevance vs. entertainment value
  •  
    Case Study: Increasing Revenue by 640%
    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 4: Guest Presentation on Big Data

  • How can marketers monitor and respond to customers changing moods and attitudes in real time
  • Adding emotional appeal to Just in time marketing processes to increase action and ROI
  • Creating Psychological Profiles from Research, Data, and Human Nature
    • Emotional references
    • Generational, social, cultural, and educational influences
    • Levels of advisability
    • Personality types within the category
    • Values associated with defined lifestyles
    • Responses to discovery surveys identifying the processes, needs and values associated with purchase
    • Analysis of transactional and compiled data

 
Week 5: Using Psychology to Build Religious-like Loyalty and Evangelism

  • Building on the Pillars of Religion
  • The power of congregations in driving choice, behavior, loyalty
  • How to spark a social movement for your brand
  • Examples of moving campaigns with religious-like appeal and emotional power
  • Case study: How Obama won 2008 through “religious” practices

 
Week 6: Putting it All Together
Executing a Psychological Relevant Direct Marketing Program

  • Discovery – research to identify emotional triggers
  • Analysis of customer groups: emotional, generational, culture, age, demographic and other influencers
  • Psychology profiles
  • Messaging strategies
  • Creative for A/B tests or more
  • Data analysis and modeling strategies
  • Testing: Setting up a multi-variable test to determine best creative, offers, messaging and data strategies

 
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. Two to three submissions will be chosen for discussion during the final session of the class. If time allows, more will be reviewed.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.

Try:

    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.

 

    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.

 

  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

 

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.

Instructor Bio
Jeanette

Jeanette McMurtry
Owner, e4marketing Company
Jeanette McMurtry is an international author, columnist and sought after authority on consumer psychology and emotionally-based marketing strategies for businesses in all industries. Her sessions on how to appeal to triggers of the unconscious mind to influence consumer purchasing behavior and ignite passion for brands have earned high reviews from audiences around the world. Jeanette has trained and present to marketers throughout the Asia Pacific, and U.S., and regularly speaks at events for various groups and industries. She published a book on emotional marketing for McGraw-Hill titled, “Big Business Marketing for Small Business Budgets” which was published in English and Chinese and distributed world-wide. Read More

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Price
In-person
DMA member: $1,399
Non-member: $1,699

Live Online
DMA member: $699
Non-member: $999
 
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