Psychology-Based Marketing

Date Location Register
June 1-2, 2015 Denver, CO     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 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.

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, and the skeptic, and driving behavior amongst both
  • The psychological impact of color, images and how different colors connect or disconnect consumers to your brand
  • How creative unconsciously creates perceived brand attributes, good and bad
  • Modeling and managing data to align with psychological influences
  • Testing psychological appeals and data models
  • 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 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
  • Creative elements that increase emotional appeal:
    • Words and offers
    • Colors and fonts
    • Graphics
    • Review of ads that work: psychological relevance vs. entertainment value

Week 2: Engaging Consumers’ Mind(s), Heart and Soul

  • Overview of creative approaches that engage the unconscious mind, instill passion for a cause or a brand, and create a sense of ownership for the message. We will review powerful elements of political campaigns that have helped to elect underdogs despite the odds by tapping innate human needs and thus aligning consumers’ mind and soul with their campaign.
  • 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.

Week 3: The Exponential Power of Personalization and Psychology-Based Marketing

  • Case studies from Xerox’s 1to1 Lab which tests personalization against traditional direct marketing will be shared to show simple creative strategies that can have huge impact on response rates, sales and ROI
  • Personalization strategies for all budgets will be shared
  • Guidelines for developing your own personalized direct marketing campaign

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.

  • 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

Week 5: 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 will be presented

Week 6: 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

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.

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

Check out some of our other instructors

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

Live Online
DMA member: $699
Non-member: $999
 
Check out the other benefits of being a DMA Member

Related Courses
Relationship Marketing I
Relationship Marketing II
Hands-on Predictive Analytics for Marketers