They can change at the drop of a hat.
As a kid growing up in Chicago, mom made sure I was ready for anything from the sky above. Sort of like the younger child in a Christmas Story as he was leaving for school on a cold, snowy morning in winter.
Even today, with all the advancements in weather forecasting, Mother Nature can still throw a mean curve ball.
Never stop asking why.
Take forensic science for example. Pick up any fictional mystery book or watch a thriller who-done-it mystery movie, and see how forensics can make a hero out of anyone.
In a similar way, Neuromarketing, as endorsed by Roger Dooley, is where “Brain Science and Marketing Meet.” As a person in marketing for your company, it truly is a challenge to get people to buy, make another purchase, or at least give your product a chance to show off its benefits.
Wishing and hoping is not a good small business model.
Hoping for a good response from your next marketing message is human nature. Just like hoping your favorite team wins its next game. The only thing you can do is attend the game and cheer your team on. That’s about the only control you have in determining the outcome.
In order to meet your goals for each and every marketing campaign, ask yourself:
- Does our product meet the needs and wants of our customers?
- Is the marketing message relevant to these needs?
- Is the offer good enough to push the customer to buy?
- Does the customer service team have the right information to satisfy a customer demand?
If you don’t know an answer, how can you get one?
The smartest answer I know is not to start collecting customer DNA, but to eliminate the DNR (Did Not Respond) from your collected data. Look over your present data and determine if you have correct segments labeled for each customer.
Is your message relevant for each determined customer segment? If not, label the customer INR (Is Not Relevant). You may need to create another segment as you move through your data by looking for similar preferences.
As a good scientist would do, test your latest segment with a controlled message and look over the responses. Make the necessary adjustments until you are satisfied with the results.
If you would like more information on Neuromarketing, check out Roger Dooley’s book, “Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing.”
It never hurts to have some science backing up your marketing decisions.
Let me know if I can help. Thanks for reading and please share with others, except your competition.