The Psychology of Marketing On-Site Training
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
To get big results in any market climate, you must understand consumer psychology and what really drives choices and loyalty, consciously and unconsciously. To maximize results, direct marketers need to develop psychological/emotional profiles for core customers, and then build data strategies to successfully find and reach like minds Marketing without psychological relevance and a keen understanding of data falls short every time. This session is designed to introduce participants to the fundamentals of human psychology that have a big impact on response to marketing and purchasing behavior.
The session 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, an d 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 pro gram 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.
Day 1: 9:00 A.M. 5:00 P.M.
Please arrive 30 minutes early to check in.
Introduction to Psychology and Human Behavior
Core theories and principals every marketer must know about include:
Emotionally Powerful Creative Approaches
Examples of psychological relevance in direct marketing and techniques for maximizing various elements such as:
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 31 x ROI for a completely unnecessary luxury product in t he 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.
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
Data modeling for psychological relevance (Epsilon guest presenter)
Case Studies of Data Strategies that Increased Revenue, ROI, and LTV
The Power of Direct Marketing
The Exponential Power of Personalization and Psychology Based Marketing
Build a psychologically relevant campaign for selected participant?s brand. As guest pre senters are available, this exercise will cover messaging and positioning guidance along with insight on data and personalization strategies.
Outline is subject to change.
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