5 Rules of Consumer Engagement

5 Rules of Consumer Engagement

by Melinda Wooten
5 Rules of Consumer Engagement

5 Rules of Consumer Engagement

by Melinda Wooten

eBook

$4.99 

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Overview

In a world where the average consumer walks past a long wall of flat screen TVs priced similarly and can’t tell the difference between one versus the other, how do you influence brand choice?
As marketers, advertisers and creatives, our job often involves crafting messages that hone preference and drive sales. Sometimes we get lucky and work on a brand with a discernible and important competitive advantage to consumers. But often we work in categories that are increasingly crowded and/or filled with products that have little perceptible difference from competition (at least in the consumer’s mind).
That’s when we dig deeper to uncover the reason our brand should be chosen above all others. We prioritize our messaging strategy, bring it to life and then try not to cringe when we expose it to consumers, holding our breath as they pick apart the communication for what seem small, inconsequential reasons, but add up to deal breakers.
Wouldn’t it be nice to refine your message before you get to the cringing stage by using a set of psychological principles translated into English?
Wait a minute. Psychology? That’s heavy stuff. But it doesn’t have to be if you have a psychology-to-marketing dictionary, which allows you to transition from high level psychological theory to in the trenches advice. And that's what this book is.


Product Details

BN ID: 2940011487828
Publisher: Melinda Wooten
Publication date: 05/25/2011
Sold by: Smashwords
Format: eBook
File size: 1 MB

About the Author

Melinda Wooten, in partnership with Sigal Kremer, founded KW Strategems after more than 20 years in consumer research. They have worked with companies as big as Pepsi, Kroger, E&J Gallo Winery and Samsung, and companies as small as local credit unions and smaller wineries, incorporating consumer drivers (both subconscious and conscious) into strategy. They have worked on many projects with Dr. Sam Cohen of Psychologics, Inc. to validate more qualitative insight into varifiable findings for strategic and communication platform development.

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