Marketing For The Reptilian Brain

Marketing & Branding Presented to the Founders Institute by Liz Sara Best Marketing LLC (c) Best Marketing LLC

We have a really good exceptionally awesome product

Now…who needs it?!! (c) Best Marketing LLC

Marketing Involves Identifying: • Who is our customer? • What is our message? • What is our go-to-market strategy?

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What Are the Differences?

B2B

B2C

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B2B Vs. B2C Marketing • • • • • •

Fewer, Larger Customers More Technical Products Greater $ of Transactions More Trained Buyers Fewer Competitors Longer, Complex Sales Cycle (c) Best Marketing LLC

…More B2B Differences • • • • • • •

Influence of the Formal Organization Strategic Importance of the Item Cost of the Item (Long term) Complexity of the Need Being Served Emphasis on Technology High Level of Customization Order Fulfillment Specialization (c) Best Marketing LLC

Identifying the Customer: B2B Segmenting Techniques Job Function or Title Industry Sector Geographic Location Size of Company (c) Best Marketing LLC

B2C Segmenting Techniques Gender Age Geography Income (c) Best Marketing LLC

Developing the Message: Feature Value Prop Creation s

Benefits

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Worth to Buyer

Defining Worth: Benefits

Economic Technical Time Service (c) Best Marketing LLC

Societal

What Is a Brand? • Collection of Intangibles – Perceptions – customers, partners, employees, shareholders – Value Promised, Value Delivered (or not) – Quality – Service – Trust

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Brand Components

Name

Graphic

Tagline

Story

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What Makes a Good Name?

Easy to Spell and Say

Short

Memorable Available Domain (c) Best Marketing LLC

Getting Started…Names Can Be • Made – up – Sol Vista, Moxize, Snapmobl, Gusto

• Everyday words or word combinations – Regular Spelling (MindsEye, Delight Me, Canvas) – Irregular Spelling

• Related to a theme (Bicycle Financial) – Usage – Audience

• Related to founder(s) (c) Best Marketing LLC- (HP, CohnReznick) • Related to the offering - (AT&T)

Potential Pitfalls to Avoid • • • •

Too narrowly focused Too trendy Legal, trademark issues No exact domain available

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Summary • Know who you are selling to • Understand what value you deliver • Develop a brand that you can support for the long term

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Pitching Past the Gatekeepers of the Human Brain

Live Tweet Hashtag: #GatorBrai Twitter Handle: @glehel

3 Main Decision Making Thingies Neocortex Human Brain

Logic/Abstract Thought

Limbic System

Mammalian

Emotions/Empathy/Paren tal

Reptilian Complex

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Survival/Reproduction

Would You Jump Out Of A plane Without A Parachu

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Brain Energy Use

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The Most Energy Hungry Human Organ The Brain Uses 20% Of Our Resources Brain Fatigue

The Take Aways 1. Brain Fatigue 2. 3. 4. 5.

Avoid Pain/Death Self Absorbed Seeks Familiar Concrete vs Abstract 6. Black & White 7. Relativity

8. Visual

Hybrid Brain

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Brain Fatigue

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Brain Fatigue

Brain Fatigue Strategy • Give Your Most Important Point 1st & 2nd Most Important Last • Break Your Presentation Up Into Little Mini Presentations • Use Pattern Interrupts • Meal Time Scheduling Tweet: @glehel #Gator Brain

Brain Fatigue

Let’s Talk Pain & Death

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Avoid Pain & Death

WHY BUY A DRILL? Tweet: @glehel #Gator Brain

Pain & Death Strategy • Without Pain There Is No Change • Sell to Pain • Frame Benefits as Loss Statements & Not Gain Ignore Pain & People will Not Be Influenced To Change . Eventually you will lose your job, go broke & starve to death! Tweet:

@glehel #Gator Brain

Avoid Pain & Death

Everyone’s Favorite Station WIIFM

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Self Absorbed

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Self Absorbed Strategy • Talk Directly To Each Human In The Audience • Hurt/Rescue • “Imagine You Are”

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If You Ignore Self Absorbtion, People Will Not Understand What’s In It For Them. Eventually you will lose your job, go broke & starve to death!

Self Absorbed

If You’re Currently Alive & You’ve Seen It Before There Is A High Probability It Didn’t Kill You

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Seeks Familiar

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Seeks Familiar

Seeks Familiar Strategy • If It’s Revolutionary – Analogize • References • Social Proof • IfSafety In Crowds People It’s Unfamiliar Will Avoid Change. Eventually you will lose your job, go broke & starve to death! Seeks Familiar

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Former Chief Marketing Officer USSR Joseph Stalin

‘When one dies, it is a tragedy. When a million die, it is a statistic.’

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Concrete vs Abstract

2015 Chicago Gun Deaths

46 8

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Concrete vs Abstract

Glennell Fairley

\

• 21 Years Old • Loving Son • Overcame Past Juvenile Infractions • Volunteer Mentor for At-Risk Youth • Had Just Enrolled in College

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Concrete vs Abstract

Lake Michigan 6 Quadrillion Gallons of Water

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Concrete vs Abstract

Lake Michigan 6 Quadrillion Gallons of Water

X

7 Billion People Tweet: @glehel #Gator Brain

3K Baths

Concrete vs Abstract

Concrete vs Abstract Strategy • Avoid Jargon • Make the unfathomable fathomable • Focus on the individual & People • Tell a story

Stay Abstract Will Not Be Moved. Eventually you will lose your job, go broke & starve to death! Concrete vs

Tweet: @glehel #Gator Brain

Concrete vs Abstract

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Black & White

Sales Methodologies Competitive Chart Factor

PSS

Spin

Nuerosell ing

Agreeable

    

    

    

Reliable Effective Efficient Expedient Tweet: @glehel #Gator Brain

Black & White

Black & White Strategy • Pile On! – Reference Stories – Product Comparison – The Kitchen Sink If You Present In Shades

of Gray You Will Fail To Influence People. They Will See No Need To Cange. Eventually you Tweet: will lose your job, go @glehel

#Gator Brain

Black & White

The Mind Is A Relative Engine

Hot Room TempCold Tweet: @glehel #Gator Brain

Relativity

Choice A: Relativity Car Delivered To• 30,000 Your Home car delivered $50,000 • 29,500 drive 200 miles • $500

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Choice B: Drive 1 Hour To Buy A Car $49,500 Relativity

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Relativity

Relativity Strategy Offer Relative Choices In The Correct Order Or People Will Not Change & Eventually You Will Lose Your Job, Go Broke & Starve To Death! Tweet: @glehel #Gator Brain

Relativity

Visual

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Visual

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Visual Strategy Use Visuals To Make Your Story More Memorable & Less Abstract orWill Have Little Impact& People Will Not Change & Eventually You Will Lose Your Job, Go Broke & Starve To Death!

Tweet: @glehel #Gator Brain

Visual

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Lessons 1. 2. 3. 4. 5.

Brain Fatigue Avoid Pain/Death Self Absorbed Seeks Familiar Concrete vs Abstract 6. Black & White 7. Relativity Tweet: @glehel #Gator Brain

8. Visual