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 with psychology-based marketing audits for attendees choosing to submit their materials for class review. Upon enrollment for the course, participants may submit their material for review. The course instructor will select as many submissions as possible to review in the last session of this course.
- 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, the skeptic, rational vs. irrational, practical vs. risk taker, and so on
- The psychological impact of color, images and how different colors connect or disconnect consumers to your brand
- How creative - colors, font, layouts and more - unconsciously creates perceived brand attributes, good and bad
- Creating religious-like loyalty by borrowing from the “Church”
- Modeling and managing data to align with psychological influences
- Assessing data intelligence for long-term strategies