REDUCING MARKETING COSTS BY FOCUSING ON IRRATIONAL CONSUMER BEHAVIOUR – PART 1
Suppose you genuinely understand why consumers do what they do and what they respond to. If that were the case, it is much easier to cause the behaviours you are looking for and do so with a smaller advertising or promotion budget.
One reason marketing is so expensive for businesses of all shapes and sizes is the lack of understanding of consumer behaviour and the resulting over-reliance on advertising and promotion more broadly.
Human beings are irrational, with 80% of purchases occur with little if any rational thinking. Fortunately, consumers are also – predictably irrational.
This is the first of two webinars addressing consumer behaviour and the strategies that businesses of all sizes can put into place to shape that behaviour with less reliance on advertising and promotion. The headline topics for this first webinar will be:
- Understanding consumer decision making.
- Leveraging the 25 cognitive biases.
The content will be directly applicable to:
- Developing the optimum product.
- Establishing the optimum brand.
- Creating the optimum pricing strategy.
- Selecting the optimum communication strategy.
The last part of the webinar will discuss:
- Ten consumer insights that can reduce the cost of marketing.
The webinar will also demonstrate that employees are consumers, and the behavioural norms that apply to consumers can equally apply to staff.
Participants will receive a WORKBOOK that will guide you through the process of understanding and managing the behaviour of members of your target markets.
The webinar will take you through the WORKBOOK so that it becomes a powerful and customized business resource.
The programme will be:
- Webinar – 4.00 – 5.00 pm
- Discussion Forum – 5.00 – 5.30
Participants will be invited to raise any questions and issues they might have.
The webinar will be hosted by D. John Carlson, a behavioural scientist, strategic planner, experienced company director and highly regarded speaker on the subject of consumer behaviour.
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