Increasing market share by increasing share of mind
OVERVIEW
- An understanding of what branding really is and
the steps to an effective brand strategy.
- An understanding of how the brain thinks and the four
thinking/buying styles that govern how people buy products and/or
services.
- Examples of people and companies for each buying style.
- How do successful brands reach more than one buying
style?
- How this process (BrainBranding) applies to both
product/services and also personal brands.
- How to better communicate with prospects to make sure
that your brand resonates with more of them and develops a relationship.
WHY SHOULD YOU ATTEND
Fear: Many brands fail to differentiate themselves from
the competition because they often try to emulate what the other successful
competitors have done with similar products or services. Marketers are afraid
that customers won’t recognize and value the differentiating key points of the
brand and therefore they try to say the same thing and offer the same benefits
that the other brands offer. In fact, they get lost in a sea of
similarity and fail to gain market share in the process or fail altogether. By
not understanding what motivates the customers to choose one brand over
another, the brand fails to develop a relationship with the customer and
thus there is no loyalty nor recognition of why one should continue to
purchase and use one brand over another.
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UNCERTAINTY. Faced with this the marketer often resorts to
the most common denominator and that is often price. Feeling that price is the
prime motivator, the marketer resorts to one promotion after another and
becomes obsessed with driving sales and trial through discounts and sales
events that look just like the competitors. Price perception is only one part
of the equation. It’s important to build understanding of what differentiates
one brand and why the customer should remain loyal to yours and not the
competition. To do this, you have to understand how the customers think and
what motivates them to try one product or service over another. What will
stimulate them and create an emotional value to more customers more
often.
DOUBT: In an era of CRM (Customer Relationship Marketing),
the tendency is to try to define the target customer so specifically and to
narrow the appeal that many potential customers are never reached with the
message even though there is value to be had. By broadening the features and
then communicating in more than one way, the brand can resonate with more
customers, more often. You must understand the four ways that the brain thinks
when making buying decisions and then developing a brand that will appeal to
each one by speaking their language and hitting the key points in an appealing
way.
We call this BrainBranding and it’s a way to look differently at
your branding and marketing efforts to better increase market share, brand
awareness, and loyalty.
AREAS COVERED
Understanding the brain’s four thinking preferences - and how
these preferences translate into consumer Buying Styles, will enable you to
create not only a better brand - but also an innovative branding and marketing
strategy. The bottom line: BrainBranding connects your brand with more people.
Period.
In this session you will learn:
- How the brain’s four distinct thinking preferences
affect consumer buying behavior
- The Buying Styles that determine the motivation behind
what consumers purchase and who they purchase from
- Strategies to enhance your marketing message to reach
more people
- Ways to develop a universal brand that appeals to each
of the brain’s four Buying Styles
- How BrainBranding can increase recognition, revenue,
and market share
WHO WILL BENEFIT
Senior management, marketing managers, advertising managers and
creative staff, brand management, product development, advertising agency
management, market researchers. And, individuals who want to create
a successful personal brand for their career.
LEARNING OBJECTIVES
Increasing revenues and profits by reaching more customers, more
often with a differentiating message that can create a brand preference by
understanding the customer better and communicating more effectively.
For more detail please click on this below link:
Email: support@trainingdoyens.com
Toll Free: +1-888-300-8494
Tel: +1-720-996-1616
Fax: +1-888-909-1882
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