Any area of marketing can be dramatically enhanced by understanding the psychological processes that influence decision makers or consumers. Therefore, Rhetonic offers a comprehensive range of marketing services to suit individual needs and opportunities. The list below is by no means exhaustive, it is provided to stimulate thoughts in you about how this discipline could apply to your business and where it could take you to:
Strategy development
What opportunities exist for the development of your business? What does your current marketing REALLY say to your customers? What are your competitors offering and how does that impact psychologically on your customers or potential customers? What are the issues that your audiences are facing, consciously and sub-consciously? How can you ensure your company communicates to them in a unique and truly engaging manner? The answers to these strategic questions will ensure that marketing budgets are invested rather than just spent.
Gender marketing
Are your products or services gender specific, by which I mean do they appeal to or have they been developed for one gender or the other? Would you like to attract more customers from one gender or the other? Almost 80% of UK purchases are now either conducted entirely by, or the key decision maker is female. To what extent are you maximising on this information? Do you know that women’s eyes are actually constructed differently from men’s? The way the two genders literally see and interpret the world is different, so if you want to target or communicate to one or the other, there are ways to present the information so that they can easily pick it out and respond to it.
Many companies already experience this at different levels throughout the organisation. For example some report that they get more male enquiries through the website, more women tend to call, etc. Is this really because of the demographics of website users in your industry, or because your website is presenting information in a way that is putting women off converting into enquiries?
Research
How well do you really know your customers (actual and potential)? Instead of conducting market research and asking them questions about their likely behaviour, far more accurate information can be provided through conducting a psychological experiment and measuring how they actually respond. The benefit of this is that the responses we measure are not consciously controlled, so you get the true reaction rather than one which is biased as most market research is.
The methods used will vary greatly according to your individual needs, but they will always be ethical, highly targeted and designed to deliver the maximum amount of valuable information.
Press Relations
When providing the media with information regarding your company, products and services, psychology can bring a unique perspective which enhances your chances of getting material published. For with PR you have two audiences, firstly the journalists who will decide whether the story is appropriate to their audiences or not, and only then do you have the opportunity to think about the second audience – the reader, listener or viewer.
Detailed knowledge of language and the effects it has on people will dramatically improve the rates of conversions and enquiries that are generated by PR, to trade specific or more generalised press. Whether the content is provided via press releases, interviews or press conferences, the precise messages and words used will significantly impact upon the results attained. Also, the development of comprehensive PR campaigns that maximise on the memory’s ability to retain and recall information, gives you the opportunity to work towards achieving optimum coverage.
Design
Materials need to attract attention. Whether they are online, in print or in audio format, marketing materials have an increasingly difficult task to be noticed in an ever more fragmented and complex environment. Understanding how people literally see their environment is a tremendous help towards gaining the impact that you seek. Why is it that some advertisements are more memorable than others? What makes you notice one exhibition stand over another as you walk by? What makes you stay on one website and browse, rather than click the ‘back’ button or move on?
Designs that are easy for the brain to notice, interpret and then critically act upon, are not a matter of luck. They require a detailed knowledge of the triggers that exist within our brains, triggers which most of us are not consciously aware of. By applying this understanding, existing advertising can be made more impactful, generating more enquiries and converting into greater levels of profitable business.