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The Customer is a Human Being
A customer first of all is a human being.
A human being looks for enjoyment in everything he does.
When he is a baby he builds his emotions.
When he is a kid, he socializes through emotions.
When he is a teenager, he competes to have emotions.
When he is an adult, he works to have positive emotions.
When reaches the maturity, he collect emotions from the past and from the others.
Emotions is what potential customers should feel when they look and interact with your company.
The Company is a unique complex organism
The company is like a complex organism
It is organized by functions that can work only if they communicate each other
There are rules that must be followed. Otherwise the organism can collapse
And only when everything works perfectly, can we think to break the rules starting an innovative process
The company is an organism and it cannot live if its different parts don't work together. They must have the same goals! But most importantly: each organism is different.
Buying is the language company and customers use to speak with each other
There are two kind of purchases: needed and desired. If it is only needed, it is a rational purchase, if it is desired, it becomes emotionally needed
Buying is an emotional behavior
Everything before, during and after the buying process must be emotional: this is the only way to make a customer really happy
What is a purchase?
There are two kind of purchases: needed and desired. If it is only needed, it is a rational purchase, if it is desired, it becomes needed
The most successful ads on the internet—the ones that go viral—are those that are able to hit the right emotions, such as surprise or amusement
Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on brand’s attributes.
Advertising research reveals that an emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads Another important foundation for a brand’s emotions can be found in its “narrative” – the story that communicates “who” it is, what it means to the consumer, and why the consumer should care. This narrative is the basis for brand advertising and promotion.
Why we buy
- We’re swayed by MARKETING
- We copy OTHER PEOPLE
- We’re IMPULSIVE
- We’re tempted by certain PRODUCTS
- We succumb to our MOODS
- We’re affected by STATES OF MIND
- We don’t like CHANGE
An example of our paradigm shift: how to use gaming for business?
The real question is: how human brain reacts to marketing?
Marketing goals can be described by two main actions: attract and retain. Attractions is the process in order to attract new customers and mainly focused on advertising. Retention is the process to keep those customers.
Attraction and gaming: the advertising message must be effective, long-lasting and able to be stored in the customer's mind. An advergaming message lasts more (customer plays with the message), it is more complex (giving more information to the customer), it lasts more (customer receives the message and then plays for a longer time with the message), it is more emotional (the emotions are stored better in customer's brain)
Retention and gaming:
- Advergaming: a mobile or Internet-based computer game that advertises a brand-name product by featuring it as part of the game.
- Gamification: the application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service