How to Attract New Customers

By Brooke Bigley

Neuromarketing isn't the answer to every problem, of course. As a young science, it is still constrained by our knowledge of the human brain, which is yet inadequate. However, the good news is that our understanding of how our conscious thoughts influence our behaviors is improving; nowadays, renowned academ

• Language: English
• Publisher: Brooke Bigley
• Release date: May 4, 2023
• ISBN: 9781088113820

Book preview

HOW TO ATTRACT NEW CUSTOMERS

ATTRACT AND RETAIN CUSTOMERS

How to Attract New Customers

Copyright © 2023 by Brooke Bigley

All rights reserved.

A book in series "Attract And Retain Customers"

TABLE OF CONTENTS

FOREWORD OF PACO UNDERHILL

PREAMBLE

1. BLOOD TO THE BROTHER

2. PROBLEM IN THE US LOCATION

3. WHAT SHE HAS, I WILL HAVE

4. NOW I CAN'T SEE IT

5. DO YOU BELIEVE IN MIRACLES?

APPENDIX

FOREWORD OF PACO UNDERHILL

It was a breezy September night. I simply wore a light-brown cashmere sweater over a sports jacket because I wasn't dressed for the cold. As I travel from my hotel to the pier to join the yacht where I will meet Martin Lindstrom for the first time, I am still chilled. Martin presented a discussion at a party hosted by the Gottlieb Duttweiler Institute, a famous and long-established Swiss think tank, and David Bosshart, a committee member. The workshop facilitator was really anxious to get us acquainted. I had never heard of Martin before that. We're on separate planets. Before travelling to Zurich, I stumbled upon Martin's latest book, BRANDchild, in the JFK airport bookshop.

From six meters away, Martin might be mistaken for a fourteen-year-old lad whose father had hauled him to meeting after meeting of important business groups. The second impression is that when this slender, blond youngster is the focus of attention, you'd expect him to get pale and disoriented, but that never occurred. Martin had an air about him, as if he was meant to stand on stage and shine, like beautiful pre-Raphael paintings. No, not like a rising idol, but like a God-forsaken infant. A man who exudes goodness. He continues to amaze you as you go closer. I've never met somebody with such bright eyes and a young appearance. His visage is indescribably distinctive, with gray hair and little crooked teeth. You'll probably ask him to model images or give him a sweater if he's not a businessman and branding expert.

In that seven-year evening, I believe we spoke no more than ten words. But that was only the beginning of a tight personal and professional connection between us that spanned five continents. We aim to create business trips and itineraries together wherever feasible, from Sydney to Copenhagen, Tokyo to New York. It is an unparalleled joy to laugh, share, and encourage one another. Martin is on the road for 300 days a year. I didn't have to have the awful experience, but if you travel frequently, you'll eventually stop counting those strange pillows and disregard airline ticket stubs. more, simply go ahead and wander the streets as a warrior.

Martin observes, listens, and learns. According to Martin's own website, he began working in the advertising industry when he was 12 years old. Except for the fact that when he was that age, his parents yanked him out of school and the entire family boarded a yacht and sailed around the world. I am certain that at the age of 12, I could not have lived on a 10-meter-long boat with my parents for two years. Martin claims he still gets seasick and has chosen to reside in Sydney, as far away from his homeland of Denmark as possible.

In a society where lectures are the primary mode of instruction, it's exhilarating to find oneself discussing your thoughts with others who often have opposing viewpoints. It's the type of stuff that accepts and doubts reality at the same time. As a shopping anthropologist, I haven't had much direct contact with advertising or marketers in my job. In any event, I'm not a fan of 20th-century brands; I don't wear alligator or golf polo shirts, and I normally take off all types of labels off my trousers. In fact, I believe that businesses should pay me for the opportunity of having their brand displayed on my furniture, not the other way around. So being on the same boat with a man who is enthusiastic about brands and feels that advertising is a legitimate enterprise rather than a devil would be unusual. We all believe that tools can help us understand why we do certain things, whether we're buying, staying at hotels, flying, or surfing. Everything on the internet must be discovered.

Entrepreneurs and marketers had two options for determining the efficacy of their efforts until the late twentieth century. One is to look at the total amount of merchandise sold. What do people purchase, and how can we be sure they'll pay? It's what I refer to as the monetary perspective. The issue is that it just validates a company's success or failure without explaining why. Customers continue to purchase Jif's peanut butter even when Skippy offers a discount.

The traditional market survey approach of distributing questionnaires is the second instrument. We can stop a pedestrian, telephone them, invite them to participate in a volunteer focus group, or develop an Internet forum where individuals can answer questions. With my extensive expertise, I know that there is a significant difference between the response and the conduct of the responders. This is not to argue that the two tools mentioned above are useless or restricted. That implies advertising and branding are still valuable, but they aren't as effective as they once were.

The issue is that we are now better at gathering data than processing it. Many market researchers' offices were heaped high with printed data sheets in the 1990s, whether it was television viewing numbers, sales data, or sales data. Thousands of phone interviews yielded these results. We know that middle-class moms (soccer moms) enjoy Jif butter twice as much as their own. They are generally between the ages of 28 and 32, prefer the newest minivans, and reside in small towns. Skippy business. What are we going to do with all of this data? As one of my funny friends put it, we're all trying to discover as much, shall we say, vital information as possible, and then wondering what we can do with it.

For a long time, science and marketing have had a love-hate relationship. Academics have been breaking out of their ivory towers and collaborating with advertising companies since the 1950s. According to Vance Packard's book The Hidden Persuaders, this golden era of change lasted at least ten years. How to make mums happy when they give their kids Jell-O jelly, or why a highly gorgeous sports vehicle at the Ford dealership sells for several times the price of a plain sedan. Very straightforward and logical. It's simple to gather results by polling three major television networks and a dozen prominent periodicals. When things go wrong, this partnership starts to fall apart. People observed the disastrous failure of Ford's Edsel line in the 1950s, despite having the best analytical brains and the largest marketing resources available. Coca-New Cola's Coke product was discontinued thirty years later.

The scientific substance of market research has been more mechanical than psychological during the last thirty years. Wide sample, standard deviation, Z-test, T-test, and more are all examples of logical statistics. In some ways, absolutes in mathematics appear to be safer. I prefer to imagine a modern company marketer as someone who would rather turn his clients into buying snobs than shut up and attempt to minimize costs. Let's call him a cross between a scientist and a seer: someone who is quick to pick things up and chatty enough to make plausible stories.

Martin enters the realm of marketing-related neuroscience research in this book, having spent the previous 10 years building new research techniques. This book is about the new effects brought about by medical, scientific, technical, and commercial insights, to which we will add the capacity to scan the human brain as a means of determining the impact. The brain switches back and forth. The Coca-Cola logo activates which area of the brain? How can we tell what is only a false feature of products with a sexual component?

I guarantee that the book will be an entertaining and educational adventure. Martin has many intriguing insights and anecdotes to share with you, from fishing towns in Japan to locked offices in Paris to laboratories in Oxford, UK. The story is interesting. And no matter how you feel about companies and branding – or even if you don't – he will keep you intrigued and wanting to learn more.

Do we understand how sexy advertisements activate different sections of the brain, encouraging us to desire to discover more about the product's hidden mysteries? Take a breather, This isn't science fiction about time machines or paranoid nanotechnology, according to Michael Crichton. Martin Lindstrom here, and he's just released another fantastic book.

PREAMBLE

We're all consumers, let's face it. Shopping occupies a significant portion of our everyday life, whether we are purchasing a cell phone, a package of Swiss anti-wrinkle cream, or a can of Coca-Cola. As a result, we are constantly assaulted with dozens, if not hundreds, of adverts from marketers and advertisers. Advertisement on television. On the sign for the roadway. Banner ads on websites Storefronts Brands and information bombard us at breakneck speed and from all directions. How many of the advertisements that appear in our everyday lives do we remember? What factors influence what we absorb and retain in our minds, causing us to quickly forget about the Huggies advertisement we just saw, as well as countless other forgettable commercials?

I can't respond to all of the questions here, but they remind me of one of the numerous hotels I've visited. When I get into a hotel room in a new city, I instantly throw my room key or door card into a corner and forget where I put it a nanosecond later. The information has just vanished from my brain's hard disk. Why? Because, whether I realize it or not, my brain is processing a slew of other data at the same time