High Voltage
By admin. Filed in Travel In USA |
The marketing power of high voltage
Persuasion, seduction, negotiation, and fear have lost their effectiveness in closing the deal, close to the sale, and make cash registers ring. Whiter, brighter, faster and better – while intriguing – more to motivate consumers act. Today's savvy retailers are redirecting strategies to stronger connection with customers, they rely on the power of Communications Four P's ™ high voltage – the personality, purpose, character, and presence – to promote their products, services, issues, and organizations.
Sick of impersonal quality of a large part of their daily lives, Americans looking to reconnect and strengthen relations. "In all spheres of life, we see a tendency to convert impersonal transactions in personal relationships," says the famous futurist Daniel Yankelovich.
Connection, or the feeling of belonging, is one of the three primary needs of man, according to psychologist Abraham Maslow, after the physical needs. In our society, well fed, almost all of our physiological and safety needs are met, but much need for connection is not, and smart companies are responding.
The image of the company today is amended Futurist Faith Popcorn says in his best-selling book by clicking. (Business will be) no longer considered a war to win ranked third in the competition, but considered as a complex mosaic to develop a relationship at a time. "Sharp Marketing closer ties with their constituents by building relationships deeper that result in trust, and trust is built on the four "Ps" of the high voltage communications ™.
Personhood: Personhood requires companies to be self-conscious, self-acceptance and self-disclosure. To be aware of oneself and acceptance, Many traders use a tool called gap analysis. During a gap analysis, research is conducted to determine if the reputation current company match to its desired one: if it is not, further research is needed to determine why. If because of the perception of consumers, marketers know they must do a better job of promotion, and if it is a real problem, they understand changes must be made.
Personhood also requires faith and after too many recent financial scandals, which also has faith never been more important.
"In the current context, it is time for brands to rethink their basic foundation brand and plans to add a column on trust. They must specify the values of their business and synchronize them with the values of their customers, "said Ed Keller, CEO of RoperASW, more respected in the world of business market research.
Smart Marketing to win the confidence of consumers when they are self-disclosure and / or willing to make fun of themselves. A good example is when confronted with Jaguar's reputation for mechanical problems and turned its activities around to promote, "We've kept what you like. The rest is history." By putting a face on a product, issue or organization, marketing high-voltage ™ use personality to customize their products. But a pretty face is not enough, they also use to tell a story. "The power of history is upstaging the power of the sound bite of the advertising, "says Melinda Davis in his book The New Culture of Desire: Five Radical new strategies that will change your business and your life. A good story is more personal and more credible than advertising slogan succeeds, and we remember a story long after a catchphrase has disappeared from our memory.
Dave Thomas of Wendy's, Scottie Mayfield, Mayfield Dairy and Chrysler Ioccoa Lee are good examples of how advertisers have used the personality to promote products. These entrepreneurs are comfortable talking about themselves and are able to connect their stories to the needs of customers. Customizing and work stories because they help people form emotional ties with the company and its products.
Objective: Most companies express purpose in the form of a mission statement, and while many companies have written mission statements, to live some them. Many mission statements extolling the noble virtues, principles, and intentions, but it really benefits from steering the ship of business, and constituents to know. Smart companies realize that when they are employees, customers, and the first company, the profits follow. By creating an excellent working environment, they attract the best employees, and consumers to choose over competitors if they offer hiqh quality products and excellent service at a good price, and if they are socially responsible. The last few years have seen an explosion in the field of social responsibility companies. Today, almost all large companies have specific guidelines on social responsibility and consciously engaged in efforts to give back to society.
Some marketing appeal with effect "cause branding" and a leading expert on the country concerned is the image of Carol Cone, chairman of Boston, Cone, Inc.
"As a question mark continues to evolve, so will the public expectations about the business role play to meet the needs of society. In the new reality, companies must implement a sense, the programs skiing around social issues to bring their values to life, expressing their "Soul", and answer the question: "What do you represent?" Cone said.
Those who put their money where their mission is – as the Body Shop, Ben & Jerry's, and Patogonia – are richly rewarded by consumers.
Persona: Persona describes the masks we wear, or the image that we assume, to facilitate communication. In business we call "brand persona."
"Branding is simply to establish a relationship," says Charlotte Beers, former head of two of the publicity of the most prestigious brands, Ogilvy & Mather and J. Walter Thompson. Much has been written about the brand and a good reason. Without it, a product, service, issue, or an organization is no different than its competitors and will die. But futuristic Melinda Davis predicted that the power of the brand is in decline. In its place, she said consumers come to depend on new meta-brands that are in idenified a confession, or clear market and not tied to a product category. Davis sites Oprah Winfrey as an example of this new trend. Women interested to turn to bettering Oprah for advice on a wide range of issues that the recipe for cooking the right to read books. The meta-Oprah brand is also an excellent example of marketing ™ high voltage, because it has all the four "Ps": the personality, purpose, character and presence.
Presence: Presence refers to how a company operates in the world, including how it communicates with voters. In the past, merchants depended mainly on a passage of vehicles of communication such as advertising and publicity. No more.
The Consumers want their say. "(They) expect to connect, be heard, is – at least, to see – in a world that makes us feel more and more invisible, "says Davis.
Experts suggest using two-way communication vehicles such as the marketing of mouth-to-mouth Internet and strengthening relationships with consumers Programs dialog with consumers and establish critical relationships.
Personality, purpose, persona, and presence are not linear, but interrelated. Each depends on the other. Character, object, character, and his presence can be described as the four points of the cross is contained in a circle. Person is at the bottom of the cross where the motive and the goal is at the top. In extreme left, is persona, and on the opposite axis is present. When the four points Join the community, high voltage communications ™ take place, and here we are at our most powerful marketing.
About the Author
“The Career Engineer,” Randy Siegel, helps clients electrify their careers and transform their lives by becoming high voltage communicators™. Power up and subscribe to “Stand in Your Power!” his complimentary monthly eNewsletter at http://www.powerhousecommunications.com.
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