August 2012

6 key principles of persuasion by Robert Cialdini

Persuasion, Influence of Persuasion, Robert Cialdini, Branding, Marketing, Sensory Marketing, Perception,

6 key principles of persuasion by Robert Cialdini

This book (Influence :The psychology of persuasionRobert Cialdini) is on my pending list of books to be read and noting this down in my blog. The book talks about psychology, persuasion and how and why we make decisions when we say Yes

The 6 principles are as follows :

Reciprocity – People tend to return a favor, thus the pervasiveness of free samples in marketing. Example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935. The good cop/bad cop strategy is also based on this principle.

Commitment and Consistency – If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy. Cialdini notes Chinese brainwashing on American prisoners of war to rewrite their self image and gain automatic unenforced compliance. (Read on cognitive dissonance.)

Social Proof – People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. ( Read on the Asch conformity experiments.)

Authority – People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s and the My Lai massacre.

Liking – People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed.

Scarcity – Perceived scarcity will generate demand. For example, saying offers are available for a “limited time only” encourages sales.

~ source wikipedia

July 2012

The ten commandments of Customer Service ~ Carl Sewell

customer service,book, customers for life, brand, carl sewell, retail management,marketing profit, business, companies, management, leadership, MBA stuff,
I am in between reading this book ” Customers of Life” and am loving every bit of it. It’s awesome….
 
It starts with the ten commandments of customer service, delighting customers and keeping customers of life : 
 
1. Give the customers what they want, again and again..
2. Under promise and Over deliver
3. If the customers asks for something, the answer is yes
4. A job has to be done right, every time.. Keep systems and smiles alone are not enough.
5. Every employee is your customer service employee… This is similar philosophy of Zappos.com
6. Encourage customers to give complaints… No complaints means something is wrong. 
7. Measure..Measure..Measure.. What cannot be measured.. cannot be done and what cannot be done cannot be achieved.
8. Treat employees as partners…Pay accordingly
9. Be polite.. Show respect.. It works
10. Continually improve systems and make them the best..
 
Of course all these work when you are in profit 🙂

June 2012

Sensory Branding ~ Power of Sound ~ Audio Experience

Sound~ Human beings are naturally sensitive to sound & meanings. Of course, this powerful association comes naturally right from the first sound we could hear our mother’s heartbeat. Sound evokes memories, experiences and lead to certain behaviors like these:

Experiments have shown that when music in restaurants is played slower than the rhthym of heart beats ~ we tend to eat slower.. Been to las vegas ~ the revenue from slot machines  dropped dramatically when the winkling and tinkling of the slot machines were removed.

Audi chose a combination of heart beat + Piano + breath as it’s audio branding initiative. Mercedes Benz got the precise and appealing sound for closing of a car door.  Victoria’s Secret uses a special classical music in it’s stores to support the premium image. Renault has a special ‘Hum’ of engine and the ‘Swish’ of windscreen wipers.

Of course Iphone users are familiar with the ‘crumbling’ sound when you trash data. The jingle of Intel Inside and Microsoft are pretty well known. Kellogs has the special crunching sound to indicate the crispiness of the snacks. 

Couldn’t resist compiling and putting together world class brands using audio branding 

Marketing, Branding, Sensory Branding, Audio, Sound, Consumer Insight, Shopper BehaviorBrands chosen : Starbucks, Audi, Bang & Olufsen, Renault, Toys R Us, Kellogs, Daimler Chrysler, Microsoft, Intel, Abercrombie & Fitch, Victoria’s Secret, Ford 

It’s the experience that matters!!!! &Successful brands are well aware of this fact. More on Sensory Brands : Visual Branding