Explore Strategies to Boost Sales of Unwanted Goods by Targeting Marketing's Fifth Key Factor
In the world of marketing, understanding the consumer's mindset is key to driving action. This is a philosophy that Melanie Draheim, the Marketing Director at Canon Deutschland and the Chief Marketing Officer at Fox Communities Credit Union, wholeheartedly endorses.
Draheim, who has experience in marketing health insurance and banking products, believes that people are not just interested in the technical aspects of a product. Instead, they are concerned with how it impacts their lives and well-being.
"People want the means to live the life they've always wanted, be around to see their grandkids, or even be a good cook," Draheim explains.
Complacency is a common issue in many industries, with people often tolerating less than ideal experiences because they require effort. Draheim argues that brands should start marketing with feelings instead of features, focusing on what people want beyond the product.
"The focus should be on people being human, rather than the product itself," she says.
Draheim uses the analogy of cooking to illustrate this point. Just as a chef understands the emotions and desires of their customers, marketers should strive to connect with their audience on a deeper level.
"When building campaigns or designing product positioning, I ask about the audience's feelings, the stories they tell themselves, and any biases that might exist," she says.
In complex industries like healthcare and finance, people's lack of action is not always due to a lack of understanding. Uncertainty, fear, doubt, and overwhelm are emotional drivers that can affect people's decisions.
"Emotions can be both obstacles and advantages when trying to get someone to make a purchase decision," Draheim notes.
Draheim believes that psychology should be the fifth "P" in marketing, filling the gap that the traditional four P's (product, price, place, and promotion) leave unaddressed.
"The 4 P's are proxies for what drives behavior, but they don't fully explain why people buy or don't buy," she explains.
By focusing on psychology, marketing can aim to disrupt the default and help people cross the invisible barrier between knowing and acting. This approach has proven effective, as Draheim has successfully encouraged people to replace burned-out light bulbs and make other positive changes in their lives.
Draheim's innovative approach to marketing has earned her a place in the Forbes Communications Council, an invitation-only community for executives in successful public relations, media strategy, creative, and advertising agencies.
In a world where people are bombarded with ads every day, Draheim's philosophy stands out. People see ads through the lens of their own personal experience, perception, and bias. By understanding these factors and connecting with people on an emotional level, marketers can break through the noise and make a lasting impact.
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