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    Value creation via a systems thinking approach to user-centered design. Develop your systems

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    Taming the dragon of omni-channel marketing for cost efficient acquisition and loyalty. Increase demand

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    Rule over your kingdom - whether it's business, marketing, team synergy, or individual performance. Maximise performance

My dad’s new blog (a marketing experiment)

My dad is an Osteopath, of some 33 years, and recently commented:

Even with 33 years of experience, Google still doesn’t show my website at the top of the results!

Dad, unfortunately Google doesn’t work that way.

Google needs to see regular, new content published, distributed and shared…

So here’s what we’re going to do.

We’ll start you a brand new blog site, to run alongside the existing clinic site www.goldingshillclinic.com

And the new blog will focus on Osteopathy.

Voila!   http://www.loughtonosteopath.com

Now, we need content, so let’s go through an interview type set of questions about your practice and your experience as an Osteopath, we’ll then have content to develop into blog posts, and then Google will be able to recognize your experience and give you the search results so people can find your services.

We’ll also start a Facebook page, Google+ page, Twitter account, maybe YouTube a little later. And get your business listed in Google Places.

to be continued…

5 Degrees of Consumer Sophistication

Gene Schwartz nailed 5 stages of market sophistication which helped my approach to strategic marketing to no end.

And I’ve just brainstormed an equivalent for consumer sophistication that considers the consumer a little more directly.

Which stage are your customers at? How do you appeal to them? Do you turn other customers off? What can you do to appeal to other customer segments?

5 Degrees of Consumer Sophistication

  1. Naive consumer – New to market – eager for big promises. The bigger the promise the better. “Lose 100lb in 7 days without diet or exercise!”. At this stage they’ll be lucky to select a product that works for them.
  2. Hopeful consumer – Aware of options – hopeful about purchases but impulse buy on claims (first impressions)
  3. Selective consumer – Skeptical but hopeful – needs to know and believe in mechanism of results (product quality)
  4. Guided consumer – Relationship sensitive (aware and educated of both product category options as well as mechanism credibility). They benefit from a credible source of information. Such as Dr Oz for health.
  5. Educated consumer (looks beyond hype and has opinions of what works and what doesn’t, which may be right or wrong, but they are strongly opinionated and you will need to market appropriately (e.g. financial advisors appealing to liberals vs conservatives)

First hand research in the [weight loss] market (Atlanta Georgia, here comes a copywriter!)

In relation to a weight loss award for a new natural hunger suppressant (clinically proven to significantly reduce body fat over extended periods of time… without extra exercise or forced dieting)…

I’ll be in-and-around Atlanta Georgia for the month of September conducting field research to build up an audience profile for the product, yet to be released to the public.

Full details forthcoming…

But in essence, this applies from a product launch / marketing perspective to any mass consumer market.

I’ll be:

  • Conducting interviews (recorded on the brilliant new Sony ICD SX 1000 voice recorder)
  • Building interviewee profiles to capture their unique ‘strategy’ for losing (gaining or keeping) weight
  • Forming personas from the similarities and differences that emerge
  • Building empathy maps useable for storyboarding ideal product launch programs

Then: Read more

Audience Captivation – Story Loops & Nested Loops

Story loops have been used by brilliant writers for centuries.

With the dawn of television the power of “nested loops” became clear.

Nesting story loops is the most powerful way to keep an audience engaged.

Kevin Hogan shows the lasting power of nested loops with an example of an old TV show from the 1980′s…and how people still remember the plot 25 years later.

Stay tuned to the most important updates on generating demand in the experience economy as it is published.