Emotional Boosting - Englische Version E-Book

Hans-Georg Häusel

• Herausgeber: Haufe Lexware
• Kategorie: Fachliteratur
• Serie: Haufe Fachbuch
• Sprache: Englisch
• Veröffentlichungsjahr: 2013

Seitenzahl: 308

Beschreibung

Details matter! Hans-Georg Häusel reveals a customer's mindset when making purchase decisions. He explains why emotions are highly relevant for a product's success on the market, how you could create unique products and claim the decisive competitive edge. Winners have one thing in common: A downright passion for details. Whoever is best at getting all odds and ends right can secure a competitive advantage in the end. The fact that every customer perceives those small details merely on a subconscious level is of fundamental importance. Once processed, they form an overall picture of a product in the customer's mind and ensure that it is preferred to another one.

Leseprobe

Table of content

Half TitlePreface and Overview of the BookA Brief Overview of the Book's StructureManipulation and Seduction?I. Emotions: How they work and what defines them1   No emotions – no money1.1   Why only emotions create value and values1.1.1   How a taxi driver makes his customers happy1.1.2   Don't negotiate with the government spokesperson, but instead with the government itself1.1.3   Principle No. 1: Emotional boosting is a strategic and practical approach1.1.4   Principle No. 2: Only emotions give the world value and meaning1.1.5   The emotional reversal: The little revolution in brain research1.1.6   Principle No. 3: The emotional evaluation takes place in the customer's brain extensively unconsciously1.1.7   Principle No. 4: Don't wait for miracles – consistently work on the details1.1.8   Principle No. 5: Emotional boosting is an effective secret strategy1.1.9   Principle No. 6: The customers will come – but not all at once2   Think Limbic!2.1   How the emotional brain works2.1.1   What emotion systems are there in the brain?2.1.2   The two sides of every emotion system: reward and punishment2.1.3   Emotional boosting also means: Avoiding negative emotions!2.1.4   The Limbic® Map: The areas of emotion and values of a person2.1.5   Fields of conflict in the emotional brain2.1.6   The hedonistic treadmill – or a race with no finish line2.1.7   Are there target groups?2.1.8   Limbic® Types: The neuropsychological target group segmentation2.1.9   The emotional personality structure influences product interest2.1.10   The emotional personality structure influences quality expectations2.1.11   The emotional personality structure influences the brand decision2.1.12   The emotional personality structure influences music preferences2.1.13   The emotional personality structure influences design preferences2.1.14   Age differences in the emotional brain2.1.15   Gender differences in the emotional brain2.1.16   Cultural differences in the emotional brainII. How to obtain a decisive advantage with Emotional Boosting3   Product Boosting3.1   How to increase the inner value of products and brands3.1.1   Functional boosting: The visible benefit is also highly emotional3.1.2   Distinctional boosting: The desire for status and individuality3.1.3   Mythical boosting: The consumer's brain loves stories3.1.4   Magical boosting: The magical power of things4   Presentational Boosting4.1   How to utilize little tricks to really perk up your brand4.1.1   Multi-sensory boosting: The power of the senses4.1.2   Social boosting: The unconscious power of social mechanisms4.1.3   Reward Boosting: The direct way to the reward system4.1.4   Language boosting: The emotionalization of language4.1.5   Trust Boosting: Fodder for the control motives4.1.6   Recognition boosting: Well-known trademarks create likeability and closeness4.1.7   Handling boosting: Make it simple and easy4.1.8   Ritual boosting: Anchoring in daily routines4.1.9   Referential boosting: The secret of deceptive packaging4.1.10   Price boosting: The reward illusion of the price4.1.11   A final look at Bling HO5   Retail Boosting5.1   How to cleverly deal in emotions5.1.1   Controlled Shopping: Aldi – perfect balance boosting5.1.2   Efficient & Power Shopping: Media Markt – the super-charged kick for the dominance system5.1.3   Inspirational Shopping: The example of Depot – shopping with joy and imagination5.1.4   Experiential Shopping: The example of Globetrotter – discover the world5.1.5   Exclusive Shopping: The example of Wempe – distinction and exclusivity5.1.6   A look at the entire retail landscape5.1.7   Can target groups be found in retail?5.1.8   The fine art of retail(ing): Differentiation by target groups and additional emotions5.1.9   Emotional POS boosting in detail6   Web Boosting6.1   How to sell more online6.1.1   The first impression counts6.1.2   Digital merchandising: Giving the offer a big buildup6.1.3   User experience: Fulfill the emotional basic expectation of internet usage6.1.4   Trust in payment and data6.1.5   Process trust6.1.6   Advice trust7   Service Boosting7.1   How to make your customers loyal and enthusiastic7.1.1   Happy Service: I will surprise you with a little something „extra“7.1.2   Easy Service: I will simplify your life and make it easier7.1.3   Würth – Providing relief is the secret to success7.1.4   Care Service: I take care of you personally7.1.5   Trust Service: You can have complete trust in me7.1.6   Trust needs more than just reliability7.1.7   Trust7.1.8   Facilitating control7.1.9   Power Service: I do it faster and more efficiently7.1.10   VIP Service: You are my biggest and most important customer7.1.11   How an automotive service was emotionally boosted7.1.12   Emotional boosting during vehicle pick-up7.1.13   The old pick-up process: Greetings from down in the emotional ‚coal cellar’7.1.14   The new pick-up process: Points scored in many areas7.1.15   Emotional boosting in the hotel and gastronomy sectors7.1.16   It starts with the philosophy7.1.17   The first few feet in the parking garage7.1.18   The front desk: We don't speak „hotel“7.1.19   The helpful and inspiring castle ghosts7.1.20   1.1.20 Special room service7.1.21   Top in Trust & Power Service as well7.1.22   The restaurant – It tastes great and goes fast7.1.23   Service scripts: Top in Trust & Power Service as well7.1.24   Another little something at the conclusion of the conference8   Sales Boosting8.1   How to reach the heart of your target group8.1.1   The Limbic® Types in a financial consultation8.1.2   The Harmonizer:8.1.3   The Hedonist:8.1.4   The Performer:8.1.5   Training the bank consultants8.1.6   A look in the mirror of self-criticism8.1.7   Unconscious conflicts with customers8.1.8   The wave of success through the organization8.1.9   The Limbic® Types in telephone sales8.1.10   Customized events8.1.11   The Limbic® Types in direct marketing8.1.12   The life phase perspective8.1.13   The Junior Performers: Early recognition of potential8.1.14   Winning over new customers with direct marketing8.1.15   Winning over new customers with print and TV media8.1.16   The brand image of a bank: temptation or hindrance9   B2B Boosting9.1   Why engineers are people too9.1.1   The Limbic® B2B Map9.1.2   The emotionalization of the product argumentation9.1.3   The head of production is a completely different person than the head of purchasing9.1.4   The four B2B Limbic® Types9.1.5   What happens when they all sit at the same table?9.1.6   The emotional sales cycle9.1.7   The emotionalization of the product presentation9.1.8   The emotionalization of the company9.1.9   Examining the service processes9.1.10   The corporate brand and corporate identity10   Culture & Brand Boosting10.1   How to activate your employees ‚and customers’ mirror neurons10.1.1   Strategic emotional boosting: The focus is on the brand10.1.2   The central brand feeling: The genetic code of every emotionalization strategy10.1.3   Experiencing and sensing target groups in a different way10.1.4   Emotional boosting as a part of the corporate and brand strategy, or why customer orientation falls short10.1.5   Nothing works without including the employees10.1.6   The employee's face: A super-booster10.1.7   The power of the mirror neurons10.1.8   What we can learn about culture boostingfrom the most successful brand and the most successful company of all time10.1.9   The central brand feeling: Hope10.1.10   The mission: The formulation of the task and its justification10.1.11   The enemy: The devil10.1.12   The aura: The feeling of uniqueness and pride10.1.13   The myths: The magic powers from the past10.1.14   The code: The obligatory values that create a bond10.1.15   Rituals and symbols: Pure emotional boosting10.1.16   Emotional boosting: How to translate it all into actionAbout Gruppe Nymphenburg Consult AGAbout the AuthorIndexImprint

Half Title

Hans-Georg HäuselEmotional BoostingTranslation: Robin Limmeroth

Preface and Overview of the Book

What is emotional boosting? Emotional boosting is marketing from the brain's viewpoint. But how does marketing from the brain's viewpoint differ from the idea of classic marketing? Classic marketing is based on a conscious and rational customer, who politely tells us his wishes, which we then translate into action. But there is one problem with this approach: Brain research shows us in an impressive manner that the conscious and rational customer is an illusion. First of all, purchase decisions take place for the most part unconsciously, and second of all, they are always emotional. It is only through emotions that the world gets its value and meaning. Therefore marketing from the brain's viewpoint means not waiting until the customer expresses his or her wishes, but instead proactively doing everything possible to activate the countless little purchase buttons in the customer's brain. If value only develops through emotions, and the activation thereof takes place unconsciously for the most part, this inevitably means that you increase the value of a product, a brand or a service by intensifying the emotions connected to it or the emotions it triggers, called boosting.

An advertiser would respond with: „I've always known that.“ And he thinks of his advertising campaign, in which a couple in love looks wistfully into each others' eyes and enjoys a pizza, an espresso or something else. But emotionalization is not that simple. For it to be successful, we have to be clear that there is not just one single large purchase button in the customer's brain, but instead that every product and every service process are comprised of many little points of contact. Emotional boosting therefore means looking at every detail from the viewpoint of the customer's brain and boosting it emotionally. But for that to be successful, you have to know what emotion systems there are in the brain and how they interact. With Limbic®, at Gruppe Nymphenburg Consult AG we have developed one of the most well-founded and best approaches to understanding the emotion and motive systems for marketing in the world today. You can find out more about Gruppe Nymphenburg Consult AG in the appendix. In this book, Limbic® will serve as a system for navigation and orientation. So let us begin our exciting expedition into the customer's emotional brain.

A Brief Overview of the Book's Structure

This book is to be used for practical purposes, and therefore the focus is on the practical and less on the theoretical. A tradesman who works with his hands, who is completely oriented towards the practice side of things, needs a toolbox full of the best tools, and he has to know how these tools work. So if we want to press the emotional purchase buttons in the customer's brain, we must know about the emotion systems in the brain and their functions. After we have familiarized ourselves with the idea of emotional boosting in the first chapter, we will get more closely involved with the Limbic® approach in the second chapter. The topic of the third chapter, „Product Boosting,“ is the motive structure of products and brands. We will learn how to recognize unconscious motives and how to address them in a targeted manner. People are also beings who search for meaning. More than 99% of all people believe in a higher power. The search for meaning and the attempt to find footing nowadays no longer takes place only in religious communities, but in products and brands as well. This is why we will also deal with how to intensify and utilize the emotional structure of the meaning of products and brands. While we boost the inner emotional substance of a product in the third chapter, in the fourth chapter, „Presentational Boosting,“ we will find out how to emotionalize the staging of a product with various small tricks. During the fifth chapter, „Retail Boosting,“ we will think about the opportunities emotional boosting offers for the retail sector. „Service Boosting,“ Chapter 6, provides the opportunity to explore the emotional side of the service sector. In the seventh chapter, „Sales Boosting,“ we will find out how an emotional boosting strategy directed at a target group can be implemented in the financial sector. In Chapter 8, „B2B Boosting,“ we will learn via the example of a machine factory that the apparently rational B2B world also offers many opportunities and approaches for emotional boosting. In the final chapter, „Culture & Brand Boosting,“ we will combine everything we have learned, think about strategic brand management and take a look at the emotion signal most important for the human brain: The human face, and thus the role played by employees. Perhaps you may ask why this book does not deal with advertising as a strategy for emotionalization. The answer is simply that it would go beyond the scope of this book, and, at the same time, there are already good books on advertising and brain research. Two further important areas in the communication strategy of a company cannot be dealt with here: event and online marketing. That being said, marketing and sales professionals will still find this book to be an invaluable resource with useful and exciting tips.

Manipulation and Seduction?

I am often asked whether all of my ideas and considerations are not purely manipulation and seduction. I want to give you a clear answer to this question: Yes, they are! But seduction and manipulation are inseparable from human existence. Every woman who puts on make-up in the morning and shows her feminine shape via suitable apparel is manipulating. Every man who demonstrates his prosperity with an expensive watch and sends flowers to the woman he adores is manipulating. Every minister who holds a church service is manipulating. And every journalist who writes an article is also manipulating. But unlike these examples, I will reveal my tricks, and by knowing these „tricks of the trade“ you can also partly protect yourself against them. Why only partly? Because in everyday life's hectic pace you don't have time to be concerned with the multitude of little purchase seducers that lie in wait for you.

I. Emotions: How they work and what defines them

1   No emotions – no money

1.1   Why only emotions create value and values

What is in store for you in this chapter:

Alchemists have always dreamed of turning water into gold. Something that was impossible back then is now practically a reality. By means of emotional boosting, the value of water is increased by a factor of 75,000 for example. Someone who wants to be successful in sales and marketing must say good-bye to the image of the conscious and rational customer. Instead, he must systematically press the countless purchase buttons in the unconscious of the customer's brain.