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Does ALL marketing increases sales? Or can bad marketing actually talk people OUT of buying your brand? The truth is stranger than fiction ... "Which of These 5 Emotional Marketing Mistakes Could Actually UN-SELL Your Brand?" "Emotional marketing is the most powerful way to increase market share and create undying brand loyalty. But if you do it wrong, you can spend millions on advertising that actually talks people OUT of buying! " In “Ogilvy on Advertising”, David Ogilvy discusses a study done by a former research director at Ford. Automotive ads were placed in every other copy of the Reader’s Digest. At the end of the year, MORE cars were purchased by people who had NOT been exposed to the ad! Use emotional marketing insights correctly and you’ll create Irresistible Brands™ that build long lasting relationships with loyal brand customers. But if you use emotional marketing incorrectly, you’ll drive people away and erode your market share. Over the past 21 years The Livingston Group has specialized in understanding emotional response to marketing. We’ve identified the five most harmful emotional marketing mistakes, and they are a LOT more common than you might think ...
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PS -- I'm not just any old marketing consultant who wrote a letter about emotional marketing. I've been a 7 figure brand consultant for the past 21 years. I've done work for ALL of the following companies! ...
"I've been working with Sharon Livingston since the early 1990s, and we've done many projects together. I like the creative approaches. They allow the consumer to bring forth more and richer information from an unconscious level that they probably couldn't do in a more conventional, rational way. I also appreciate the expertise in the advertising area. It's that expertise which makes them so valuable early on, when you're trying to sort through different approaches and campaigns. Their work has been instrumental in some of our major decisions. Speaking for the company in general, [it] is extremely professional, and everyone who works there is very hard-working and responsive to whatever the client's needs are."
Mara Rastovsky, ---------------------------------------------------------------- "The first time I took [the Livingston's training] was back in the 1980's when I was head of research at AT&T. I didn't have a thorough qualitative marketing research background and needed to learn as much as I could. I had seen Sharon moderate focus groups and do team building work for my organization at AT&T and was very impressed, so when I found out they were offering [training], I took it. It was a significant learning experience. The course gave me additional skills I needed to run a market research organization and a greater appreciation of qualitative research. I was so impressed, I had them design a customized version for my staff at AT&T. Subsequently, I also took the advanced course. And, I have recommended it to many others. I was impressed with Sharon’s ability to understand the telecom business and with her competence. At first, Sharon may seem a little unorthodox in her approaches, but an hour into the research, you realize her ability to elicit and interpret the emotional subconscious is exceptional!”
Joel Raphael "When I hire a research vendor, I’m looking for someone who has the ability to dive deeper into insights, for the top fruit, in such a way that is doesn’t feel like they are pulling teeth out of people. They have to be flexible and adaptable because the research is constantly shifting. As the project goes on things change and they need to be able to handle it. My biggest fear is that the moderator won’t be able to get the participants to speak openly about a sensitive subject.
Sharon has an innate ability to get respondents to relax and feel at ease and talk about sensitive subjects. Her training in psychology allows her to connect with respondents on a personal level so that they can share the most intimate details in their life."
Scott von Lutken ---------------------------------------------------------------- "When you work with The Livingston Group, Sharon's vast background and experience put you way up the learning curve. Chances are, whatever your industry, she's familiar with it and already worked with a company in that field. " Liz Crawford, Group Director, Cosmetic Lenses CIBA Vision ---------------------------------------------------------------- “When I hire a new research vendor, category experience is most important to me. I want someone who has depth and breadth of experience with the category and has worked with consumers in a variety of fields. I am most nervous about their level of understanding about the current research and its nuances. The longer you are associated with a brand, the more complex the communication becomes. It is difficult to capture the nuances that only experience can give you. A really good moderator sometimes can intuitively pick up on those nuances. Sharon was fantastic! She brings such a rich background and such a curious mind to our research that she definitely bridges the gap between a long association with a brand and quick familiarity with the nuances we are looking for. She is fantastic. I would give her a 10 out of 10!”
Simone Barker, ---------------------------------------------------------------- We did a lot of qualitative equity work with The Livingston Group in early concept and advertising development for Evian Affinity, a skin care product which is a line extension of Evian Water. Sharon's work is very creative, and she produces a lot of insight with her projective techniques. With her expert knowledge and psychological background she skillfully interprets the information she uncovers, giving meaning to the subconscious associations consumers have and helping us understand the equity. I've always been very happy with the results of her work. Jurgen
Fey, ---------------------------------------------------------------- “Sharon’s company takes a very innovative and fun approach to market research. There's a lot of energy – a lot of life force - that feeds their projects. Also, the staff jumps through hoops to make things happen. The commitment they have to their clients is very impressive. "
Cindy Woei, ---------------------------------------------------------------- "During my 25 years in Marketing Research I have not experienced any training hat imparted as much useful knowledge and gave me the 'high' that this course did. Thanks so much for providing me with this opportunity." Ann Duke ---------------------------------------------------------------- I can attest that Sharon Livingston is, quite simply, a brilliant coach, mentor and trainer. My organization works almost exclusively with not-for-profit organizations across North America working on social change and environmental responsibility – and their unique cultures, decision-making processes and communications research needs can differ dramatically from those of the corporate sector.
Yet, Sharon has shown a remarkable ability to tailor her advice, based on her astonishing creativity and encyclopaedic knowledge of qualitative research, to our specific needs. She listens deeply, responds quickly, and has an almost uncanny ability to swiftly grasp the heart of the problem. Whether our challenges are about honing recruitment strategies, addressing client expectations, or tackling thorny moderation issues, her advice has been stellar, every time. […]
Thanks Sharon – let me know how I can strengthen this to spread the word about your incredible work! Cheers, Suzanne.
Suzanne Hawkes Creative Director, IMPACS Institute for Media, Policy and Civil Society
---------------------------------------------------------------- If you're pretty darn sure you know all you need to know about emotional marketing, then there's no real reason for you to sign up. But for the rest of us who are enthralled with this amazing craft, don't you owe it to yourself to sign up for my FREE Emotional Marketing Secrets Special Report Now? |
