Michael Baird
Alyssa Bartlett
Triska Lee
 Two
ways that customers go though the
buying process of high-involvement
categories
 What
is the best way to advertise to
customers?
Need Recognition
Research into Alternatives
Evaluation and Preference
Purchase
Post-Purchase Assessment
Need
Awareness
Information
Preference
Purchase
Assessment
EXTROVERSION (E)


INTROVERSION (I)
Outer world of activity

Direct energy toward people
and objects

Inner world of ideas,
information, thoughts
Concentrate more on
concepts and ideas
SENSING (S)


Seeing what is, not what will
be
Communicate in direct ways
INTUITION (N)

What might be, not what is

Communicate in creative ways
THINKING (T)


Logic and objective
considerations
More found in industry and
science
FEELING (F)

Based on personal values
JUDGMENT (J)


Structure, makes decisions on
where you stand
How one draws conclusions
PERCEPTION (P)


Flexible, discovering life as
you go along
How one perceives and
becomes aware
 Comfort
 Structure
 Relationships
 Recognition
 Power
 Autonomy
 Creativity
 Growth
& Status
EXTROVERSION (E)
INTROVERSION (I)

Relationships

Comfort

Recognition & Status

Structure

Power

Relationships
SENSING (S)
INTUITION (N)

Recognition & Status

Creativity

Power

Growth

Autonomy
THINKING (T)

Growth
FEELING (F)

Comfort

Structure

Relationships
JUDGMENT (J)
PERCEPTION (P)

Comfort

Autonomy

Structure

Growth

Relationships

Creativity
1.
Analyze a sample group using Briggs
Meyers
2.
Identify the most common Briggs Meyers
3.
Connect Briggs Meyers with Hunt’s
Motivational Factors
Create customized marketing strategy
based on motivational factors
Determine Briggs Meyers:
ESTP- The Promoter

Important Motivators:
• Recognition & Status
• Power

Marketing Strategy:
• Sell product as elite,
desirable, trendy
 Turn selling product into a party/experience
• Exclusive product for powerful people
 Celebrity endorsement
(powerful, distinguished individuals)
Selling to an ESTP

Market product as something that brings status
• Advertise as exclusive, high class
• Provide social, special buying experience
 Exclusive launch party

Market product to show power
• Use powerful CEOs or celebrities as spokespeople, in ads
• Promote “this product will give you the power you’ve wanted”

Examples:
• Porsche, a special car for the elite
• Dolce & Gabana’s Gold Martini, “Taste the beautiful life”
A special car for the elite
“Taste the beautiful life”
Determine Briggs Meyers:
ISTJ- The Inspector

Important Motivators:
• Comfort
• Structure
• Relationships

Marketing Strategy:
• Market product as practical, economical
• Preserve Structure: Product will add enjoyment to life, not
change it
Selling to an ISTJ



Market as beneficial to friends and family, useful
in social situations
Make customers feel that the product will make
them comfortable and help maintain structure
Examples:
 Bailey’s “Let’s do this again” campaign
Thank you
 ESTJ-The
Supervisor
• Plan
• Community minded
• Do what the are supposed to do
 INFP- The
Healer
• Care about a few special people
• Adaptable, welcome to new ideas and
information
• Heart not head – can make errors on facts
 ESFP- The Performer
• Social
• Don’t like being alone
• Know latest jokes and stories
• Open to try anything for a good time
• optimistic
 INTJ- The Mastermind
 Has steps in mind
 Alternatives
 Prefer background
 Look at all available data before deciding
 Can easily make decisions
 Suspicious on any statement based of shady research
 ESPF- The Provider
• Social nurturers
• Always aware of others
• Family tradition important
• Can be crushed my personal criticism
 INTP- The Architect
• Logical
• Analyze
• Need Credibility
• Want to understand world not run it

ENFP- The Champion
•
•
•
•
•
•

Possibilities
Like emotions
Want Extraordinary experiences
Authentic feeling
Intensions not normally passive
Sensitive and alert- on the look for possibilities
ISTJ- The Inspector
•
•
•
•
Super dependable
Preserving and dependable
Like rules- what is right
Like their community
 ESTP- The Promoter
• People of action
• New activities and New actions
• More risky
• Like finer things – sophisticated
• Low tolerance for authority and commitment
 INFJ – The Counselor
• Fulfillment helping others
• Work intensely with others one on one
• Value harmony
• Imaginative
 ENFJ- The Teacher
• Dreamers
• Look for the best
• People their highest priority
• Planners
• Aware of themselves and others
 ISTP- The Crafter
• Impulsive
• Fun and games
• Love action
• Loyal to friends, family, teammates, etc.
 ENTJ- The Field Marshal
• Devise Plans
• Give structure and direction
• Has policy and goals
• Both short term and long term in mind
• Efficient
 ISFP – The Composer
• Notice more subtle differences
• Do not consider moves –impulsive, little planning
• Wild animals
• Lost in action, non social
• More fact based


ENTP- The Inventor
•
•
•
•
•
•
Non traditional
Ends justify means
Fresh, curious
Like ideas and activities
Non conformists, less routine better
NEW PRODUCTS- i.e. new tech products
•
•
•
•
•
Security in those they care about
Deal with here and now
Like time tested products –traditional, no change
seen as cold, stiff- really shy
TRADTIONAL PRODUCTS- build good post-assessment
ISFJ- The Protector