Psychology-Based Marketing
Course Type
Duration
CEUs
3 Credits
In-Person
2 Days
Course Overview
Presented with case studies from:
To get big results in any market climate, you must understand consumer psychology and what really
drives choices and loyalty, consciously and unconsciously. Marketing without psychological relevance
falls short every time. This course is designed to introduce participants to the fundamentals of human
psychology that have a big impact on response to marketing and purchasing behavior.
The session will share insights about consumer psychology that drives behavior, the five critical elements
for consumer happiness, what gets attention from the unconscious mind, what inspires our conscious
behavior, and how to develop direct marketing campaigns that create engagement, loyalty, and brand
passion. Partnerships will discover how the unconscious mind drives attitudes toward brands and their
messages, and how to appeal to the psychological triggers of choice. Even experienced marketers will
be surprised to learn how color, words, images, and other creative elements impact attitudes toward
brands, engagement, and results.
Beyond learning critical psychological fundamentals and theories upon which successful campaigns are
built, participants will learn how to develop a step-by-step comprehensive marketing program utilizing
these insights. The course will culminate by building an actual psychologically-relevant messaging
strategy for one attendee. Upon enrollment for the course, an application for this free strategy component
will be provided. Participants may submit their brand as the case study to be developed. The selected
brand will be chosen by course instructors prior to the event based upon summaries submitted in
advance.
Topics
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Psychology that drives decision processes, attitudes, and behavior, e.g., Freud’s Id, Ego
and Super Ego influences
Fundamentals of Behavioral Economics and how these critical findings apply beyond the
finance world
Examples of emotionally powerful ads vs. entertaining ads that don’t sell
Appealing to different consumer mindsets – the optimist, and the skeptic, and driving
behavior amongst both
The psychological impact of color, images and how different colors connect or disconnect
consumers to your brand
How creative unconsciously creates perceived brand attributes, good and bad
Modeling and managing data to align with psychological influences
Testing psychological appeals and data models
Assessing data intelligence for long-term strategies
Course Outline
Day 1: 9:00 A.M. - 5:00 P.M.
Please arrive 30 minutes early to check in.
Introduction to Psychology and Human Behavior
Core theories and principals every marketer must know about include:
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How we think
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What we seek
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Who and what we trust
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Consumer Psychology
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Color Psychology
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Behavioral economics fundamentals
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Marketing to the Irrational Mind
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Opposing Affective Systems
Emotionally-Powerful Creative Approaches
Examples of psychological relevance in direct marketing and techniques for maximizing various elements
such as:
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Colors and fonts
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Message
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Offers
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Persona
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Framing
Case Study: Increasing Revenues by 640%
This case study will show how psychological relevance increased revenues over a control piece by 640%
and achieved a 31x ROI for a completely unnecessary luxury product in the middle of an economic
recession.
Direct Feedback: Review of participant’s existing campaigns
Each participant will be asked to bring an example of a current direct marketing campaign or mailer. We
will review these pieces as a group and briefly assess the emotional impact of each to give each
participant a starting point. This will occur as time allows.
Components of Successful PBM Campaigns
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Discovery – research to identify emotional triggers
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Analysis of customer groups: emotional, generational, culture, age, demographic and
other influencers
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Psychology profiles
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Data profiles
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Messaging strategies
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Creative for A/B tests or more
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Data analysis and modeling strategies
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Testing: Setting up a multi-variable test to determine best creative, offers, messaging
and data strategies
Day 2: 9:00 A.M. - 4:00 P.M.
Psychological Profiling for the Marketing World
Creating Psychological Profiles from Research, Data, and Human Nature
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Emotional references
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Generational, social, cultural, and education influences
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Levels of advisability
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Personality types within the category
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Values associated with defined lifestyles
Responses to discovery surveys identifying the processes, needs and values associated
with purchase
Analysis of transactional and compiled data
Data modeling for psychological relevance (Epsilon guest presenter)
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How to use data to understand customers better to improve offers, product lines, and
create potential partnerships
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Using data analytics to create a balanced approach of reactivation and acquisition direct
marketing which enhances overall ROI
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How to assess data-driven intelligence to better understand what customers are doing
outside of what information is included in customer file
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Build a futures model based on “what if” scenarios for reactivation and acquisition
Case Studies of Data Strategies that Increased Revenue, ROI, and LTV
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Epsilon guest presenter, Tim Prunk, Executive VP, Data Solutions
The Power of Direct Marketing
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Understanding ROI of various marketing channels
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Measuring true results of direct marketing
The Exponential Power of Personalization and Psychology-Based Marketing
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Personalization strategies for all budgets (Potential Xerox guest presenter)
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Case studies on how personalized direct marketing built on relevant data models and
psychological relevance can take results through the roof
Group Think:
Build a psychologically relevant campaign for selected participant’s brand. As guest presenters are
available, this exercise will cover messaging and positioning guidance along with insight on data and
personalization strategies.
Outline is subject to change.
Registration Rates
DMA member $1,399
Non-member $1,699
Instructor
Jeanette McMurtry, MBA
Jeanette McMurtry is an international author, columnist and sought after authority on consumer
psychology and emotionally-based marketing strategies for businesses in all industries. Her sessions on
how to appeal to triggers of the unconscious mind to influence consumer purchasing behavior and ignite
passion for brands have earned high reviews from audiences around the world. Jeanette has trained and
present to marketers throughout the Asia Pacific, and U.S., and regularly speaks at events for various
groups and industries. She published a book on emotional marketing for McGraw-Hill titled, “Big
Business Marketing for Small Business Budgets” which was published in English and Chinese and
distributed world-wide.
What sets her training programs apart is not only fascinating facts, data and case studies, but her ability
to show audiences how to take these high level concepts and turn them into actionable, affordable
marketing tactics that get results. Beyond speaking and training, Jeanette has been a columnist for
several publications throughout the U.S., Australia, and China. She is a former radio talk show host for
Voice America and is a frequent presenter for the Direct Marketing Association’s international
conferences, American Marketing Association events nationwide, Xerox, MD Publishing and other
professional groups.
The best part of Jeanette’s training programs is that they are not just more theory and funny stories.
They offer how-to ideas, tactics and strategies that can be easily and affordably executed by any level of
marketing professional. To date, her approach has achieved ROIs as high as 3100% percent for a direct
marketing campaign, beat a control piece by 640% and has significantly increased LTV for existing
clients.