Personality Based Marketing - The Death of 1: Many Marketing
Speakers Gary Jader, Mark Galloway, and Tom Rothstein

All messaging begins with need, with a sense of something missing in the experience of the customer. Maslow's Hierarchy of Needs works as well as anything to help you identify what needs you're trying to satisfy. Need to look good? Avoid looking bad? Pleasure? Safety? Feeling in control? Until you understand what "missing" you're dealing with, messaging will likely be off target. And with thousands of messages bombarding customers every day, cutting through the noise without addressing these needs will make moving the sale forward nearly impossible.

In creating one-to-many messages (billboards, TV, radio, magazines), all you can do is segment and make assumptions. My customer is a 25-35 year old female, college-educated, 1-2 children, does most of the shopping, etc. And you can make some general assumptions—she is distracted, busy, in a hurry, self-absorbed, tired, etc. And then you can craft your message and try to get that message into her consciousness and/or below consciousness.

One-to-one messaging is much the same. The primary difference between one-to-many and one-to-one messaging is message adaptation. Once you create a magazine ad and have it placed, it's fixed, frozen in time and space. If it is not getting attention, if it is not moving, touching, or inspiring the prospect, there's nothing you can do. If, on the other hand, you are having a one-to-one conversation with a prospect, you can modify your message if you see the other person is looking bored or distracted or displeased.

Great sales people, who have become unconsciously competent at what they do, will find themselves mirroring the other person, crossing their arms across their chest like the other person, or crossing their legs in the same way or leaning back in their chair and locking their hands behind their neck, slowing the cadence of their speech, talking softer or louder to match the other person, etc. This message adaptation is unique to one-to-one situations. But what if we could move this adaptation to the web? What if we could customize our message electronically as a prospect came to our website, slightly shift it based on the person's type?

For answers to these questions, please come see Gary Jader from the University of St. Thomas, Mark Galloway of SightCreative, and Tom Rothstein, CEO Direct Marketing Group discuss Personality Based Marketing—The Death of 1 : Many Marketing.

Meeting Specifics

Date and Time

Tuesday September 9, 2008
7:30 to 8 a.m. - Networking, Registration, Continental Breakfast

8 to 8:45 a.m. - Program

8:45 to 9 a.m. - Q & A

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Cost
Member $25
Guest $50
Student $15

Cancellations must be received 48 hours prior to the event to qualify for a refund.

Registration
https://ssl.arcstone.com/nonprofitsolutions/oer2/index.cfm?org_id=105