Use your brain


No artigo How Neuroscience Is Key to Successful Marketing Strategies refere-se que o cérebro humano quando bombardeado por muita informação tem capacidade para fazer alguma filtragem e nem tudo fica retido na mente. Já a teoria da persuasão identificava a existência de «fenómenos» como atenção, exposição, perceção e memória seletivas no que dizia respeito à receção das mensagens mediáticas. No artigo da Mashable, salienta-se que algumas estratégias podem ser úteis para despertar essa atenção (no âmbito de estratégias de marketing):

  • Uso de palavras de acção

Words like discover, explore, download, find and compare are all going to be more effective than milder words like submit or read. But don’t limit yourself to just verbs; words like free, easiest and you can also be very powerful attention-grabbers.

  • Uso de puzzles

If you’ve ever stopped to solve an anagram or other puzzle that appeared on your Facebook newsfeed, you probably recognize that little burst of excitement you get by quickly solving a brain teaser. If it makes sense for your brand, incorporating simple puzzles into your online messaging can be a great way to quickly grab attention.

  • As diferenças de género

The brains of men and women are 99% the same, but that last 1% is critical for marketers. The frontal lobe, which is responsible for problem solving, is bigger in women than in men. If you are marketing to women, leverage this insight by posing a question in your advertising message — something that will interest your female audience through mystery, intrigue or fascination. Even questions with a yes/no answer can capture the attention of a female audience, but should quickly be followed up with an answer that compels them to read further, such as “Find out why” or “Get the facts.”

  • Simplificar

When it comes to online marketing, and especially social media marketing, more is definitely not better. Your message needs to be simple so that it is easy for the brain to receive and ignore.

  • Novidade

The brain is hardwired to appreciate and seek out novelty. In fact, there’s an entire region of the midbrain that responds to novel stimuli. Novelty influences interest, surprise, attraction and even motivation. Adapting your messaging with unexpected colors, unusual words or unique images can work to draw attention. But use this tool wisely, as the brain also seeks familiarity.

Concordam? Ou acrescentariam outros pormenores?


A fábula do leão e da gazela

leao e gazela

«Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows it must outrun the slowest gazelle or it will starve to death. It doesn’t matter whether you are a lion or a gazelle: when the sun comes up, you’d better be running».

 Dan Montano

Nesta edição mostra o teu Rosto Solidário

 Na 8ª edição Isvouga Marketing Sessions vamos demonstrar a nossa solidariedade. Basta que cada participante na conferência colabore com 1 euro que reverte para a organização não governamental, sediada em Santa Maria da Feira, ROSTO SOLIDÁRIO. Esta associação tem como missão contribuir para o desenvolvimento social e humano e tem definidas três áreas de intervenção: cooperação para o desenvolvimento; apoio à família e educação para o desenvolvimento, promovendo a consciência crítica e a cidadania ativa através de campanhas e projetos em países lusófonos.

banner-8-mkt-session corte

E tu, quantas competências tens?

No artigo 50 Skills Every Marketer Should Have Sujan Patel, fundador da Single Grain, uma das agências de topo em Marketing Digital, em S. Francisco, sugere um conjunto de competências essenciais nos dias de hoje no desempenho da atividade de marketeer. Segue-se a longa lista, em Inglês, é claro, para incentivar outra competência chave do bom profissional de comunicação:

1. Customer-centric

The truly great marketer obsesses about the customer: his needs, wants, desires, dreams and problems. Every marketing conversation begins with the customer—and how they will benefit.

2. Storytelling

A good marketer understands that people love stories. He or she can identify and weave a good narrative. He knows that conflict is at the center of every good story. And he knows that people want to see themselves in those stories.

3. Speed reading

If you want to stay on top of your game, then you need to read every book, magazine article and blog post you can get your hands on. The more information you have at your disposal, the more ideas you will have.

4. Building associations

Great marketers can listen to an advertising idea, scan a business plan or watch a presentation about a client’s campaign goals and eventually bring together a comprehensive plan. They can see how to maximize opportunities across several industries.

5. Interviewing

Marketers need to think like a journalist. No matter if you are talking to the CEO or a client, you need to know how to ask the right questions to get the best answer, hunt for the best hook and not be afraid to follow up if he has more questions.

6. Describing the end game

What does success look like? How do you know if you are succeeding or failing? What milestones do we have to reach to know we are on track and schedule? These questions define the way a marketer thinks. He’s always thinking about the big picture.

7. Creative

Creativity is really all about the production of unique and useful products. A great marketer spends a good deal of time thinking or and refining these types of products. He’s not afraid to fail (he loves risk) and he’s not afraid to throw away a bad idea. He’s full of ideas.

8. Speaking

A lot of marketers are introverts, but that doesn’t excuse you from being a good speaker. You need to be able to handle yourself in both one-on-one situations and in front of a group. I didn’t say you have to love it—you just have to be able to do it well.

9. Teaching

In connection with speaking, a great marketer will love to teach. He will love to share all of his knowledge. You can do this through blog posts, podcasts, one-on-one mentorships, workshops or even teaching in an official classroom setting.

10. Writing

A great marketer will know how to craft just about any message. He’ll know the essence of creating an email asking for a favor from a business partner or writing a proposal for a client. He’ll be a decent speller and know the rules of proper grammar. And when to break those rules.

11. Listening

Communication is not all about what you say. True communication occurs when you hear what someone else says and you correctly understand what they say. That comes with good listening skills like asking questions, nodding, paraphrasing and concentrating on what the speaker is saying.

12. Collaboration

Marketing is one discipline that must play nice with several other disciplines like sales, finance and IT, which won’t happen if you don’t learn how to work with other people. Teamwork is essential to creating great marketing—so be humble and seek the success of other people, and not just your own.

13. Giving feedback

Steve Jobs wasn’t afraid to tell a designer his work sucked. Of course being diplomatic is important. But it is much better that you kill bad ideas quickly, than let them fester and gain momentum, which ultimately will lose you time and money.

14. Live for rapid change

Do you realize how much marketing has changed in the last 50 years? From radio to television to the internet, the changes that have influenced and transform the marketing world have only increased. You need to be comfortable in this environment.

15. Understand data and metrics

As a marketer you should also live for metrics. You don’t have to be a Google Analytics expert or a database mining guru—but you need to understand common terms and you need to know what to ask for.

16. Hard nose for results

Speaking of data, a great marketer thinks that ever thing he does should be tied to performance. This goes back to his love for the endgame, and his belief that without results you can’t tell if you are winning or losing.

17. Direct marketing

He’s developed this hard-nosed quest for results from his exposure to direct response marketing, which is a discipline inside marketing and made famous by the real Mad Men.

18. Persuasive

You should have a fascination with figuring people out—what are their hot buttons? What makes them tick? What do they want out of life? This campaign? And then figuring out how to get them those things so.

19. Negotiating

Hate it or love it—you got to do it if you want to get things done. So it pays to learn negotiating tactics like “good cop/bad cop,” “deadline” or “be willing to walk away.”

20. Analyzing emotions

Whether it is your client, CEO or customers, understanding how emotions make people buy is an incredibly effective skill to have when it comes to marketing. And it all starts with the belief that people buy on emotions, not logic.

21. Search engine optimization

You don’t have to master the art of SEO, but it helps to know the basics like link building, on-page optimization and the impact social media has upon rankings.

22. Content marketing

This is another sub-set of marketing that should be in every marketer’s toolbox. This includes creating content for videos, conferences, blogging or book-length how-to guides. You will usually be a master of one of these areas, too, but not all.

23. Public relations

This boils down to the exchange of information between you and the public. How much do you tell them about the new product you are creating? How do you respond to a customer service nightmare? How you deal with these issues is all about good public relations.

24. Social media

Are you familiar with the major social media platforms out there? Do you have a general sense of each one’s target audience? Can you tell which corporations that would benefit from a social media program—and which ones that wouldn’t?

24. Manage multiple projects

It would be nice if you could just focus on one campaign or project at a time—but unfortunately that won’t be the case. You’ll need to be able to juggle multiple ideas, plans and end goals if you want to be a good marketer these days.

26. Research

Marketing is all about studying your market, customer, product and company. And all of that means you have to roll up your sleeves and dig for information.

27. Leadership

More than likely as a marketer you will work with a team to accomplish a goal. A great marketer is also a great leader, recruiting and encouraging people to accomplish a goal from the start to the very end.

28. Decision making

Even though you’ll probably have access to a ton of information, you’ll never have enough. Worse, you may get paralyzed by all of that information. Or you may fear making a wrong decision. Analyze the data, make a decision and then learn from your mistakes.

29. Networking

Marketers understand that the more people you know the more opportunities, ideas and help you will have. This is why you should spend a good chunk of your time connecting with people on social media, at conference and lunches.

30. Funnel focused

This is the person who constantly thinks about the systems that gets a suspect to become a prospect who becomes a customer who becomes an advocate.

31. Authority building

The marketer realizes that he’s only as good as what people think of him…so he constantly works to become a master in his field.

32. Anticipating and handling objections

Because of your extensive testing you can zero in on what annoys the client or what will make a customer say no to your product offering—and then adjust to overcome that objection.

33. Closing sales

People usually fail at sales because they are afraid to ask for the order. A great marketer knows that most customers won’t buy unless you tell them that’s exactly what they should do.

34. Sharpen the saw

The DNA in a marketer includes this relentless desire to get better at what they do. They are always trying to improve personally—and they are also trying to help those around them improve, too.

35. Reciprocity

Remember the Hari Krishna’s handing out flowers at airports? That was pure marketing genius. Their donations skyrocketed because giving someone a gift makes other people feel obligated to give them something in return. Marketers understand people don’t like to be in debt to other people.

36. Building scarcity

Another skill the marketer has is the ability to use the concept of scarcity to get people off of their butts to buy. Limited time to buy or limited supply are examples of building scarcity marketers employ.

37. Pricing

You understand the impact manufacturing costs, quality, customer expectations, market position and conditions and competition have on your product. And how to test price to reach maximal profitability.

38. Testing

Running tests is one of the things that makes marketing so fun. Whether it’s an A/B on an email headline or a multi-variate on a landing page you get a kick out of learning what will win out.

39. Metrics

You love to look at numbers: number of subscribers, traffic, page views and sales.

40. Compression

What I mean by this is the ability to clearly and concisely describe a complex or large idea into a short, easy-to-digest idea. After listening to clients or management ramble for hours, a good marketer will be able to say, “So you want X with Y by Z, right?”

41. Positioning

You can study a product, its market and target customer and eventually articulate the benefits that need to be promoted and the best way to craft that message across all channels.

42. Focus

Like Steve Jobs, a great marketer will shave off all fat and pour his concentration into making a handful of products the absolute best they can be.

43. Organized

Whether it’s your desktop or the latest marketing campaign, as a marketer you need to be able to coordinate smaller things into meaningful larger chunks. This includes building a marketing team or a content marketing strategy.

44. Architecting content

What I’m talking about here is how to best layout content like videos, articles and ads on a web page.

45. Planning good usability

Marketers need to be involved in the manufacturing of a product—whether it’s a door handle or website—and you need to determine what makes a product easy to use.

46. Recognizing great design

You don’t have to be a designer to be a marketer. You just have to be able to spot good and bad design, which means you have to know what attracts and repels people.

47. Creating innovation

Are you pushing to stand out from the crowd? Do you strive to create something that competitors can’t copy because they don’t have your resources? Are you always saying, “What if”? Then you are probably a pretty good marketer.

48. Kissing butt

Great marketers aren’t so proud that they aren’t willing to kiss butt to get stuff done. They understand that a little flattery goes a long way—even if the principle on the other side of the table knows he is being flattered. People like their egos stroked.

49. Motivating others

You might be a pretty passionate marketer, but no doubt you’ll run into situations where people you have to work with won’t be as motivated as you. This is why you need to take your passion and rub some of it off on your team.

50. Courage

It’s hard being a marketer—especially if you want to be a great one. You need to have the balls to stick to your ideas and to call crap “crap” when you see it.

Casa cheia para ver e ouvir Miguel Gonçalves

Miguel Gonçalves foi o orador da quarta conferência ISVOUGA MARKETING SESSIONS, que decorreu a 14 de Fevereiro de 2012. A mais concorrida edição possibilitou a 160 inscritos ouvir o fundador da Spark Agency explicar porque é que estamos na era de um «admirável Mercado Novo». «Arriscar, quebrar rotinas e sair da nossa zona de conforto, viajar e ganhar resiliência com experiências que nos põem à prova» explicou o empreendedor para quem se deve «deixar de ver no mero envio de CV a atitude de procura de emprego. Há que chegar ao contacto pessoal, às pessoas certas, de uma forma diferenciada e apresentar à empresa os ganhos que pode ter com a nossa admissão».

Antes da intervenção de quase três horas, o orador  foi surpreendido logo de início com uma plateia mascarada onde estava inscrito um dos pensamentos que mais repete: «Produto que não está à mostra não vende», uma iniciativa de dois alunos do 2º ano da Licenciatura em Marketing, Publicidade e Relações Públicas, Tiago Silva e João Correia. No final o orador foi presenteado com a oferta de uma t-shirt com pins do orador e algumas das mais emblemáticas frases.

Miguel Gonçalves tem uma década de experiência em agitar mentalidades. Em 2011 tornou-se numa das figuras do ano nas redes sociais, após uma participação no programa Prós e Contras, da RTP, dedicado ao Tema «Esperança no futuro», onde, num discurso aguerrido e frontal revelou que a forma para contornar as adversidades está na atitude e na capacidade de ser diferente.

De recordar que a iniciativa ISVOUGA MARKETING SESSIONS arrancou em Outubro de 2011, por iniciativa do novo coordenador da Licenciatura em Marketing, Publicidade e Relações Públicas, Ricardo Mena. A primeira edição contou com a presença de dois profissionais com experiência comprovada na área do Marketing e das Vendas. Pedro Aguiar abordou questões relacionadas com os factores críticos de sucesso para um marketing 3.0 eficaz e os novos desafios organizacionais ao nível do marketing e estratégia. Paulo Ferreira salientou algumas das estratégias de abordagem e de relacionamento entre os profissionais das vendas com os clientes, mas acima de tudo, sublinhou a importância da atitude na hora de marcar a diferença. Na segunda sessão, em Novembro, foi a vez de Duarte Magalhães e Joaquim Pereira, autores do livro City Marketing. MyPlace in XXI. Gestão Estratégica e Marketing de Cidades, participarem no evento. Para Duarte Magalhães «todas as cidades estão à procura do seu lugar» e deve-se fazer a «promoção das cidades com método sustentado». Joaquim Pereira considera que a identidade de cada lugar deve estar no centro de qualquer estratégia de marketing, apostando na «criação de compromissos» entre todos os actores locais para a construção de uma cidade competitiva, sustentável e com futuro. Em Dezembro, ainda antes do Natal, Ana Côrte-Real, investigadora na área do Marketing Infantil, falou da ligação que as crianças têm com as marcas. Nuno Moura, Marketing Manager da Prénatal, contribuiu com a apresentação de um caso prático e falará das mães, as decisoras na hora da compra nos primeiros anos de vida. As conferências que estão a decorrer no âmbito do ISVOUGA MARKETING SESSIONS têm como finalidade debater assuntos relacionados com as estratégias de comunicação no século XXI.  As sessões visam proporcionar um contacto directo e contínuo entre profissionais da comunicação, empresários, académicos e a comunidade estudantil para uma maior aproximação com a realidade actual. A quinta edição está prevista para meados de Março e terá como tema as redes sociais.


Das ideias à realidade…

Num pequeno artigo intitulado: 5 ways a business plan can come back to bite you, Michael Hess adverte para a necessidade de saber elaborar um plano de negócios, mas acima de tudo, sublinha que este deva estar em consonância com os objetivos e ser capaz de ser exequível. Da pequena peça retiro três ideias: o erro de ficar demasiado agarrado à ideia (cegueira e teimosia não são bons aliados nos negócios e estratégias organizacionais); sobrestimar o mercado; saber executar o que se planificou, isto é, passar das ideias à prática. Ficam aqui algumas frases para pensar:

We’ve all heard the expression, “If you fail to plan, you plan to fail.” And few people disagree on the importance of a business plan. But too many business plans risk turning against their authors (and often do) because of one or more of these potentially fatal flaws:

(…) Being too attached to a product or idea. The “everyone will want this” phenomenon, where you love an idea so blindly that you don’t even consider the possibility that the world might not beat a path to your door.  Gut feelings, experience and a willingness to take risks certainly count, but don’t get too stubbornly attached to your ideas. Be brutally honest with yourself, and do as much homework as you can. A mentor of mine once said, “Never make decisions based on an assumption that you’re your own customer.”

(…) Another wise piece of advice I got years ago was to separate goals from estimates. Goals are what you shoot for, estimates are what you bet on. Keeping them separate in your head — and in your plan — can help avoid painful surprises down the road.

(…) Underestimating costs. This is usually the biggie. “Assume that everything will cost twice as much and take twice as long” may be cliche, but it’s always been wise and healthy advice. Running out of cash is, of course, among the top reasons businesses fail, and underestimating expenses is one of the top reasons they run out of cash.

A escolha das palavras certas

A linguagem e a forma como qualquer se expressa é muito importante em qualquer circunstância, mas em especial, dentro das organizações.

Um artigo recente da Moneywatch [4 things a manager should never said] identifica 4 expressões que um  responsável de uma organização NUNCA deve dizer a bem da motivação das tropas:

  1. ‘That’s impossible’ – This flip statement will hurt your credibility in two ways, says Alain. “It is inherently negative and makes the individual who uttered the statement or remark feel like they need  to justify it immediately. [Also] using this phrase in excess can expose the user as someone who wantonly trivializes others and their work, even if they don’t really mean to.”
  2. ‘[John Doe] is a jerk’ – Randomly gossiping about or putting down others will kill confidence in you as a respectable leader. “Even just venting frustration near the coffee machine or in a chat window can prove disastrous. Anyone with an axe to grind can forward your vent simply by clicking [send],” says Alain.
  3. ‘My way or the highway’ – Real leaders don’t give ultimatums. “Ultimatums like this one don’t usually solve anything. In fact, open threats often lead to grievances and even litigation,” says Alain.
  4. ‘I’m always right’  – Using this phrase is the equivalent of taping the word “narcissist” to your forehead. “Anyone tempted to use this phrase runs the danger of being perceived as distant, haughty and self-aggrandized,” say Alain.