View the full article, “Savvy Print Providers Help Colleges Reach Potential Students with a Personal Touch”, on Marketing Powers Activate!: http://marketingpowersactivate.com/2010/08/savvy-print-providers-help-colleges-reach-potential-students-with-a-personal-touch/
Brian Fabiano Says:
August 31st, 2010 at 8:16 pm
Excellent post on multimedia personalized communications, Shelley!
If I may, I’d like to add my perspective as a former printing company owner and the principal of a leading integrated marketing firm in the Southwest that is deeply committed to the future of one-to-one, cross-channel, personally-relevant marketing. In addition, our firm has a decade-long track record of success in targeting, reaching and communicating effectively with college-bound students. I think it’s important for the new technology early-adopters in the printing community to understand how partnering with the right strategic marketing firm can deliver tremendous benefits:
Improved results for printers and their clients
• Increased, Faster ROI from technology investments
• Increased efficiency through automation
• Progress from just “personalized” to hyper-relevant, real-time interactive, ROI-driven neuromarketing communications
In my new book, Neuromarketology: Harness Converging Technologies and Diverging Audiences to Create Dynamic One-to-One Marketing and Astonishing ROI, we introduce a new methodology of dynamic marketing called, Neuromarketology™. It is the study of reactions driven from the core brain based on the exposure to specific neuromarketing messages, imagery, and timing. It’s the science of knowing the emotional connection points for each of your target audience’s individual members and applying the methodology of configuring your marketing messages to connect your brand attributes with each target audience member in the most relevant manner for that specific target. It’s highly precise, dynamically-driven target segmentation that allows your clients to address every customer and prospect individually and relevantly — not just as a part of a large-slice demographic segment – in a fully-automated, end-to-end production and distribution system.
When deploying this new methodology, we use “brand mapping” to pinpoint those brand attributes that viscerally move the mind of your individual consumers across a range of segments, on a legitimate, one-to-one basis. Once you make this paradigm shift, the methodology that cascades from Neuromarketology enables ongoing communication through a dynamic one-to-one dialogue with target customers in the place and manner of their choosing.
Whether it’s a print piece for a senior at home, a text message to a teenager, or a robust online offer for a Baby Boomer, the point is, they pick the brand attributes, time, and channel through which they most want to interact.
Now, integrate the multiple marketing channels available today from TV’s new interactive capability, social networking, interactive online portals, the proliferation of interactive, real-time, connected personal communication devices, and beyond. These are amazing two-way dialogue platforms through which a client’s brand can directly interact with individual consumers. You can leverage all these media including Facebook, blogs, offline event communities, and whatever media channel is coming next, to carry dynamic, database-driven communications directly to each recipient in a client’s dynamically segmented audiences the way they want to receive them.
Neuromarketology will show printers how to align classical branding strategies with current conditions in order to maximize every facet of your client’s brand. You also learn how to leverage emerging technologies, including database, dialogue, and personalized variable capabilities, to achieve true one to one communications. And learn to deploy in all existing and emerging communication channels to create ultra-personalized relevancy. Based on first-hand experience at the leading edge of the industry, this book provides a clear perspective on the new neuromarketing landscape and step-by-step guidance on leveraging its unique opportunities.
To review a comprehensive case study of a college recruiting campaign employing this new technology, please visit www.FabComLive.com. Once you enter the site, click on “Brain Food” at the top right of the page and then select “Building the Alpha Geek Nation.”
As a former leading printing company owner, and now piloting a leading integrated marketing agency specializing in variable content development and dynamic sales funnel creation, I would be happy to answer any questions about Neuromarketology and how it can dramatically improve your results and Return-on-Investment for cross-channel, cross-media, variable marketing. Just email me at brian@fabcomlive.com.
Brian Fabiano
CEO, FabCom
7819 E. Greenway Rd. – Suite 5
Scottsdale, AZ 85260
Wow, it has been a very humbling experience writing Neuromarketology, the book that will unveil to the marketing community the science behind Neuromarketing and how to use it to create powerful dynamic neuromarketing campaigns with unprecedented marketing ROI. It is interesting to reflect, now that the book is finished at over 300 pages, on how hard it was to create a work so that each and every line stands on its own- no matter who the reader is and what perspective they come from.
The task of writing the new “bible” on dynamic automated real time neuromarketing was daunting. The amazing part, the book ended up being a “how to” observing the tried and true proven concepts of branding, positioning and advertising in the new economy, driven by the newly diverging audiences (that Trout and Ries never had to reach) with the incredibly potent converging communication technologies, into the newly developing media channels.
The book articulates a common denominator among all new economy consumers, a new category of consumer. A new generation that my mother, my teenagers, my wife and I all belong to — The Google Generation. For the first time in history we are being motivated and leveraged across all stereotypical demographic types by one simple generational catalyst. The ability to synchronize, ingest, interact with, and publish as individuals any kind of content instantaneously.
The book shows smart marketers how to harness converging technologies, diverging audiences and splintering media channels to create hyper-relevance in your marketing communications.
I thought I was finished with the book five times only to find out on test reads I had missed a critical component, or had taken for granted the perspective a reader would have. So thank you to my test readers; you have made the book ten times better, but you have also cost me months of 5 a.m. wake-ups and 10 p.m. shutdowns over the last few months. The last addition to the book was a glossary section and I was asked by a very smart CEO who did a test read for me, to add “take-aways” at the end of each chapter. The glossary was needed to break down all the buzzwords and similar sounding, but very different in meaning. Some examples: neuromarketing, dynamic marketing, real-time dynamic marketing, automated dynamic marketing, multi channel marketing, cross channel marketing , dynamic segmentation, dynamic messaging, If/Then programming, one to one marketing, personalized marketing or how about “automated dynamic real time integrated one to one personalized marketing,” variable messaging, variable imagery, dialog marketing, database marketing, brand mapping… just to name a few. They sound the same but the nuances are critically important to achieve the promise of higher returns and higher overall marketing ROI.
In addition, the “take aways” section was added to give the reader stepping stones and hand holds on their journey to reaching more qualified targets, getting closer to more leads, developing higher return marketing campaigns and implementing automated real time dynamic marketing work flows.
Someone asked me yesterday, “what about the new buzz that Neuromarketing is getting?” My response, let’s just hope the core science of Neuromarketology and how to honestly map your brand into real time dynamic messaging campaigns becomes the hottest thing in dynamic neuromarketing over the next few years!
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