How To … … Be an Effortless Brand: Making it Super Easy for Customers to Choose and Buy
Glasgow Chamber of Commerce, 30 George Square, G2 1EQ
From: Thursday 27 April 2017 08:00 To: Thursday 27 April 2017 10:00
Get the inside track on how people make choices and decisions, and grow your business
It has never been more important to know what makes our customers and potential customers tick, and make sure we seal the deal.
Today consumers have more choice than ever and lead busy, pressured lives, so brands have to make it super easy in order to maximise sales and avoid losing people during the decision-making and buying processes. We’ve probably all been there: too many options…not sure how to evaluate them… or what the best thing to do is. Or perhaps the buying process causes us to hesitate. The result? We abandon the mission.
The brand not only loses the sale but also creates a negative impression that can impact future business.
Would you like to know how people really evaluate options and make decisions, so that you can nudge them to decide in favour of your brand? Would you like to know how we all (unconsciously) go about minimising risk and feeling comfortable with our decisions?
We’ll look at the latest thinking and evidence from psychology, behavioural economics, and neuroscience, and consider how brands can develop communications, processes and experiences that work with people's natural tendencies and motivations.
We’ll look at all the touchpoints your brand uses, and discuss how you can optimise their effect on customers, so that your brand achieves the sale and customers are delighted with the experience as well as their purchase.
This is a relaxed and informative session that will open your mind to new ways of helping customers and stakeholders engage with you. After the session you will:
- Use the knowledge to make your brand effortlessly easy to choose and buy
- Feel confident that your brand is capitalising on leading edge, evidence based techniques
- Know how to turn sales situations to your advantage when you’re meeting buyers, distributors and investors
- Be fully aware of the biases that people are prone to
- Make better decisions for your business and life in general
This session will be led by Diane Lurie. Before setting up her own practice, Diane worked with leading research and communications agencies, advising household names such as Hilton, Dobbies, Muller Wiseman Dairies, Highland Spring, Arran Aromatics, and Taylor Wimpey. Her work on effectiveness and ROI has been awarded by the IPA (Institute of Practitioners in Advertising), the Scottish IPA, and the Marketing Society. She has a particular interest in training and development, encouraging brands of all sizes to think big and fulfil their potential, and her sessions consistently receive top ratings.