Resonance and Prediction Marketing Rules
2010/10/18 5 Comments
Success, Risk and Resonance
Success in business is most often confused with precision, formulas and plans though it appears that after you plan life, life just happens which may be the reason why the concept of risk reduction is important in the business world where a business may not survive if it goes in one direction while its customers go in another. When this happens we say that the business value didn’t ‘resonate’ with the needs of their customers or simply the business was not successful in serving their market.
Branding and advertising helps increase the resonance of our content and products with customers and reduce the business exposure to market risk. Business executives are also focused on finding ways to ‘predict’ the future to help them focus on opportunities and direct resources in search of profit.
Resonance Rules Prediction Marketing
Internet marketing changed very little since marketers discovered how to successfully market on the internet, first with Yahoo about 10 years ago and afterwards with Google ads and Search Engine Optimization or SEO.
New Media and TransMedia
The intersection of Old Media and Web2.0 has created a New Media, that’s for sure, but what else is happening? One growing and effective use of Web 2.0 is the delivery of content or stories via TransMedia which provides the ability to engage people by taking story content and delivering it in different places, spaces and times appears to be a faster, simpler and more flexible future for creative marketers and their customers who want to break out of the crowd.
TransMedia delivers an engaging story and Resonance is about understanding the relationships that create market value.
None other than Sylvester Stallone shows TransMedia types what to do as he subtly elbows out Leonardo DiCaprio and Angela Jolie out of the way by driving his move Expendables to a summer debut past Inception and Salt.
The SpeedSynch Resonance Map below shows how we mapped the content Resonance created by Sylvester Stallone.
0. Blackberry Twitter app shows Stallone top of Twitter trends worldwide 2010.07.24
1. Check Google volume on Twitter
2. Went to Twitter to find one of the buzz wave tweets — looks like Brazilians tweeting millions
3. Go to Movie site to see when Slyvester Stallone movie is being released — August
4. Find Stallone Expendables movie press releases
5. Use SpeedSynch to create Keyword Theme relationship maps for SEO competitive analysis
6. Review SpeedSynch SEO competitive analysis maps and SpeedSynch keyword theme weights
7. Deep dive with premium SpeedSynch features to show detailed SEO competitive analysis
8. Compare DiCaprio’s INCEPTION with Stallone’s EXPENDABLES keyword themes.
Resonance Marketing Rules
In watching Stallone go to work on his competitors in a TransMedia format where the marketing story is spread across multiple media channels globally it is easy to miss the real value behind the success—customer resonance. People who go to movies, just like any potential customer have an affinity for a brand and a product, and Stallone’s marketing push with Twitter focused attention to Expendables and away from Inception.
Resonance, Marketing and Product Sales
Applying Resonance Marketing to product sales requires work but is a simple process.
- Craft marketing stories to appeal to multiple customer perspectives or Persona behaviours in multiple languages, cultures and markets.
- Focus on relationships between People, Process (work) and Content.
- Facilitate and accelerate learning to boost engagement and sales.
A Persona mask represents customer perspectives or behaviours and may be worn or removed as needed. We build Persona masks by mapping Customer ‘Resonance’ by understanding their perspectives from the content they prefer, post or other information provided.
Persona masks illuminate stories, processes and probabilities so that we can serve the people behind the Persona masks regardless of the market segment to which they have been assigned.
Resonance maps help us predict future Persona behaviours for Prediction Marketing.
Products, Risk and Prediction
The art of prediction, highly valued by marketers, accountants and bookmakers starts by understanding what has happened in the past in order to determine what may happen again in the future.
Typically researchers start with past behaviours and adjust for anticipated changes in the future and create an estimate or guess of what might happen. This is a story whether it is based on a ‘feeling’ or supported by hundreds of spreadsheets as what happens tomorrow is best seen a few days afterwards.
Obvious risks of what may happen in the future are arbitraged as close to zero by using different techniques such as buying insurance or using a portfolio investment approach.
Prediction, Product Sales and Profit
We have employed behavioural models to remove risk from the business of product innovation, manufacturing and sales. Our models are based on mapping customer behaviours and employ the concept of Resonance by assessing the content important to people in deciding upon, buying and learning how to extract value from what they buy.
We create our customer models with Resonance maps we call Persona Masks.
A Persona mask is ‘crafted’ by associating stories and numbers common to the different customer perspectives to infer their future behaviours. Since we can never know exactly how behaviours will occur in the future we use Scenarios to determine a range of behaviours and get a sense of the potential range of customer behaviours that may occur in the future.
If this seems a little strange consider the profession of Finance and why accountants forecast. A financial forecast directs business activity and sets measures of success though stories are behind all those numbers carefully constructed by accountants in plans of one, two or more years. Accountants convert stories to numbers and place them in a structure called a chart of accounts and then manipulate numbers in a way that separates them from the stories that were at their core. Indeed accountants ‘map’ out the future of the business with numbers rather than stories.
Our practice is to blend stories, numbers, maps and storyboards to avoid the common trap that marketers and accounts fall into as they manipulate numbers and stories independently of each other. This ‘split’ causes stories and numbers that started at the same place to get out of sync with each other.
Our Resonance maps align Products to Customers by employing content.
Stories and numbers continue to be aligned to Personae or the business gets out of harmony with customers and suppliers. The lack of harmony is a dis-ease which results in something ‘breaking’.
ROI Re-Capture is another benefit of using Resonance to understand which stories or content is useful for internal projects or external marketing campaigns. No need to re-invent the wheel, just find the content according to what is needed for success.