 Hi everybody, I'm Cyrus Shepard. I work as a consultant here at Moz, here to introduce our next speaker, who may not be very familiar to MozCon, but she is very familiar to the UK and international speaking circuit, Flavilla Fongeng, often appears on the BBC, where she is a brand advisor, that's really cool. She runs an award-winning agency in the UK called the Three Colors Rule, Colors Spelled With You, because it's British. She's an expert on brand, and why is this important? In SEO, we often talk about the importance of branding in SEO, like the more people who search for your term, that's highly correlated with SEO success and your overall rankings overall. But how do you build that brand? That's a challenge we often face. So Flavilla's talk is called The Science of Purchasing Behavior. How to use it effectively to attract and convert more prospects into customers. Please welcome Flavilla Fongeng. Hey, hey, hey everybody, welcome to my talk. My name is Flavilla Fongeng, and today we're going to talk about new marketing the science of purchasing behavior. As you know, I like my talks to be super interactive. Are you excited? Are you going to play with me? Are you going to answer my questions as you go along? I'm going to be in the chat box and I'm going to be answering some of your questions commenting, so please tell me, are you ready to get engaged and play with me? Yes? All right, let's get started. So probably like this amazing good-looking gentleman you're probably wondering, how much money do you think you've lost for your marketing campaign, your advertising activity? So I'm going to start adding some numbers. So give me some numbers. How much money over the years? How much money maybe looking at the marketing district in general or maybe just you as the company of the company that you work for? How much money do you think you've lost? And I keep adding the signal about the bags into it until you're interested in it. So I'm going to start adding some numbers. Bags into it until you're determined to stop. I'm going to stop right there. The answer is brilliance. Brilliance is wasted every single minute, every second, second in poor marketing campaign that don't deliver and the only person who's getting rich right now is Google and Facebook. So let's change that. But the problem is that most of the time people don't tell us what we want to hear. They don't tell us what we need to hear. They tell us what we want to hear and I love this photo. It's the best representation in terms of how people behave when it comes to how they present or have conversations with consumers especially in those type of focus groups. Do you want to do this or do you really want the salad? So the truth is not what he's actually saying and I love that. Before we really get started I really give an introduction in terms of why new marketing is so relevant. I want to really get you to start understanding the relationship with customers as they evolve consumers as they evolve for years. And again, I'm going to get you to play with me. Are you ready? Yes. And try to see if you can guess in which era we are in right now. So let's start from the beginning. When we look at advertising and how things used to be done it was very much around how to use the product. You think about microwave or fridge or anything like that. It was very much a functional marketing presentation. I had to move it to people who realized well I don't really want to have exactly the same parts of the same product as my neighbor or maybe I also don't want to wear the same type of trainers as everybody else or maybe I have a different type of activities. So people wanted choices. They wanted choices, they wanted to very much about the image, how you present your product which is very important to think about. You feel like maybe you have a pair of trainers for different type of activities that you do which also makes sense or maybe it's just another marketing campaign but what do you think happened right there? And I want to give you a clue. It was a revelation that they had to do better especially for Nike which was really bad when it comes to corporate social responsibility and choosing how their shoes were being made was very important. So yes they had to realize well wait a minute I don't want to wear a pair of trainers but it's made by kids in a third world country how does it make me feel? No. So companies need to do something more social responsibility, their corporate responsibility and will it make better choices, better choices to make sure that people in third world country will not abuse and therefore that creates the massive impact and they had to do better. After that you probably heard about this more than once, Simon Sinek and the magic of starting with why and if you think about Nike's style now they barely present or focus on the product. They focus much more in terms of how you improve from achieving greatness or maybe social causes or anything like that that's very much what they are and I think it's still very relevant even though we are in a new era. So my question to you if you are really good and you've been following anything that I've been telling you right now where do you think we are? I'm going to give you a clue. It involves your mobile phone or your smartphone what is it? We are in an era of digital transformation digital transformation, digital era where everything is happening for our phone. If you ask someone can you leave your phone for a day or even 7 days and I give you a million pounds and I hope it will tell you no because we are still addicted to our phone but also what it means is that the consumers customers control a lot of the messaging and that's why it becomes even harder and that's why also you have to think about your consumers not so much as just bias but also a community. Do you have the community of people that look or behave or trust the same ideas or is it just people who are readily buying from your product and don't have any and are not faithful to your brand? So if you don't have that, this is the first question I want to ask you do you have consumers or do you have a community? The community gives you the power not only to build but also referrals and of the growth and extension of your brand the way your product is proud is part of your daily lifestyle people share so much about what they do are you in this era and that's what I want you to understand. This is my first revelation I hope you enjoy that. This is where we are whatever you are B2B, whatever you are B2C this has become relevant Alright, makes sense so far? Yes, good. Alright I have a question for you do you believe you're in control of yourself? Do you believe you're in control? You woke up this morning and you're like you know I'm going to be here, I'm going to attend the mouse conference and learn new things of all these marketers so you prefer that. Yes, I'm in control of myself and I'm in control of my destiny. Yes, you believe so? People are saying yes, okay good. Alright, so let's do it again. Yes, you have an exercise today, you've got an exercise today Alright, with your right hand I want you to draw number 16 here and with your right leg again so only use the right part of your body I want you to turn your leg clockwise and I want you to do it as fast as possible Are you ready? Let's do it It's usually at this moment that I start laughing because I obviously realize that you are probably struggling because of what happened to your body right now and I hope you're laughing I'm not a sorcerer, I'm not a witch, I promise this is just something that you can't control Some people are really good at it but most of the time you try to fight the obvious Alright So let's talk about the brain I have another question for you So how many brain do you think we have? How many brain do we have? One, two, five, six Well it's a tricky question We only have one brain but the brain is divided in three parts You have your neurocortex you have your limbic system and you have of course your reptilian brain So I'm going to guide you through in terms of what each brain and how much they impact on one another so you can understand The first part of your brain is your neurocortex which is the biggest which is your rational brain It really controls your imagination your consciousness, your behavior So think about right now because it requires you to think about existence or just learn new skills or maybe just as God exists it's a chicken and egg situation what is life about, what is my purpose and a lot of people don't use that part of the brain I have to tell you the truth but you are using it and that's something that I'm really proud of The second part is the limbic system The limbic system is your motion your behavior, your judgment You probably decided by that point I don't like her, I don't know what she is but you hear You're going to be stuck with me for a bit So think about it like how you react after a breakup Are you quick to move on Are you binge in food I'm probably that kind of person that tends to binge with food to be honest Or you just suck yourself in a burrito watching Netflix all day Whatever you are that's a part of the brain that you're using right now And the last one is your reptilian brain Your reptilian brain I also like to call it the lazy brain It's known as your primitive brain Its job is to keep you alive Basically it will control all your body phytos functions, flight or flight response So if you're facing a challenge What do you do and how do you react Would you stay or would you go I really hope that you would go because this is not the best thing to do to stay Alright, I have another question for you Which part of the brain has the most control Please tell me Is it A, the reptilian brain B, the lebic system or C, the neocortex I'm giving you 10 seconds to write your answer Alright, you've written your answer Alright, let's get cracking We're gonna do another game I'm gonna let you not be active on my talk So, I want you to read out the color Not the word Really read out the color, not the word And I know you can do this Are you ready? Let's get started That was easy Are you ready to do it again but much faster Let's do it This is also usually the part where I start laughing Yes When I can see you struggling and trying to articulate Am I reading the word, am I reading the color What is going on Why can't I read this word or read the colors properly Well, the brain Let me explain how the brain works If tomorrow, if you think about it you probably just went to a restaurant Yes, and you think about, okay I chose this restaurant If you really had to use all the part of your brain to make decisions, it would take you a long time So what the brain is is look at the brain as a computer which really gathered a lot of data And when we face a situation where you have to make a quick answer we really go back to what we know And that's why also people choose brand, yes I love to tell other stories I remember when I arrived in Mexico I'm sorry so many times because it's such a fun story We arrived in Mexico and in Cancun and we were like, yes exciting, what are we going to do We literally decided to do five cities in two weeks and we see this long queue of people and wonder what the hell is happening I've been serving Margherita already at the airport This is the best airport ever We were full of hope and probably just a bit naive And when we look at the beginning of the queue what we see is basically Americans queuing for Starbucks coffee So I wasn't really confused about it I was thinking like you travel all this way and then you go and get the Starbucks coffee But again, that's normal because when it comes to brand we choose what we know, we recognize what we know and that's the best way to do that and that's why I'm in branding and this is what I do So think about it, we are very much again we don't use our neocortex very often or if we don't use the neocortex very often So we go back to what we know so we have to make a quick decision and also when we face situations, again remember our brand is trying to keep us alive So go back to what we know Let me explain what just happened I've just created a brand conflict Yes, I created a brand conflict between what you know and what I'm trying to change and therefore your brand is reacting I disagree It's really creating a problematic response in your mind and really just explain that as I explained before we are quite often on autopilot It would take us too much time to have to make a decision if we are to analyze every single element think about it every time you think when you get into a cab I need to check his idea I need to check the engine under the car I need to check this your brand needs to make this quick decision so he looks at what he knows already to make this happen and quite often that's why we even make great choices about choices If you think about it, then reptilian brand can create an impact on your final decision more than a neurocortex or even more than a limbic system which is a risk control via emotions so the reptilian brand we are often on autopilot we always think that will make a decision fully aware we are definitely not rational so it's definitely not the neurocortex So far so good Let's carry on I'm going to start by giving you the complicated way the complicated way to do new marketing so you can choose between the complicated way which is some of those things and the one that you are a bit more simple So which one would you like? Would you like the complicated way or the simple way? Tell me I'm going to be in the comment So whatever you choose I'm going to give you both and it's up to you to choose what you want to do Just bear in mind that some of these options obviously are great when doing a massive million pound campaign you're working for one of these large companies and they have given you the budget especially when you're not using a new product it's very important So the first one, I'm not even going to try to read it I'm going to read the abbreviation and really it's the device that analyzes and register the brand's electromagnetic activity Yes So every time I look at this I'm thinking like if somebody actually walked outside with this on their head I really think that this is a crazy person which has come back out of the asylum So that's one of the examples that you can use to really identify how your consumer prospects are reacting to maybe an advert or maybe having a look at the packaging or anything that you do or maybe just a text copy Yes The second one is your fMRI Functional Magnetic Resonance Something you can see how the brain activities depending on what they're showing So really it's also good around emotion I want to say I'm reacting more for example more responsive to negative or positive emotion It's a great way to see and also what they decide to do after the bubble of the emotion that came out of their body So good to know The second one I love is the Facial Coding If you know me by now I'm really not good at hiding my emotions when I don't like someone I just don't like someone But something really good at hiding their emotions and what is good about the Facial Coding it will also pick up the involuntary movements of your facial muscles Again I think all of these products all of these technologies will help you again for a campaign a product launch, a copy living around your marketing but also your branding but also your innovation So think about it just deeper than just marketing so you can really just maybe work alongside of the department to get this in the budget approved and see what's what And the last one is eye tracking Look for your consumers eyes So effective is something that was introduced by a number of brands who also launched their own product When you create a packaging I love I do a lot of packaging creation and you can see exactly what people pay attention to what really matters to them so this is again another tool very very effective So now this is one thing I want to bring up before you again something we talk about how much money was wasted before and we don't want to be one of them we are better, this is what we're here today And I want you to talk about consumer relations but also understanding what you're trying to achieve before we start doing anything we have clarity in terms of what we're trying to achieve but it's very important to understand what are your purpose of positioning your purpose of your campaign So the first thing you need to ask yourself really is it the client retention or client acquisition because that will be completely different between somebody who knows me already or as a customer or somebody who doesn't know me Yes? The second question you need to ask yourself are you trying to get through a market expansion or is it a new market? Does the market know you? or the market doesn't know you? It begins very different and the last one remember is always 80% to 80% brand and 20% product Yes? Think about it like they barely do any big campaign focusing on a new product they focus much more on their vision, their purpose strategy for strategy score and defining social movements and so forth So really think about those elements when you create content because that relationship with your customer will be completely different and if you are trying to sell to a new client instead of selling to an existing customer you're definitely not going to have the same impact So pay that in mind before you start any campaign Does it make sense? Yes? Good? Is it good so far? Fantastic, I'm glad to hear Alright, so now I told you I'm going to talk about the simplest way of doing new marketing by using over technology The good thing about Wallach is that those techniques doesn't require you to have, you can test it change it, see which one works and improve it as you go along As you know marketing is a continuous improvement and that's what it is all about So with the 6th stimuli to the stealing brand Remember the stealing brand has the biggest impact on our choices because we are band nature we love convenience and that's why technology brands are doing so well that's why Amazon is becoming a big every day, alright? So dialogue is a pain or a desire self-certified, I'm going to explain in a minute differentiate your claims with a contrast demonstrate the gain, tangible and then deliver to the petite brain beginning and end, visual and emotion we're going to break it down so you can see what's what So the first one I want to start about is the pain and desire and again I love to tell, I like to tell personal stories First time I arrived in London as you can hear from my accent, I'm French and I was very lucky I had an English boyfriend only a couple of months after moving in we had a massive argument and I'm a cancer I'm emotional, so I'm impulsive I don't really think that's the part of the brain that is called the limbic system that I use quite often and I decided to buy a ticket and a boy ticket on I think it was an easy jet for something like 30 pounds at the time was very cheap but I didn't think about getting to the airport so I left too late and then I had to jump into a black cap so I tried to imagine the bill at the end I arrived it was 80 pounds but I was clever enough to cry all the way through the journey on the taxi I'm not crying because I'm upset with my boyfriend or I'm not crying because I'm seeing the the counter getting faster and faster and bigger and bigger and I think it felt very sorry for me only charging 50% of the price so I was very happy but just think about life Taxi life before Uber Yes, how much painful was it? It was horrible especially if you live in London where it rains most of the time, yes, waiting for your train your taxi outside is definitely not a pleasant journey so think about it we are all self-centered we love options that allows us to make our life easier so make your customer the hero of the story but it's great about this ad she looks so relaxed so it's not an ad, it's actually a website at the time she looks so relaxed, so calm she looks better for her even you can see here on the hit map putting your call to action next to your customer as a center point improves it remember your customer is very much self-centered so give them a reason to actually feel like that so how are you stimulating desire or pain remember those two emotions are very strong so use those to really get out of your story and get the message across so again, that's why branding agency, I always say to people be very clear in terms of your niche if you're serving anyone, but you're not serving anybody let's be realistic about that different should you claim, I love this one this is an old one, but still a very good classic you were either a Mac or either a PC I don't like to become a Mac but at the end of the day I became one not because of that advert, but at the time it was very effective so think about it, we are very good at recognizing contrast again, it doesn't have to be a brand against another think about a personal trainer before and after that's why I always like to put websites on our website like rebrand before the brand and after the rebrand so you can see the difference where we've done what we accomplished from this client so think about it as well for your brand, make it easy for them to say yes, you're the one I want to work with against something touching the desire aspect but also, I can see what you've done and I trust you for that yes, you can use contract Monzo did a very good campaign, they realized the pain of having to wait 24 until 8 o'clock to speak to your bank now 24-7, sometimes you have that's what I love about working in technology is that sometimes you have small businesses who come in and just disrupt there and they just say let's redefine the norm because other people are there, I joined and they just fight once, who just don't want to do better and we're going to come and disrupt it and win some market share so that's why I'm going to talk about innovation later on but that's why it's so important does it make sense, yes you agree with me I'll tell you some of the content effective financial outcomes are good for that appearance enough, everybody wants to be loved and freedom everybody wants more time, we'll never have enough time come on, we already I feel full with 2021 where are you going, come on this is amazing, so yes, so think about those contracts which are very effective all right, demonstrate the game this is probably one of my favorite one if I was married and I didn't like my husband and I'm to get married, I would go to that person because look at that plate number this is the best plate number ever was his, come on yes, I can tell you how good I am or I can just show you so, yeah, I like the idea of showing you than telling you, so that works really really well demonstrate the value of your offer obviously it's a divorce lawyer it's perfect, love it again, something what is the most painful thing when you obviously have an iPhone and you're outside, you forgot to bring your extra charger is the battery yes, and I love this campaign it was again for iPhone showcase the battery will last longer than actually you will so there you go, again another way to visually express what you try to do you don't have to say a lot of things and that's what I love about Apple they never talk about over functionalities of their phone they always forget some one thing if you give sometimes too many things which is not the most important problem your customer, your prospects trying to solve what's the point, you don't have to say oh, sometimes people speak too much just say the right thing and that's enough I love what this campaign was a campaign done by discount stores Lidl, if you don't know Lidl it's like a discount store in the UK and they really challenge you in terms of again, so remember people trust brands very effective here really showcasing exactly how we perceive in terms of what we believe is the quality and the brand, so show what they did, they put two plates one cheese from the expensive brand not expensive, well obviously most people choose the well because it's this, it's cathedral when they realize actually we made a mistake, we actually put the wrong brand together and you can see the shock on people's face and that was so effective, not only to get more customers to come to this and say wow, that's probably not the image I had of this discount store, quality doesn't mean that it has to be expensive and that changed everything for them and it's still one of the most most organized and most rewarded supermarkets right now, they're doing well beginning and end, again something we have so if you really want your customer to do something, think about putting the most information at the beginning and repeating again at the end, as we know we love cultural action, CTA has to be part of it, visual an image is worth a thousand words yes, so again something and very strong on visual you can tell me what it will be, you can show me it's much more effective, so use a very strong feature that really emphasizes what you're trying to talk about because we will remember that again something that is an advert from Samsung to showcase how great having a single wrapper in your ear is the equivalent of having those products that's effective, that's cute, I love that emotion yes, I remember I mentioned I'm a cancer so I'm super emotional go help it so those kind of things work for me but you know with finishing, positive emotions are great but negative emotions are even more effective and we tend to be more responsive to that, again something I guess we are human who love to be of the blood and want to be deep down into it and it works really well so that's another campaign from Uber was also very effective again something that if you want to get people to give money I would feel very bad if I go to a store and they don't give money to those people after having a campaign like that but it's super effective, that works really well and get the result done so you know you, the thing is that you can choose between positive and negative emotion when again understanding you test your audience and see how they respond testing is the secret of marketing success yes, it's never alright or wrong have you enjoyed it so far? do you want one more mind hack? I feel like you've been enjoying give me some comments if you like it and I'll give you one more, otherwise I'll just wrap it right now no, I'm kidding, I'm going to give you one more hack so look at that photo what did you look, what did you think your eyes went your eyes, I can feel your eyes went straight to the baby and after that you looked at the pot this is why it's called the power of the gaze the power of the gaze is super powerful and I've seen so many times people using it wrongly on their website so really pay attention in terms of when you put photos on your website and especially we are drawn to the gaze so if you want people to go into a certain direction use it very wisely, this is a very effective campaign because we know, we love most amazing social shares are always babies, cats, dogs I must say I love them that is products for babies at the same time you can see that baby is licking his lip they're excited about the product, very great campaign again here I'm going to show you, you can see here you can see where on the hit map, where the attention is driven and then now look after so you can use that power to give directives in terms of why you want people to look the power of the gaze so you just now got a super power don't tell me I'll give it to you, now you have it right, most people focus only on one or two scents which is quite often vision and touch can you do more if I just say that you know which brand is out yeah, that's McDonald's of course why are you not touching all the 5 scents of your brand, something like Apple, you recognize exactly Apple product it's always the same texture always the same color, but think about you can use the 5, explore the 5 scents of your brand to really amplify brand adoption but also loyalty, I challenge you to do that tomorrow, okay maybe tomorrow see what's going on alright, so I hope you enjoyed it, so let me just summarize the 6 stimuli of a reptilian brain, so you have dinosaur pain and desire, remember that it's always me, me, me first differentiate your claim of contrast demonstrate the game of tangibility devote and deliver to the reptilian brain with beginning and end, the most important information at the beginning and repeat it at the end visual and emotion negative or positive, depending on how your target audience is the most responsive, was it good did you enjoy, it's not finished I have more, I always have more, I always give more I should be the best trainer say like it's finished, yeah I never say it's finished, no there's more anyway, let me come back there's one assumption we need to talk about what assumption what assumption we need to talk about so I want you to think about a brand that you really like, just think about a brand that you really like yes and I want you to tell me why do you like this brand so much tell me or in a comment, I'm there I like this brand because of that you think about the brand that you like and you buy the most is they quite often always try to exceed your expectation, their job is not to say hey they're happy I guess we need to stop here so think about yourself, what are you doing right now to really exceed your customer's expectation I love what Carla Gaffer said we must always surprise, if you never had a chance to watch one of Carla Gaffer's fashion catwalk or fashion show I recommend to go on YouTube and watch it they are breathtaking and every single season you will be the same, you will have thousands of people waiting outside fashion celebrities and so forth waiting to see a Carla Gaffer fashion show, it's beautiful and again something I've come from the fashion world and I've worked in oligarchies in all sorts of industries and that's probably the reason why I've always been looking in terms of hacking with the difference and how can our work clients come from different background and I think they love that idea that I can fuse information and knowledge from one industry and we apply it to another one so what are you doing today to surprise your customers if you haven't done anything, don't have to think about it so you can do better so go beyond the expected go beyond the expected but to support their ultimate goals and my question to you is do you know what their ultimate goals are when someone buy a car they just don't buy a car to drive they buy a car because maybe they're looking for freedom they buy a car maybe because they're looking for attention they buy a car maybe because they just want to impress a girl so are you able to understand the ultimate goals of your customers are you able to communicate that that makes a big difference when you get that and that's what allows you to go beyond there's another talk I'm doing on this but not this one alright so you can obviously go beyond by innovating so make this part of your brand DNA or you can go beyond by just doing a number of strategic alliances who can you align with with the same customers as you come on it could be so many options I love this example from Coca Cola and Marc Jacobs a fashion designer they did this collection for I think it was actually in New York Fashion Week and again something very clever but I know the audience obviously had to be diet cool because fashion women don't eat they're missing in life not eating short bread which is amazing so you know your audience what collaboration would work and make it amazing make it different and that's how you keep getting your customers excited about buying from you we are by nature if you're sending whatever it is a brand or whatever it is a personal relationship what are you doing right now to make your relationship exciting do you really think about it as a relationship whatever it is personal or business what are you doing right now to make this relationship exciting and I love again this one between flowers and chicken I probably would choose chicken I'd be very happy with the Valentine's chicken but flowers I would die tomorrow actually tell me in the chat box would you prefer chicken or flowers I would prefer chicken unless you vegan then you can stick to the fries so think about what can you do to surprise your customers that will excite them alright one more good is as you know I have a course that you can take right now this is just a sample of what's in this course you can start for free visit www.freecolors.com or www.coaching.flavilla.com to check it out start for free and obviously I was busy during Covid-19 and decided I'm finally going to write a book a new older book called 19 another strategies to attract customers so yes I'm really helping you write out it's an Amazon it's available everywhere it has 5 stars get a lot of reviews and I'm so so happy and delighted again you can find on our website our agency website freecolors.com consumers in the tech sector, which is obviously our sector of focus. I hope that you enjoy my talk, and you know you can find me on most social media. I'm very active on LinkedIn, on Instagram, and Twitter. And yeah, connect with me, I'll be there. And I hope that you're not going to stay there and not apply what I've told you today. But let's pick one thing and don't wait more than a day to apply it. And see the change that you can make today. Thank you.