Posts Tagged ‘research

08
Aug
08

Hitler’s Moustache

I recently shaved off my goatee due to a terrible shaving accident. I was able to salvage a reasonable “jazz dot” from the remains of my facial manhood. (You may know this type of facial hair as an “imperial”, “royale”, “soul patch” or “nubbin”). So what does this somewhat personal information have to do with marketing? Hang in there while I spin another fascinating and insightful yarn.

My “jazz dot” is my personal homage to my former life as a touring blues musician. It also is a nod to to some of my favorite musicians. What I didn’t know was that this style of facial hair was historically worn by French officers as a badge or adornment of military rank or status (thank you wikipedia).

However, last week a 10 year old kid in my neighborhood looked at my fabulous soul patch and said, “You have Hitler’s moustache but it’s on your chin!”.

This kid had his own unique perception of my look – with none of the understanding behind my intention or my own perception. He simply dealt with what he saw and framed it within his own point of reference.

As marketing people we often generalize or stereotype target audiences, lumping them together into like-minded groups and presenting them with a message that we believe will come though loud and clear to the majority of the constituents within each group. We expect their point of reference and perception to match ours and receive the message we intend.

In reality, there is simply no way to predict how someone will translate and perceive your carefully researched and thought-out concept. You have no idea how each person’s personal experience and points of reference will impact the meaning of your communication.

Until marketing communication can truly be “one to one” this limitation will continue to exist. The good news is that the majority of your audience will “get it”. The others will probably compare you to Hitler.

26
Jul
08

Value Perception – secret weapon of the world’s most successful companies

In the marketing industry, perhaps more than any other industry, buzz words have become as common as black, collar-less shirts and funny-looking, yellow-tinted glasses. This trend of overusing certain terms is unfortunate because it corrupts perfectly good words, turning them into meaningless jargon. Like the word “synergy” and the term “paradigm,” the concept of “value” has been misused and hammered into a meaningless pulp of broken promises and worthless schemes. The real trouble is that the concept of VALUE is the only thing that matters when it comes to winning in a competitive sales and marketing situation.

Why do customers buy one product over another?

The answer is simple. People choose one product or service over another because they perceive a higher level of value. It doesn’t matter whether the purchase is a bottle of cough syrup at the drug store or a multi-million-dollar industrial deal, the perception of value is ultimately what drives the decision. Making this happen, of course, is not so simple.

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Who is Pete Monfre

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I'm a serial entrepreneur, marketing and media guy, raconteur, writer, producer and consultant. I write this little blog to help you unravel the mysteries of marketing and selling, to expose the silliness that masquerades as marketing and help you make better decisions that will grow your business. And I have fun with it. Why not comment? That way we can have a conversation. Or better yet, hop on over to my web site and drop me a line.

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