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Ep 91 : Professor Michael Solomon on Customer Engagement Strategy - Convert Bored Consumers into Fanatics
Manage episode 345494860 series 3273085
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You say that your mantra is, “We don’t buy things because of what they do. We buy them because of what they mean.” Can you explain that to us?
You have a new online course called ENGAGE! that’s devoted to building consumer engagement with a product, service, or organization. Why is engagement so important that you offer 6 hours of training to cover it?
How can we engage using the classic AIDA Model of persuasion?
The first two stages of the AIDA model are Awareness and Interest. How does an organization create awareness and then interest?
Michael answers the above questions and more as he gives a preview of his online course ENGAGE !.
Professor Michael Solomon is a Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia. He is a renowned marketing consultant and published Author of the most widely used book on consumer behavior in the world, “Buying, Having, and Being.
To learn more on Customer Engagement, please consider Michael's Online Course called ENGAGE ! The link is attached below
https://michael-solomon-s-school.teachable.com/p/engage?affcode=1092553_m9on_utp
SPECIAL INCENTIVE: JWJ viewers and listeners can use one of the following two Coupon Codes in order to receive the discount:
JWJ for $100 off the $679 single-payment option
3PPJWJ for $100 off the three-payment plan (The $100 will taken off the first of the three $230 monthly payments in that plan.)
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index
00:00 Introduction to Michael
00:54 How to Engage the Consumer - Premise for the Course 'ENGAGE'
06:35 Consumer Mantra - We Buy Things For What They Mean
10:08 Need to Ramp Up Consumer Engagement vs Acquiring New Customers
14:22 80/20 Rule of Marketing -Identifying Most Engaged Customers
19:00 AIDA Model of Persuasion
25:15 Omni-channel Engagement - Product, Communication & Environment of Purchase
26:21 Linking Your Products to Cultural Stories - De Beers Diamond, Nike
30:26 Marketers Limited to 'Top of Funnel' Focus, Engagement is Not Just Content Creation
35:19 ENGAGE! Course by Michael - Creating Brand Fanatics
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