Between the proliferation of media channels and other information
sources�most notably the Internet�it has become increasingly harder
for marketers to reach consumers, panelists agreed at the Sales
Leaders' Roundtable at Gleacher Center on January 12. Cosponsored
by the GSB Marketing Roundtable, �The Psychology of Motivation� featured
Richard Grunsten, president of GSP
Marketing Services, Inc., and Michael Barr, director of sustainable
solutions for The Chicago
School of Professional Psychology.
�Over 86 percent of people are engaged in doing something
else when watching TV,� Grunsten said, noting that studies
show only 50 percent of advertising is effective. �The problem
is that we just don't know which half.�
Barr, an organizational psychologist, described what it would
take to address the challenges successfully. �The key is getting
the individual to participate,� he said. �You want to persuade
people to change their behavior. What you use�your ad, your
store, your office, your presentation�tells a story. You need
to understand how to make your story resonate.�
Successful persuasion is the result of �fit', the effect of
brand image, Barr said. �It's a proxy for quality. Your job
is to make sure that when a person comes into contact with
your brand, they have positive associations and experiences.� When
two items are identical, the one with the better fit will be
chosen, Barr said. �You need to create the story so the person
watching can put themselves in it and feel the fit.�
