Category Archives: Politics

Effective Multibenefit Marketing

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When an exceptional product, service, or solution fails to gain momentum, the challenge often lies in its marketing strategy. This predicament is notably prevalent across industries like food, travel, and financial services, where the competition is fierce and consumer expectations are high. The secret to overcoming this hurdle is rooted in multibenefit marketing – a comprehensive approach that showcases the various advantages your offering brings to the table.

To dissect the issue, it’s crucial to scrutinize the benefits your product or service provides. This analysis isn’t merely about listing features; it’s about understanding how these features translate into functional, symbolic, and experiential benefits for your customers. For instance, in the food industry, a product might not only offer the functional benefit of nutrition but also the symbolic benefit of sustainability and the experiential benefit of unique flavors. Similarly, travel services can highlight the practicality of hassle-free planning, the prestige of exclusive destinations, and the joy of immersive experiences. Financial services can promise the efficiency of transactions, the status of premium offerings, and the peace of mind that comes with expert advice.

If your offering is struggling to make an impact, it’s time to reevaluate your marketing approach. Are you effectively communicating how your product or service meets various customer needs and desires? By emphasizing the multifaceted benefits, you can appeal to a broader audience and enhance your product’s attractiveness. This strategy not only distinguishes your offering from competitors but also addresses the diverse motivations behind customer choices, increasing your likelihood of success.

In essence, if you find your groundbreaking product, service, or solution languishing in obscurity, consider whether your marketing effectively highlights its multiple benefits. This approach could be the catalyst you need to capture the attention and hearts of potential customers, propelling your offering to the success it truly deserves.

So how you got here?

Many will tell you that if you build an amazing product it will sell by itself, but many companies have found that it requires not just an amazing product but then the effort of the Marketing Team to position that product, specifically, tangible, in several categories. During my time as head of Marketing in several industries from Food, Technology and Financial Services, I always used a rule for those programs and assigning spending to it, even before you can think on what media, where , etc.. you have to make sure you define this 3 benefits :

– Functional Benefits: Practical advantages like time-saving, cost reduction, or problem-solving. For instance, a car’s good mileage or a software’s user-friendly interface.

– Symbolic Benefits: The status or identity the product confers on its owner, making them feel successful, eco-friendly, or part of an exclusive group. Examples are the elegance of an Apple product or Patagonia’s eco-conscious image.

– Experiential Benefits: The feelings or sensations experienced during use, such as joy, comfort, or nostalgia. Disneyland’s immersive entertainment and the comforting aroma of cinnamon rolls are prime examples.

EVEN MORE NOW

In today’s competitive market, successful brands understand that effective marketing transcends mere product promotion. It involves a holistic approach that encompasses multiple types of benefits to resonate deeply with consumers.

This strategy is not confined to any single industry but is applicable across various sectors, including Food, Travel, and Financial Services. I have been involved in those three, so my take of how it will look my definition of targeting.

Food Industry: Take, for example, a gourmet restaurant that sources its ingredients locally. The functional benefits here include the freshness and quality of the food. Symbolically, it communicates a commitment to community support and environmental sustainability, enhancing the diner’s perception of contributing to a greater cause. The experiential benefit comes from the unique dining experience, where the story of each dish adds to the overall enjoyment and satisfaction of the meal. This multifaceted approach not only attracts customers looking for a high-quality meal but also those who value environmental sustainability and community support.

Travel Industry: In the travel sector, a luxury tour operator might offer packages to exotic destinations. The functional benefits include comprehensive travel planning, comfortable accommodations, and personalized itineraries. On a symbolic level, it conveys a sense of exclusivity and achievement, appealing to the traveler’s desire for prestige and social status. The experiential benefits are found in the immersive experiences offered, from private tours of hidden gems to exclusive access events, providing travelers with memories that last a lifetime. This blend of benefits appeals to a wide range of travelers, from those seeking convenience and comfort to those desiring unique and enriching experiences.

Financial Services: A wealth management firm provides another excellent example. Functionally, it offers sound financial advice and investment strategies. Symbolically, being a client of a reputed firm can signify financial success and security. The experiential benefit comes from the personalized service and the sense of confidence and peace of mind that comes from knowing one’s financial future is in good hands. This combination of benefits attracts clients not just for the financial expertise but for the prestige and personalized experience as well.

The most effective marketing strategies are those that offer a blend of functional, symbolic, and experiential benefits. By appealing to a broad spectrum of consumer needs and desires, brands can differentiate themselves in a crowded marketplace. Whether it’s the food we eat, the places we travel, or the way we manage our finances, the value of a product or service is greatly enhanced when it’s marketed through a multi-faceted lens. As businesses continue to evolve, so too will the art of marketing, always with the goal of creating deeper connections with consumers.

“False Consensus” & the “Majority Illusion”

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Since I was a kid, I would read anything that end up near my hands.  Old newspapers, magazines, medical books, mechanical engineer manuals, old enciclopedias, everything.

So I keep doing this as a matter of fact, i click and go to places in the metaverse that most people have never been or would not even venture there. For me it became obvious that I can read anything I want, most sites, even those closed have always a way to get in, a promotion, a special key, a partnership that exposes their content and a lot of them have RSS feeds that is easy to bring into your own site.

While I was doing this during my moments of rest from work, I have the 24/7 video feed from the Political Conventions to watch. First the Republican and now the Democrat. Think of this, two full weeks of so many speeches, so many concepts to dig on.  It is like having a kid in a candy store.

Then it hit me that almost all of them, both sides seem to be totally disconnected from the real world, their assumptions and what they believed to be truth were totally far away from what the rest of Americans and the rest of the world are living day to day.

There are very smart people dedicated to analyze social behavior, people like me that have a specialization in Sociology, just they have more time in their hands and have been able to

  •  “Majority illusion”
    • When people are convinced that what is common among their friends and relatives, co-workers, sports club, etc. is more common than it actually is in the rest of the world, they enter this amazing zone.  
    • Constant visitors and some permanent residents here are Presidents, Prime Ministers, CEO’s and a lot of those that fall into the famous Marie-Antoinette (bride of France’s King Louis XVI)  “Qu’ils mangent de la brioche” … 
    • What happen in the augmented networking capacity that the WEB has brought is that this illusion is causing even more people, to reach wrong conclusions about how common a behavior is, leading them to accept as a norm a behavior that is globally rare.
    • This is why a very small amount people can create a big BOOM and send it as a a global issue, bu also it also helps to understand why observations and inferences individuals make of their peers are often incorrect.
  • “False Consensus”
    • The “False Consensus” effect arises when individuals overestimate the prevalence of their own features in the population, believing their type to be more common. Thus, Democrats believe that most people are also Democrats, while Republicans think that the majority are Republican.
  • “Pluralistic Ignorance” is another social perception bias. This effect arises in situations when individuals incorrectly believe that a majority believes something or accept as absolute rules that themselves do not share.

This America seems to apply to everything.. that is why we can have fake news, fake friends, fake personas, fake everything and they will be believed and followed..

 

Is the USA becoming a POLICE STATE?

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I remember the times when people around the world used to admire how American will respect and trust their Police. when I was a kid, growing up in Mexico City and traveling around the country and Central America, my Father will always remind us to be careful specially with the Police and to never approach them unless there was an adult with me. Police in many countries around the world is perceived as “Pirates with the King’s license”… For many years

We used to fight against ANY State where police could detain you for any reason, that will hit you and beat you for just watching them the wrong way.

There was this dream among many around the Globe that now they all became corrupt, the typical first step for any “Police State” that we talk and hated so much about Communism. Our US scholars used to call the regimes of URSS, China, Cuba, Yugoslavia, etc. the “POLICE STATES”.

USA history of intervention to bring down so many governments because they have NO respect for the locals and the heads of those States have decided that they were THE LAW. In must cases POLICE or ARMY was not worried about the safety of society but they were defending a condition that allows them to become above the LAW.

Some will say that this POLICE or ARMIES acquired a life of their own imposing their own laws and became a rogue body inside those countries.

We seem to be heading the same way.

Once again, our best and finest NYPD – the way Giuliani, Bloomberg, Bush, etc. called the best int eh country- have attacked again. Like a POLICE MOB, they move and beat the hell out of a single person. How are we supposed to trust the efficiency and training of our Police if they can not deal with ONE single person ? This finest POLICE men and women – video is clear both participate equally – are the same that are not able to find those in motorcycles ( some of them police on their free day) attacking and scaring a little girl when they hit his father and his mother. Of course that will be too much to ask, they are not going after their own. That is exactly the definition of the MOB or a POLICE STATE.

Ironic, as these “brave” men and women were piled on top of one man, pummeling him into the ground, the brave and finest NYPD look nervous and concerned about being surrounded and outnumbered by an angry (but non-violent) crowd.

The video is very clear, when our Police have to always beat people, outnumber them, we should all be concerned.  When our children look at this, what is going to be their reaction when a member of the Police Department in an y City in the US , ask them to stop ? If it was me I will be running…

I remember how many bystanders were beaten by the NYPD during Mr. Bloomberg Dictatorship ( yes, he was that at the helm of NYC, he modified the local laws so he can reelect himself an extra period, just like the same people the US fights around the world, Chavez or Maduro in Venezuela, La Junta in Argentina, Pinochet in Chile, Mao in China, Stalin and Lenin in the USSR) just because they were in the wrong place, during the Occupy Wall Street movement?   The Police didn’t came as Heroes except for the Bankers and the Wall Street Tycoons – useless leaders at running their own companies that the Government had to intervene and save them – that sounds to me like so much government intervention, but of course our friends at Fox News won’t see it that way.  Government, too much of it, is ok as long as it defend the CAPITAL, not the SOCIETY.

I was reminded by so many people that in the US you can NOT demonstrate freely, you need a permit, but we think that the Chinese Government is wrong because one guy started a demonstration in front of the Tanks in Tiananmen or because a large number of people in HongKong decided to demonstrate and were taken out of a Park – sounds familiar Mr. Bloomberg?- or we decide to bomb a whole country because the local government decides to “control popular demonstrations”… of course as long as it happens in other places is wrong but we will NOT accept people demonstrating against ANYTHING popular in the US without beaten them and making sure they are hospitalized or even dead by choking.

According to the WashingPost 559 people shot dead by police this year, that is much more than crazy people going into theaters or schools or public places armed and shooting randomly.

We are in the brink of a revolution : REMEMBER THAT THE WOLF LIVES UNTIL WE SAY BASTA!!