Next GenerationTM Direct Marketing. To help you uncover and utilize the most relevant motivators for your customers and prospects, First Marketing is introducing a new proprietary program called Next Generation™ Direct Marketing. Next Generation is an integrated system that utilizes data analytics, psychographics and attitudinal research to drive the creation of personalized consumer sales messages. Then, it uses multichannel delivery options and trackable metrics for measuring return on investment. Next Generation Direct Marketing is designed to create and deliver sales messages with maximum relevance for individual customers. Uncover consumer motivators with your customer insights As marketers, we tend to believe that when we explain the features and benefits of our products to consumers, they will see the logic in making a purchase. As consumers, we see ourselves as rational people who make logical decisions based on facts. But if those views are true, why do the top 20 percent of Starbucks' customers visit the restaurants an average of 16 times a month paying several dollars for a cup of coffee that could be brewed at home for pennies? A logical consideration of Starbucks' product features and benefits (exceptional quality, wide variety, expert brewing and convenience) may play a role in the purchase decision. However, what seems to make Starbucks habit-forming for customers is the satisfying emotional experience (feeling hip and sharing a passion for coffee and social issues such as sustainable agriculture and fair labor practices) that fosters positive attitudes about the company and makes it worth the higher price. Starbucks has built customer loyalty and unleashed incredible business growth by utilizing a combination of three types of consumer motivators: rational, emotional and attitudinal. Today's marketers have access to streams of behavioral data, psychographic segmentation research and powerful analytics for deeper insights into what is relevant and valuable to customers. These insights can help you uncover the combination of rational, emotional and attitudinal motivations that drive increased incremental business and new sales by bringing focus and increased relevance to sales messages. Give them the facts ... with feeling It isn't that consumers don't want to know the facts. A cable customer wants to know which channels are available, how much the subscription costs and that your service is reliable. However, while facts and figures are persuasive, rational reasons to buy are less likely to drive the purchase decision than the excitement the customer feels about his entertainment options. Increasingly, research shows that emotion is a much stronger driver of behavior than rational thought. Emotions seem to drive continued loyalty and ongoing business as well. A 2007 study showed consumers form stronger relationships with brands when emotions are involved in purchase motivation. Emotional involvement is also associated with increased likelihood of future purchases and more reluctance to switch brands. Attitude adjustment Along with rational and emotional reasons to buy a product or service, you also have to motivate consumers to buy from your company rather than a competitor. That decision may depend on attitude — the positive or negative opinion consumers have about your company. Attitude is shaped by past experiences with your company, your reputation or by observation. We now know that consumer behavior is strongly linked to attitude, and consumers must have both rational and emotional motivations for attitude change and persuasion. What's next? Interested in consumer motivation and Next Generation Direct Marketing? There are two ways to get more information: Call Glenn Hetzel, President, Bank Marketing at 800.736.0145 Go online and visit www.nextgenerationdm.com/info to take a virtual tour of the Next Generation program from start to finish