Keywords
Citation
Abyrab, M.J. (1999), "Marketing Straight to the Heart", Journal of Consumer Marketing, Vol. 16 No. 6, pp. 616-628. https://doi.org/10.1108/jcm.1999.16.6.616.7
Publisher
:Emerald Group Publishing Limited
Marketing Straight to the Heart is a delightfully straightforward encounter of how retailers effectively market to their respective audiences. “Marketing is a learned, applied analysis of human behavior” (p. x). A true‐to‐life encounter of marketing straight to the heart is portrayed by Feig through the recollection of many fascinating marketing stories.
In Chapter 1, “What is share of heart? How can it work for you?”, Feig focuses on human beings as consumers who respond to products emotionally, rather than intellectually. Share of Heart dazzles the “heart” of the target market with the product and/or service being offered – in almost every purchase decision, almost every time. Each marketing plan must send a message that creates synergy by putting all of the elements of your product together and producing a new product that is more than the sum of its parts. During the research and development process it is crucial to focus on the benefits of the product, not the features. Relationships and perceptions of your product offer a “basis for believing” (p. 5) that is substantiated through relationship and back‐end marketing. Since consumers form perceptions and impressions of the product within the first five seconds, the marketer must quickly trigger a positive emotion related to a basic need as defined by Abraham Maslow. The author concludes this chapter with his recipe for a successful share of heart attack: “1/4 cup of reality, 3/4 cup of perception, then stir until blended” (p. 16).
In Chapter 2, “Fifteen hot buttons to push”, we learn that one must learn what motivates consumers and then create the images or pictures needed to stimulate a positive buying response. Customers must be able to look beyond the basics and rationalize the cost associated with a product’s benefits. The desire for control, revaluing, the excitement of discovery, I’m better than you, family values, the need for belonging, and fun, novelty, stimulation are the first half of the 15 hot buttons. Time, the desire to get the best that can be got, the desire to be the best (you can be), love of Cosmo and all that it stands for, the nurturing response, a chance to start over with a clean slate, reason and intelligence, and self‐nurturance and the ability to stay ageless and immortal conclude the final half of the 15 hot buttons essential to upgrade one’s lifestyle and obtain greater rewards.
Chapter 3, “Straight‐to‐the‐heart marketing research”, begins with keen probing into the hearts of prospective customers and continues with a discussion of the changing attitudes of the target customers. Since most research is outdated six months after collection, continual interactive evaluation of behavioral patterns is imperative. Objective analyses of various segmentation factors in both business‐to‐business and consumer marketing environments are keys to reaching at the “heart” of your prospective customer.
Chapter 4, “Staking your claim to your target market: the to‐the‐heart mission statement”, states that “a clear, customer‐based mission statement is vital to a focused business, division, or product” (p. 66). This multidepartmental blueprint should be people‐oriented, not product‐oriented, since products’ attributes are subject to change more rapidly than customers’ needs. Identifying how to fulfill specific consumer goals requires the completion of a myriad challenges towards achieving product and corporate goals.
In Chapter 5, “Developing the marketing strategy”, a five‐step process is defined:
- 1.
(1) Identify – your product and the positioning, your target consumers’ expectations and current mind‐set, and future reactions of your competition;
- 2.
(2) Segment – through “Heartfelt Segmentation, an emotional connection to various targetable groups of consumers” (p. 89);
- 3.
(3) Focus – on your market niche and build emotional value for your brand by knowing what business you are or should be in;
- 4.
(4) Attack (adapt or adopt) – by using all of the internal disciplines (4Ps) and the external factors in a cross‐marketing attack geared at the ever‐changing consumer needs; and
- 5.
(5) Evolve – to constantly forecast and project new research, planning, and execution strategies to satisfy your target market and keep your competition off base.
Chapter 6, “Creating share of heart from the start: developing new product winner”, stresses the importance of bringing the consumer into the new product process at the very beginning. The goal is to understand the relevant perceived benefits needed and then to test the whole product concept.
In Chapter 7, “Exploding those deadly marketing myths”, Feig states that “most of the reasons for market declines are self‐inflicted – not learning about the customer and not changing with the times” (p. 133). One must commit to continual research about the evolving target market and follow these three beliefs:
- 1.
(1) the (myth of) the product life cycle,
- 2.
(2) the (myth of) the parity product, and
- 3.
(3) the (myth of) declining brand loyalty.
Remember, “there is no such thing as a low‐interest product. There are only disinterested, uninvolved marketers. This marketing myth is self‐fulfilling and destructive. It’s the opposite of what marketing to the heart should be” (p. 128).
In Chapter 8, “How marketing to the heart can reverse the fortunes of stagnant or declining brands,” are shown the tools available to reposition the product in the product life cycle and to rebond with and motivate your customers. Some suggestions for turning a negative into a positive are:
- 1.
(1) change the product,
- 2.
(2) line up line extensions,
- 3.
(3) change the name,
- 4.
(4) change the name and the product,
- 5.
(5) add a new line,
- 6.
(6) go after new emotional equities,
- 7.
(7) change your selling outlets and your customer profiles,
- 8.
(8) change the rules,
- 9.
(9) borrow someone else’s emotional equities, and
- 10.
(10) just say new and mean it.
Chapter 9, “Hooking the heart through advertising”, uses clever promotional messages to effectively market to the emotions and hearts of the prospective buyers. “The smart advertiser sells hope with a passion” (p.164) by reinforcing trust and creating end‐benefit relationships.
A strong customer focus and rational communication channels are strong components to a successful advertising campaign.
Chapter 10, “Making consumers embrace your products and brands”, requires marketers to understand the differences between the nice to have and the must have as perceived by the target audience. Evaluating your customer’s interpersonal and intrapersonal traits is essential to getting them to embrace your product and remain as loyal customers. Continuity and cross‐selling are bound to build your brand image and increase the equity of your product.
Chapter 11, “About value”, is addressed “in the eyes of consumers, not marketers” (p. 191). Price is only the dollar amount of products or services, it is not the emotional element of a purchase.
Value includes the perceived benefits attributed to the products being sold, and consumers must assess the degree of quality satisfaction to be acquired from the brand.
Achievements in both business‐to‐business and consumer market segments have credited this book with the visionary tools necessary for obtaining marketing success. This book will assist all marketers in making effective marketing decisions by listening to the “hearts” of their consumers.