Good marketing is not ALL luck... just make sure you recognize when an unfamiliar form of it heads your way. As luck would have it, below is a re-visit to a valuable report from Boston's smart and successful ad agency, Mullen about the 7 "Modes of the Mind."
The brands that advertise to the uniquely receptive consumers at our national network of ski resorts take advantage of a few of these 7...
Q: How many ways are there to connect with a consumer?
Following months of proprietary research, we just this month announced the discovery of Modes of the Mind™, seven distinct behavioral characteristics of the human mind that can enable communicators to precisely engage with an audience at times of maximum receptivity. Through a strategic collaboration between our brand planning, media innovations and performance analytics teams, we’re launching Modes of the Mind as a new connections planning system for our clients to tailor their consumer encounters (everything from messages to experiences to communities), delivery channels and timing to the point at which consumers are most open to engagement.
We have found that there are Seven Modes of the Mind that drive behavior and provide windows of opportunity to deeply penetrate the consumer’s mind (Note - red modes are where the Sitour audience mind is on/off the slopes):
1. Share Mode – self-express, ideate and opinionate
2. Information Mode – stay informed and up to date
3. Play Mode – active fun
4. Research Mode – learning and problem solving
5. Socialize Mode – connecting and conversing
6. Entertainment Mode – relax and enjoy
7. Task Mode – getting things done or transacting
These seven modes are directly linked to the derived behavioral satisfaction a consumer gets from engaging with media, content and technology – and it impacts how they identify with brands and interact with their peers.
“Brands have to take a new approach to connecting with the consumer – and go beyond a traditional understanding of demographics, psychographics and behavior,” says Stephen Hahn-Griffiths, who developed of the Modes of the Mind. “Brands need to know how to engage consumers on their terms and to identify when the consumer is most likely to be receptive to what they have to say. We’re quickly discovering that by leveraging the right combination of modes we can enhance the potential to influence how consumers think, feel and act.”
For the last few months we’ve been using the Modes of the Mind methodology to guide clients into deeper consumer engagements. For Lending Tree, we found, surprisingly, that Boomer refinance prospects were most open-minded to thinking about money while they’re in the mode of being entertained. For a new packaged goods client, we learned that Green-Moms were most open-minded to brand engagement when in the mode of socializing. For Olympus, the Modes approach helped us confirm our theory that digital photography enthusiasts would be most receptive while being informed.
We’re still evolving ways to apply the Modes of the Mind™ and also developing relationships with neuroscientists and psychologists to further validate the theory. We know that different combinations of modes are relevant for different consumer segments. Even for the same consumer, different modes may be more relevant than others, according to what category or brand they’re consuming. What’s key is an understanding of which of the modes matters most – because in getting the modes right, we can enhance brand relationships and increase efficiencies.