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Why the best target for your sales and marketing efforts is a reptile

neuromarketingBy Bob Bailly

As a self professed science nerd my study of choice over the last decade has been neuroscience, so much so that I’ve built a consulting practice centered on a notion that we can improve our selling success by incorporating its scientific findings.

This field of study has been called neuromarketing, but others, like Robert Schiller, have also linked these concepts to their own fields of interest. He writes:

“Neuroscience – the science of how the brain, that physical organ inside one’s head, really works – is beginning to change the way we think about how people make decisions. These findings will inevitably change the way we think about how economies function. In short, we are at the dawn of ‘neuroeconomics.’

“Efforts to link neuroscience to economics have occurred mostly in just the last few years, and the growth of neuroeconomics is still in its early stages. But its nascence follows a pattern: revolutions in science tend to come from completely unexpected places. A field of science can turn barren if no fundamentally new approaches to research are on the horizon. Scholars can become so trapped in their methods – in the language and assumptions of the accepted approach to their discipline – that their research becomes repetitive or trivial.”

Whether you feel neuromarketing, neuroeconomic or even neuropolitical thought is appropriate, here are some ideas you might want consider if you’re in the business of selling technological products or services.

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10 tips for marketing in a downturn

This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from May 2009. We welcome your feedback.

Economic-downturn

By Francis Moran

I was interviewed a few weeks back by the Ottawa Business Journal for a piece on marketing through a downturn. While a good bit of what I had to say did make it into the article, I thought it would be useful to expand on my thinking here. So, here are my 10 tips for marketing through a downturn.

1. Do as much marketing as you can afford

We’ve written a lot about the merit of maintaining your marketing spend through an economic downturn. There is still business to be written, markets to be taken and customers to be won. And a downturn, when many of your competitors may well be going quiet, often represents an unprecedented opportunity to grab a much larger share of voice.

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When one city hogs a national economy

Editors Note: As guest blogger Denzil Doyle addressed last month, Canada is a branch-plant economy with fewer and fewer head offices, which are usually the driving force behind the R&D needed to create a strong innovation economy. In today’s post, Maurice Smith relates Scotland’s comparable situation as a result of the concentration of economic decision-making in the south of England and how this impacts the rest of Britain. 

3_articleimageBy Maurice Smith

The independence debate is dominating Scottish political debate right now, and will continue to do so for at least the next 15 months.

On Sept. 18, 2014, Scotland will decide whether or not to remain within the U.K. The political debate embraces many issues, but the biggest is the economy.

I realize I don’t have to tell readers in Canada too much about the nuances of constitutional debate. TV reporters in Scotland and Quebec are already boosting their air miles crossing the Atlantic to produce speculative pieces about next year’s poll.

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Why confidentiality? (Part 2)

What-is-a-non-disclosure-agreementBy David French 

In Part 1 last week, we addressed confidentiality agreements and nondisclosure agreements (NDAs), particularly the role that these documents serve in protecting patent rights. We ended Part 1 with the question, “But what is a disclosure made in confidence?”

It’s clearly established that disclosures made to professionals such as patent agents and patent attorneys are assumed to be in confidence. Also, if the parties have agreed that a disclosure is confidential, then the necessary standard of confidentiality has been established. And then there are other cases where the circumstances imply an understanding of confidentiality: Disclosures made to a draftsman or to an industrial designer to improve the product, disclosures made to find out whether there are public regulations that the invention must meet, disclosures within the family, and numerous other cases where a special relationship exists. The problem of establishing confidentiality arises when conversations occur between business persons in the context of arms-length relationships, such as between the inventor and a potential purchaser. Are these exchanges assumed to be confidential?

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Happy Canada Day long weekend!

Canadian-flag--300x151

From all of us at Francis Moran and Associates, we hope you have a happy and safe Canada Day long weekend. Regular posting will resume tomorrow.

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