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Per patiti del web/3 - Le pillole di SXSW by Matteo Sarzana/VML@Y&R

12/03/2012

SXSW è un festival musicale, cinematografico e delle tecnologie emergenti che ha luogo ogni anno a marzo ad Austin (Texas) e che quest’anno celebra il 25°anniversario. Dal 1994, le conferenze nel campo interattivo hanno fatto del Festival il luogo ideale per il lancio di tecnologie digitali emergenti. In diretta da Austin per Youmark ogni giorno le pillole con le novità principali, raccontate da Matteo Sarzana, general manager di VML, la divisione digital di Y&R Brands. 

Emotional Equations to Connect with Your Customers
Chip Conley 

We all aspire to self actualization.
Despair = suffering – meaning. Suffering is a constant. Meaning is a variable.
Increase the meaning and the despair will lower.
People can exercise their emotional values.
Emotions are like colours. They can be combined together to create a third emotion.
Happiness = Wanting what you have/having what you want.
Happiness = Practice Gratitude/pursue Gratification.
Anxiety = uncertainty * powerlessness. Psychological pain is harder than the physical pain.
Consumer behavior are 95% driven by unconscious thoughts.
Disappointment = expectations – reality. Marketing department should not get better than the operational department.
Customer pyramids: Meets expectations (survive) -> meets desires (succeed) -> meets unrecognized needs (transform). 

The four ways to create a self actualized customer:
- help your customers meet their highest goals
- give your customers the ability to truly express themselves
- make your customers feels like they’re part of a bigger cause
- offer your customers something of real value they hadn’t even imagined
regret =disappointment + a sense of responsibility.
Greater choice = greater regret
The less the choices, the more people are willing to buy. 

3 questions to the test our authenticity:
- what business are we in?
- what courageous, rebellious decisions have we recently made that we could be perceived as brilliant or foolish?
- What would it mean to the world if we didn’t exist anymore?
Emotions are as contagious as the flu so we need to be aware of the emotional environment we’re creating for our customers.
Great brands do understand their customers better than what they would understand themselves.
The most neglected fact in business is that we’re all human. 

Matteo Sarzana, Austin

 

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