CIBER invites you to the Business of the Brain conference, held on February 23rd 2012

How do you transform satisfied consumers into loyal customers of your company? How do consumers choose from the variety of existing products and services? How do you influence the consumer in choosing a newly launched product? 

Come on the 23^rd of February at the conference Business of the Brain- Customer Satisfaction or Customer Loyalty?, an event designed for marketing and sales professionals, customer care departments, as well as entrepreneurs, organized by Center for International Business Education and Research- CIBER SRL.

The special guest is Neale Martin, the author of „Habit-the 95% of Consumer Behavior Marketers Ignore”, an entrepreneur and professor of Innovation Management at Kennesaw State University, Atlanta. Dr. Martin will talk about efficient marketing strategies based on recent researches on consumers’ behavior. In his book, described by marketing specialists as being “the marketing integrated theory”, Neale argues that the consumer’s decision to buy is rather unconscious, than rational, thus their involuntarily choosing of the products or the services that they have last used. Take advantage of the early booking discount until the 23rd of January!

This conclusion has profound implications and explains why the evaluation of costumers’ satisfaction is not necessarily an indicator of their loyalty when purchasing, a positive outcome of the customers’ experience not being able to predict their future purchasing decision. “There is a big difference between what potential buyers say they will do when asked in a survey or a focus group and what they actually do in real life” says Neale Martin.

Thus the need for a strategic marketing way of thinking by the means of which a company must aim at becoming a custom for its consumers and not necessarily a conscious choice. At an international level, companies such as Procter & Gamble, Verizon, Campbell Soup Company, Sprint Nextel, Eli Lilly and Company, Johnson & Johnson, SC Johnson, Georgia Pacific have resulted to Dr. Martin’s consultancy services in order to develop new perspectives and strategies in marketing.

The Business of the Brain conference is aimed at marketing and sales professionals, those responsible for the design and implementation of marketing strategies and sales programs, including the development and launching of new products, as well as entrepreneurs who find themselves at the critical stage of releasing their core products or who wish to evaluate the success of a recently released service or product.

Dr. Martin has worked in various fields, such as health centers, journalism, technology or strategic consultancy and has been constantly interested about understanding various subjects such as: psychology, neuroscience, economy or neuromarketing. All these have added up to a complex and integrated vision about the principles that govern the consumers’ behavior.

Neale will present the ways though which you can influence the consumers in developing or regaining their habit of buying new products or services from you, and he will also talk about the warning signs regarding costumers’ habits.