Join us for our Monthly Luncheon to network with other area professionals and hear from our speaker, Melina Palmer, founder of Defying Gravity.
Topic: Consumers Are Weird: How Irrational Behavior Impacts Your Business
Palmer has been building and reimagining brands for a decade. While director of marketing and brand at Verity Credit Union her fresh, new “truth” brand launch nearly tripled brand awareness in less than two years. Melina has always been fascinated by the psychological influences behind consumer behavior, which inspired her to pursue a Masters in Behavioral Economics from The Chicago School of Professional Psychology. A Filene i3 alumna, she loves to bring innovative practices to organizations. Prior to her time at Verity, Melina worked at an advertising agency and launched her own credit union consultancy, with clients across the country. She was also the first individual to graduate from the University of Washington’s Global Honors Program with a degree in business, and her senior thesis was presented at the Association of Consumer Research Symposium in Hyderabad, India. Melina also loves to sing, and says singing the anthem at a Mariner’s game is one of the coolest things she has done so far.
Your brain (and the brain of your customer) does not act logically or make rational decisions. It is guided by rules of thumb that have developed over time…often without your conscious knowledge. Unfortunately, when professionals build strategies, brands, or product pricing, they are almost always based on logic. Sure, campaigns can be successful, and sometimes we luck out and pick strategies that align with those rules of thumb in the brain.
But what if you knew how the brain made decisions? What if you understood how changing one sentence (or even one word in many cases) could drastically impact the return on your messaging? What if you could tap into those hidden choices in the subconscious mind of your consumer to know what they will actually do (not just what they say they will do)? In this session, Melina Palmer of Defying Gravity will use concepts of behavioral economics (including loss aversion, anchoring & adjustment, and relativity) to unlock the answers…and give you the key so you can see your marketing pieces in a whole new light.