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[The Crazy Impact From The Football Icon]

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We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.

[The Crazy Impact From The Football Icon]

Who doesn’t know Lionel Messi? If you are a football fan, you’ll definitely know who he is. Many people from all over the world have called him the best football player the world has ever seen. He is an icon in the world of football and plays as a striker or winger. He has scored over 750 senior career goals for club and country and has the most goals ever by a player for a single club. He had spent his entire professional career with FC Barcelona, ​​where he won a club-record 35 trophies. Many FC Barcelona fans call him a legend or hero for their beloved club. Recently, the football world was shocked by the departure of Lionel Messi from FC Barcelona. Due to FC Barcelona experiencing financial problems, Messi had to leave FC Barcelona to join a giant team from France, namely Paris Saint Germain or commonly known as PSG. The impact obtained from the purchase of Messi is not only felt on the pitch, but a big impact also occurs off the pitch.

Because he is an icon in the world of football. PSG fans are very hype with the arrival of Messi. The PSG President said that he is optimistic that the signing is expected to bring a windfall of commercial revenues, through such avenues as jersey sales. On the first day Messi officially became a PSG player, they put 150,000 shirts on sale on their website with his name, and they had sold out within seven minutes. They predict that worldwide unit sales could rise by 200,000 to 300,000 units. So there are certainly opportunities from commercializing and monetizing the Messi name.

It’s not as it were through jersey sales where PSG stands to take advantage of the deal, but sponsorships, as well. Sponsors who have worked with PSG also felt the impact of the arrival of Lionel Messi. Especially for shirt sponsors, from clothes sales that have increased so drastically, making these sponsors more known to many people from all over the world. This can also increase the company’s revenue. For PSG, another impact is from their social media. According to French daily L’Equipe, there have been 850,000 new followers of the club on Instagram – a rise of around 4 percent and around 200,000 on Facebook. As one pundit put it, the Argentine isn’t so much a footballer, but a traveler attraction. Watchers over the world will be tuning in to see his rumored make a big appearance against Strasbourg this last weekend, an occasion so noteworthy that tickets are presently reselling for a ridiculous €1,500.

Source: CNBC, Highsnobiety

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.