Polaris Pointers
Polaris Pointers Video CD Polaris Pointers is an additional tool for Account Reps to take on their calls to clients. It should be used as a supplement to the books and used not in and of itself. It is a further explanation from Roy, the "out-of-town expert" on the various concepts these salespeople are trying to get across to their clients. The 15 topics from Polaris Pointers include: Category Dominance – The importance of Branding is when customers think of your product or service first. Roy discusses why the client should pick a media, then dominate that media. Branding – What are the mental associations with your client’s name and message? The Invasiveness of Sound – How to get past the brain’s toll-booth via the Central Executive that chooses where to place attention, the Phonological Loop that rehearses sound, and the Visio-spatial Sketchpad, the movie-screen of the mind. Speaking To the Imagination – Words of advice from lyricists Robin Frederick and Paul Simon about ways to reach the Emotional Right brain. Psycho-Myth #9 – Disproving the VAK Theory. You know that people are Visual, Auditory or Kinesthetic and you have to choose your words accordingly? Short term Ads vs. Long-term Investment – Why ads with a deadline or an immediate call to action work against your client’s brand. The Advertising Performance Equation – Further explanation of this statement of relationship. Share of Voice – How it is different from Reach and Frequency. Market Potential – What are your client’s sales "altitude?" The advantages and disadvantages of market size. Just The Facts – Why Intellectual ads may not be the most convincing. Share of Mind – The amount of real estate you own in the mind of the customer and how it is earned. Personal Experience Factor- How what happens inside your client’s door can undo a lot of good advertising. Impact Quotient – The power of the message to convince and remain with the customer. The Four Kind