Services/Approach - Sublime Behavior Marketing

Utilizing Strategic Habit Marketing

A marketing strategy that works with both the Emotional and Executive minds of the customer.

Sublime Behavior Offerings

Marketing Initiative Habit Analysis

One-Day Workshop to ensure all related habit variables are addressed.

Habit Overview
Habit Mini Cases
Review of Marketing Plan/Campaign
Habit Analysis
Contexts

Cues
Behavior Paths
Behavior Beliefs
Feedback
Behavior Change Plan

Habit Analysis of Existing Data

Prior research often holds key behavioral insights.

Habit-based analysis of prior research including qualitative and quantitative data
Insight gap analysis to identify which behavioral elements can be derived from prior research and additional research to fill gaps

Written report
Workshop optional

Strategic Habit Analysis

Building Habit-Forming Products and Services, Positioning, Repositioning

Interview Key Stakeholders
Review Strategy and Marketing Plans
Review Market Research
Behavior Path Analysis

Disruption Levers
Behavior Belief Creation
Emotional Beliefs
Supporting Rational Beliefs

How do I get started with Strategic Habit Management?

Getting started is easy:

Just reach out and contact us. We'll begin by scheduling an obligation-free call with one of Sublime's behavior experts. We'll discuss your customer challenges and the strategic goals of your brand and organization. From there we'll shape the challenge and goal into a behavior framework and recommend the best path forward, which may include a workshop, consulting or research services.

Sublime’s habit marketing provides strategic customer behavior insights to companies across industries.

Marketing in the Era of COVID

Context: How has the context for your product/service changed due to COVID-19? Have new contexts emerged?
Cue: Have cues been eliminated/changed due to COVID response?
Behavior Path: Has the behavior path where your brand is accessed changed in light of lockdowns or other COVID responses?

Behavior Belief: The COVID pandemic is marked by thousands of articles, news stories, and podcasts with ever changing information about the virus, its communicability, and lethality which overwhelms people’s ability to create coherent Behavior Beliefs. What Behavior Beliefs are impacting your business?
Feedback: Is COVID-era feedback increasing or decreasing reinforcement/punishment (i.e. having to wear a facemask while shopping)

Evaluate each component of the habit cycle at the category and brand level

The Behavioral Change Plan

Creating a Habit-Based Framework for Brand Marketing

DISRUPT the Old Behavior

Disruption makes customers aware of their actions and diverts them to alternatives. The Disrupt stage weakens the strength of the existing habit through targeted interventions and draws customers to a new behavior “path.”

ACTIVATE the New Behavior

Activation leverages established contexts and strong cues to trigger the desired behavior. The Activate stage communicates the ideal contexts for use and creates explicit cues to trigger a new behavior during disruption (the right coffee/the right time).

REINFORCE the New Behavior

Reinforcement informs the brain that the outcome of a behavior is desirable. The Reinforce stage ensures intense reinforcing feedback of the initial behavior via tangible benefits, emotional connections, and post hoc rationalization (neurotransmitter release).

TRAIN Through Repetition

The plan seeks to induce the customer to repeat the behavior at least three to five times to begin habit formation. The Train stage creates an “activate-reinforce-repeat” cycle to ensure the necessary repetitions and prevents an automatic return to old habits.

MAINTAIN to Retain

Maintenance ensures that once the new habit forms, customers remain unconscious in their decision-making. The Maintain stage uses intermittent reinforcement (bonuses) to sustain habit strength, works to diminish competitive incursions, and avoids activities that raise Executive awareness of habitual customers.