Lecture by Astrid Groenewegen at the Sanoma Mediaparade 2014 on how thinking on persuasion design could transform the way we think about advertising.

1. PERSUASION EATS
ADVERTISING FOR
BREAKFAST!
an exploration of the future of advertising

2. THE SALES FUNNEL IS DEAD
Digital is a revolution in choice and buying behavior not in media
CopyrightMcKinsey

3. THE TAKE-AWAY
The value an agency represents is not creativity or
creative communications, but the know-how of
influencing choice and buying behavior.
Therefore agencies need to work with all the ingredients
of the business model: the way a product feels, the way
we fuel consumer excitement and word-of-mouth and
the way we improve the conversion path in general.
One of the most interesting questions today for agencies
will become: can we our creativity have added value in
influencing choice and behavior?

4. CREATIVE COMMUNICATION
VERSUS
BEHAVIORAL DESIGN

5. BEHAVIORIAL DESIGN MODEL
Persuasion is putting hot triggers in the path of motivated people
CopyrightBJFogg

6. WE AS ADVERTISING
INDUSTRY TEND TO
OVERESTIMATE THE ROLE
OF MOTIVATION IN
CHANGING AND
INFLUENCING BEHAVIOUR

7. AMAZON VS BEST BUY
The winning power of Amazon is not e-commerce as such, but
service design on ability

8. HIVOS LASER GUN
Making behavior more fun instead of convincing on arguments

9. TOILET DESIGN
Trigger behavior

10. IT’S NOT ABOUT BIG IDEAS
IT’S ABOUT SMALL IDEAS
SWEAT THE SMALL STUFF
!
Rory Sutherland

11. DESIGN FOR EXCITEMENT
Build conversation into the product to promote sharing

12. DESIGN FOR PERSUASION
People use shortcuts that directly influence behavior

13. DESIGN FOR VALUE PERCEPTION
People can only understand relative value not absolute value

14. BUSINESS IDEAS FROM THE
LEAST EXPECTED PLAYERS
WILL DISRUPT YOUR BUSINESS
FASTER THAN ADVERTISING
CAN SAVE IT
!
Rei Inamoto, AKQA

15. DISRUPTIVE START-UPS
AirBNB is designed around boosters and barriers

16. DISRUPTIVE PRODUCTS
Integrating service design into products

17. DISRUPTIVE REACH
Using filters as the new reach building and customer service as brand building

18. DISRUPTIVE BUSINESS MODELS
Inventing business models for the connected world
www.paybacksweater.com BaconsprinklesonKickstarter

19. DISRUPTIVE SERVICE DESIGN
The next revolution will be psychological, not technological (Rory Sutherland)

20. STRATEGY IS NOTHING
MORE BUT AN INTERESTING
HYPOTHESIS THAT
CAN BE VALIDATED OR
REJECTED BY DATA
!

21. THE ART OF FAILING FORWARD
The lessons we learned from our own start-up Salon Désir (www.salondesir.com)

22. THINK LIKE A START-UP
Finding a plan that works before the money runs out

23. BECOME A MAKER
Creativity and strategy should merge, the best strategy is found through creativity
CopyrightHerbKelleher

24. WE SHOULD BE OBSESSED BY
SMART IDEAS INSTEAD OF
ORIGINAL IDEAS
CONVERSION DOESN’T KILL
CREATIVITY
!

25. DIGITAL IS NOT A DESTINATION
It’s not the website, it’s the social object. 90% of shopping decisions are
made outside the website

26. DESIGN FOR CONVERSION
Develop audiences through content, convert into contact, convert into buyers

27. THREE AREAS YOU SHOULD
MASTER TODAY
!

28. 1. BEHAVORIAL DESIGN
Learn about persuasion and behavioral economics

29. 2. LEAN START-UP
Executing strategy and achieving failure vs. experimenting, optimizing and
discovering a business model

30. 3. GAME DESIGN
Start to understand game design is not about playfulness, but interesting choices
http://codingconduct.cc/Don-t-Play-Games-With-Me
http://www.slideshare.net/dings/pawned-
gamification-and-its-discontents
http://www.youtube.com/watch?
v=6Hafzkwdwho (Dutch)

31. THANK YOU!
!

32. ASTRID GROENEWEGEN
Co-founder and Creative Director SUE Amsterdam
Creative agency for Smart Campaigning
!
astrid@sueamsterdam.com
@astridgr
www.pinterest.com/astridgr
LinkedIn: Astrid Groenewegen
+31-654743782
!
Columnist for AmsterdamAdblog
Jury president SpinAwards
Co-founder & Creative Director salondesir.com
Co-founder & Creative Director paybacksweater.com
!
Office: Koestraat 5b, 1012 BW Amsterdam
!
The secrets of persuasion and other stuff that fascinates us can be found in
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