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Free ice cream

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Presentation to Refresh Austin on 1/11/2011 on Free Ice Cream and Five Other Truly Evil Marketing Tricks

Presentation to Refresh Austin on 1/11/2011 on Free Ice Cream and Five Other Truly Evil Marketing Tricks

Published in Self Improvement , Business
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  • 1. 1
    Free Ice Cream…
    …and Five Other Truly EvilMarketing Tricks
  • 2. 2
    • Average (or below) looks
    • 3. Charming wife, two kids
    • 4. Pflugerville resident
    Looks boring, not evil!
    Hey, this guy doesn’t LOOK evil…
  • 5. 3
    “You are unwise to lower your defenses!”
    • Average (or below) looks
    • 6. Charming wife, two kids
    • 7. Pflugerville resident
    • 8. Director of Marketing at Invodo
    • 9. eCommerce video startup
    • 10. History with Dell, Hoover’s, Sabre, and more
  • 4
    Marketing: A Formal Definition
    Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
    American Marketing Association
  • 11. 5
    Marketing: A Formal Definition
    Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
    American Marketing Association
  • 12. 6
    Marketing: An Evil Definition
    Gain awareness
    Gain consideration
    Change behavior
  • 13. 7
    Evil Trick #1: Free Ice Cream
  • 14. 8
    Evil Trick #1: Free Ice Cream
    Many choices are presented
    The few that we’d consider purchasing are called the consideration set
    Most consumers can have 3-5 items in their consideration set
  • 15. 9
    Evil Trick #1: Free Ice Cream
    FIRST
    Shoppers have the highest recall on the first and last items in a consideration set
    That includes apartment shoppers
    LAST
  • 16. 10
    Evil Trick #1: Free Ice Cream
    By influencing your position in the consideration set, you influence your chances of being chosen
    A quick test
  • 17. 11
    Evil Trick #1: Free Ice Cream
    Most marketers rely on advertising and hope to be first…
  • 18. 12
    Evil Trick #1: Free Ice Cream
    Evil marketers mix Texas temperatures and loss aversion to be last…
    Hurry home before your free gallon of ice cream melts!
  • 19. 13
    Evil Trick #2: Getting and Keeping Eyeballs
  • 20. 14
    Evil Trick #2: Getting and KeepingEyeballs
    I can click through on ads…
    …I can click to spend more time watching YouTube videos…
    …but where do I click to *leave* YouTube?
  • 21. 15
    Evil Trick #3: The Forer Effect
    But enough about me, let’s talk about you…
  • 22. 16
    Evil Trick #3: The Forer Effect
    “You have a need for other people to like and admire you, and yet you tend to be critical of yourself. While you have some personality weaknesses you are generally able to compensate for them. You have considerable unused capacity that you have not turned to your advantage.”
    Full text at http://www.skepdic.com/forer.html
  • 23. 17
    Evil Trick #3: The Forer Effect
    Bertram Forer, 1948
    Gave personality test to grad students
    Results were a page randomly torn from a horoscope magazine
    Students rated results 84% accurate
  • 24. 18
    Evil Trick #3: The Forer Effect Sells:
    Astrology (we Virgos are skeptical)
    Fortune Telling
    Cars
    Electronics
    Beer
  • 25. 19
    Evil Trick #4: Helpful Comparisons
  • 26. 20
    Evil Trick #4: Helpful Comparisons
  • 27. 21
    Evil Trick #4: Helpful Comparisons
    Your y-axis should always be chosen to send the message “we have it all and they don’t”
  • 28. 22
    Evil Trick #4: Helpful Comparisons
    Non-Evil Shopping Tip:
    List out desired features BEFORE you get info from vendors
    Make that list your y-axis
    Ignore anything your vendors cram onto the y-axis
    Ignore irrelevant comparison (EAS Tablet) vendors cram onto the x-axis
  • 29. 23
    Evil Trick #5: What, you trusted me?
    Please provide some information so that we may keep you updated on the forthcoming launch of Evil Trick #5.
    We anticipate launching in Q4 of never.
    Your feedback is important to us.
    Email Address
    Credit Card Number
    ATM PIN
    Bank Routing Number
  • 30. 24
    …could these powers be used for Good?
    Maybe.
    Although I did violate Spiderman 3’s copyright in asking the question.
    Old habits die hard…
  • 31. 25
    Social Marketing
    Social Marketing is not Social Media Marketing
  • 32. 26
    …could these powers be used for Good?
  • 33. 27
    …could these powers be used for Good?
    3 Years,$30MM Raised, 3 Million Nets
    Online, social media, YouTube, offline
    Grassroots – started from a Rick Reilly column in Sports Illustrated challenging readers to donate $10 each
  • 34. 28
    …could these powers be used for Good?
  • 35. 29
    …could these powers be used for Good?
    $68MM in 2010
    Over $30K from Team Austin!
    Viral, social, WOM
    The ‘stache drives Word of Mouth…among other things
  • 36. 30
    Common Denominators in Social Marketing
    Community
    Word of mouth
    Broad reach
    Low minimum commitment
    Grass-roots origins
  • 37. 31
    Contact Me
    Twitter: @rsomers
    LinkedIn: http://www.linkedin.com/in/russsomers
    Email: russ.somers@gmail.com
  • 38. 32
    Thank You
    Now go sell stuff,
    change the world,
    or both