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Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
Planningness 2011: Marketing to Primates
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Planningness 2011: Marketing to Primates

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The Integer Group's Ethan Decker, Group Director of Insight & Strategy, will be speaking at this year's Planningness Conference held in Minneapolis this Thursday - Friday. Ethan will present on the …

The Integer Group's Ethan Decker, Group Director of Insight & Strategy, will be speaking at this year's Planningness Conference held in Minneapolis this Thursday - Friday. Ethan will present on the topic "How to Market to Primates in a Complex World," examining the principles and laws of complex systems to explain why they are inherently unpredictable, as well as the rules of primate behavior that help you influence people’s behavior–and therefore influence what people will flock to.

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  • 1. http://www.inquisitr.com/91415/black-friday-videogame-deals/black_friday_trample_lg/ Ethan Decker PhD how to market to primates @ehdecker in a complex world The Integer Group Planning-ness 2011
  • 2. a note for readers this deck ≠ my presentation Some of this deck won’t make sense, because I don’t put my notes the slide. I say things and act things out and use props (like the double pendulum and a chair and the woman in the nautical sweater) and do activities and quizzes. For instance, that title slide had a story to it: This is a woman getting trampled in a black Friday rush. They’re not rushing in for food or water. They’re rushing in for coffee makers and purses. What kind of species does this? And sadly, we in this room would love it if people did this for our brand. So you’ll get some of it but not all of it. Sorry. I don’t use slideuments*. *http://www.presentationzen.com/presentationzen/2006/04/slideuments_and.html2
  • 3. http://www.thesun.co.uk/sol/homepage/news/3492643/An-army-of-gadget-and-gaming-fans-bagged-the-new-Apple-iPad-and-Nintendo-3DS.html3
  • 4. 4
  • 5. how do people work? Rory Sutherland5
  • 6. 6
  • 7. Paris Denver Milan Chicago Istanbul New York Helsinki Dallas Hamburg Singapore Des Moines Shanghai Mumbai Tokyo Sao Paulo Dubai Mexico City Johannesburg Sydney7
  • 8. 12008
  • 9. http://motivate.maths.org/content/simple-pendulum http://blog.wolframalpha.com/2011/03/03/from-simple-to-chaotic-pendulum-systems-in-wolframalpha/9
  • 10. http://www.youtube.com/watch?v=Sk_Blp6w52810
  • 11. 1. avoid collisions 2. align with neighbors 3. stick with the group 4. escape predators11
  • 12. http://www.youtube.com/watch?v=1uF56JwtwpA12
  • 13. complex systems are only predictable in the statistical sense just like the weather13
  • 14. there’s a 60% chance of a great retail program at Kroger this week14
  • 15. you can up your chance of success with a better model of how humans work15
  • 16. 16
  • 17. http://www.glogster.com/glog.php?glog_id=18203563&scale=54&isprofile=true17
  • 18. http://news.softpedia.com/newsImage/Satellites-Reveal-Leatherback-Turtles-Epic-Journey-2.jpg/18
  • 19. 19
  • 20. we’re all driven by forces beyond our awareness20
  • 21. http://zletter.files.wordpress.com/2009/11/maratus_volans_f55822.jpg?w=450&h=33121
  • 22. http://www.flickr.com/photos/27578366@N06/3063476368/in/gallery-cuttlefishlove-72157623190971692/22
  • 23. http://arrestedmotion.com/2009/01/stephen-sprouse-artist-and-designer/23
  • 24. we’re not rational but we can always provide rationale24
  • 25. http://thevagabondadventures.com/wp-content/uploads/2010/11/Us-with-the-Bushmen-Tribe.jpg25
  • 26. 26
  • 27. at its heart consumerist capitalism is not “materialistic” but “semiotic.” Geoffrey Miller27
  • 28. 28
  • 29. neuroscientist’s model http://www.btbuddies.org.uk/about-high-grade-brain-tumours/areas-of-the-brain-and-their-functions.html29
  • 30. marketer’s model http://www.forbes.com/2010/05/24/bank-of-america-post-recession-marketing-cmo-network-claire-huang.html30
  • 31. Tropicana.com31
  • 32. 32
  • 33. Massive’s model http://arrow.dit.ie/cgi/viewcontent.cgi?article=1000&context=scschcombk&sei-redir=1#search=""lord+of+the+rings"+agent-based”33
  • 34. http://www.massivesoftware.com/ http://www.massivesoftware.com/34
  • 35. http://www.massivesoftware.com/35
  • 36. PMFserv’s model http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg36
  • 37. http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg37
  • 38. http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg38
  • 39. what we want to signal physical traits personality traits cognitive traits health conscientiousness intelligence fertility extraversion beauty stability openness agreeableness39
  • 40. how we signal conspicuous waste conspicuous precision conspicuous reputation40
  • 41. 41
  • 42. appeal to our ultimateinterests http://www.ktvb.com/community/blogs/maggie-omara/The-Cure-takes-on-the-Race-for-the-Cure--93284439.html42
  • 43. appeal to our ultimateinterests secure social status autonomy & control fun (go figure)  resources, mates & teammates43
  • 44. work within our cognitivelimitations Aspirin Salt Jelly bean44
  • 45. work within our cognitivelimitations45
  • 46. work within our cognitivelimitations $7 / glass $10 / glass $12 / glass $ 5 / glass46
  • 47. work within our cognitivelimitations working memory is tiny long-term memory is spotty we heavily discount past & future attention is a depletable resource we try to think as little as possible  anchors, frames, heuristics & schema47
  • 48. use our decision-makinginfluences Pretty Boy. Nerd. 48
  • 49. use our decision-makinginfluences49
  • 50. use our decision-makinginfluences50
  • 51. use our decision-makinginfluences http://www.ratemyprofessors.com/ShowRatings.jsp?tid=157829&page=351
  • 52. use our decision-makinginfluences52
  • 53. use our decision-makinginfluences social proof reciprocity commitment & consistency scarcity & loss-aversion liking authority53
  • 54. 54
  • 55. Ethan Decker, PhD www.shopperculture.comGroup Director, Insight & Strategy Presentations The Integer Group The Checkout +1.303.393.3175 White Papers edecker@integer.com Blog @ehdecker55

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