Getting people to do what you want
TC Miles - Planning Director
What is Lavender*
Campaigns Advertising SHORT
Relationships 1:1 programs MEDIUM
Ideas that people want to spend time with
Traditionally the end of the process
Advertising methodology is focused on:
- how we relate to people
- emotive insights
& the belief that most decisions are thought
through and have to be prompted
A different way to look at things
- Most decisions are not thought through
'()*+(& 6((2& - Behaviour is driven by channel as much
as attitudes - what’s happening in the
- Focus on the how & not so much the
The most effective campaigns
2009 Efﬁe Gold Winners
Why do we do things?
How do we behave?
What inﬂuences our decisions?
A lot of answers lie in “Behavioural Economics”
Am I going to go on that How much should I pay for
second date? that cup of coffee?
Should I get another drink? Is it worth saving?
Shall I ask that person for a Am i going to pay for a
favour? parking ticket?
Am I happy with those
We are complex people living in a complex world
An innate desire Bad at making Inﬂuenced by Hate parting
to ﬁt in decisions surroundings with things
Social Norms Paradox of Choice Relative Positioning Loss Aversion
every consumer has the option of doing nothing
8. People respond to positive experiences
Tested in Glamorgan & Thames Valley police – reduced speeding by 35%
Make it a conversation
+ 40% Conversion
9. Do someone a favour
Mints – surprise & delight – unprompted 14% increase in tip amount. An extra mint = 23%
.... and in the office....
Always use a post-it note
69% response rate
and finally if you’re trying to negotiate a pay-rise....
Your environment really matters
- Creating action is the most important thing you can do
- Help people minimize risk
- Help people ﬁt in
- Take away the pain of buying
- Restrict Choices
- Help people anchor their decisions
- Appeal to people’s values
- Make it a positive experience
- Do someone a favour