1. Getting people to do what you want
*Lavender
TC Miles - Planning Director

2. What is Lavender*
Brand design
Campaigns Advertising SHORT
TERM
Lead systems
Dialogue
Relationships 1:1 programs MEDIUM
TERM
Satisfaction
Interfaces
Systems of
Applications LONG
interaction TERM
Communities

3. Clients

4. Our Heritage
Direct Marketing
Behavioural
Change
Our Philosophy
Ideas that people want to spend time with

5. Traditionally the end of the process
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Advertising methodology is focused on:
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- how we relate to people
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- emotive insights
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& the belief that most decisions are thought
through and have to be prompted
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6. Most people act first and think later

7. A different way to look at things
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- Most decisions are not thought through
'()*+(& 6((2& - Behaviour is driven by channel as much
as attitudes - what’s happening in the
moment
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- Focus on the how & not so much the
what
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8. The most effective campaigns
understand this
2009 Effie Gold Winners

9. Behavioural Change
Why do we do things?
How do we behave?
What influences our decisions?

10. A lot of answers lie in “Behavioural Economics”

11. 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
jeans?

12. Overall finding:
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

13. Remember,
every consumer has the option of doing nothing

14. So how do we help people to do
what we want?

15. 1. Spend more time appealing to satisficers
Maximisers Satisficers
Show-offs, competitive, seeking the best/new Fitting-in, risk averse, tried & tested. Happier

16. So do everything you can to minimize risk
Latest technology
Tried & Loved
Wide Colour Enhancer
1 million sold
Digital Noise Filter

17. & Reinforce a good decision made or about to be made
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Thousands are coming If phones are busy, please
testimonials call back
back every week

18. 2. If you’re looking to change behaviour appeal to
social norms
Georgetown University
Saskatchewan Ministry of Health
Drink Consumed – down 12%, men fighting – down 33%

19. Helping people to compare themselves creates good results
25%

20. 3. Get people to make a decision for the future
(or take away the pain today)
What would you like to eat What would you like to eat
in a weeks time? now?

21. The Save Tomorrow Pension
10% of any future pay rises go direct to your pension
200% increase in pension sign-ups

22. 4. Reduce people’s choice
24 to 6 Jars 26 to 15 varieties
5x sales +10% sales

23. Lack of choice also makes you happier

24. 5. Always have a default option
16gb 64gb
WiFi Only WiFi & 3g

25. Help people make the compromise choice
Maximum
Rule of 3
x
Minimum

26. Never make it a ‘yes’, ‘no’ decision

27. 6. Help people anchor their decisions

28. If I was to offer you any off the
following at the same price:
- A week in Alberta
- A week in Dawson City
- A week in Dawson City with meals
included

29. Adjacencies
- chips & dips
- cheese & wine

30. 7. Appeal to people’s values

32. 8. People respond to positive experiences
Tested in Glamorgan & Thames Valley police – reduced speeding by 35%

34. Make it a conversation
+ 40% Conversion
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35. 9. Do someone a favour
Mints – surprise & delight – unprompted 14% increase in tip amount. An extra mint = 23%

36. .... and in the office....
Always use a post-it note
69% response rate

37. and finally if you’re trying to negotiate a pay-rise....
Your environment really matters

38. Summary
- 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

39. Further Reading
http://nudges.org/
http://timharford.com/
http://freakonomics.blogs.nytimes.com/
http://danariely.com/

40. Thank You*
*The agency for the consumer age.