Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Free ice cream

3,130 views

Published on

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

Published in: Self Improvement, Business
  • Be the first to comment

Free ice cream

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

×