http://www.inquisitr.com/91415/black-friday-videogame-deals/black_friday_trample_lg/                                      ...
a note for readers                               this deck ≠ my presentation    Some of this deck won’t make sense, becaus...
http://www.thesun.co.uk/sol/homepage/news/3492643/An-army-of-gadget-and-gaming-fans-bagged-the-new-Apple-iPad-and-Nintendo...
4
how do people work?    Rory Sutherland5
6
Paris    Denver                     Milan    Chicago                    Istanbul    New York                   Helsinki   ...
12008
http://motivate.maths.org/content/simple-pendulum    http://blog.wolframalpha.com/2011/03/03/from-simple-to-chaotic-pendul...
http://www.youtube.com/watch?v=Sk_Blp6w52810
1. avoid collisions     2. align with neighbors     3. stick with the group     4. escape predators11
http://www.youtube.com/watch?v=1uF56JwtwpA12
complex systems are     only predictable in the     statistical sense     just like the weather13
there’s a 60% chance     of a great retail program     at Kroger this week14
you can up your     chance of success     with a better model of     how humans work15
16
http://www.glogster.com/glog.php?glog_id=18203563&scale=54&isprofile=true17
http://news.softpedia.com/newsImage/Satellites-Reveal-Leatherback-Turtles-Epic-Journey-2.jpg/18
19
we’re all driven by     forces beyond our     awareness20
http://zletter.files.wordpress.com/2009/11/maratus_volans_f55822.jpg?w=450&h=33121
http://www.flickr.com/photos/27578366@N06/3063476368/in/gallery-cuttlefishlove-72157623190971692/22
http://arrestedmotion.com/2009/01/stephen-sprouse-artist-and-designer/23
we’re not rational     but we can always     provide rationale24
http://thevagabondadventures.com/wp-content/uploads/2010/11/Us-with-the-Bushmen-Tribe.jpg25
26
at its heart consumerist     capitalism is not     “materialistic” but     “semiotic.”     Geoffrey Miller27
28
neuroscientist’s model     http://www.btbuddies.org.uk/about-high-grade-brain-tumours/areas-of-the-brain-and-their-functio...
marketer’s model     http://www.forbes.com/2010/05/24/bank-of-america-post-recession-marketing-cmo-network-claire-huang.ht...
Tropicana.com31
32
Massive’s model     http://arrow.dit.ie/cgi/viewcontent.cgi?article=1000&context=scschcombk&sei-redir=1#search=""lord+of+t...
http://www.massivesoftware.com/     http://www.massivesoftware.com/34
http://www.massivesoftware.com/35
PMFserv’s model     http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg36
http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg37
http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg38
what we want to signal     physical traits   personality traits   cognitive traits     health            conscientiousness...
how we signal     conspicuous waste     conspicuous precision     conspicuous reputation40
41
appeal to our ultimateinterests     http://www.ktvb.com/community/blogs/maggie-omara/The-Cure-takes-on-the-Race-for-the-Cu...
appeal to our ultimateinterests     secure social status     autonomy & control     fun (go figure)         resources, ma...
work within our cognitivelimitations     Aspirin   Salt   Jelly bean44
work within our cognitivelimitations45
work within our cognitivelimitations     $7 / glass   $10 / glass   $12 / glass                                $ 5 / glass46
work within our cognitivelimitations     working memory is tiny     long-term memory is spotty     we heavily discount pas...
use our decision-makinginfluences                 Pretty Boy.	       Nerd.	48
use our decision-makinginfluences49
use our decision-makinginfluences50
use our decision-makinginfluences     http://www.ratemyprofessors.com/ShowRatings.jsp?tid=157829&page=351
use our decision-makinginfluences52
use our decision-makinginfluences     social proof     reciprocity     commitment & consistency     scarcity & loss-aversi...
54
Ethan Decker, PhD www.shopperculture.comGroup Director, Insight & Strategy    Presentations                The Integer Gro...
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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 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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Planningness 2011: Marketing to Primates

  1. 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. 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. 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. 4
  5. 5. how do people work? Rory Sutherland5
  6. 6. 6
  7. 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. 8. 12008
  9. 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. 10. http://www.youtube.com/watch?v=Sk_Blp6w52810
  11. 11. 1. avoid collisions 2. align with neighbors 3. stick with the group 4. escape predators11
  12. 12. http://www.youtube.com/watch?v=1uF56JwtwpA12
  13. 13. complex systems are only predictable in the statistical sense just like the weather13
  14. 14. there’s a 60% chance of a great retail program at Kroger this week14
  15. 15. you can up your chance of success with a better model of how humans work15
  16. 16. 16
  17. 17. http://www.glogster.com/glog.php?glog_id=18203563&scale=54&isprofile=true17
  18. 18. http://news.softpedia.com/newsImage/Satellites-Reveal-Leatherback-Turtles-Epic-Journey-2.jpg/18
  19. 19. 19
  20. 20. we’re all driven by forces beyond our awareness20
  21. 21. http://zletter.files.wordpress.com/2009/11/maratus_volans_f55822.jpg?w=450&h=33121
  22. 22. http://www.flickr.com/photos/27578366@N06/3063476368/in/gallery-cuttlefishlove-72157623190971692/22
  23. 23. http://arrestedmotion.com/2009/01/stephen-sprouse-artist-and-designer/23
  24. 24. we’re not rational but we can always provide rationale24
  25. 25. http://thevagabondadventures.com/wp-content/uploads/2010/11/Us-with-the-Bushmen-Tribe.jpg25
  26. 26. 26
  27. 27. at its heart consumerist capitalism is not “materialistic” but “semiotic.” Geoffrey Miller27
  28. 28. 28
  29. 29. neuroscientist’s model http://www.btbuddies.org.uk/about-high-grade-brain-tumours/areas-of-the-brain-and-their-functions.html29
  30. 30. marketer’s model http://www.forbes.com/2010/05/24/bank-of-america-post-recession-marketing-cmo-network-claire-huang.html30
  31. 31. Tropicana.com31
  32. 32. 32
  33. 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. 34. http://www.massivesoftware.com/ http://www.massivesoftware.com/34
  35. 35. http://www.massivesoftware.com/35
  36. 36. PMFserv’s model http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg36
  37. 37. http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg37
  38. 38. http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg38
  39. 39. what we want to signal physical traits personality traits cognitive traits health conscientiousness intelligence fertility extraversion beauty stability openness agreeableness39
  40. 40. how we signal conspicuous waste conspicuous precision conspicuous reputation40
  41. 41. 41
  42. 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. 43. appeal to our ultimateinterests secure social status autonomy & control fun (go figure)  resources, mates & teammates43
  44. 44. work within our cognitivelimitations Aspirin Salt Jelly bean44
  45. 45. work within our cognitivelimitations45
  46. 46. work within our cognitivelimitations $7 / glass $10 / glass $12 / glass $ 5 / glass46
  47. 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. 48. use our decision-makinginfluences Pretty Boy. Nerd. 48
  49. 49. use our decision-makinginfluences49
  50. 50. use our decision-makinginfluences50
  51. 51. use our decision-makinginfluences http://www.ratemyprofessors.com/ShowRatings.jsp?tid=157829&page=351
  52. 52. use our decision-makinginfluences52
  53. 53. use our decision-makinginfluences social proof reciprocity commitment & consistency scarcity & loss-aversion liking authority53
  54. 54. 54
  55. 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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