The document discusses the importance of 'doing' in marketing to engage consumers in meaningful conversations rather than just presenting ideas. It emphasizes that behavior change is crucial for perception change, showcasing how interactive experiences can facilitate deeper engagement. The author concludes that prioritizing actions over mere thoughts brings people into the conversation effectively.

1. HOW TO GET PEOPLE
TO DO STUFF
@andywhitlock
nowincolour.com
Saturday, 8 May 2010

2. CASE STUDY: JOHNNIE WALKER BLACK LABEL
This was years ago, so I’m not knocking the agency that did
it. But it was a turning point for me in understanding the
wrong and right ways to think about rich ideas.
The following model is still commonly used by many brands...
Saturday, 8 May 2010

3. man vs
rich conversation:
machine
story-telling device: android
Like a lot of advertising, the rich idea was distilled into a
symbol/device that made the message potent and distinctive.
Saturday, 8 May 2010

4. man vs
rich conversation:
machine
story-telling device: android: “amplified”
But it was the device that the client wanted to amplify.
Saturday, 8 May 2010

5. man vs
rich conversation: neglected :(
machine
story-telling device: android: “amplified”
The richer conversation - and all its potential
meaning and opportunities - was left behind.
Saturday, 8 May 2010

6. SEE FEEL THINK DO
Does this really happen?
Saturday, 8 May 2010

7. CHANGE PERCEPTIONS > CHANGE BEHAVIOUR
“This made sense in an era when marketing was limited
to generating thoughts, but [...] things are often more
complicated to explain than they are to do.”
- Adrian Ho, Zeus Jones
Saturday, 8 May 2010

8. CHANGE BEHAVIOUR > CHANGE PERCEPTIONS
“If you want to change behaviour, change behaviour...
or give them something to copy”
- Faris Yakob
“We learn by doing, and doing changes how we think
about something.”
- Adrian Ho, Zeus Jones
Saturday, 8 May 2010

9. “GET PEOPLE TO SPEND MORE
THAN 2 MINUTES WITH OUR
SERVICE”
- Stephen Anderson, product strategist
http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions?type=powerpoint
Saturday, 8 May 2010

10. I believe that if you give people something to do it
can accelerate people into the richer conversation
something to do
rich conversation:
Saturday, 8 May 2010

11. DO FEEL THINK SEE
Yes, yes, it’s nice “flipping” models isn’t it ;)
Saturday, 8 May 2010

12. SOME EXAMPLES
Saturday, 8 May 2010

13. something to do:
discrimination
rich conversation:
of gay people
Saturday, 8 May 2010

14. Saturday, 8 May 2010

15. Saturday, 8 May 2010

16. something to do:
supporting
rich conversation: struggling
students
Saturday, 8 May 2010

17. Saturday, 8 May 2010

18. something to do:
seeing who
rich conversation:
the smartest is
Saturday, 8 May 2010

19. Saturday, 8 May 2010

20. something to do:
being kind to
rich conversation:
your body
Saturday, 8 May 2010

21. Saturday, 8 May 2010

22. WHEN YOU PUT DOING AT THE HEART OF THINGS,
PEOPLE HAVE ALREADY JOINED THE CONVERSATION
Saturday, 8 May 2010

23. “Marketers spend too much time trying to get people
to leap over the hurdle of "buy this, right now" and
not enough on "it's yours, here's how you keep it."
- Seth Godin
Saturday, 8 May 2010

24. You’ve already...
...judged someone’s ...felt what it’s like to ...enjoyed playful
sexuality support someone competitiveness
Saturday, 8 May 2010

25. STORY-TELLING VS STORY-DOING
man vs machine man vs woman
android
Saturday, 8 May 2010

26. FAST FOOD FOR THOUGHT
“Rich ideas that get you thinking but delivered in quick,
direct fashion.”
- Nik Roope, Creative Director, Poke
Saturday, 8 May 2010

27. Saturday, 8 May 2010

28. CONCLUSION:
‘DOING’ BRINGS PEOPLE INTO THE
CONVERSATION QUICKLY AND MEANINGFULLY
Saturday, 8 May 2010