Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

•

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Lecture by Astrid Groenewegen at the Sanoma Mediaparade 2014 on how thinking on persuasion design could transform the way we think about advertising.

Marketing Business

PERSUASION EATS
ADVERTISING FOR
BREAKFAST!
an exploration of the future of advertising

THE SALES FUNNEL IS DEAD
Digital is a revolution in choice and buying behavior not in media
CopyrightMcKinsey

THE TAKE-AWAY
The value an agency represents is not creativity or
creative communications, but the know-how of
inﬂuencing choice and buying behavior.
Therefore agencies need to work with all the ingredients
of the business model: the way a product feels, the way
we fuel consumer excitement and word-of-mouth and
the way we improve the conversion path in general.
One of the most interesting questions today for agencies
will become: can we our creativity have added value in
inﬂuencing choice and behavior?

CREATIVE COMMUNICATION
VERSUS
BEHAVIORAL DESIGN

BEHAVIORIAL DESIGN MODEL
Persuasion is putting hot triggers in the path of motivated people
CopyrightBJFogg

WE AS ADVERTISING
INDUSTRY TEND TO
OVERESTIMATE THE ROLE
OF MOTIVATION IN
CHANGING AND
INFLUENCING BEHAVIOUR

AMAZON VS BEST BUY
The winning power of Amazon is not e-commerce as such, but
service design on ability

HIVOS LASER GUN
Making behavior more fun instead of convincing on arguments

IT’S NOT ABOUT BIG IDEAS
IT’S ABOUT SMALL IDEAS
SWEAT THE SMALL STUFF
!
Rory Sutherland

DESIGN FOR EXCITEMENT
Build conversation into the product to promote sharing

DESIGN FOR PERSUASION
People use shortcuts that directly inﬂuence behavior

DESIGN FOR VALUE PERCEPTION
People can only understand relative value not absolute value

BUSINESS IDEAS FROM THE
LEAST EXPECTED PLAYERS
WILL DISRUPT YOUR BUSINESS
FASTER THAN ADVERTISING
CAN SAVE IT
!
Rei Inamoto, AKQA

DISRUPTIVE START-UPS
AirBNB is designed around boosters and barriers

DISRUPTIVE PRODUCTS
Integrating service design into products

DISRUPTIVE BUSINESS MODELS
Inventing business models for the connected world
www.paybacksweater.com BaconsprinklesonKickstarter

DISRUPTIVE SERVICE DESIGN
The next revolution will be psychological, not technological (Rory Sutherland)

STRATEGY IS NOTHING
MORE BUT AN INTERESTING
HYPOTHESIS THAT
CAN BE VALIDATED OR
REJECTED BY DATA
!

THE ART OF FAILING FORWARD
The lessons we learned from our own start-up Salon Désir (www.salondesir.com)

THINK LIKE A START-UP
Finding a plan that works before the money runs out

BECOME A MAKER
Creativity and strategy should merge, the best strategy is found through creativity
CopyrightHerbKelleher

WE SHOULD BE OBSESSED BY
SMART IDEAS INSTEAD OF
ORIGINAL IDEAS
CONVERSION DOESN’T KILL
CREATIVITY
!

DIGITAL IS NOT A DESTINATION
It’s not the website, it’s the social object. 90% of shopping decisions are
made outside the website

DESIGN FOR CONVERSION
Develop audiences through content, convert into contact, convert into buyers

1. BEHAVORIAL DESIGN
Learn about persuasion and behavioral economics

2. LEAN START-UP
Executing strategy and achieving failure vs. experimenting, optimizing and
discovering a business model

3. GAME DESIGN
Start to understand game design is not about playfulness, but interesting choices
http://codingconduct.cc/Don-t-Play-Games-With-Me
http://www.slideshare.net/dings/pawned-
gamiﬁcation-and-its-discontents

http://www.youtube.com/watch?
v=6Hafzkwdwho (Dutch)

ASTRID GROENEWEGEN
Co-founder and Creative Director SUE Amsterdam
Creative agency for Smart Campaigning
!
astrid@sueamsterdam.com
@astridgr
www.pinterest.com/astridgr
LinkedIn: Astrid Groenewegen
+31-654743782
!
Columnist for AmsterdamAdblog
Jury president SpinAwards
Co-founder & Creative Director salondesir.com
Co-founder & Creative Director paybacksweater.com
!
Ofﬁce: Koestraat 5b, 1012 BW Amsterdam
!
The secrets of persuasion and other stuff that fascinates us can be found in
SUE’s bi-weekly ’A mail named SUE’ subscribe via www.sueamsterdam.com
!
!
!

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Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

1. PERSUASION EATS ADVERTISING FOR BREAKFAST! an exploration of the future of advertising

2. THE SALES FUNNEL IS DEAD Digital is a revolution in choice and buying behavior not in media CopyrightMcKinsey

3. THE TAKE-AWAY The value an agency represents is not creativity or creative communications, but the know-how of inﬂuencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and word-of-mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we our creativity have added value in inﬂuencing choice and behavior?

4. CREATIVE COMMUNICATION VERSUS BEHAVIORAL DESIGN

5. BEHAVIORIAL DESIGN MODEL Persuasion is putting hot triggers in the path of motivated people CopyrightBJFogg

6. WE AS ADVERTISING INDUSTRY TEND TO OVERESTIMATE THE ROLE OF MOTIVATION IN CHANGING AND INFLUENCING BEHAVIOUR

7. AMAZON VS BEST BUY The winning power of Amazon is not e-commerce as such, but service design on ability

8. HIVOS LASER GUN Making behavior more fun instead of convincing on arguments

9. TOILET DESIGN Trigger behavior

10. IT’S NOT ABOUT BIG IDEAS IT’S ABOUT SMALL IDEAS SWEAT THE SMALL STUFF ! Rory Sutherland

11. DESIGN FOR EXCITEMENT Build conversation into the product to promote sharing

12. DESIGN FOR PERSUASION People use shortcuts that directly inﬂuence behavior

13. DESIGN FOR VALUE PERCEPTION People can only understand relative value not absolute value

14. BUSINESS IDEAS FROM THE LEAST EXPECTED PLAYERS WILL DISRUPT YOUR BUSINESS FASTER THAN ADVERTISING CAN SAVE IT ! Rei Inamoto, AKQA

15. DISRUPTIVE START-UPS AirBNB is designed around boosters and barriers

16. DISRUPTIVE PRODUCTS Integrating service design into products

17. DISRUPTIVE REACH Using ﬁlters as the new reach building and customer service as brand building

18. DISRUPTIVE BUSINESS MODELS Inventing business models for the connected world www.paybacksweater.com BaconsprinklesonKickstarter

19. DISRUPTIVE SERVICE DESIGN The next revolution will be psychological, not technological (Rory Sutherland)

20. STRATEGY IS NOTHING MORE BUT AN INTERESTING HYPOTHESIS THAT CAN BE VALIDATED OR REJECTED BY DATA !

21. THE ART OF FAILING FORWARD The lessons we learned from our own start-up Salon Désir (www.salondesir.com)

22. THINK LIKE A START-UP Finding a plan that works before the money runs out

23. BECOME A MAKER Creativity and strategy should merge, the best strategy is found through creativity CopyrightHerbKelleher

24. WE SHOULD BE OBSESSED BY SMART IDEAS INSTEAD OF ORIGINAL IDEAS CONVERSION DOESN’T KILL CREATIVITY !

25. DIGITAL IS NOT A DESTINATION It’s not the website, it’s the social object. 90% of shopping decisions are made outside the website

26. DESIGN FOR CONVERSION Develop audiences through content, convert into contact, convert into buyers

27. THREE AREAS YOU SHOULD MASTER TODAY !

28. 1. BEHAVORIAL DESIGN Learn about persuasion and behavioral economics

29. 2. LEAN START-UP Executing strategy and achieving failure vs. experimenting, optimizing and discovering a business model

30. 3. GAME DESIGN Start to understand game design is not about playfulness, but interesting choices http://codingconduct.cc/Don-t-Play-Games-With-Me http://www.slideshare.net/dings/pawned- gamiﬁcation-and-its-discontents http://www.youtube.com/watch? v=6Hafzkwdwho (Dutch)

31. THANK YOU! !

32. ASTRID GROENEWEGEN Co-founder and Creative Director SUE Amsterdam Creative agency for Smart Campaigning ! astrid@sueamsterdam.com @astridgr www.pinterest.com/astridgr LinkedIn: Astrid Groenewegen +31-654743782 ! Columnist for AmsterdamAdblog Jury president SpinAwards Co-founder & Creative Director salondesir.com Co-founder & Creative Director paybacksweater.com ! Ofﬁce: Koestraat 5b, 1012 BW Amsterdam ! The secrets of persuasion and other stuff that fascinates us can be found in SUE’s bi-weekly ’A mail named SUE’ subscribe via www.sueamsterdam.com ! ! !

Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

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Persuasion eats Advertising for Breakfast - an exploration of the future of advertising