Rifle vs. Shotgun marketing online. Despite recent trend toward targeted marketing, broadcast marketing may still be effective.

1. Sunwoof:Adventures in Solar Persuasion James Mao – habits.stanford.edu

2. What You Should Know Shotgun approach can work online Costs must be well managed Offer must be broad based Current trend toward targeted marketing Google AdWords promotes CTR as the key measure of success Serves publishers, not necessarily advertisers

3. Weapons of Mass Persuasion http://bit.ly/aGxcSz

4. Rifle Approach Focus on a narrow demographic Heavily target that demographic through: Time of day/week Channel Format Message Maximize CPA Maximize CTR Maximize conversion rate

5. Shotgun Approach Focus on a main channel Flood main channel and auxiliary channel Consistent message All the time Maximize CPA Minimize CPM Maximize impressions Maximize conversion rate

6. Sunwoof Goal: Convince 5 people to apply sunscreen daily for 5 days Channel: 3rd party Facebook applications Method: Nonintrusive broadcast advertising through virtual gifts, walls, and direct messaging

7. Before she leaves home and starts her day, Laura goes online to play with her Facebook application. She notices a gift with a message to invite her to join in trying out this new habit. Laura adds sunscreen as a daily event to her calendar. In the following mornings, she applies sunscreen. She regifts the item and spread the message. Laura completes a survey to help improve process. Virtual Sunscreen for You

8. Prototype

9. Shotgun Marketing Funnel Impressions Is the ad distinctive? Views Cliffhanger? Clicks Is the offer sweet? Conversions Infant mortality Participated 1 day Participated 2 days Participated 3 days

10. What Worked Facebook applications are a great platform to get access to a large audience for cheap “Friending” not required to deliver message Virtual gifts are a great conversation openner Reciprocity effect from receiving gift Lottery format keeps costs manageable Most people do not use expected values to determine action High motivation for low cost per action

11. Dangers During the middle of testing, application changed layout of platform Huge drop in conversion rate going forward Confused users Must re-tune High overhead of tracking responses Difficult to automate the collection of user responses Full service customers rather than self service

12. Things to Consider Offer was successful due to wide audience Most people have used sunscreen before Ad text made a huge difference 3% to 10% click through rates with 3 word changes Call to action very helpful Possible to create new habits online very cost effectively