Cannes Lions is the world's biggest celebration of creativity in communications. For 60 years it’s been home to the biggest ideas changing how brands interact with customers. This year, it turned its attention to health. 800 people from 50 countries gathered to share, judge and celebrate the life-changing creativity of the world’s best healthcare agencies. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, memorable quotes, great creative, and even a few share-worthy tweets.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
POETS AND QUANTS: HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATATom Morton
Big data is shifting the balance of power between the creative 'poets' of the communications industry and the more analytical 'quants'. Yet there is still a big role for creative minded people in a Big Data world. A lateral, humanistic view on Big Data yields better, more insightful truths, and data can be fuel for creative development. Here's how.
Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what’s good for individuals and good for society can also be good for business.
Most Prominent Women Leaders, 2019 | Avid Women LeadersCIO Look Magazine
CIOLook features Most Prominent Women Leaders, 2019, some of exceptional women leaders who have strived & further thrived in achieving many milestones.
Cannes Lions is the world's biggest celebration of creativity in communications. For 60 years it’s been home to the biggest ideas changing how brands interact with customers. This year, it turned its attention to health. 800 people from 50 countries gathered to share, judge and celebrate the life-changing creativity of the world’s best healthcare agencies. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, memorable quotes, great creative, and even a few share-worthy tweets.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
POETS AND QUANTS: HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATATom Morton
Big data is shifting the balance of power between the creative 'poets' of the communications industry and the more analytical 'quants'. Yet there is still a big role for creative minded people in a Big Data world. A lateral, humanistic view on Big Data yields better, more insightful truths, and data can be fuel for creative development. Here's how.
Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what’s good for individuals and good for society can also be good for business.
Most Prominent Women Leaders, 2019 | Avid Women LeadersCIO Look Magazine
CIOLook features Most Prominent Women Leaders, 2019, some of exceptional women leaders who have strived & further thrived in achieving many milestones.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
Effective Business Practices 101 (7/8): Market and Environmental Health Consi...Dmitri Tcherbadji
This deck is a part of an eight-day introductory course that I originally designed for the residents of Inle Lake (Nyang Shwe), Myanmar during my volunteer work with Partnership for Change org. This is a basic introductory course for those who wish to start a businesses but aren't sure where to begin or what would be an effective way to run and operate a company geared for Western customers.
This deck is free for anyone to modify and use, but please keep in mind that I do not own copyrights for most of the images on those slides (with some exceptions).
STRATEGY: Defining and Advertising to Your Target AudienceAlexandra Renzetti
Marketing Tip of the Day: It is nearly impossible to develop ONE message that appeals to everyone. Instead, define your customer profile and focus your efforts on your target market to increase customer loyalty.
Mintel’s 2018 Consumer Trends for North AmericaBrandSquare
To ring in each new year, the world’s leading marketing intelligence agency identifies the key consumer trends that are most likely to influence businesses in markets around the world. For 2018, Mintel is highlighting two intriguing trends that will have a big impact in the U.S. and Canada. Join us to learn about “Trust Funding” and “Health Yourself” — and what these trends mean for advancing your brand in the year ahead.
Watch the entire webinar here: http://videos.brandsquare.com/watch/7EE4T3qSjzGxgV8k453Ash
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
Effective Business Practices 101 (7/8): Market and Environmental Health Consi...Dmitri Tcherbadji
This deck is a part of an eight-day introductory course that I originally designed for the residents of Inle Lake (Nyang Shwe), Myanmar during my volunteer work with Partnership for Change org. This is a basic introductory course for those who wish to start a businesses but aren't sure where to begin or what would be an effective way to run and operate a company geared for Western customers.
This deck is free for anyone to modify and use, but please keep in mind that I do not own copyrights for most of the images on those slides (with some exceptions).
STRATEGY: Defining and Advertising to Your Target AudienceAlexandra Renzetti
Marketing Tip of the Day: It is nearly impossible to develop ONE message that appeals to everyone. Instead, define your customer profile and focus your efforts on your target market to increase customer loyalty.
Mintel’s 2018 Consumer Trends for North AmericaBrandSquare
To ring in each new year, the world’s leading marketing intelligence agency identifies the key consumer trends that are most likely to influence businesses in markets around the world. For 2018, Mintel is highlighting two intriguing trends that will have a big impact in the U.S. and Canada. Join us to learn about “Trust Funding” and “Health Yourself” — and what these trends mean for advancing your brand in the year ahead.
Watch the entire webinar here: http://videos.brandsquare.com/watch/7EE4T3qSjzGxgV8k453Ash
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Now, next and near future: Our planning framework for Covid-19 and beyondDani Goodwin
Here at twentysix, we’ve been working non-stop to guide our clients through these uncertain times. From this experience, we’ve produced a free marketing strategy playbook to support businesses with the now, next and near future.
Successful marketing strategies for green business works when these 5 straight forward principles are followed. Discover these principles and use them for your marketing campaign.
NEUEvertising | THE ETHICAL, RESPONSIBLE AND SUSTAINABLE MARKETING REVOLUTIONNEUE
NEUE aporta Valor Social y Humano a las Marcas - p.e. NEUE Inditex, NEUE La Caixa, etc.
La NEUE Publicidad con Conciencia Social/Humana - Sus mensajes aportan SOLUCIONES para un Mundo Mejor > http://www.youtube.com/view_play_list?p=0E1B64C3C000DE9C
José María Martínez aka 'Mr XEM'
Creative for a Better World
Mobile: +34 686 98 06 83
Email: XEM.Creative@gmail.com
Skype: chemitamol
LinkedIn: http://www.linkedin.com/in/MrXEM
My eBook NEUE: https://play.google.com/store/books/details?id=z_xAU9uB23IC
While change has always been a constant, the pace of change seems to have increased exponentially. This change permeates through all aspects of business as well; competition, marketing, social media, health care, even your employees. As a business owner or leader, you are challenged with keeping up with that change - perhaps even embracing it. The 2013 7x7x7 panel examines where change is happening, what it's impact will be on you and how you might take full advantage of that.
PJA Advertising + Marketing provides three tips for B-to-B marketers looking to evolve their brands, plus examples from clients who have already had success doing so.
The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.
Making purpose pay: inspiring sustainable living by UnileverAntonio Nunez Lopez
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
Trends From The Trenches - Consumer Data, Insights and InnovationAndrea Simon
Healthcare Innovation: Trends From The Trenches
Consumer Data, Insights and Innovation
Featured Speakers:
Andrea (Andi) Simon, PhD and President of Simon Associates Management Consultants
Linda MacCracken, VP, Truven Health Analytics and Adjunct Lecturer, Harvard School of Public Health
In the 3rd webinar, Linda MacCracken will review data analytics needed for Fee For Service and Fee for Value consumer engagement in today’s rapidly changing healthcare industry. Linda will review pressing business questions which focus on data analytics as effective, innovative ways to improve customer intimacy and enhance margin. She will share a case study and give practical tools to help you and your teams find better ways to serve your customers.
Andrea Simon PhD, webinar host, will introduce and conclude Linda's presentation with ways to tie data and information into valuable insights to help you better “see, feel and think” in new ways so you can “do” better in changing times.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
2. “It can help us improve marketing effectiveness and prevent millions being wasted
on activities which run contrary to human nature.”
“This can be applied to virtually every area of business, from governance and
employee relations to marketing and customer service.”
“The behavioural revolution is in full swing.”
“Brands and agencies have been watching closely to see how they can apply
the science of persuasion to their own challenges.”
“Behavioural science is bigger than we thought, and more creative than
we could have imagined"
“The new science of selling.”
“Where policies have been designed to reflect behavioural science insights they
have substantially improved outcomes for individuals, families, communities, and
businesses.”
Behave.LONDON | BEHAVELABS.CO
3. CHANGING behaviour has always been crucial to success.
But over the past two decades breakthroughs in behavioural
science have fundamentally altered our understanding of why
we do what we do.
Today, in the right hands, these new insights are providing
businesses with an unfair advantage and kick-starting a new
creative revolution.
At Behave, we have experience in four continents using
behavioural science to do more with less.
Here are 14 practical and profitable lessons we’ve learned.
Behave.LONDON | BEHAVELABS.CO
4. - Stewart Butterfield, Founder Flickr and Slack
“The best - maybe the only? - direct measure of
innovation is change in human behaviour”
Behave.LONDON | BEHAVELABS.CO
5. How to win over more
friends in less time
Behave.LONDON | BEHAVELABS.CO
7. HOW does an product gain traction? Why are
some companies admired and others despised?
What is it that causes changes to decisions,
habits and lifestyles?
In this age of distraction, mass media has become
a blunt and expensive tool to change behaviour.
But there is hope.
The new toolkit offered by the behavioural
sciences gives you the means to navigate this
new world by creating frugal innovations -
innovations that turn resource constraints into an
advantage.
After all, personal and professional success
requires being able to move others to action -
customers, colleagues, investors, the media etc.
Has there ever been greater pressure to achieve
more with less? Has there ever been more of a
need?
By understanding the means to influence and
change behaviour, you can break through the
noise and create calm out of chaos.
Is human behaviour random? Or are we “predictably irrational”?
Now we have a toolkit that explains why we do what we do.
Behave.LONDON | BEHAVELABS.CO
9. BEHAVIOURAL insights shouldn’t be viewed
as scientific in the lab sense.
They’re scientific in the sense that use is based
on definite knowledge drawn from direct
observation of human behaviour.
They’re scientific in the sense that applications
are based on consistent principles which have
been demonstrated through repeated
experimentation.
They’re scientific in the sense that outcomes
can be achieved through a repeatable process
that gets results without risks.
Think of it as a new musical theory for the
mind. Now you can find the right notes to play
to create change - rather than relying on
imprecise methods such as surveys or focus
groups.
Those able to turn insights into actions are
already beginning a new creative revolution
within business and society.
How to make the stairs attractive - understand the notes that
create change and you may find a creative solution.
Behave.LONDON | BEHAVELABS.CO
11. THE difference between a no and a yes is often very
small. Because we now know that decisions are made in
systematic and predictable ways, the impact of “trivial”
things can be dramatic.
WE’VE SEEN:
A simple check-list half the rate of fatalities from surgical
procedures.
A new form design increase organ donation rates from
less than 10% to over 90%.
23% more patient’s take their medicine correctly as a
result of a lottery incentive.
An SMS reminder result in 2.6 times more savings.
A clearer process result in 50% less violent and
aggressive behaviour in hospitals.
A public pledge increase healthy eating decisions by
9.5%.
These were all from small interventions. And are a
fraction of the 537 case studies we’ve collected and
worked on around the world.
NEXT STEP >
CHECKOUTAS GUEST
A “Guest Checkout” button, like this one, added
$300M per year to a US retailer’s balance sheet.
Behave.LONDON | BEHAVELABS.CO
13. DIAMOND and moissanite are virtually
identical stones. One “lasts forever”, the
other is virtually unknown.
The ASUS X550CA and Apple’s Macbook
Pro have similar designs and are
assembled in nearby factories. One sells for
£540, the other starts at £999.
Many business decisions are taken to
make the reality better - lower price, higher
volume, faster delivery etc. But why
improve the food if the restaurant smells
bad?
Focus on raising your perceived value and
you will change your business reality faster.
Which is which?
One will cost you £800. The other £8000.
Based almost entirely on perceived value.
Behave.LONDON | BEHAVELABS.CO
14. Context matters as much as
(maybe more than)
motivation
5
Behave.LONDON | BEHAVELABS.CO
15. DECISIONS are not just based on
motivation. The context of the decision
plays a huge role, often subconsciously.
Timing, mood, the layout and environmental
cues all influence behaviour.
A supermarket has found they can sell more
German wine when they play German
music. And more French wine when they
play French music.
A shoe company found sales of one product
went up by more than 10% when they
sprayed the sole with an attractive scent.
A school found they can shift 18% more
healthy food by making it the first choice
children see.
Try changing the context before trying to
increase motivation. You’ll find it much
easier.
Want to get children to eat their greens?
Don’t nag them, nudge them by changing
the choice environment.
Behave.LONDON | BEHAVELABS.CO
16. How to make your marketing
budget work harder
Behave.LONDON | BEHAVELABS.CO
17. With a behavioural objective
you can do more with less
6
Behave.LONDON | BEHAVELABS.CO
18. MARMITE’S “End Marmite Neglect” campaign has a
behavioural objective: get people to take the product
out of the cupboard and use it more frequently.
How much has the campaign cost? A few million?
This problem could have been solved for much less
and in a way that permanently shifted the sales curve
up.
How?
Well, the fridge is the most looked at place in the
kitchen. So add a sticker to the label saying “keep
me fresh in the fridge”.
The product goes in the fridge, gets seen more and
used more.
Sales of Marmite go up, sales of rivals go down.
When you start thinking about a problem in terms of
behaviour, you can find ways to out-think your
competition rather than out-spend your competition.
At Behave., that’s how we define creativity.
KEEP ME FRESH
IN THE FRIDGE
Is creativity making a multi-million campaign?
Or is it making a sticker that gets the job done?
Behave.LONDON | BEHAVELABS.CO
20. ON May 6th this year the UK’s leading
pollsters and experts all concluded the
election would result in a hung Parliament.
On May 7th the Conservatives won a 12
seat majority with 331 seats.
What people say and what people do are
two very different things.
Putting your trust in focus groups or
attitude surveys is risky business.
And data, however big, can only tell you
what people do. It can’t tell you why or
what to do about it.
Only data plus behavioural insights can do
this.
Put them together and 1 + 1 = 3.
“No need to pray, David. The pollsters had it wrong.”
Behave.LONDON | BEHAVELABS.CO
21. Make your advertising an
involving and evolving story
8
Behave.LONDON | BEHAVELABS.CO
22. HOWARD Gossage was the Ad Man who set-up the
first behavioural science practice, Generalists Inc., back
in the 1960’s.
Unlike the Mad Men of the era, he understood how to
create advertising that changed behaviour without the
need for big budgets.
He, and his clients, became wildly successful.
His secret?
He created ads that talked to the audience, not at the
audience. He involved them. When they responded,
and they did in their thousands, he evolved the story.
And his ads were so interesting they became the news,
so they spread far beyond small paid media space he
required.
Today, with social media and infinite online earned
media space, this approach is more powerful than ever.
But so overlooked.
Last year £19.4BN was spent in the UK on advertising.
Research shows 89% of it was completely ignored.
That’s £17.27BN that could have been put to better
use.
Likability: How Gossage sold Fina, the petrol brand,
to the American people.
Behave.LONDON | BEHAVELABS.CO
26. HOW do you sell a charge card with an
annual fee, that requires full payment each
month and isn’t widely accepted?
In 1974 American Express tested a two-
page letter opening:
“Quite frankly the American Express Card is
not for everyone. And not everyone who
applies for Card membership is approved.”
It worked.
That same letter was mailed over 250M
times over the next 25 years and brought in
over $2BN in new business.
All because it appealed to the prospect’s
emotional desire for status and
respectability.
Behave.LONDON | BEHAVELABS.CO
How can a two-page letter be worth $2BN?
With emotion.
28. HOW do you sell a drink that’s 24% smaller
by volume and costs 75% more per ml
than the market leader?
Red Bull may be known for the tagline “it
gives you wings”, but their can design is
their genius.
On a shelf it makes a Coca-Cola can look
short and fat.
Hardly desirable when your customer is
thinking about what the product may do to
their waistline.
Behave.LONDON | BEHAVELABS.CO
Taller and thinner: An irrational (but effective)
way to compete
30. HOW do you sell an identical product for
more than a larger rival…who’s just one
click away?
Economists predicted that the internet
would mean the cheapest retailer would
always win.
Clearly nobody told Zappos, the online
shoe retailer. They outsold Amazon on
many product lines and at higher prices
too.
Amazon’s efficiency is impressive. But their
service is impersonal.
Zappos differentiated themselves with
friendly customer service and human
touches to surprise and delight.
Their success forced Amazon to buy them
out for $1.2BN.
Behave.LONDON | BEHAVELABS.CO
Why deliver efficiency when you can deliver happiness?
How Zappos beat Amazon at their own game.
31. Want better results now?
Here’s where to start…
Behave.LONDON | BEHAVELABS.CO
32. Start at the end.And work
backwards.
12
Behave.LONDON | BEHAVELABS.CO
33. 801 online conversion rate experts were
recently asked where they found the
biggest wins when making changes.
Their answer?
The checkout.
This thinking applies across your business.
Work backwards from the purchasing
decision. The checkout. The menu. The
order form.
Remove any barriers to “yes” and you will
see a better ROI from every penny spent
beforehand.
After all, what use is it spending money on
advertising if the rest of your funnel is
leaking?
TOP OF FUNNEL
BOTTOM OF FUNNEL
Why apply more force if the bottom is blunt?
Start at the end. And work backwards.
We call this Corkscrew Thinking.
Behave.LONDON | BEHAVELABS.CO
34. Re-think how you present
choices
13
Behave.LONDON | BEHAVELABS.CO
35. WHEN offered, “Red or White?” have you
ever responded, “Dry Martini”?
The way choices are presented to us can
have a huge impact on our decisions.
What’s the default option?
What’s the most popular option?
What do people like your prospect do?
How many choices are you offering?
How do they compare with each other?
Are you presenting a “yes or no” or a “this
or that” decision?
In what order are the options presented?
All of these matter.
Present them right and you unlock hidden
wealth immediately. Present them wrong
and you make a costly mistake.
“Red or white?” An example of a “this or that” choice.
Difficult to say no to. Or “dry martini” to.
Behave.LONDON | BEHAVELABS.CO
36. Make it easier to do business
with you
14
Behave.LONDON | BEHAVELABS.CO
37. THE manager of a New York City mattress made a
mistake. Rather than ordering their usual monthly
stock from the wholesaler, he ordered more than his
warehouse could hold.
To make room fast, the store began offering to collect
people’s old mattresses. Within seven days they sold
more than in the previous seven months. They soon
became the No. 1 mattress company in New York City.
The decision to buy isn’t just about your product. It
involves a series of decisions (and how difficult these
are perceived to be).
Every decision involves cognitive effort. The simplest
most attractive choice will always win. Take Amazon
One-Click as an example.
In fact, research published in the Harvard Business
Review found that companies that were easier to buy
from sold 58% more than their competition.
Whether trying to sell a product or trying to persuade
people to do something, it pays to start by making it
easier for them.
You may find you hit your targets in days, not months
and leave your competition for dust.
Are your customers looking for a better night’s sleep?
Or an easier way to get one?
Behave.LONDON | BEHAVELABS.CO
38. Is this all we know?
Behave.LONDON | BEHAVELABS.CO
39. THERE is only so much we can reveal here.
There are dozens of practical ways behavioural
science can provide you with an unfair advantage.
But only when implemented with care.
At Behave, we’ve developed a comprehensive
approach that applies across business functions.
This special information is shared exclusively with our
clients.
Behave.LONDON | BEHAVELABS.CO