YOUR COMMUNICATIONS CHALLENGE MY CHALLENGE IS TO COMMUNICATE TO THAT THEY SHOULD THINK / DO RATHER THAN THINK / DO
It’s a communications challenge
I don’t need to change my business’s fundamental to solve it
EXAMPLES My challenge is to communicate to under 45 males in high income suburbs, that they should think of us as a premium brand rather than think of us as a dinky Australian brand. My challenge is to communicate to SME business owners that they should pay higher prices for our printing rather than get three quotes and take the cheapest price. My challenge is to communicate to my staff that they should understand the importance of filling out time sheets rather than see it as a waste of time.
It’s single-minded
THINGS THAT THE make the
BIGGEST difference
A R E N ’ T A LW AY S
OBVIOUS
PICK A SONG THAT EVERYBODY LIKES
IT’S
NOT
ROCKET SCIENCE
..…IT’S HARDER. In marketing, the things that make the biggest difference aren’t always obvious.
VIOUS, O
NCE YOU K
ANSWER
PREDICTABLY IRRATION
AL
Thinking
fast, thin k
ing slow
on Johanss s n a r F t - By ici Effec d e M e Th eath nd dan h a ip h C 013 ra in , stick t he B ad M ay 2 Made to f o s e 11). R t L ive S e c re le m a n ( 2 0 g in e d h n a T r g ious B v id Ea Unconsc by Da se r The u S imo n
e to t ’s gu id S ine
in he b ra
art w k - St
hy
it h W
so smart
The upside of irrationality
NUDGE
NOW TH E
t You’re no
ING’S OB
lity The upside of irrationa
EVERYTH
THERE’S A LOT IN HERE….. The honest truth about dishonesty
Contagious - Jonah Berger s
Brain Rule
Prof es
sor S
cott H
euta
l’s W ork
LET’S START WITH
WHY WHY HOW WHAT SIMON SINEK’S “GOLDEN CIRCLES” AS FILMED, 2009 NOW WITH OVER 20M VIEWS
WITH
WHY END WITH
BUY
WHY ISN’T
ALWAYS ENOUGH…
THE INVISIBLE BARRIERS BETWEEN WHY AND BUY
1.
‘WHY NOT’
2.
SAY
DO
3. COMPETITORS
SO THE GOOD NEWS
BIOLOGYBUYOLOGY
UNCOVERING SYSTEM 1 & 2
‘
M R A U W P S T E L with a
?
K C I U Q
?
QUIZ
?
1 A bat and a ball together cost $1.10. The bat costs a dollar more than the ball.
HOW MUCH IS THE BALL?
2 In a lake, there is a patch of lily pads. Every day, the patch doubles in size. If it takes 48 days for the patch to cover the entire lake,
HOW LONG WOULD IT TAKE FOR THE PATCH TO COVER HALF OF THE LAKE?
3 If it takes 5 machines 5 minutes to make 5 widgets,
HOW LONG WOULD IT TAKE
100 MACHINES TO MAKE
100 WIDGETS?
1 A bat and a ball together cost $1.10. The bat costs a dollar more than the ball.
HOW MUCH IS THE BALL?
2 In a lake, there is a patch of lily pads. Every day, the patch doubles in size. If it takes 48 days for the patch to cover the entire lake,
HOW LONG WOULD IT TAKE FOR THE PATCH TO COVER HALF OF THE LAKE?
3 If it takes 5 machines 5 minutes to make 5 widgets,
HOW LONG WOULD IT TAKE
100 MACHINES TO MAKE
100 WIDGETS?
Behavioural economists consider the brain to have two systems
SYSTEM 1
Emotional
and spontaneous
SYSTEM 2
Rational
and considered
SYSTEM 1
Emotional and spontaneous Automatic and effortless Calculates 2+2
SYSTEM 2
Rational and considered Conscious and effortful Calculates 17x24
Completes “fish &…”
Compares two ovens for value
Drives on an empty road
Parks in a narrow space
Detects hostility in a voice
Focuses on one voice in a crowd
I GOT A DIG BICK. YOU THAT READ WRONG. (YOU READ THAT WRONG TOO.)
TWO THINKING SYSTEMS
“MEET SYSTEM 1” Aoccodrnig to rscheearch at Cmabrdige Uinvrevtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoettnt tihng is taht the frist and lsat ltteer are in palce and you can sitll raed it wouthit a porbelm. Tihs is besauae ocne we laren how to raed we look for the eenssces of the jmulbed ltteers. The huamn mnid deos not raed ervey lteter by istlef, but preecsievs the wrod as a wlohe. We do tihs ucnsoniuscoly wuithot tuhoght.
“MEET SYSTEM 2”
“SYSTEM 1, MEET SYSTEM 2”
WHAT DOES
this
ALL
MEAN?
SYSTEM 1 calls in
SYSTEM TWO
IF NEEDED
SO IF YOU ARE A….. MARKET LEADER
CHALLENGER BRAND HIGH STAKES DECISION
“easy does it”
“disrupt”
“win emotionally first”
THE
THE
STEP 1
DESIRE + PERMISSION
DAVE TROTT
The emotional tail
wags the rational dog JONATHAN HAIDT
D N FI
your
EMOTION
GETTING EMOTIONAL
“
The essential difference between
EMOTION
and
REASON
DONALD G ALNE
(NEUROL
OGIST)
EMOTION LEADS TO ACTION, while REASON LEADS TO CONCLUSIONS. is that
”
EMOTIONS
vs
Feelings?
CORE EMOTIONS Guilt
Sadness
Fear
Disgust
Surprise Anger
Joy
Negatives trump positives
THE POSITIVE IN NEGATIVES
JOIN US AT:
Micro Economic Implications
in the Macro Age JULY 29TH -31ST
Early Bird Discount p rior to July 10th th 10 ly Ju r te af ty al en P n io at tr is eg R e Lat
LEMONADE
L em on a dee m oo nn a d LLeem
sp en d a lit tl e m on ey sp en d a li t t le t im e
D N FI
your
TRIGGER
WHAT’S MORE TALKED ABOUT?
LIFE TRIGGERS GIVE US FREQUENCY
y c n e u q e fr
TAKE A BREAK?
FANCY A DRINK?
TRIGGER WORKSHEET Emotion: What emotion will drive a change?
Accompanying Trigger: What life trigger you can attach to?
Action: What will you do differently in your marketing?
THE
STEP 2
WHAT IS A FRAME?
FIND THE FRAME
FIND THE FRAME
…..REFRAME IT
D N FI
your
FRAME
The Reframe
CHOOSE A VACCINE
Situation 1
Situation 2
Out of 3000
Out of 3000
Vaccine A will definitely save 1000 or Vaccine B is risky with a
33% of saving everybody,
66% nobody is saved
Vaccine A 2000 will definitely die or Vaccine B is risky with a
33% chance nobody will die
and a 66% everybody will die
CHOOSE A VACCINE Situation 1
Situation 2
Out of 3000
Out of 3000
Vaccine A will definitely save 1000 or Vaccine B is risky with a
33% of saving everybody,
66% nobody is saved
28%
Vaccine A 2000 will definitely die or Vaccine B is risky with 33%
chance nobody will die
and a 66% everybody will die
22%
72%
Vaccine A
Vaccine B
Vaccine A
78%
Vaccine B
FRAMING TOOLKIT Provide comparison Change the scale Change mental accounts
Use the
power of free From probability to frequency
From abstract to actual Reframe the driver
Include a reference decoy
CONVERT THE ABSTRACT
TO
ACTUAL
If the history of earth were compresse d to a
single year, modern humans would appe ar on
December 31st at about 11.58pm
The human race has lived on Earth fo r only 0.004% of the planet’s history.
g in d il u b e h t o t r Cleopatra lived close s id m a r y P e h t n a h of Pizza Hut t
nd 30BC. ou ar d e liv ra at op le C ile rca 2560BC, wh ci ild u b as w id am yr s closer. P ar at ye 0 0 5 t The Gre ou ab is h ic h ed in 1958, w The first Pizza Hut open
SHARK HYSTERIA
0.4 Americans killed by sharks every year
In the year 2000 alone,
12 swimmers died swimming outside the flags
Deer or Shark?
CHANGE MENTAL ACCOUNTS
THE “FREE” FRAME
Actual cost
per chocolate
30c
Offer 1
15c
73%
1c
27%
Offer 2
14c
31%
FREE
69%
10c
% of customers taking up each offer
Experiment by George Redinger, Kristina Shampanier & Nina Mazar
CHANGE PROBABILITY TO FREQUENCY
Which killer disease is more dangerous?
A
B
1,286 out of every 10,000
24.14% population
DENOMINATOR NEGLECT
Which disease is more dangerous?
A
B
1,286 out of every 10,000
24.14% population
1,286 out of every 10,000
24.14 out of every 100
PROBABILITY VS FREQUENCY
Diseases that cause permanent disability…
A
B
one in every 100,000
0.001% risk
PROVIDE A COMPARISON
=
REFERENCE SCALE MATTERS
SALE
REFRAME THE SCALE
14 MPG - now 20 MPG
50 MPG - now 100 MPG
Who gets the Zappos happy-enviro award?
GALLONS PER 100 MILES
From 7 down to 5
From 2 down to 1
SAVING 2
SAVING 1
Terry’s now saving twice the petrol for every 100 miles they both drive
REFRAME THE DRIVER
SAVE MONEY
SAVE THE
PLANET
BE A GOOD
CITIZEN
YOUR
NEIGHBOURS
ARE BETTER THAN
YOU
THE REFERENCE DECOY
THE REFERENCE DECOY C1 A
Price
C2
B
Quality
HEADING 1
Online Only
Print and Online
32% 68%
Online Only
Print and Online
16% 84%
FRAMING TOOLKIT Provide comparison Change the scale Change mental accounts
Use the
power of free From probability to frequency
From abstract to actual Reframe the driver
Include a reference decoy
FRAME WORKSHEET Current Frame
Apply The Toolkit
How are people currently deciding?
Try each of the tools
What changes in your marketing?
New Frame
THE
STEP 3
STEP 3
THE
A. MODEL YOUR DEFAULT B.
MAKE IT PERSONAL
C.
MAKE IT EASY
STEP 3
THE
A.
MODEL YOUR DEFAULT B.
MAKE IT PERSONAL C.
MAKE IT EASY
A. MODEL YOUR DEFAULT
There’s a default to the default
WHY? •
Making decisions takes energy
•
Deviating from the default has an inherent risk (loss aversion)
THERE’S ALWAYS BIAS TO THE STATUS QUO,
it’s not always RATIONAL
“customers just won’t make a decision”
OMISSION BIAS
COMPLEXITY
EXAMPLE: ORGAN DONATION
Country A
Country B
12%
99.9%
…..AND THE ORDER MATTERS
IMPLICATIONS TO YOUR IDEAL CUSTOMER JOURNEY MAKING YOUR PREFERRED PATH
THE DEFAULT PATH
MAKING SURE THE ORDER OF DECISIONS IS OPTIMISED
REMOVING ANY
POINTS OF RESISTANCE
STEP 3
THE
A.
B.
MODEL YOUR DEFAULT
MAKE IT PERSONAL C.
MAKE IT EASY
B. MAKE IT PERSONAL
A TARGET AUDIENCE OF ONE
“
Our subjects’
unwillingness to deduce the particular from the general was only matched by their
willingness to infer the general from the specific. NESBITT AND BORGIA
”
STATISTIC
+
STORY
=
Stickiness
…..AND REMEMBER
The
ENDOWMENT
Effect
STEP 3
THE
A. B.
C.
MODEL YOUR DEFAULT MAKE IT PERSONAL
MAKE IT EASY
SIMPLICITY
LESS really can be more
“
never use a big word when a diminutive word will suffice
E R I F A S M A I L L I W
”
FUEL WORKSHEET
B. Get personal A. Model your default
Additional thoughts and actions:
C. Make it easy
LET’S BRING IT TOGETHER
E G N E L L A H C HOW DO YOU GET PEOPLE TO
THINK ABOUT THEIR
CONDIMENTS?
CHALLENGE THINK ABOUT THEIRCONDIMENTS? HOW DO YOU GET PEOPLE TO
THE CUPBOARD IS
FULL
(OF CONDIMENTS THEY DON’T EAT)
PEOPLE
BUY BUT DON’T TRY
AS SEEN BY
3.1MIL AUSTRALIANS
E G N E L L A H C HOW DO WE
FILL OUR
ISLAND WITH
4WDS?
CHALLENGE
HOW DO WE
FILL OUR
ISLAND WITH 4WDS?
THOSE SQUEAKY CLEAN 4WDS (YOU SEE THEM EVERYWHERE!)
4WDS DON’T BELONG IN CITIES
IT’S SICKENING
Every day in Australia 4WDs like this one are mistreated.
Invisible Marketing Rocket: Challenge Worksheet Who’s your audience? What’s your communication challenge?
Challenge What’s going to get you noticed and trigger reappraisal?
How can you frame the decision in your favour?
How can you make it easy?
© Step Change 2015 | www.hellostepchange.com | 02 8030 8655
“What’s next?” The Medium Mass Comms - TV, Radio, Print, Outdoor Direct Comms - Direct Mail, Email Marketing Digital - Website, Social Media, Search Engine Optimisation, Search Engine Marketing A/V - Explainer Video, Animations, Case Studies, Testimonials Content - White papers, Keynotes, PR, Thought Leadership Marketing Sales Collateral - A3 Discussion Guide, Proposals, Pitch Documents, Credential Documents, Referrals tools Owned - Uniforms, Business Cards, Stationery, Vehicles, Signage, Events Customer Experience - Staff, Owned Environments, Invoices and Receipts Staff Inductions - Welcome pack, Brand Story-OnA-Page, Business Plans, Policies Recruitment - Employer Branding, Ads, Process Suppliers - Briefs, Style Guides, Messaging Hierarchy Joint Venture Partnerships - Offers, Promotions, Cross-Introductions Other Communications Channels
Working with our clients, we usually find breakthroughs in these areas. Now that you’ve solved one challenge, decide where you’ll next apply the Invisible Marketing Rocket.
How Hard It’s Working / 10
Committing To Take Action? ✔/✘
Notes or Next Steps
IN SUMMARY
NGS THAT I H T E H T make the
BIGGEST difference
A R E N ’ T A LW AY S
OBVIOUS
WANT TO STAY ON THE learning journey? SIX WEEKS, SIX BOOKS JUST FOR TEC NO SPAM
LINKEDIN: ASHTON BISHOP
PITCH Invisible Marketing
and the hidden drivers that make us buy Marketing can be reeeeeeaaaalllllly frustrating. In marketing, the things that often make the biggest difference aren’t always obvious. In fact, they’re invisible to the untrained eye. Now we’ve all heard it starts with ‘why’, but sometimes why isn’t enough - so this session starts why, but ends with buy. Invisible Marketing takes you through a profound and effective 3 step model that will transform your company’s ability to communicate with prospects and customers alike. Covering: 1) Trigger: what’s going to get you noticed and trigger reappraisal. 2) Frame: buying decisions are made on value, and value is decided relatively. So choose your frame, and choose it wisely – or it will be chosen for you. 3) Fuel: how do we make it easy so our communications becomes self-sustaining and scalable? This talk will save members hundreds of hours by taking all the must-read behavioural economics theory and, for the first time ever, by giving you practical examples of how to apply it to your business today.
