persuasion eats advertising for breakfast - an exploration of the future of advertising

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

Copyright McKinsey

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

Copyright BJ Fogg

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

TOILET DESIGN

Trigger behavior

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 REACH

Using filters as the new reach building and customer service as brand building

DISRUPTIVE BUSINESS MODELS

Inventing business models for the connected world

www.paybacksweater.com Bacon sprinkles on Kickstarter

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

Copyright Herb Kelleher

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

THREE AREAS YOU SHOULD MASTER TODAY !

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)

THANK YOU! !

ASTRID GROENEWEGENCo-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 !!!