participatory marketing - what it is, how it works
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TRANSCRIPT
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WEB 2.0 - THE READ/WRITE WEB - IS MAKING A NEW KIND OF MARKETING POSSIBLE
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MARKETING BASED NOT ON PASSIVE CONSUMPTION, BUT ACTIVE AUDIENCE PARTICIPATION - ‘PARTICIPATORY MARKETING’
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PARTICIPATORY MARKETING IS ALL ABOUT MARKETING WITH PEOPLE RATHER THAN AT PEOPLE
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (USER-GENERATED CONTENT)
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (WORD OF MOUTH NETWORKS)
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE MARKETING OF A BRAND (ONLINE ADVISORY BOARDS)
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE MARKETING OF A BRAND (ONLINE ADVISORY BOARDS)
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (IDEA AND DESIGN CONTESTS)
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (TECH CHALLENGES)
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (ONLINE BRAINSTORMING)
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PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (ONLINE BRAINSTORMING)
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PARTICIPATORY MARKETING: TO CHARGE UP CUSTOMERS, PUT CUSTOMERS IN CHARGE
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BUT DOES PARTICIPATORY MARKETING WORK?
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P&G THINK SO - PARTICIPATORY MARKETING IS 5 TIMES AS EFFECTIVE AS TRADITIONAL MARKETING
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Inside Scoop+ +
P&G HAVE DEVELOPED A SPECIAL PARTICIPATORY MARKETING FORMULA
Sneak PeekVIP Vote
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PARTICIPATORY MARKETING FORMULA CAN BOOST SALES BY 10%+
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RESEARCH SHOWS THAT PARTICIPATORY MARKETING STIMULATES A KEY GROWTH DRIVER: RECOMMENDATIONS
Propensity to Recommend (NPS)
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PARTICIPATORY MARKETING COULD BE WEB 2.0’S GOLDEN EGG
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BUT WHY DOES PARTICIPATORY MARKETING WORK?
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FIRST, PARTICIPATORY MARKETING BRINGS BRANDS AND USERS CLOSER TOGETHER AND THAT’S GOOD FOR CUSTOMER-FOCUS
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SECOND, PARTICIPATORY MARKETING HARNESSES A POWERFUL PSYCHOLOGICAL EFFECT: THE HAWTHORNE EFFECT
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TO UNDERSTAND THE HAWTHORNE EFFECT, WE HAVE TO TURN TO LUCENT TECHNOLOGIES
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AND GO BACK IN TIME TO 1924
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TO WHEN LUCENT TECHNOLOGIES WAS CALLED WESTER ELECTRIC AND OWNED A FACTORY OUTSIDE CHICAGO CALLED HAWTHORNE
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RESEARCHERS FROM MIT AND HARVARD WERE INVESTIGATING WORKING CONDITIONS AND WORKER PRODUCTIVITY
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THE RESEARCHERS ASKED WORKERS TO PARTICIPATE IN SPECIAL TESTS, AND MEASURED THEIR PRODUCTIVITY AND CAPTURED THEIR FEEDBACK
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LIKE WORKING UNDER BRIGHTER LIGHTING CONDITIONS...
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OR SOFTER LIGHTING CONDITIONS...
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OR WORKING SHORTER HOURS...
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OR WORKING LONGER HOURS...
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WHAT WAS ODD WAS THAT WHENEVER HAWTHORNE WORKERS PARTICIPATED IN A TEST THEIR PRODUCTIVITY WENT UP - REGARDLESS OF THE TEST!
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WHAT WAS EVEN MORE ODD WAS THAT HAWTHORNE WORKERS BECAME ADVOCATES OF WHATEVER IT WAS THEIR PARTICIPATION INVOLVED
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THE CONFOUNDED RESEARCHERS EVEN TRIED GETTING WORKERS TO WORK IN THE DARK - BUT PRODUCTIVITY AND ADVOCACY STILL WENT UP!
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WAS IT SOMETHING IN THE HAWTHORNE WATER?
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NO, THE POSITIVE RESULTS HAD NOTHING TO DO WITH WHAT WAS BEING TESTED AND EVERYTHING TO DO WITH GETTING PEOPLE TO PARTICIPATE
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THE RESEARCHERS COINED THE TERM “THE HAWTHORNE EFFECT” TO DENOTE THE POSITIVE EFFECT OF PARTICIPATION
THE HAWTHORNE EFFECT
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PEOPLE JUST LIKE PARTICIPATING!
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THE HAWTHORNE EFFECT WAS FOUND TO BE A SYSTEMATIC AND UBIQUITOUS BIAS WHEN CONDUCTING MARKET RESEARCH
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WHICH MIGHT BE BAD FOR RESEARCH...
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BUT IT’S GREAT FOR MARKETING - PARTICIPATORY MARKETING
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TEST THE POWER OF PARTICIPATORY MARKETING YOURSELF: TRY IT ON YOUR BOSS TO NEGOTIATE A SALARY RISE!
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SIMPLY INVITE YOUR BOSS TO PARTICIPATE IN YOUR LIFE BY ASKING FOR ADVICE
CAN I ASK FOR SOME ADVICE?
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THEN ASK FOR A SALARY RISE! YOUR PARTICIPATORY MARKETING CAMPAIGN WILL HAVE MADE YOUR BOSS MORE LIKELY TO GIVE YOU THE RISE!
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BETTER STILL, USE PARTICIPATORY MARKETING WITH YOUR CUSTOMERS AND GET A SALARY RISE BECAUSE SALES GO UP
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PARTICIPATORY MARKETING: TOMORROW’S MARKETING TODAY
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For reprints/research enquiries: [email protected] +44 777 95 77 248
clickadvisorinsight for innovation
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clickadvisorinsight for innovation
About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing
technology to help brands do market-led innovation
★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests
★ Innovation Idea Contests
★ Trendspotting Contests
★ Brand Naming Contests
★ Pack/Cover Design Contests
★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively
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clickadvisorinsight for innovation
About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agency specialising in innovation
An experienced market researcher, career highlights to date include:
★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online
research tool featured in The New Scientist★ Led London School of Economics team validating the link between
brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever
★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))
★ Co-authored popular business book ‘Connected Marketing’
Paul’s latest venture, clickadvisor.com, helps brands do collaborative innovation through brand-sponsored idea and design contests
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clickadvisorinsight for innovation
FlipsideA reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster