Wow Conference Power Point

WALLACE & WASHBURNWALLACE & WASHBURNKimball Wallace Kimball Wallace

11 Abbott Road, Wellesley, MA 0248111 Abbott Road, Wellesley, MA 02481Tel: 781Tel: 781-- 235235--8882 Cell: 7818882 Cell: 781--799799--54445444Tel: 781Tel: 781-- 235235--8882 Cell: 7818882 Cell: 781--799799--54445444

[email protected]@wallacewashburn.com

A Proven Packaged Goods Approach Reveals

“Why People Don’t Give”

A Proven Packaged Goods Approach Reveals

“Why People Don’t Give”

Why PeopleDon’t GiveWhy PeopleDon’t GiveDon’t GiveDon’t Give

Wallace & WashburnWallace & Washburn

Why the same old stuff doesn’t work anymore

Why the same old stuff doesn’t work anymore

• Time Famine

•• Time Famine

•• Working too hard

• Too many choices…

• Working too hard

• Too many choices…

How People (ought to)Buy Things

How People (ought to)Buy Things

The DREAM PathThe DREAM Path

� John Dewey

� Philosopher

� John Dewey

� Philosopher� Philosopher

1859-1952

� Philosopher

1859-1952

“Why People Don’t Buy Things”“Why People Don’t Buy Things”

• 50,000 Interviews

• 10 Years Research

* 3 Decision Making Modalities

7

� “Why People Don’t Buy Things is lively, lucid, smart and on target. I’m impressed.” – Ted Levitt, Harvard Business School

� “Get it while it’s hot. A cutting edge curriculum for connecting with

customers.” – Fast Company

� “W&W present the science of sales and introduce a new way to

sell.” – IBM’s “Beyond Computing” Magazine

� “Amazon.com’s highest 5 Star Reader Review! The most

pragmatic book on consumer marketing in years.” – Amazon.com

� “Why People Don’t Buy Things picks up where “positioning”

leaves off. – John C. Ferries, former President-International, D’Arcy

Masius Benton & Bowles

The DREAM PathThe DREAM PathThe DREAM PathThe DREAM Path


• 50,000+ Interviews

• 50,000+ InterviewsInterviews

• 10+ Years

Interviews

• 10+ Years


• Selling is a Science

• Selling is a ScienceScience

• Connect The Way People Want To Connect:

Science

• Connect The Way People Want To Connect:

The DREAM PathThe DREAM Path• D O• D O

The DREAM PathThe DREAM Path• D O

• R EPEAT

• D O

• R EPEAT


• R EPEAT

•

• D O

• R EPEAT

•• E VALUATION • E VALUATION


• R EPEAT

•

• D O

• R EPEAT

•• E VALUATION

• A CCESS

• E VALUATION

• A CCESS


• R EPEAT

• E

• D O

• R EPEAT

• E • E VALUATION

• A CCESS

• M ONEY

• E VALUATION

• A CCESS

• M ONEY


•DO•DO

DO SomethingDO Something• Lots of reasons to notdo anything

• You must overcome

• Lots of reasons to notdo anything

• You must overcome • You must overcome Do-Nothing complacency

• Salada Tea tag, “To do nothing is to decide”

• You must overcome Do-Nothing complacency

• Salada Tea tag, “To do nothing is to decide”

The 4 Strongest Reasons to DO Something

The 4 Strongest Reasons to DO Something

1) Create Fear/Discomfort1) Create Fear/Discomfort

2) Re-create the Pain

3) Focus on the Real Issue

4) New Solution/Old Problem

2) Re-create the Pain


4) New Solution/Old Problem

1) Create the FearWGBH Public

Television


Television

“If you THINK your pledge

is unimportant, think again.


is unimportant, think again.is unimportant, think again.is unimportant, think again.


Television


Television




is unimportant, think again.is unimportant, think again.

Fewer than 2 out of 10 viewers support the

station.”


Fewer than 2 out of 10 viewers support the

station.”

Objective Find the triggers to motivate viewers to pledge more money

Data Source Telephone surveys with WGBH Boston non-giving viewers

Question “Why haven’t you made a pledge?”

ThoughtScan

VERBATIMS SCAN FREQUENCY

think 46give/ing 32about 23

Public Broadcasting: ThinkersPublic Broadcasting: Thinkers

21

about 23

ThoughtTalk

“I think they’re doing well without my pledge.” “I’d have to think about it!” “You never realize how much you love something until it’s gone.”

Results

A new on-air TV campaign was developed incorporating the trigger word “think.” The trigger phrase was, “If you think your pledge is unimportant, Think Again! Fewer than two out of ten viewers support WGBH. ” Mail-in pledges increased 91%.

2) Re-Create the Pain2) Re-Create the Pain


3) Focus on the Real IssueReal IssueReal Issue

4) New Solution 4) New Solution 4) New Solution to an Old Problem4) New Solution to an Old Problem

The 4 Strongest Reasons for Your Prospects to DO Something?

The 4 Strongest Reasons for Your Prospects to DO Something?

1) Create Fear/Discomfort?1) Create Fear/Discomfort?

2) Re-create the Pain?

3) Focus on the Real Issue?

4) New Solution/Old Problem?

2) Re-create the Pain?

3) Focus on the Real Issue?

4) New Solution/Old Problem?

The DREAM PathThe DREAM Path• DO

•REPEAT

• DO

•REPEAT

Objective Determine how to generate switching

Data Source Telephone interviews: current & prospective dealers

Question “What is your greatest fear as a dealer”

ThoughtScan


time 64

Marvin Windows: ServiceMarvin Windows: Service

30

ThoughtScantime 64need 48money 19

ThoughtTalk“Time is money. I need them on the day promised.”“It a factor of time and delivery. There’s no flexibility.”“I need them on time. Not earlier. Not later.”

ResultsMarvin implemented new SCM program, dramatically increased on-time delivery, and has increased sales and dealer satisfaction ratings .

The DREAM PathThe DREAM Path• DO

• REPEAT

•EVALUATION

• DO

• REPEAT

•EVALUATION•

The EVALUATION StepThe EVALUATION Step

• The W&W Buying Profile Quiz:

•Three Buying Profiles

• The W&W Buying Profile Quiz:

•Three Buying Profiles•Three Buying Profiles

• Different arguments for giving.

•Three Buying Profiles

• Different arguments for giving.

Three Decision Profiles:Quiz: Car Buying

Three Decision Profiles:Quiz: Car Buying

• Greek Rhetoric

• People arguments

• Logical arguments

•

• Greek Rhetoric

• People arguments

• Logical arguments

•• Visual observations/Facts & emotions

• NLP (Neuro Linguistic

Programming)

• Modern Neuroscience

• Visual observations/Facts & emotions

• NLP (Neuro Linguistic

Programming)

• Modern Neuroscience

Three Evaluation ProfilesThree Evaluation Profiles

Left Brain: Right Brain:

THINKER VISUALIZER

"Now I can see the big picture in selling"

Mid Brain:

THINKER VISUALIZER

COMMANDER

"I think this is the logical approach to selling." "You can feel

the power of these selling techniques."

The THINKER Profile (20%) The THINKER Profile (20%)

•“I think, therefore I am.”

•René Descartes

•“I think, therefore I am.”

•René Descartes•René Descartes

•Thinking, reasons, answers, details, numbers, plans, education

•René Descartes

•Thinking, reasons, answers, details, numbers, plans, education

The THINKER ProfileThe THINKER Profile

• Thinker words:

•Think, logic, future,

• Thinker words:

•Think, logic, future, •Think, logic, future, sounds, know, understand, hear, steps, prove, numbers

•Think, logic, future, sounds, know, understand, hear, steps, prove, numbers

•Mt. Snow Golf School Quiz:

• Big name professionals ?

•Mt. Snow Golf School Quiz:


Mt. Snow Golf SchoolMt. Snow Golf School


• Small student/teacher ratio ?

• Scenic location ?


• Small student/teacher ratio ?

• Scenic location ?

•Mt. Snow Golf School Research:

• Small student/teacher ratio 177 Winner

•Mt. Snow Golf School Research:


17) Best ProceduresMt. Snow Golf School

17) Best ProceduresMt. Snow Golf School


• Scenic location 89

• Big name professionals 16 Loser


• Scenic location 89

• Big name professionals 16 Loser

The 5 Strongest Reasons for:Thinker EVALUATION

The 5 Strongest Reasons for:Thinker EVALUATION

15) Best Future Results

16) Logical Design

15) Best Future Results

16) Logical Design16) Logical Design

17) Best Procedures

18) Clever Unique Design

19) Endorsed by

16) Logical Design

17) Best Procedures

18) Clever Unique Design

19) Endorsed by

The COMMANDERProfile (30%)The COMMANDERProfile (30%)

•“Just Do it”

•

•“Just Do it”

••Athletic. Ready, fire, aim. Team leader/player

•Athletic. Ready, fire, aim. Team leader/player

The COMMANDER ProfileThe COMMANDER Profile

• Commander words:

•Feel, sense, grasp,

• Commander words:

•Feel, sense, grasp, •Feel, sense, grasp, touch, hit, grab, handle, tackle, win, team, power, people, friend(ly), heavy

•Feel, sense, grasp, touch, hit, grab, handle, tackle, win, team, power, people, friend(ly), heavy

ObjectiveDetermine the most powerful advertising message to increase leads.

Data Source450 telephone interviews nationally among Outward Bound graduates.

Question “What have you said to recommend Outward Bound?”

ThoughtScan


grow(th) 126

Outward Bound: CommandersOutward Bound: Commanders

43

ThoughtScangrow(th) 126personal 88experience 57

ThoughtTalk"You'll grow as a person."“The experience helps you understand yourself.“"I grew personally through the experience."

Results

Outward Bound was conceived in 1941 to instill self-reliance in British seamen threatened by German U-boats. Using a Personal Growth Experience promise, it is now the #1 adventure-based education program in the world. It works. 80% of students want another course.

The 5 Strongest Reasons for: Commander EVALUATION

The 5 Strongest Reasons for: Commander EVALUATION

10) Strong, Durable, Tough

11) Years in Business

10) Strong, Durable, Tough

11) Years in Business11) Years in Business

12) Proven, Time Tested Product

13) We’re #1, Dominant Player

14) Famous Clients/Founder

11) Years in Business

12) Proven, Time Tested Product

13) We’re #1, Dominant Player

14) Famous Clients/Founder

The VISUALIZERProfile (50%)The VISUALIZERProfile (50%)

•“What you see is what you get.”

•“What you see is what you get.”you get.”

•Visual, quick, creative

•No nonsense

you get.”

•Visual, quick, creative

•No nonsense

The VISUALIZER ProfileThe VISUALIZER Profile

• Visualizer words:

•See, show, picture, clear,

• Visualizer words:

•See, show, picture, clear, •See, show, picture, clear, look, watch, focus, perspective, impression

•See, show, picture, clear, look, watch, focus, perspective, impression

ObjectiveDetermine how to increase online course enrollments among performers, songwriters, producers and teachers.

Data Source Online surveys among 765 students and prospects

Question“What would you expect the benefit to be of taking courses online at Berkleemusic?”

ThoughtScan


music/musician 172better 43

Berklee Online College of MusicBerklee Online College of Music

47

ThoughtScan better 43improve 27show 26

ThoughtTalk“Show me how I’ll become a better musician.” “I can improve my skills by learning from the best.”“I’ll see how to create better music on my time.”

Results

According to Berklee Online, the research has helped them get the messaging right, show the process/content, find student prospects online more cost-effectively and generate multiple course sign ups. And the best news is that they have doubled their business two years in a row!

The 4 Strongest Reasons for:Vizualizer EVALUATIONThe 4 Strongest Reasons for:Vizualizer EVALUATION

20) Clear Features =

Clear Benefits

20) Clear Features =

Clear Benefits

21) Best Looking Design

22) Quick & Easy

23) Cosmetic Appeal

21) Best Looking Design

22) Quick & Easy

23) Cosmetic Appeal

3 Decision Making Modalities

LOGICAL (20%)

“ I don’t think I’ll give …”

49

FEELINGS (30%)

“I don’t feel like giving…”

VISUAL (50%)

“I don’t see why I should give…”

Statistically reveals how

constituents think, feel and

see you based on their

verbal feedback.

Statistically reveals how

constituents think, feel and

see you based on their

verbal feedback.

ThoughtScan QuestionsThoughtScan Questions1. What words or thoughts come to mind these days when you think of XYZ?

2. What would you say to recommend XYZ?

3. What do you appreciate most about?

4. When you hear or read things about XYZ, what makes you feel proudest?

5.(If gave) Why did you give?

6. Argument Audit reasons for giving?

7. Thumbs Up or Down ratings of the academic experience? 8. Why?

9. Thumbs Up or Down ratings of extra-curricular experience? 10. Why?

51

9. Thumbs Up or Down ratings of extra-curricular experience? 10. Why?

11. (If haven’t given) Besides financial reasons, why haven’t you given?

12.Argument Audit rating of possible reasons for not giving?

13. (If give) What say to recommend involvement?

14. If you hit the lottery and were giving, where want it to go?

15. What would you recommend to increase involvement?

16. What would you suggest as a “catch phrase” to generate more involvement?

17. If you were in charge, what would you do to increase involvement?

Objective Determine how frequent car-washers justify the expense

Data Source Intercept interviews at car washes

Question“What is there about getting your car washed that justifies the price?”


feel 122

International Car Wash Association: Motivational Research International Car Wash Association: Motivational Research

52

ThoughtScanfeel 122 good 89better 256

ThoughtTalk“I actually feel better when my car has been washed.”“I feel good when my car is clean.”“Call me crazy, but the car drives better when it’s clean.”

Results

The National Car Wash association issued press releases nationally. The story was picked up by hundreds of publications including the Wall Street Journal and Forbes magazine.

Objective Determine most powerful advertising/media approach

Data Source Written staff surveys/customer interviews

Question“What comes to mind when you think of Christmas Tree Shops?”


bargain/s 57

Christmas Tree Shops: Advertising ApproachChristmas Tree Shops: Advertising Approach

53

ThoughtScanbargain/s 57fun 25love/like 17

ThoughtTalk“Bargains, gifts, saving money…worth the drive.”“I love to search out the bargains they offer.”“Bargains, low prices and fun outing with friends.”

ResultsAgency developed successful testimonial TV campaign with theme “Don’t You Just Love A Bargain.” Still employed 10 years later. Company sold for $800 million.

ARGUMENT AUDIT ARGUMENT AUDIT

Argument Audit reveals the most powerful “triggers” and arguments pro and con. Replicates real life decisions.

� Isolates strongest reasons to take action

54

� Uncovers perceptual barriers

� Open-ended questions give alumni a sense of involvement (90% answer them all)

ALUMNI ARGUMENT AUDIT: MAJOR UNIVERSITY

Step 1. Q. What’s your key reason for notmaking a financial contribution to XYZ university?

ThoughtScanWord Frequency

55

money 271paying 205loans 163still 130no 118

“I’m still paying off my loans.”“I have no money for that.”

Reasons for Giving (aided)

Step 2. Q. Which of the following might increase your interest in supporting XYZ?

New facilities are being built for students 75% Increased U.S. News & World ratings 69

ARGUMENT AUDIT

56

Increased U.S. News & World ratings 69New alumni center (networking/careers) 54 Major companies use our coop students 53Incoming SAT admission scores are rising 34Grads are U.S. leaders in their fields 41University team sports more competitive 24

ARGUMENT AUDIT (unaided barriers)

Step 3. Q. What’s the key reason you haven’tcontributed to XYZ university?


don’t 136

57

don’t 136feel 38like 26giving 24connected 39

“I don’t feel connected.”“I don’t feel like giving.”

ARGUMENT AUDIT Where Giving Goes (unaided)

Step 4. Q. If you hit the lottery and were contributing to XYZ, where would you want it to go?


58

Word Frequencyscholarships 460 coop 129new 44center 50

“More student scholarships would be excellent.”“New alumni center for networking.”

Objective Determine how to improve alumni relations and giving

Data Source Online, telephone and mailed surveys among alumni

Question “Why haven’t you contributed to the university?”

ThoughtScan


don’t 136feel 38like 26

Major University: Alumni Outreach ProgramMajor University: Alumni Outreach Program

59

like 26giving 24connected 19

ThoughtTalk“I don’t really feel connected with them.”“I don’t feel like giving.”

Results

The alumni development program has now been branded to increase involvement. Coop and scholarships are being heavily featured in the alumni magazine. A new Alumni Center has been funded by alumni who support the concept. Later, when involvement has been increased, a major fund raising effort will be launched. Follow-up research is planned.

Recap: The DREAM PathRecap: The DREAM Path

• D O

• R EPEAT

•

• D O

• R EPEAT

•• E VALUATION

• A CCESS

• M ONEY

• E VALUATION

• A CCESS

• M ONEY

ManagementManagement

Kimball Wallace, President� Faculty, Professional Development, Radcliffe Institute Seminar Program, 2000

� V.P. Account Supervisor, Humphrey Browning MacDougall Advertising Agency, Boston

� Director of Puerto Rico office, Norman Craig & Kummel, Top Ten Advertising Agency,

New York Colgate Palmolive

� Senior Account Executive, Lintas SSC&B, Top Ten Advertising Agency, New York

� Recipient of the American Marketing Association's "Effie Award"

� University of Massachusetts, BA 1964, President of Class

61

� University of Massachusetts, BA 1964, President of Class

Harold Washburn, Chairman� Faculty, Marketing, Advertising, New Product Development, Harvard University

Extension School

� Faculty, Marketing Management, Boston University MBA and Metropolitan College

programs

� V.P./Director of Marketing, Pearson & MacDonald Advertising Agency, Boston

� V.P./Account Supervisor, Humphrey Browning MacDougall Advertising, Boston

� Director of Marketing and Media, Marvin & Leonard Advertising, Boston

� Senior Account Executive, D'Arcy Masius Benton & Bowles, Top Ten Advertising

Agency, New York.

� Harvard Business School, MBA 1966

Danny Warshay, Project Director� Faculty, Development of Entrepreneurship Program, Brown University� Duncan Hines Brand Manager, Procter & Gamble� Brown University, BA, magna cum laude� Harvard Business School, MBA

Reilly Atkinson, Ph.D. Chief Scientist� Founder, Consulting Statisticians Incorporated, Boston� Visiting Scholar, Harvard Business School� Senior Scientist, Arcon Corporation, Software Development, Boston

ManagementManagement

62

� Senior Scientist, Arcon Corporation, Software Development, Boston� Author: “The New Haven Laboratory” and “Patterns of Urban Change”, 1974/5� Assistant Professor of Physics, Tufts University� Stanford University, Ph.D. in Physics, 1964; Harvard University, A.B. Magna Cum

Laude (Physics)

Owen Reddecliffe, B.Sc. Chief Information Officer� Instructor, Monash University, Post-graduate Computer Science, Melbourne, Australia� Development Manager, The Stock Exchange of Melbourne� Senior Developer for Internet Standardization, Walker Richer & Quinn, Seattle� Project Leader, Web Protocols development, Unisys, Australia� Senior Analyst, Design of Burroughs B6500 system, Australia� University of Adelaide, Australia, B.Sc. (Hons) in Theoretical Physics, 1966

W&W BackgroundsW&W Backgrounds

� Harry Washburn 20 years teaching Harvard University Extension School. (Andover Academy, Dartmouth

• Kim Wallace and Harry Washburn, founders and principals of the firm, both come from a strong background of packaged goods marketing (General Foods, Noxell, General Colgate Palmolive, Gillette, General Mills) at top New York advertising agencies.

63

(Andover Academy, Dartmouth College, Harvard Business School)

� Kim Wallace (left) joined the Radcliffe Seminars faculty in 2002. (University of Massachusetts; class president)

� W&W Fortune 500 clients include IBM, Blue Cross Blue Shield, Macy’s, CBS, Reebok, P&G, Cingular and Fidelity Investments.

Contact: Mr. Kim WallaceWallace & Washburn LLC

11 Abbott Road, Suite 100Wellesley, MA 02481

[email protected]