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Engaging the flirtatious shopper
20/05/2015
Where is my seat on the table ?
Marketing (post Kotler) = Business, Effectiveness, ROI
‘Perception’ management
Marketing in the good old days
‘Behaviour’ management
Marketing in the age of Facebook
Homo Economicus versus Homo Sociologicus
The challenge of Behaviour Management
A new approachto Behaviour Management
System 1Auto-pilotLow Involvement
System 2ReflectiveHigh Involvement
Hot conditionsImmediateIn-Market
Cold conditionsPlannedNot in-market
Change behaviourChallengeNew norms
Reinforce behaviourEmphasizeStrengthen norms
System 1Auto-pilotLow Involvement
System 2ReflectiveHigh Involvement
Hot conditionsImmediateIn-Market
Cold conditionsPlannedNot in-market
Change behaviourChallengeNew norms
Reinforce behaviourEmphasizeStrengthen norms
IMPULSE ROUTINE
INDULGENCE CONSIDERED
System 1Auto-pilotLow Involvement
System 2ReflectiveHigh Involvement
Hot conditionsImmediateIn-Market
Cold conditionsPlannedNot in-market
EXCITE
IMPULSE ROUTINE
INDULGENCE CONSIDERED
ROUTINIZE
SOCIALIZE EMOTIONALIZE
INCENTIVIZE FORCE-A-CHOICE
DISRUPTCONSEQUENTIALIZ
E
INVOLVEMENT
CONDITIONS
BEHAVIOUR
EXCITE ROUTINIZE
SOCIALIZE EMOTIONALIZE
INCENTIVIZE FORCE-A-CHOICE
DISRUPT CONSEQUENTIALIZE
GBSMGeometry’s Behavioural Strategy Model
GBSMGeometry’s Behavioural Strategy Model
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i.e. You are free to use it, but please attribute the work to the author & organization, use it only for non-commercial purposes and use only verbatim copies of the work, not any derivatives based on it.
Case Studies
System 1Auto-pilotLow Involvement
Hot conditionsImmediateIn-Market
EXC
ITE
System 1Auto-pilotLow Involvement
Hot conditionsImmediateIn-Market
INC
EN
TIV
IZE
System 1Auto-pilot
Low Involvement
Cold conditionsPlannedNot in-market
RO
UTIN
IZE
System 1Auto-pilot
Low Involvement
Cold conditionsPlannedNot in-market
FOR
CE-A
-CH
OIC
E
System 2Reflective
High Involvement
Cold conditionsPlannedNot in-market
EM
OTIO
NA
LIZE
System 2Reflective
High Involvement
Cold conditionsPlannedNot in-market
CO
NSE
QU
EN
TIA
LIZ
E
System 2ReflectiveHigh Involvement
Hot conditionsImmediateIn-Market
SO
CIA
LIZ
E
System 2ReflectiveHigh Involvement
Hot conditionsImmediateIn-Market
DIS
RU
PT
Engaging the flirtatious shopper –
1. Homo Sociologicus
2. Context: Involvement, Conditions and Behaviour
3. Eight behavioural strategies: Rifle vs. Shotgun
4. Pivotal creativity
GBSMGeometry’s Behavioural Strategy Model
Write: [email protected]: @sub_maya_haiKnow: about.me/sub_maya_hai
