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Applying Behavioural Stragies to Marketing

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  1. 1. Engaging the flirtatious shopper 20/05/2015
  2. 2. Where is my seat on the table ? Marketing (post Kotler) = Business, Effectiveness, ROI
  3. 3. Perception management Marketing in the good old days
  4. 4. Behaviour management Marketing in the age of Facebook
  5. 5. Homo Economicus versus Homo Sociologicus The challenge of Behaviour Management
  6. 6. A new approach to Behaviour Management
  7. 7. System 1 Auto-pilot Low Involvement System 2 Reflective High Involvement
  8. 8. Hot conditions Immediate In-Market Cold conditions Planned Not in-market
  9. 9. Change behaviour Challenge New norms Reinforce behaviour Emphasize Strengthen norms
  10. 10. System 1 Auto-pilot Low Involvement System 2 Reflective High Involvement Hot conditions Immediate In-Market Cold conditions Planned Not in-market Change behaviour Challenge New norms Reinforce behaviour Emphasize Strengthen norms IMPULSE ROUTINE INDULGENCE CONSIDERED
  11. 11. System 1 Auto-pilot Low Involvement System 2 Reflective High Involvement Hot conditions Immediate In-Market Cold conditions Planned Not in-market EXCITE IMPULSE ROUTINE INDULGENCE CONSIDERED ROUTINIZE SOCIALIZE EMOTIONALIZE INCENTIVIZE FORCE-A-CHOICE DISRUPT CONSEQUENTIALIZ E
  12. 12. INVOLVEMENT CONDITIONS BEHAVIOUR EXCITE ROUTINIZE SOCIALIZE EMOTIONALIZE INCENTIVIZE FORCE-A-CHOICE DISRUPT CONSEQUENTIALIZE GBS M Geometry s Behaviour al Strategy Model
  13. 13. GBSM Geometrys Behavioural Strategy Model This model and work is licensed Under Creative Commons for Attribution + Noncommercial + ShareAlike 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.
  14. 14. Case Studies
  15. 15. System 1 Auto-pilot Low Involvement Hot conditions Immediate In-Market EXCITE
  16. 16. System 1 Auto-pilot Low Involvement Hot conditions Immediate In-Market INCENTIVIZE
  17. 17. System 1 Auto-pilot Low Involvement Cold conditions Planned Not in-market ROUTINIZE
  18. 18. System 1 Auto-pilot Low Involvement Cold conditions Planned Not in-market FORCE-A- CHOICE
  19. 19. System 2 Reflective High Involvement Cold conditions Planned Not in-market EMOTIONALIZE
  20. 20. System 2 Reflective High Involvement Cold conditions Planned Not in-market CONSEQUENTIALI ZE
  21. 21. System 2 Reflective High Involvement Hot conditions Immediate In-Market SOCIALIZE
  22. 22. System 2 Reflective High Involvement Hot conditions Immediate In-Market DISRUPT
  23. 23. Engaging the flirtatious shopper 1. Homo Sociologicus 2. Context: Involvement, Conditions and Behaviour 3. Eight behavioural strategies: Rifle vs. Shotgun 4. Pivotal creativity GBSM Geometrys Behavioural Strategy Model
  24. 24. Write: [email protected] Connect: @sub_maya_hai Know: about.me/sub_maya_hai