Lecture by Astrid Groenewegen at the Sanoma Mediaparade 2014 on how thinking on persuasion design could transform the way we think about advertising.
Text of 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 CopyrightMcKinsey
THE TAKE-AWAY The value an agency represents is not creativity
or creative communications, but the know-how of inuencing 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 inuencing choice and behavior?
CREATIVE COMMUNICATION VERSUS BEHAVIORAL DESIGN
BEHAVIORIAL DESIGN MODEL Persuasion is putting hot triggers in
the path of motivated people CopyrightBJFogg
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
ITS NOT ABOUT BIG IDEAS ITS 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
inuence 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 lters as the new reach building and
customer service as brand building
DISRUPTIVE BUSINESS MODELS Inventing business models for the
connected world www.paybacksweater.com
BaconsprinklesonKickstarter
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 Dsir (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 CopyrightHerbKelleher
WE SHOULD BE OBSESSED BY SMART IDEAS INSTEAD OF ORIGINAL IDEAS
CONVERSION DOESNT KILL CREATIVITY !
DIGITAL IS NOT A DESTINATION Its not the website, its 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-
gamication-and-its-discontents http://www.youtube.com/watch?
v=6Hafzkwdwho (Dutch)
THANK YOU! !
ASTRID GROENEWEGEN Co-founder and Creative Director SUE
Amsterdam Creative agency for Smart Campaigning !
[email protected] @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 ! Ofce: Koestraat 5b, 1012 BW Amsterdam ! The
secrets of persuasion and other stuff that fascinates us can be
found in SUEs bi-weekly A mail named SUE subscribe via
www.sueamsterdam.com ! ! !
