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PERSUASION EATS ADVERTISING FOR BREAKFAST an exploration of the future of advertising

Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

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Lecture by Astrid Groenewegen at the Sanoma Mediaparade 2014 on how thinking on persuasion design could transform the way we think about advertising.

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Page 1: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

PERSUASION EATS ADVERTISING FOR BREAKFAST ! an exploration of the future of advertising

Page 2: 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

Copyright McKinsey

Page 3: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

THE TAKE-AWAY

The value an agency represents is not creativity or creative communications, but the know-how of influencing 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 influencing choice and behavior?

Page 4: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

CREATIVE COMMUNICATION VERSUS BEHAVIORAL DESIGN

Page 5: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

BEHAVIORIAL DESIGN MODEL

Persuasion is putting hot triggers in the path of motivated people

Copyright BJ Fogg

Page 6: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

WE AS ADVERTISING INDUSTRY TEND TO OVERESTIMATE THE ROLE OF MOTIVATION IN CHANGING AND INFLUENCING BEHAVIOUR

Page 7: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

AMAZON VS BEST BUY

The winning power of Amazon is not e-commerce as such, but service design on ability

Page 8: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

HIVOS LASER GUN

Making behavior more fun instead of convincing on arguments

Page 9: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

TOILET DESIGN

Trigger behavior

Page 10: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

IT’S NOT ABOUT BIG IDEAS IT’S ABOUT SMALL IDEAS SWEAT THE SMALL STUFF !Rory Sutherland

Page 11: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DESIGN FOR EXCITEMENT

Build conversation into the product to promote sharing

Page 12: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DESIGN FOR PERSUASION

People use shortcuts that directly influence behavior

Page 13: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DESIGN FOR VALUE PERCEPTION

People can only understand relative value not absolute value

Page 14: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

BUSINESS IDEAS FROM THE LEAST EXPECTED PLAYERS WILL DISRUPT YOUR BUSINESS FASTER THAN ADVERTISING CAN SAVE IT !Rei Inamoto, AKQA

Page 15: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DISRUPTIVE START-UPS

AirBNB is designed around boosters and barriers

Page 16: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DISRUPTIVE PRODUCTS

Integrating service design into products

Page 17: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DISRUPTIVE REACH

Using filters as the new reach building and customer service as brand building

Page 18: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DISRUPTIVE BUSINESS MODELS

Inventing business models for the connected world

www.paybacksweater.com Bacon sprinkles on Kickstarter

Page 19: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DISRUPTIVE SERVICE DESIGN

The next revolution will be psychological, not technological (Rory Sutherland)

Page 20: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

STRATEGY IS NOTHING MORE BUT AN INTERESTING HYPOTHESIS THAT CAN BE VALIDATED OR REJECTED BY DATA !

Page 21: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

THE ART OF FAILING FORWARD

The lessons we learned from our own start-up Salon Désir (www.salondesir.com)

Page 22: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

THINK LIKE A START-UP

Finding a plan that works before the money runs out

Page 23: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

BECOME A MAKER

Creativity and strategy should merge, the best strategy is found through creativity

Copyright Herb Kelleher

Page 24: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

WE SHOULD BE OBSESSED BY SMART IDEAS INSTEAD OF ORIGINAL IDEAS CONVERSION DOESN’T KILL CREATIVITY !

Page 25: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DIGITAL IS NOT A DESTINATION

It’s not the website, it’s the social object. 90% of shopping decisions are made outside the website

Page 26: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

DESIGN FOR CONVERSION

Develop audiences through content, convert into contact, convert into buyers

Page 27: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

THREE AREAS YOU SHOULD MASTER TODAY !

Page 28: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

1. BEHAVORIAL DESIGN

Learn about persuasion and behavioral economics

Page 29: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

2. LEAN START-UP

Executing strategy and achieving failure vs. experimenting, optimizing and discovering a business model

Page 30: Persuasion eats Advertising for Breakfast - an exploration of the future of advertising

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-gamification-and-its-discontents

http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)

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THANK YOU! !

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ASTRID GROENEWEGENCo-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 !Office: Koestraat 5b, 1012 BW Amsterdam !The secrets of persuasion and other stuff that fascinates us can be found in SUE’s bi-weekly ’A mail named SUE’ subscribe via www.sueamsterdam.com !!!