WHAT DOES MAKE THEM TICK

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WHAT DOES MAKE THEM TICK?

• Effecting Behavioural Change

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What Does The Commercial World Know About
Influencing Behaviour?
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• Selling your product or service, at least on a
  consistent basis, is not as easy as supposed.
• FOR EXAMPLE THE MAJORITY OF NEW PRODUCTS THAT
  APPEAR ON SUPERMARKET SHELVES FAIL

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• Still, the large marketers obviously do know what
  it takes to influence the behaviour of sufficient
  numbers of consumers, sufficiently often.
• AND THAT KNOWLEDGE IS BACKED BY
• CONSIDERABLE RESOURCES
• Many have a long history of experience.
• They have substantial research budgets to keep
  abreast of change and to explore peoples needs.
• They typically have strong promotional dollars.

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• So, even if they dont always get it right, this
  is what they do know.
• Keep abreast of, and harness, lifestyle trends
  and changing social values so that you touch the
  strongest chords, practically and emotionally.
• Have something to offer that is easily recognised
  as relevant and desirable in one form or another.
• Gain front of mind awareness to impinge on
  behavioural change.
• Deliver on the promise to reinforce behaviour.
• Provide genuine value.

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Tapping Into Social Change

• Some examples of shifting values, lending
  categories particular momentum illusionary as
  this may sometimes be.

PORTABLE BOTTLED WATER

• To be fit and body conscious is fashionable.
• Its about self respect and self realisation.
• Fit people are into hydration.
• Carrying bottled water is a badge of cool,
  proactive health.

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Tapping Into Social Change
4 WHEEL DRIVES

• The desire to step outside the mob and express
  individualism is rampant.
• Any association with eco adventure spells
  competence, strength of character.
• 4WDs say control, power, can do, gutsy.
• Safer? Well

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Tapping Into Social Change
STATE TOURISM SHORT BREAKS

• Self nurture and replenishment has assumed a
  strong value.
• It is the counterbalance of time poverty and
  stress.
• Scope for extended holidays away from the
  workplace have become rarer.
• Regionalism has gained real impetus.
• Short breaks fit the bill.

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Tapping Into Social Change
EQUITY LEVERAGE MORTGAGES

• Long term financial safety nets are being
  dismantled.
• This has lent drive to investment to ensure
  later independence and security.
• More people understand more about money eg
  share ownership widespread.
• Equity in the home can be utilised to make money.

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What You Offer Must Be Desirable In Some Respects

• The desirability of the offer may take many
  shapes but people need to believe they will be
  better off if they take it up. The reward can
  run the gamut of practical to almost entirely
  emotional.
• You will save a lot of money without
  compromise.
• You will save time and do the job well.
• This is quick, convenient and tastes authentic.
• You will look more attractive.
• This will make you seem more like that person
  youd like to feel.
• Other people will respect and admire you.
• This will help you achieve a healthier, longer,
  better quality life.
• Youll belong.

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Get On The Mind Map

• You have to be known, register strongly with your
  audience if you want to impact on the mind map.
• The stronger your presence in peoples heads
• AND
• Out there within the peer group or the
  community
• THE GREATER THE CHANCE YOU HAVE
• So long as you are desirable of course.

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Deliver On The Promise

• There is a section of the market that embraces
  change
• The highly responsible.
• OR
• Those who thrive on stimulation.
• OR
• Those who identify with the earlier adopter
  syndrome.
• BUT
• More typically, people are slower to change
  behaviour maintaining established habits is
  easier.

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Deliver On The Promise

• BUT

WITH PERSISTENCE, SOPHISTICATED MARKETERS ARE
ABLE TO PERSUADE AND MANIPULATE CONSUMERS TO
TRIAL

• BUT
• If the experience of trial fails to bring the
  anticipated reward, then consumers for the most
  part can exercise their control.
• Fail to repeat purchase.
• Switch service providers.

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It All Adds Up To Value

• At the end of the day, people will maintain
  behavioural change if it provides some sort of
  value.

TO WIN LOYALTY IS TO PERSUADE CONSUMERS THAT THEY
ARE BETTER OFF
This reinforces behavioural patterns
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It All Adds Up To Value

• TO SAVE MONEY WITH NO (OR ACCEPTABLE) COMPROMISE.
• TO BE WORTH THE MONEY OR EFFORT.
• To have a gratifying experience.
• To feel more confident.
• To fulfil some degree of aspiration.
• To enhance a sense of belonging.

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An Important Weapon In The Marketing Arsenal

• An important emotional message, played with
  subtlety that the corporate world can call upon

• DEALS WITH THE NEED TO BOOST SELF IMAGE.
• IMPACTS ON THE DESIRE TO MAKE A POSITIVE
  IMPRESSION ON OTHERS HAVE THE PEER GROUP
  RESPECT.
• .Be a winner, not a loser.

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Does The Model Fit Public Education

• It does usually tie into some tide of social
  change often areas of growing public concern.
• It does need to offer something that is easily
  recognised as relevant and desirable rationally
  at least.
• The higher the issue on the public agenda
  (awareness), the easier it is to effect change.
• It is usually implicit that behavioural change
  will make both the individual and the collective
  better off it will deliver.
• It will provide value it will be worth the
  effort.

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What Are The Differences The Harder Part

• Marketers have target groups so they can focus
  closely on particular needs.
• Public educators may also have particular target
  groups but to be successful, they ultimately need
  to get the whole community on side.

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What Are The Differences The Harder Part

• Marketers are not asking for change that involves
  any personal sacrifice.
• Public educators are often asking for a change
  in behaviour that is entrenched and may even
  constitute a dependency or even something that
  has become a survival mechanism.

It can be difficult to make the reward CONVINCING.
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What Are The DifferencesAdditional Persuasion
Tools

• Public educators often have other influences to
  call upon.
• If the issue gains sufficient momentum, then the
  public or even friends and family can be called
  upon to be reinforcers of change in others.
• Social pressure can be a powerful weapon.
• There is often, but not always, scope to penalise
  as a complement to effecting attitude change.

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Some Campaigns To Consider

• Drink driving.
• Anti smoking.
• Littering.
• Water conservation.

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Things To Consider With Consumer Protection

• The climate is appropriate
• People are feeling more insistent about their own
  rights.
• They are more cynical about getting a real fair
  deal from corporates.
• There is widespread awareness that you need to
  look out for yourself.
• There is more alertness to fine print.
• HOWEVER
• Arming consumers with knowledge about their
  rights, educating them to be better traders
  will not be easy.
• They want information quickly and easily.
• Understanding the fine print can be onerous.