It’s A Good Time To Ask Your Psychologist For Marketing Advice
In this guest post, Dane Smith (pictured), Behavioural Strategist & Regional Consulting Partner, Ogilvy Sydney gives us all a timely reminder that business can really use a bit of behavioural magic in a post-pandemic world…
Why do seafood restaurants work better by the sea? How can deleting an unpopular menu item reduce unit sales by 19%? Can luxurious smelling soap help stop the spread of COVID-19?
When you are in the presence of some of the world’s leading behavioural scientists these are the sort of weirdo questions that get asked….and indeed they were asked at this year’s virtual Nudgestock – the world’s largest festival of behavioural science and creativity.
For the uninitiated, the festival was a timely reminder that business can really use a bit of behavioural magic in a post-pandemic world. Living through what might be the largest-scale social experiment of our lifetime, marketers, corporate bookies and policymakers alike are all desperately grappling to understand, predict and make plans for whatever the hell is coming next.
And the most slippery and unpredictable variable in this whole crisis equation is not even the virus itself, but people. As humans, how will we adapt our behaviours over time? And as brands and governments, how will we keep on the sunny side of those adaptations?
Here are three key out-takes from this year’s festival about what marketers can learn from psychology:
Give customers more than they ask for.
Paying attention to customers and their list of demands is never a bad idea, though as a strategy to grow both your brand and business, it’s scarily sub-par.
Sometimes, people just can’t articulate what they want from you. Researcher Luca Dellana spoke about our ‘extreme dishonesty’ when it comes to talking priorities. While we proudly demand a toothpaste with impressive plaque-busting Kung Fu, we’ll be secretly craving a minty one which make our mouths feel instantly fresher.
A more sinister kind of red herring – as consumer psychologist Adam Ferrier pointed out in his presentation – is investing in customer advice that directly hurts your brand. Instead of chasing remarkable distinctiveness, you might optimise for the category-generic. Instead of trying to embed yourself usefully into customer lives, you’ll idolise getting out of their way. Advertising itself is a hugely necessary part of growing a business, though it’s not something your customers will ever ask for more of.
Create confidence, don’t wait for it.
Anxiously skimming reports and awaiting the big rebound in customer confidence misses an important psychological point: confidence is something accumulated through empirical learning, not time. As restrictions lift, people will rely heavily on clues from their environment to determine what they should and shouldn’t be doing.
Many of these clues will come from hands-on experience. Dan Ariely, bestselling author of Predictably Irrational, spoke of our ‘fear-reality gap’ closing every time we come out of a bustling supermarket unscathed. By introducing a less threatening version of your total brand experience (e.g. limited bus capacity, spaced out café seating, short-haul flights), you can get people back in the door, while accelerating their positive learning.
While it took the US airline industry three years to recover after 9/11, Transport for London recorded a marked increase in tube passengers just one year after the London bombings. The reason? Jennie Roper, Head of Insight at Kinetic, observed in her keynote: people just don’t fly that often. Londoners were afforded more immediate opportunities to learn and regain their confidence.
Desires are easily displaced, not erased.
While legal and financial pressures are good at temporarily snuffing out some behaviours (goodnight, sweet handshake), they tend to leave our underlying motivations intact. Despite knowing the importance physical distancing, we’re still compelled to hug, to socialise at the pub, to travel. Despite facing the worst economic downturn since the Great Depression, Hermes Guangzhou enjoyed an all-time high in single-day store sales ($2.1 million in one day). It’s not easy to reason with desire.
That’s why Dr Chiara Varazzani, behavioural advisor to the Victorian Government, wants you to consider ‘substitution’ as a strategy. Look to provide people with alternatives that can satisfy their underlying motivation. Can’t visit a friend? Ring them. Can’t go to the shops? Do it online. Can’t go overseas? Tassie’s not so bad.
So what can psychology teach us in the time of COVID-19? To get better answers, we need to start asking better questions. Questions about the humans at heart of this unfolding crisis. What sorts of things will influence resilience, and how can I help? Which new habits will stick and why? What kinds of itches are in dire need of a good scratching?
As ubiquitous provocateur/Vice Chairman/scholar Rory Sutherland from Ogilvy Consulting put it at Nudgestock: “our businesses can no longer just be asking how can we run the most efficient commercial airline, but also how on Earth can we get people back on planes?”.
Please login with linkedin to comment
MarketingLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.