{"id":7432,"date":"2023-04-14T01:37:05","date_gmt":"2023-04-14T05:37:05","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=7432"},"modified":"2023-04-14T01:37:05","modified_gmt":"2023-04-14T05:37:05","slug":"4-ways-behavioural-science-can-make-marketers-more-successful","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2023\/4-ways-behavioural-science-can-make-marketers-more-successful\/","title":{"rendered":"4 ways behavioural science can make marketers more successful"},"content":{"rendered":"

\"ImageIf there\u2019s one bias Richard Shotton probably doesn\u2019t mind admitting to, it\u2019s that he believes marketers can become more effective by leveraging behavioural science insights.<\/p>\n

Shotton, author of the acclaimed\u00a0The Choice Factory<\/em><\/strong><\/a>, recently joined thinktv<\/strong>\u00a0to share insights from the newly released\u00a0The Illusion of Choice<\/em><\/strong><\/a>, which describes several psychological biases that influence consumer behaviour, and outlines how marketers can use them to improve their marketing strategies.<\/p>\n

Shotton explained that the broad theme of behavioural science is that people \u2013 whether in their personal or professional lives \u2013 have too many decisions to make, and rather than weigh options in a fully considered manner, they tend to make snap decisions. From Shotton\u2019s point of view, \u201cThe question for marketers is, why wouldn\u2019t you draw upon 100+ years of studies that show how behavioural science can make them more effective?\u201d<\/p>\n

Here are some practical tactics marketers can apply today:<\/strong><\/p>\n

Take a Lateral Approach to Social Proof<\/strong><\/p>\n

Brands want to be popular, and consumers want to buy popular brands. Not popular already? Use \u201csocial proof\u201d to imply that you are. Shotton cited several examples, including the ubiquitous \u201cfour out of five dentists recommend\u2026\u201d TV commercials and companies like Zoom that tout the vast numbers of customers it serves. These examples make us feel comfortable in our choices (knowing others have done the same), and also feeds into our bias of wanting to follow the crowd. It is not the only way to use social proof, however.<\/p>\n

Shotton pointed to brands like Amazon, which swapped a \u201cSold Out\u201d notice on empty spots in a vending machine with \u201cSo Good It\u2019s Gone!\u201d This helps shift the focus from being disappointed with the company for being out of stock to feeling good about our original choice \u2013 and it encourages customers to keep checking back. A more guerilla-style example was Red Bull, who filled trash bins outside London clubs with empty, crushed-up cans. \u201cIf you want to harness social proof, you don\u2019t have to directly state that you are a popular brand or that the behaviour you\u2019re trying to encourage is widely adopted. You can imply it,\u201d said Shotton.<\/p>\n

Remember That Seeing Is Believing For A Reason<\/strong><\/p>\n

It was a simple enough quiz, but Shotton knew that most people attending the virtual event would do poorly. The exercise was this: Shotton verbally listed a string of two-word phrases and asked everyone to try and remember them. After a minute, the audience was encouraged to write down as many of the phrases they remembered in the chat.<\/p>\n

While most of us forgot \u201ccommon fate\u201d and \u201cbetter excuse,\u201d the chat was filled with phrases like \u201csquare door,\u201d \u201crusty engine,\u201d and \u201cflaming forest.\u201d The connection? We are more likely to remember things we can visualize (alliteration and rhyming help too).<\/p>\n

This is a good reminder of how to take advantage of an inherently visual medium like linear TV, where the \u201cshow, don\u2019t tell\u201d rule can work particularly well. Shotton said clever marketing can also compare products with strong visual cues to tap into our relative perceptions of price and value. He showed a store display that compared the cost of Trojan condoms with the price of diapers to drive the point home.<\/p>\n

Find Your Champagne Button<\/strong><\/p>\n

We deny ourselves coveted luxuries sometimes because we feel it will be too much bother, rather than simply the cost. Ordering champagne at a restaurant is a good example, Shotton said. You have to flag down the waiter, interrupt the conversation with dinner companions and choose a brand. At Bob Bob Ricard, a fine dining establishment in the U.K., all this friction in the customer journey has been removed: each table is equipped with a button labelled \u201cPress for champagne.\u201d Not surprisingly, the vast majority of diners can\u2019t resist trying it out.<\/p>\n

\u201cDon\u2019t ask, \u2018How do I make people want to change the behaviour?\u2019\u201d Shotton advised. \u201cThink instead of what is stopping them and remove those barriers.\u201d Sometimes that\u2019s as easy as pre-populating online forms or offering subscriptions; sometimes, it means installing a \u201cpress button for champagne\u201d in your restaurant.<\/p>\n

Find Cues And Trigger Moments<\/strong><\/p>\n

A marketer\u2019s job is to drive an action; sometimes, it helps to connect intentions to that action. This is another area where timing can be everything, Shotton said.<\/p>\n

The Snickers \u201cYou\u2019re not yourself when you\u2019re hungry\u201d campaign is a (very good) attempt at making hunger trigger thoughts of a Snickers. A campaign promoting smoke alarms connected checking your smoke alarms with the changing of clocks \u2013 the time trigger promotes behaviour, in this case, changing the batteries in your smoke alarm. Champagne (we\u2019re back to champagne!) has successfully associated itself with celebration \u2013 even people who don\u2019t like champagne can feel compelled to drink it on anniversaries and New Year\u2019s Eve.<\/p>\n

Many attempts to change behaviour fail because they\u2019re not associated with a time, place or a specific motivation, but connecting a behaviour encourages change. \u201cWhat is the cue or trigger you will use to confer intention to buy your product into action? It doesn\u2019t have to be that complicated.\u201d<\/p>\n

Summarizing the tips reviewed in the webinar, Shotton advises marketers to follow the \u201cEAST\u201d method: Make it Easy, Make it Attractive, Make it Social, and Make it Timely.<\/p>\n

For details on the four practical marketing tactics Shotton outlined in his presentation, watch the webinar <\/strong>replay<\/strong><\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Many attempts to change behaviour fail because they\u2019re not associated with a time, place or a specific motivation, but connecting a behaviour encourages change.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[681,504,97],"tags":[569,104,959,826],"acf":[],"yoast_head":"\n4 ways behavioural science can make marketers more successful | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" content=\"Many attempts to change behaviour fail because they\u2019re not associated with a time, place or a specific motivation, but connecting a behaviour encourages change.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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