Why It Works is a look at the behavioural science techniques that have inspired iconic marketing executions. First up, how Compare The Market created two fluent devices that created memorability in a low-interest category.
Research into customer service shows that ending on a positive note matters more than the experience overall – and is something marketers should consider when tailoring their customer journey.
From the choice of hot coral for its visual identity to the decision to limit access at launch, tapping into behavioural science has helped Monzo attain profitability.
Flagging negative behaviours may be intended to shock people into action – but it could be having the opposite effect.
When people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.
More distinctive ads are more memorable, and the holy grail is creative that stands out while also conveying the brand’s core message.
It’s easier for consumers to form associations with a brand if they can visualise the message it communicates. In this excerpt from his latest book The Illusion of Choice, Richard Shotton explains there are many ways to put that into action.
People don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
For the best chance of a successful launch, brands should aim to offer something new but not too new, while using scarcity to boost desire.
Research shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
The views of the giver, not just the recipient, strongly influence how people perceive Christmas gifts, as do the price and packaging. Brands should take note.
Professionals believe they make decisions rationally but they’re as likely as anyone to be influenced by external biases, something B2B marketers can harness.
Advertising is like a mating ritual – impressive displays are more effective – which means consumers need to see what you’re spending on media and creative.
Experiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
Experiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
Context-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
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