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Live From DMA 07: Four Ways to Leverage Human Behavior
October 2007 From Tipline
Social scientists have shown human beings have developed shorthand ways of making decisions—instinctive or reflexive actions in response to certain stimuli. As marketers, we can leverage these instincts to make our materials stronger. Here are four basic human behaviors and how marketers can use them to their advantage. • People respond to authority figures. Social scientists have found that because we don’t have the time to research everything, we’ll defer to someone who appears to be an authority on the subject. Habitat for Humanity leveraged this behavior when it put Rosalynn Carter’s name in the cornercard of its fundraising solicitation. With all the
October 2007 From Tipline
Social scientists have shown human beings have developed shorthand ways of making decisions—instinctive or reflexive actions in response to certain stimuli. As marketers, we can leverage these instincts to make our materials stronger. Here are four basic human behaviors and how marketers can use them to their advantage. • People respond to authority figures. Social scientists have found that because we don’t have the time to research everything, we’ll defer to someone who appears to be an authority on the subject. Habitat for Humanity leveraged this behavior when it put Rosalynn Carter’s name in the cornercard of its fundraising solicitation. With all the
Marketing Is Everything
June 2006 From Denny Hatch's Business Common Sense
Sim Wong Hoo blew it. In 2000 the Singapore entrepreneur came up with the idea that eventually became the iPod. He was approached several times by Apple’s Steve Jobs to do a joint venture. Jobs was turned down, and Sim went his own way—creating half-baked in-house marketing materials and doing no brand advertising. Jobs brought out the iPod and ate Sim’s lunch; now Sim is suing for a patent infringement. It seems inventors like to invent, but they operate on the better mousetrap theory—that buyers will beat a path to their door. “Build it and they will come,” was the refrain in Kevin Costner’s “Field of Dreams.” “Build it
June 2006 From Denny Hatch's Business Common Sense
Sim Wong Hoo blew it. In 2000 the Singapore entrepreneur came up with the idea that eventually became the iPod. He was approached several times by Apple’s Steve Jobs to do a joint venture. Jobs was turned down, and Sim went his own way—creating half-baked in-house marketing materials and doing no brand advertising. Jobs brought out the iPod and ate Sim’s lunch; now Sim is suing for a patent infringement. It seems inventors like to invent, but they operate on the better mousetrap theory—that buyers will beat a path to their door. “Build it and they will come,” was the refrain in Kevin Costner’s “Field of Dreams.” “Build it
Make Your Web Site a Commerce Laboratory
July 2005 From Target Marketing
By Jim Watson Research can offer customer insights and boost Web site success. Ever wonder why the milk is always in the back corner of the grocery store, why Nordstrom always has cosmetics and women's shoes on the first floor, or why McDonald's packaged its menu into value meals? These tactics are the result of years and years of observing consumer behavior and purchase patterns with the single-minded goal of boosting sales and margins. Commerce-based Web sites have been in existence for a decade. Will it take us decades more to reach marketing and merchandising truths in the digital space? Absolutely not. The digital
July 2005 From Target Marketing
By Jim Watson Research can offer customer insights and boost Web site success. Ever wonder why the milk is always in the back corner of the grocery store, why Nordstrom always has cosmetics and women's shoes on the first floor, or why McDonald's packaged its menu into value meals? These tactics are the result of years and years of observing consumer behavior and purchase patterns with the single-minded goal of boosting sales and margins. Commerce-based Web sites have been in existence for a decade. Will it take us decades more to reach marketing and merchandising truths in the digital space? Absolutely not. The digital
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