Adverts – When will Mobility Managers catch up

John PorterInteractions Ltd

2 Beech Court, KilcooleCo. Wicklow

00353 87 236 1560

ECOMM 2014 2

The conventional message

Is boring, conventional and usually shows the picture of the transport mode.

ECOMM 2014 3

How the Motor Industry portrays itself

• Two methods– Technical

• Lots of technical details about the product– Inspirational, Idealised or Aspirational

• Freedom, Choice, Open space

ECOMM 2014 4

The Technical Approach

ECOMM 2014 5

Inspirational

ECOMM 2014 6

Inspirational

ECOMM 2014 7

A Way of Understanding

• Personal Construct Psychology

ECOMM 2014 8

Personal Construct Psychology

• A person’s processes are psychologically channelised by the way in which he / she anticipates events

• Each person behaves like a scientist, formulating predictions, testing them and revising ways of thinking in the light of outcomes– Keyword - VALIDATION

ECOMM 2014 9

A Construct

Example: Laid back Tense / alert

Preferred pole Non-preferred polePreferredpole is a personalchoice

2 contrastingpoles

Clustersof personalmeaning

Relaxed, Tolerant,not in a hurry

Arrive on timePunctual, Reliable

SPACE

ECOMM 2014 10

A Construct System

ECOMM 2014 11

A Construct System

Core constructs

Values

Materialistic or concrete constructs

High importance(resist change)

Lowimportance(easy to changeif incidental)

Psychologicalconnections (preferredpoles only)

Cluster

ECOMM 2014 12

A Construct System Core (more abstract) constructs

Materialistic or concrete constructs

PsychologicalConnections

Easy to use

Reliable

Successful

Saves time

ECOMM 2014 13

Making a choice (1)

Reliable Unreliable

Preferred pole Non Preferred pole

Links to rest of Construct System

ECOMM 2014 14

Elements

ECOMM 2014 15

Positioning Elements in Psychological Space

Reliable UnreliableA B C D E

YOU

Why People Choose what theyWant to Be

ECOMM 2014 17

Eliciting techniques

ECOMM 2014 18

Eliciting techniques• More abstract constructs

why did you choose X?what is the opposite of that?which do you prefer?why?

• More concrete constructshow would you describe ..... what would he/she be doing/saying

ECOMM 2014 19

More eliciting techniques

ECOMM 2014 20

Constructs

ECOMM 2014 21

Conclusion

Get to know your target audience

Make the adverts inviting by appealing to their aspirations

OR Make adverts full of information

Do not try to do both