marketing strategy: the science and psychology of effective campaigns
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RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
MARKETINGSTRATEGYTHE SCIENCE AND PSYCHOLOGY BEHIND EFFECTIVE CAMPAIGNS
INTRODUCTION
Simple steps, remarkable change
• Stand Out from the Crowd
• Establish a Strong Presence
• Tell Interesting Stories
• Influence Behavior
• Connect on Values
ABOUT THE AUDIENCE
• WHAT DO YOU DO?
• WHO DOES YOUR MARKETING?
• WHAT ARE YOUR BIGGEST ISSUES??
WHY
• WHY ARE YOU ATTENDING THIS SESSION?
• WHY IS MARKETING IMPORTANT TO YOUR AGENCY??
DEFINITIONS• MARKETING:
• ADVERTISING:
• PUBLIC RELATIONS:
• COMMUNICATION:
• CUSTOMER SERVICE:
• CUST. RELATIONSHIP MGMT:
• BRANDING:
promoting and selling products or services, including market research and advertising
producing advertisements for commercial products or services
professional maintenance of a favorable public image the messages and media you deploy to communicate with the market
the provision of service to customers before, during and after a purchase
a system for managing interactions with current and future customers
creating a unique name and image for a product, mainly through advertising
MARKETING
promoting and selling products or services, including market
research and advertising
WHAT IS MARKETING?
THE HISTORY OF MARKETING
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PRE-INDUSTRIAL POST-INDUSTRIAL
PRINTWORD OF
MOUTH
PRE-DIGITAL DIGITAL
Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
http://www.flickr.com/photos/vaultboy/http://www.flickr.com/photos/ideonexus/
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New York Public Library. http://digitalgallery.nypl.org
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http://www.flickr.com/photos/lincolnblues/
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http://en.wikipedia.org/wiki/File:Pop-up_ads.jpg
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THE HISTORY OF MARKETING
2000190018001700160015001400 1990 2010
PRE-INDUSTRIAL POST-INDUSTRIAL
PRINTWORD OF
MOUTH
PRE-DIGITAL DIGITAL
Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
• WHAT PERCENTAGE OF YOUR MARKETING/ADVERTISING BUDGET IS PRE-INDUSTRIAL?
• WHAT PLATFORMS DO YOU THINK YOU WOULD LIKE TO FOCUS MORE ATTENTION ON?
• WHAT ARE YOUR BIGGEST CONSTRAINTS?
?APPLICATION
STAND OuTFROM THE
CROWD
Purple Cow
PURPLE COWWHAT MAKES YOUR
DEPARTMENT/FACILITY REMARKABLE?
WHAT DIFFERENTIATES YOUR PROGRAMS/
SERVICES FROM YOUR COMPETITORS?
PURPLE COWREMARKABLE = WORTH
MAKING A REMARK ABOUT
BEING SAFE IS RISKY
BEING VERY GOOD IS INVISIBLE
PURPLE COW
PURPLE COW
PURPLE COW
PURPLE COWWHAT MAKES YOUR
DEPARTMENT/FACILITY REMARKABLE?
WHAT DIFFERENTIATES YOUR PROGRAMS/
SERVICES FROM YOUR COMPETITORS?
• DIVIDE INTO GROUPS
• COME UP WITH A REMARKABLE PROGRAM OR SERVICE THAT NOBODY ELSE IS DOING
GROUP ACTIVITY
!
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
FOCUS LESS ON COMPETITORS AND
MORE ON ALTERNATIVES
BLUE OCEAN STRATEGY
• Which of the factors that the industry takes for granted should be eliminated?
• Which factors should be reduced well below the industry’s standard?
• Which factors should be raised well above the industry’s standard?
• Which factors should be created that the industry has never offered?
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
• DIVIDE INTO GROUPS
• SELECT A COMMON PROGRAM OR SERVICE. USE THE BLUE OCEAN STRATEGY TO COME UP WITH A UNIQUE VARIATION ON THAT PROGRAM/SERVICE.
GROUP ACTIVITY
!
BLUE OCEAN STRATEGY
• Which of the factors that the industry takes for granted should be eliminated?
• Which factors should be reduced well below the industry’s standard?
• Which factors should be raised well above the industry’s standard?
• Which factors should be created that the industry has never offered?
REFLECTIONWRITE DOWN YOUR ANSWERS TO THE FOLLOWING:
• HOW DO YOUR PROGRAMS DIFFER FROM YOUR COMPETITION?
• WHAT IS YOUR UNIQUE SELLING PROPOSITION?
?
Establish Strong A STRONG
PRESENCE
CONSUMER BEHAVIOR MODELS
AIDA
• ATTENTION
• INTEREST
• DESIRE
• ACTION
THE MARKETING/SALES FUNNEL(ONE VERSION OF MANY)
THE ZERO MOMENT OF TRUTH
THE ZERO MOMENT OF TRUTH
THE ZERO MOMENT OF TRUTH
Fact:
As of 2013, the average shopper consults 10.4 sources prior to making a purchase
THE ZERO MOMENT OF TRUTH
INTEGRATED MARKETING
InTEGRATED MARKETING
Coordinated use of different promotional
methods that reinforce each other.
InTE
GRAT
ED M
ARKE
TING
NEWSPAPER
MAGAZINES
ACTIVITY GUIDE
WEBSITE
YOUTUBE
InTE
GRAT
ED M
ARKE
TING
NEWSPAPER
MAGAZINES ACTIVITY GUIDE
WEBSITE
YOUTUBE
InTE
GRAT
ED M
ARKE
TING
NATURALLY.ORG & NF FUN NEWS
NATURALLYFUN.ORG
NATURALLY FUN NEWS
SKETCH THE MARKETING PLATFORMS/TOOLS USED BY YOUR DEPARTMENT, DRAW
ARROWS TO SHOW RELATIONSHIPS
INDIVIDUAL ACTIVITY
!
BREAK!
TELL INTERESTING
STORIES
PERMISSION / INBOUND MARKETING
INTERRUPTION MARKETING
Interruption marketing involves promoting through continued
advertising, promotions, PR and sales.
PERMISSION MARKETING
Permission marketing requires that a customer has given
explicit permission or implicit permission for you to send a
promotional message.
INBOUND MARKETING
Inbound marketing attempts to earn attention through
interesting content.
WHY THINGS CATCH ON• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
SOCIAL CURRENCY
PEOPLE SHARE THINGS THAT MAKE THEM LOOK GOOD
• Find inner remarkability.
• Make people feel like insiders.
TRIGGERS
TOP OF MIND, TIP OF TONGUE
• Consider the context.
• Grow your habitat.
TRIGGERS
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL
• STORIES
TRIGGERS
PUTT
ING I
T TO U
SE
PUTT
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EMOTION
WHEN WE CARE, WE SHARE
• Focus on feeling rather than function.
• Emotional = more likely to go viral.
PUTT
ING I
T TO U
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PUTTING IT TO USE
EMOTION
PUBLIC
BUILT TO SHOW, BUILT TO GROW
• Public = more likely to be imitated.
• Design products that advertise themselves.
PUTT
ING I
T TO U
SE
PUTT
ING I
T TO U
SE
PRACTICAL VALUE
NEWS YOU CAN USE
• Useful things get shared.
• Highlight knowledge and package value.
PRACTICAL
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL
• STORIES
PRACTICAL VALUE
PUTT
ING I
T TO U
SE
STORIES
INFORMATION TRAVELS UNDER THE GUISE OF IDLE CHATTER
• Build a story that people want to tell(and carries your idea along for the ride).
PUTT
ING I
T TO U
SE
WHY THINGS CATCH ON• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
INFLUENCE BEHAVIOR
PERSUASION
RECIPROCITY
People tend to return a favor.
RECI
PROC
ITY
https://www.flickr.com/photos/grenade/96869150/
SCARCITY
Scarcity generates demand.
SCAR
CITY
AUTHORITY
People tend to obey authority figures.
AUTH
ORITY
https://www.flickr.com/photos/nashvillecorps/5760746822/
CONSISTENCY
Once someone commits they are more likely to
do it.
CONS
ISTEN
CY
LIKING
People are more easily persuaded by people
they like.
LIKIN
G
People want to fit in.
CONCENSUS
CONC
ENSU
S
CONC
ENSU
S
BEHAVIORAL ECONOMICS
SOCIAL NORMS
Money is often the most expensive way to
motivate people. Social norms are cheaper and
often more effective.
EXPECTATIONS
The mind gets what it expects.
ANCHORING
Anchoring occurs when individuals use an initial piece of information to make
subsequent judgments.
ANCHORING
THE POWER OF PRICE
Price has an impact on efficacy.
THE POWER OF FREE
ZERO/FREE IS A SOURCE OF IRRATIONAL EXCITEMENT
THE PRICE OF OWNERSHIP
The “Endowment Effect” means that when we own something, we begin to value it more than
other people do.
THE P
RICE
OF OW
NERS
HIP
0
2,250
4,500
6,750
9,000
2012 2013 2014 2015
30% Growth
FACILTY ADMISSION JANUARY 1-7
$13,000
$14,000
$15,000
$16,000
$17,000
2012 2013 2014 2015
$16,098
$13,335
$15,159
$15,906
PASS REVENUE JANUARY 1-7
12% Decrease
0
3,000
6,000
9,000
12,000
2012 2013 2014 2015 2016
30% Growth
32% Growth
FACILTY ADMISSION JANUARY 1-7
$0
$50,000
$100,000
$150,000
$200,000
2012 2013 2014 2015 2016
$185,898
$16,098$13,335$15,159$15,906
PASS REVENUE JANUARY 1-7
12% Decrease
1,055% Growth
RELATIVITY
Given three choices: A, B (distinct, but equally attractive) and A- (similar, but inferior), we will almost always choose A because it is clearly
superior to A-.
RELATIVITY
https://www.youtube.com/watch?v=f0uBANguiQs
RELA
TIVITY
16%
0%
84%
16%
0%
84%
68%
XX
32%
CONNECT on Values
START WITH WHY
http://www.youtube.com/watch?v=IPYeCltXpxw
START WITH WHY
WHY
HOW
WHAT
• WHAT IS THE WHY FOR OUR PROFESSION?
• HOW SHOULD "THE WHY” EFFECT OUR PROMOTIONAL MATERIALS?
DISCUSSION
?
YMCA FALL VOLLEYBALL
PUTT
ING I
T TO U
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YMCA FALL VOLLEYBALLAges 8-16, Cooper Street Branch November 1 - December 1
Come and join us for a fun and exciting recreational volleyball league. No experience necessary. Practice begins October 20. League begins November 1.
The cost is just $19 for full members and $75 for program members. Registration ends September 28.PU
TTIN
G IT T
O USE
PUTT
ING I
T TO U
SE
EXAMPLEMission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
EXAMPLEMission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
PUTTING IT TO USE
We believe that parks and recreational opportunities provide the foundation for the physical, social, economic and environmental viability and well-being of a community….
PUTT
ING I
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PUTT
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Shave a few points off your score. Keep up with the coworkers. Share a favorite pastime with your spouse. Learn a new skill. Whatever your motivation, our customized curriculum and expert instructors will exceed your expectations. Our private golf lessons utilize experienced golf professionals and the most sophisticated golf technology available in order to provide the best results. Our program covers……..book a lesson today by calling (xxx) xxx-xxxx.
• DIVIDE INTO GROUPS
• CHOOSE A SPECIFIC PROGRAM OR SERVICE
• DETERMINE THE WHY, HOW AND WHAT
• DEVELOP AD COPY THAT FOCUSES ON THE WHY
GROUP ACTIVITY
!
REVIEW
Simple steps, remarkable change
• Stand Out from the Crowd
• Establish a Strong Presence
• Tell Interesting Stories
• Be Convincing
• Focus on Values
Simple steps, remarkable change• Stand Out from the Crowd
Simple steps, remarkable change• Establish a Strong Presence
Simple steps, remarkable change• Tell Interesting Stories
Simple steps, remarkable change• Be Convincing
Simple steps, remarkable change• Focus on Values
Simple steps, remarkable change
• Stand Out from the Crowd
• Establish a Strong Presence
• Tell Interesting Stories
• Be Convincing
• Focus on Values
QUESTIONS?
RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
MARKETINGSTRATEGYTHE SCIENCE AND PSYCHOLOGY BEHIND EFFECTIVE CAMPAIGNS
CITY OF WESTMINSTER: 303-658-2197 RHEGRENE@CITYOFWESTMINSTER.US PERSONAL / CONSULTING: 860-463-6032 RYANHEGRENESS@GMAIL.COM TWITTER: @HEGRENESS
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