free ice cream
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Presentation to Refresh Austin on 1/11/2011 on Free Ice Cream and Five Other Truly Evil Marketing TricksTRANSCRIPT
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Free Ice Cream…
…and Five Other Truly Evil Marketing Tricks
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• Average (or below) looks
• Charming wife, two kids• Pflugerville resident
Looks boring, not evil!
Hey, this guy doesn’t LOOK evil…
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• Average (or below) looks
• Charming wife, two kids
• Pflugerville resident
• Director of Marketing at Invodo• eCommerce video
startup
• History with Dell, Hoover’s, Sabre, and more
“You are unwise to lower your defenses!”
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Marketing: A Formal Definition
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.– American Marketing Association
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Marketing: A Formal Definition
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.– American Marketing Association
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Marketing: An Evil Definition
Gain awareness
Gain consideration
Change behavior
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Evil Trick #1: Free Ice Cream
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Evil Trick #1: Free Ice Cream
Many choices are presented The few that we’d consider purchasing are called the consideration set
Most consumers can have 3-5 items in their consideration set
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Evil Trick #1: Free Ice Cream
FIRSTShoppers have the highest recall on the first and last items in a consideration setThat includes apartment shoppers
LAST
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Evil Trick #1: Free Ice Cream
By influencing your position in the consideration set, you influence your chances of being chosen
A quick test
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Evil Trick #1: Free Ice Cream
Most marketers rely on advertising and hope to be first…
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Evil Trick #1: Free Ice Cream
Evil marketers mix Texas temperatures and loss aversion to be last…
Hurry home before your free gallon of ice cream melts!
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Evil Trick #2: Getting and Keeping Eyeballs
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Evil Trick #2: Getting and Keeping Eyeballs
I can click through on ads…
…I can click to spend more time watching YouTube videos…
…but where do I click to *leave* YouTube?
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Evil Trick #3: The Forer Effect
But enough about me, let’s talk about you…
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Evil Trick #3: The Forer Effect
“You have a need for other people to like and admire you, and yet you tend to be critical of yourself. While you have some personality weaknesses you are generally able to compensate for them. You have considerable unused capacity that you have not turned to your advantage.”
Full text at http://www.skepdic.com/forer.html
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Evil Trick #3: The Forer Effect
Bertram Forer, 1948
Gave personality test to grad students
Results were a page randomly torn from a horoscope magazine
Students rated results 84% accurate
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Evil Trick #3: The Forer Effect Sells:
Astrology (we Virgos are skeptical)
Fortune Telling
Cars
Beer
Electronics
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Evil Trick #4: Helpful Comparisons
iPad EAS Tablet
Charging 2x per day Never
Weight Heavy - 1.5 lbs ¼ lb
Connectivity Requires hotspot and/or expensive data plan
Ready to go anywhere, anytime
Account Requires iTunes account No account needed
Applications Purchase and download – haven’t you already paid enough?
Write your own!
Lifespan Will soon be obsolete Time-tested technology, good for many years
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Evil Trick #4: Helpful Comparisons
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Evil Trick #4: Helpful Comparisons
Your y-axis should always be chosen to send the message “we have it all and they don’t”
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Evil Trick #4: Helpful Comparisons
Non-Evil Shopping Tip:– List out desired features BEFORE you
get info from vendors– Make that list your y-axis– Ignore anything your vendors cram onto
the y-axis– Ignore irrelevant comparison (EAS
Tablet) vendors cram onto the x-axis
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Evil Trick #5: What, you trusted me?Please provide some information so that we
may keep you updated on the forthcoming launch of Evil Trick #5.
We anticipate launching in Q4 of never.
Your feedback is important to us.
Email Address Credit Card Number
ATM PINBank Routing Number
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…could these powers be used for Good?
Maybe.
Although I did violate Spiderman 3’s copyright in asking the question.
Old habits die hard…
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Social Marketing
Social Marketing is not Social Media Marketing
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…could these powers be used for Good?
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…could these powers be used for Good?
3 Years, $30MM Raised, 3 Million Nets
Online, social media, YouTube, offline
Grassroots – started from a Rick Reilly column in Sports Illustrated challenging readers to donate $10 each
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…could these powers be used for Good?
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…could these powers be used for Good?
$68MM in 2010Over $30K from Team Austin!
Viral, social, WOM
The ‘stache drives Word of Mouth…
among other things
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Common Denominators in Social Marketing
CommunityWord of mouthBroad reachLow minimum commitmentGrass-roots origins
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Contact Me
Twitter: @rsomersLinkedIn: http://www.linkedin.com/in/russsomersEmail: [email protected]
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Thank YouNow go sell stuff, change the world,
or both