Importance of action orientated communications
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*The agency for the consumer age Copyright © Lavender* 2009 Lavender * The importance of getting a reaction… Thomas Miles, Planning Director
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Transcript of Importance of action orientated communications
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
The importance of getting a reaction…Thomas Miles, Planning Director
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
Continuing the theme from last week…
• Behavioural economics
• How & why people do things has led to interesting findings with implications for how communications should work
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
Most people act first & think later
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
“That brand really understand me”
Advertising methodology has been about how we relate to people – focusing increasingly on emotive insights
Predicated on the belief that most decisions are thought about
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
2009 Effie Gold Winners – ‘all about doing’
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
Current thinking
• Developing an emotive connection with audience before purchase is not of paramount importance
• Rational decision-making only occurs when choices are simplified
• Most decisions are not thought through• Behaviour is driven by channel as much
as attitudes – what’s happening in the moment
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
A new way of looking at comms
Get someone to act
Feel
Think
Future intention
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
How we get someone to
act
Make it easy
Make it fun
Make it necessary
Make it hard to ignore
Make it relevant
Make it timely
Make it intriguing
*The agency for the consumer ageCopyright © Lavender* 2009
Lavender*
What do we need people to do?
How are we going to do this?
So what’s the start point?
Start thinking about
