Participatory Marketing - What it is, How it Works

PARTICIPATORY MARKETINGWHAT IT IS, WHY IT WORKS

clickadvisorinsight for [email protected]

mailto:[email protected]


WEB 2.0 - THE READ/WRITE WEB - IS MAKING A NEW KIND OF MARKETING POSSIBLE

MARKETING BASED NOT ON PASSIVE CONSUMPTION, BUT ACTIVE AUDIENCE PARTICIPATION - ‘PARTICIPATORY MARKETING’

PARTICIPATORY MARKETING IS ALL ABOUT MARKETING WITH PEOPLE RATHER THAN AT PEOPLE

PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (USER-GENERATED CONTENT)

PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (WORD OF MOUTH NETWORKS)

PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE MARKETING OF A BRAND (ONLINE ADVISORY BOARDS)

PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (IDEA AND DESIGN CONTESTS)

PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (TECH CHALLENGES)

PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (ONLINE BRAINSTORMING)

PARTICIPATORY MARKETING: TO CHARGE UP CUSTOMERS, PUT CUSTOMERS IN CHARGE

BUT DOES PARTICIPATORY MARKETING WORK?

P&G THINK SO - PARTICIPATORY MARKETING IS 5 TIMES AS EFFECTIVE AS TRADITIONAL MARKETING

Inside Scoop+ +

P&G HAVE DEVELOPED A SPECIAL PARTICIPATORY MARKETING FORMULA

Sneak PeekVIP Vote

PARTICIPATORY MARKETING FORMULA CAN BOOST SALES BY 10%+

RESEARCH SHOWS THAT PARTICIPATORY MARKETING STIMULATES A KEY GROWTH DRIVER: RECOMMENDATIONS

Propensity to Recommend (NPS)

PARTICIPATORY MARKETING COULD BE WEB 2.0’S GOLDEN EGG

BUT WHY DOES PARTICIPATORY MARKETING WORK?

FIRST, PARTICIPATORY MARKETING BRINGS BRANDS AND USERS CLOSER TOGETHER AND THAT’S GOOD FOR CUSTOMER-FOCUS

SECOND, PARTICIPATORY MARKETING HARNESSES A POWERFUL PSYCHOLOGICAL EFFECT: THE HAWTHORNE EFFECT

TO UNDERSTAND THE HAWTHORNE EFFECT, WE HAVE TO TURN TO LUCENT TECHNOLOGIES

AND GO BACK IN TIME TO 1924

TO WHEN LUCENT TECHNOLOGIES WAS CALLED WESTER ELECTRIC AND OWNED A FACTORY OUTSIDE CHICAGO CALLED HAWTHORNE

RESEARCHERS FROM MIT AND HARVARD WERE INVESTIGATING WORKING CONDITIONS AND WORKER PRODUCTIVITY

THE RESEARCHERS ASKED WORKERS TO PARTICIPATE IN SPECIAL TESTS, AND MEASURED THEIR PRODUCTIVITY AND CAPTURED THEIR FEEDBACK

LIKE WORKING UNDER BRIGHTER LIGHTING CONDITIONS...

OR SOFTER LIGHTING CONDITIONS...

OR WORKING SHORTER HOURS...

OR WORKING LONGER HOURS...

WHAT WAS ODD WAS THAT WHENEVER HAWTHORNE WORKERS PARTICIPATED IN A TEST THEIR PRODUCTIVITY WENT UP - REGARDLESS OF THE TEST!

WHAT WAS EVEN MORE ODD WAS THAT HAWTHORNE WORKERS BECAME ADVOCATES OF WHATEVER IT WAS THEIR PARTICIPATION INVOLVED

THE CONFOUNDED RESEARCHERS EVEN TRIED GETTING WORKERS TO WORK IN THE DARK - BUT PRODUCTIVITY AND ADVOCACY STILL WENT UP!

WAS IT SOMETHING IN THE HAWTHORNE WATER?

NO, THE POSITIVE RESULTS HAD NOTHING TO DO WITH WHAT WAS BEING TESTED AND EVERYTHING TO DO WITH GETTING PEOPLE TO PARTICIPATE

THE RESEARCHERS COINED THE TERM “THE HAWTHORNE EFFECT” TO DENOTE THE POSITIVE EFFECT OF PARTICIPATION

THE HAWTHORNE EFFECT

PEOPLE JUST LIKE PARTICIPATING!

THE HAWTHORNE EFFECT WAS FOUND TO BE A SYSTEMATIC AND UBIQUITOUS BIAS WHEN CONDUCTING MARKET RESEARCH

WHICH MIGHT BE BAD FOR RESEARCH...

BUT IT’S GREAT FOR MARKETING - PARTICIPATORY MARKETING

TEST THE POWER OF PARTICIPATORY MARKETING YOURSELF: TRY IT ON YOUR BOSS TO NEGOTIATE A SALARY RISE!

SIMPLY INVITE YOUR BOSS TO PARTICIPATE IN YOUR LIFE BY ASKING FOR ADVICE

CAN I ASK FOR SOME ADVICE?

THEN ASK FOR A SALARY RISE! YOUR PARTICIPATORY MARKETING CAMPAIGN WILL HAVE MADE YOUR BOSS MORE LIKELY TO GIVE YOU THE RISE!

BETTER STILL, USE PARTICIPATORY MARKETING WITH YOUR CUSTOMERS AND GET A SALARY RISE BECAUSE SALES GO UP

PARTICIPATORY MARKETING: TOMORROW’S MARKETING TODAY

For reprints/research enquiries: [email protected] +44 777 95 77 248

clickadvisorinsight for innovation




About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing

technology to help brands do market-led innovation

★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests

★ Innovation Idea Contests

★ Trendspotting Contests

★ Brand Naming Contests

★ Pack/Cover Design Contests

★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively


About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agency specialising in innovation

An experienced market researcher, career highlights to date include:

★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online

research tool featured in The New Scientist★ Led London School of Economics team validating the link between

brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever

★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))

★ Co-authored popular business book ‘Connected Marketing’

Paul’s latest venture, clickadvisor.com, helps brands do collaborative innovation through brand-sponsored idea and design contests


FlipsideA reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster

Participatory Marketing - What it is, How it Works

Business

Transcript of Participatory Marketing - What it is, How it Works