Planningness 2011: Marketing to Primates

how to market to primates in a complex world

Ethan Decker PhD @ehdecker

The Integer Group Planning-ness 2011

http://www.inquisitr.com/91415/black-friday-videogame-deals/black_friday_trample_lg/

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a note for readers this deck ≠ my presentation

Some of this deck won’t make sense, because I don’t put my notes the slide. I say things and act things out and use props (like the double pendulum and a chair and the woman in the nautical sweater) and do activities and quizzes.

For instance, that title slide had a story to it: This is a woman getting trampled in a black Friday rush. They’re not rushing in for food or water. They’re rushing in for coffee makers and purses.

What kind of species does this?

And sadly, we in this room would love it if people did this for our brand.

So you’ll get some of it but not all of it. Sorry. I don’t use slideuments*.

*http://www.presentationzen.com/presentationzen/2006/04/slideuments_and.html

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http://www.thesun.co.uk/sol/homepage/news/3492643/An-army-of-gadget-and-gaming-fans-bagged-the-new-Apple-iPad-and-Nintendo-3DS.html

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how do people work? Rory Sutherland

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Denver Chicago New York Dallas Des Moines

Sao Paulo Mexico City

Paris Milan Istanbul Helsinki Hamburg Singapore

Shanghai Mumbai Tokyo

Dubai Johannesburg

Sydney

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1200

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http://motivate.maths.org/content/simple-pendulum

http://blog.wolframalpha.com/2011/03/03/from-simple-to-chaotic-pendulum-systems-in-wolframalpha/

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http://www.youtube.com/watch?v=Sk_Blp6w528

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1. avoid collisions 2. align with neighbors 3. stick with the group 4. escape predators

12 http://www.youtube.com/watch?v=1uF56JwtwpA

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complex systems are only predictable in the statistical sense

just like the weather

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there’s a 60% chance of a great retail program at Kroger this week

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you can up your chance of success with a better model of how humans work

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http://www.glogster.com/glog.php?glog_id=18203563&scale=54&isprofile=true

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http://news.softpedia.com/newsImage/Satellites-Reveal-Leatherback-Turtles-Epic-Journey-2.jpg/

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we’re all driven by forces beyond our awareness

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http://zletter.files.wordpress.com/2009/11/maratus_volans_f55822.jpg?w=450&h=331

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http://www.flickr.com/photos/27578366@N06/3063476368/in/gallery-cuttlefishlove-72157623190971692/

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http://arrestedmotion.com/2009/01/stephen-sprouse-artist-and-designer/

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we’re not rational but we can always provide rationale

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http://thevagabondadventures.com/wp-content/uploads/2010/11/Us-with-the-Bushmen-Tribe.jpg

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at its heart consumerist capitalism is not “materialistic” but “semiotic.” Geoffrey Miller

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neuroscientist’s model

http://www.btbuddies.org.uk/about-high-grade-brain-tumours/areas-of-the-brain-and-their-functions.html

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marketer’s model

http://www.forbes.com/2010/05/24/bank-of-america-post-recession-marketing-cmo-network-claire-huang.html

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Tropicana.com

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Massive’s model

http://arrow.dit.ie/cgi/viewcontent.cgi?article=1000&context=scschcombk&sei-redir=1#search=""lord+of+the+rings"+agent-based”

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http://www.massivesoftware.com/

http://www.massivesoftware.com/

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http://www.massivesoftware.com/

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PMFserv’s model

http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg

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http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg

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http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg

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what we want to signal

physical traits health fertility beauty

personality traits conscientiousness extraversion stability openness agreeableness

cognitive traits intelligence

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how we signal conspicuous waste conspicuous precision conspicuous reputation

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appeal to our ultimate interests

http://www.ktvb.com/community/blogs/maggie-omara/The-Cure-takes-on-the-Race-for-the-Cure--93284439.html

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secure social status autonomy & control fun (go figure)

resources, mates & teammates

appeal to our ultimate interests

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Aspirin Jelly bean Salt

work within our cognitive limitations

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work within our cognitive limitations

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$7 / glass $10 / glass $12 / glass $ 5 / glass

work within our cognitive limitations

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working memory is tiny long-term memory is spotty we heavily discount past & future attention is a depletable resource we try to think as little as possible

anchors, frames, heuristics & schema

work within our cognitive limitations

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Pretty Boy. Nerd.

use our decision-making influences

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use our decision-making influences

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use our decision-making influences

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use our decision-making influences

http://www.ratemyprofessors.com/ShowRatings.jsp?tid=157829&page=3

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use our decision-making influences

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social proof reciprocity commitment & consistency scarcity & loss-aversion liking authority

use our decision-making influences

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Ethan Decker, PhD Group Director, Insight & Strategy

The Integer Group +1.303.393.3175

edecker@integer.com @ehdecker

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