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Wallace & Washburn Associates LLC www.decisionmode.com
1770 Massachusetts Ave, Suite 177, Cambridge, MA 02140 Tel: 781-235-8882 Cell: 781-799-5444
Intuition-Based Communications “Decision-making relies on a balance between deliberate
and instinctive thinking. We need to look at the subtle, the hidden and the unspoken.”
- Malcolm Gladwell, Blink: The Power of Thinking without Thinking
DecisionSCAN
A Changed Internet World * New consumer freedom exists due to empowering Internet experiences. “The Internet is turning businesses upside down. Be prepared-or die.” - Matthew Symonds, The Economist
* Rapid change is occurring from PUSH (TV, radio, etc.) to PULL online. “Thanks to the Internet, car buyers now hold the cards.” - Boston Globe 2013
* Message overload has accelerated consumer “tune out.” * A timely need exists to monitor and measure customer perceptions. “You NEED your customers more than they NEED you . Your customers’ perceptions impact your bottom line.” –Forrester Research 2013
* A shift will occur from rational to emotional customer research. “The industry will shift from questioning to discussing, insight to forecast, rational to emotional.” - StrategyOne, Washington, D.C. 2013
Co-Authors
• Top 1% in Amazon sales
• Now published in 4 languages
• Rewrote the book on decision-making
Kim Wallace Harry Washburn
3
“It’s radical! It’s digital! Cutting edge for connecting with customers.”
– Fast Company’s REPORT FROM THE FUTURE
“Lively, lucid, smart and on target. I’m impressed.”
–Ted Levitt, Dean Emeritus, Harvard Business School
“ The most pragmatic book on consumer marketing in years!”
– Amazon.com
Sample DecisionMode Question
Q: Let’s imagine you were buying a car today. What in your
opinion, would be most important? Why? (Pick one)
• It looks great?
• It feels great to drive?
• It makes logical sense?
Thinkers (20%) “Have the courage to follow your heart and intuition.”
-Steve Jobs
•Thinking, reasoning, answers,
details, numbers, planning
•Careful, thoughtful
decision-makers
•Favorite Words: “Think, hear, sounds, logic, future, know, understand”
T
Visualizers (50%) “As time goes on people will see who I am for who I am. I kiss people with my soul. ” - Justin Timberlake
•Quicker decisions
•Interested in the features and benefits
•Favorite Words: “See, look, show, picture, focus, perspective, impression”
T
Commanders (30%) “Follow your instincts.
That’s where true wisdom manifests itself.” - Oprah Winfrey
•Ready, fire, aim
•Team leaders/players
•Favorite Words: “Feel, sense, touch, hit, tackle, win, team, power, people”
How to access intuitive “trigger words?”
“Trigger Words”
Intuitive Feelings
Logical Thinking
10
DecisionSCAN
Major Packaged Goods Example:
Determine the trigger which will motivate consumers to request a
prescription from their dentist.
11
DecisionSCAN
Q. In your opinion, what do you feel would motivate you to contact your dentist for a possible prescription?
You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you…
12
The Mouthwash Words Assembled Raw Verbatims 1
13
Determine Initial Frequencies 2 DecisionScan
You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you. u , I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. tooth, you should do something about
Prescription Mouth Wash Results
Objective Find key “trigger” words
Data Source Audio taped focus groups
Question “What do you feel would motivate you to take action?”
Logic vs.
Intuition Avoid pain/expense “Bleeding gums is a problem!”
VERBATIMS SCAN FREQUENCY
gum/s 132
bleeding 80
problem 38
ThoughtTalk “If I have persistent bleeding gums I’d want it.”
“Bleeding does show there’s a problem in the works.
Results
The product was successfully launched nationally with TV
and print ads featuring a dentist referring to “bleeding gums"
(the symptom, not the problem) and pointing to a tooth
illustration with a blood red gum line. The brand was rolled
out nationally within one year. 15
DecisionSCAN
Branding: Northeastern University
Problem Determine the most powerful message for admissions
Data Source Surveys of students, parents, staff, alumni and prospects
Key Question “What do you feel makes Northeastern better?”
16
Q. “In your opinion what do you feel makes Northeastern better than other universities?”
17
TRIGGER WORDS DECISIONSCAN
FREQUENCY
coop 149
good 134
program 114
education 78
enter 76
work 75
job 72
get 22
contacts 15
something 16
occupation 35
employment 24
people 21
Northeastern University
Problem Determine the most powerful brand position and tag
line for admissions
Data Source Surveys among staff, faculty, grads, students, parents
and prospects during 1986.
Question “In your opinion what do you feel makes Northeastern
better than other universities?”
Logic vs. Intuition Hands-on educational “Education that
experience Works”
DecisionSCAN
VERBATIMS SCAN FREQUENCY
co-op 149
experience 114
work/job 107
Trigger Words “Their co-op program gives experience.”
“With co-op you can get a better job.”
Solution
The “Education That Works” tag line was created and
used for over 25 years, propelling NU to the top 3
university nationally based on applications (46,000).
18
Public Relations: National Car Wash Association
Objective Determine how frequent car-washers justify the expense
Data Source Intercept interviews at car washes
Question “In your opinion, what is there about getting your car
washed that justifies the price?”
Logic vs.
Intuition
The vehicle looks better “I feel better in
a clean car.”
VERBATIMS SCAN FREQUENCY
feel 122
good 89
better 256
ThoughtTalk “I actually feel better when my car has been washed.”
“I feel good when my car is clean.”
Results
Press releases issued nationally. The “feel good” story
(Commanders) was picked up by hundreds of publications
including the Wall Street Journal and Forbes. Reaction so
successful website changed to www.cleancarfeeling.com. 19
DecisionSCAN
Results: National PR stories, a new “Feel Good” poster campaign and a new online address (cleancarfeeling.com)
PUBLIC RELATIONS 20
PSA Messaging: Homeland Security
Objective Create messaging that prompts Floridian consumers to
get better prepared and download tips on the website.
Data Source Surveys among current and potential customers
Question “What in your opinion would prompt you to get better
prepared for, god forbid, a terrorist attack?”
Logic vs.
Intuition
Get prepared better when you “Do it for the kids.”
are not in a crisis situation. (They’d be helpless.)
VERBATIMS Scan Frequency
Prepared 78
Family/Kids 77
Survival/Protect 68
ThoughtTalk “Get prepared and protect your family.”
“Do it for the kids and the family if not for yourself.”
Results
The new PSA message “Do it for the Kids” scored well
with parents and singles, generating over 10,000
downloads monthly of “Top Tips for Survival.” A new web
address was also added, www.mysafeflorida.com. 21
DecisionSCAN
Merger Name: Beth Israel Hospital/Deaconess
Objective Create new name for the combined entity of Beth Israel
and Deaconess hospitals
Data Source Surveys among consumers (patients and non)
Question “In your opinion, what words, thoughts or feelings come
to mind regarding Beth Israel Hospital?”
Logic vs.
Intuition
Two of Boston’s Best “The CareGroup”
Hospitals Combine Resources
ThoughtTalk “Beth Israel has caring nurses who treat you special.”
“It’s the nursing care at BI that makes it so special.”
Results The name CareGroup was adopted to reflect Beth Israel’s
perceptual strength: caring. 22
NAME TESTING
VERBATIMS BI MGH Brigham & Women’s
good/excellent
care/ing
doctors/surgeons
reputation
maternity
nurse(s)
85 72 43 39 9 78
125 35 89 93 27 19
86 32 36 62 69 46
DecisionSCAN
Public Relations : BASF Biotech
Objective Uncover possible negative reactions to proposed
biotech plant site
Data Source Telephone surveys among location residents
Question “In your opinion, what’s your greatest concern
regarding this new biotechnology site?”
Logic vs. Intuition
It’s a drain on “Bio-waste expert hired from
local resources UMass Worcester with
Harvard credentials”
DecisionSCAN
VERBATIMS Scan Frequency
concern/ed 41
waste 35
dangerous 29
ThoughtTalk “What about dangerous waste disposal”
“Accidentally releasing radioactive waste!!”
Results
BASF aligned itself with a bio-waste expert from
Harvard University at UMass Worcester featured
prominently in all press materials to allay potential
fears. Plant constructed successfully.
23
24
Objective Determine the most powerful advertising message to
increase leads.
Data Source 450 interviews nationally among Outward Bound
graduates.
Question “What have you said to recommend Outward Bound?”
Logic vs.
Intuition
Commune with the “Personal Growth builds
Great Outdoors self confidence”
DecisionSCAN
VERBATIMS SCAN FREQUENCY
grow(th) 126
personal 88
experience 57
ThoughtTalk "You'll grow as a person. Builds self confidence.“
"I grew personally through the experience."
Results
Using a Personal Growth Experience promise, Outward
Bound is now the #1 adventure-based education
program in the world. It works. 80% of students want
another course.
PR/Advertising: Outward Bound
Wallace & Washburn Backgrounds
25
Kim Wallace
Doyle Dane Bernbach, SSC&B (Noxzema, Colgate)
Arnold/HBM (Salada, General Mills)
Radcliffe Seminars faculty
Top 5% LinkedIn Profile Kim Wallace CEO
Harry Washburn
• Harvard Extension School faculty
• Benton & Bowles (General Foods)
• Harvard Business School
Faculty 20 Years
Management
Kimball Wallace, President * Co-author “Why People Don’t Buy Things” Top 1% Amazon.com
Š* Faculty, Radcliffe Seminars Program
Š* V.P. Account Supervisor, Humphrey Browning MacDougall Advertising Agency, Boston
Š* Director Puerto Rico office, Norman Craig & Kummel, Top Ten Agency, New York
* Senior Account Executive, Lintas SSC&B, Top Ten Advertising Agency, New York
Š* Assistant Account Executive, Doyle, Dane Bernbach, Top Ten Agency, New York
•Recipient of the American Marketing Association's "Effie Award“
* #1 Salesperson, Exxon New England
* University of Massachusetts, BA 1964, President of Class
Harold Washburn, Chairman * Co-author “Why People Don’t Buy Things” Top 1% Amazon.com
* Faculty, Marketing, Advertising, New Products, Harvard University Extension School
* Faculty, Marketing Management, Boston University MBA and Metropolitan College
* V.P./Director of Marketing, Pearson & MacDonald Advertising Agency, Boston
* V.P./Account Supervisor, Humphrey Browning MacDougall Advertising, Boston
* Director of Marketing and Media, Marvin & Leonard Advertising, Boston
* Senior Account Executive, D'Arcy Masius Benton & Bowles, Top Ten Agency, NY
* Harvard Business School, MBA 1966
Reilly Atkinson, Ph.D. Chief Scientist ŠFounder, Consulting Statisticians Incorporated, Boston.
ŠVisiting Scholar, Harvard Business School.
ŠSenior Scientist, Arcon Corporation, Software Development, Boston.
Author: “The New Haven Laboratory” and “Patterns of Urban Change”, 1974/5
Assistant Professor of Nuclear Physics, Tufts University.
Stanford University, Ph.D. in Physics, 1964; Harvard University,
A.B. Magna Cum Laude (Physics).
Owen Reddecliffe, B.Sc. Chief Information Officer Instructor, Monash University, Post-graduate Computer Science, Melbourne, Australia
Development Manager, The Stock Exchange of Melbourne
ŠSenior Developer for Internet Standardization, Walker Richer & Quinn, Seattle
ŠProject Leader, Web Protocols development, Unisys, Australia
ŠSenior Analyst, Design of Burroughs B6500 system, Australia
ŠUniversity of Adelaide, Australia, B.Sc. (Hons) in Theoretical Physics, 1966
Wallace & Washburn Associates, LLC www.decisionmode.com
1770 Massachusetts Ave, Suite 177 Cambridge, MA 02140
[email protected] 781-235-8882 Cell: 781-799-5444
For details please contact Kim Wallace:
DecisionSCAN