Behaviour Change, Behavioural Economics, Customer Service, Marketing Strategy, Predatory Thinking

A famous insight mis-Queue

queueIf ever there was a good example of an insight misfire, it’s this one:

It pertains to a popular tourist destination in London.

This visitor attraction is extremely famous. And it’s also extremely famous for the extremely long queue of tourists who are always standing outside it.

Story goes that incoming head of marketing conducted some research to ‘map the customer journey’ – good stuff.

The research told him that everyone loved the experience, but hated the queue. It was the worst queue ever.

Customer is king – so the queue had to go.

In came a snazzy new timeslot booking arrangement and – hey presto – no more queue.

Then visitor numbers began to fall.

Oops.

Turns out one vital piece of data had been ignored:

Namely, that the huge majority of tourist visitors tended to visit the attraction only once.

It didn’t matter how much they hated the queue.

Because the attraction already had their money.

Far more importantly, the queue was a compelling physical manifestation of the popularity of the product, keeping the attraction front of mind to Londoners (who drive past the queue regularly) as well as Tourists.

So they fired the new booking system and the extremely long queue returned

And so did the visitors.

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Advertising, Behaviour Change, Behavioural Economics, Marketing Strategy, Persuasion, Predatory Thinking, Social Decision Making

Sperm-bank promotion strategy. It’s a toss-up.

Today the news that the UK’s National Sperm Bank, set up a year ago, has only nine donors so far, and is about to unveil a promotional campaign to ramp-up the volume of in-flows.

I can’t wait.

On the surface, it seems a straightforward problem to solve. But read on…

Turns out the sperm bank needs ‘super-sperm’ not just ordinary, run-of-the-mill, 33-Acacia-Avenue sperm. This is because it needs to survive the constant freezing and unfreezing process inherent in the final customer service procedure (giving infertility sufferers the chance of a child).

Out of 100 potential donor applicants, only ten survive the screening process and only 1 of those 10 will actually become a donor.

The lucky participant must attend the clinic twice a week for four months and, in exchange for £70 a session, abstain from ejaculating for two days before each visit, which essentially ensures an entirely monogamous relationship with the clinic, for the duration of the programme.

And that’s before you get to the customer selection process. People in the market for sperm tend to be quite choosy, apparently. They want donors of 6’ or more, for instance, which rules out 90% of potential UK donors straight away. And they all want doctors or barristers – most of whom are too busy, too rich, or both, to sign up.

So perhaps it’s not surprising that most donated sperm in the UK currently comes from Denmark and USA.

The forthcoming advertising campaign will ape a successful precedent in Denmark, in which men are challenged to prove their manliness by demonstrating the ‘vigour’ of their ‘guys’. A follow-up planned for Christmas is going to ask men to consider giving “an alternative Christmas gift”.

I’ll be delighted if either of these approaches works. But I wonder if they’ve learned as fully as they might, the lessons behavioural economics might teach.

In one sense it’s a bit like the Royal Marines campaign, which broadcasts the fact that 99% need not apply. “We’re only for the hardest nuts,” they say.

But the sperm-bank version would have to be – surely – “Have you got the ballsiest, bounciest swimmers in the business? (And are you also over 6’, handsome, intelligent, well adjusted and gainfully employed in a respected professional occupation). If so come and subject yourself to our test and win yourself the prize of wanking into a test-tube for four months in exchange for not much money and the eternal admiration of all your friends – who you’ll definitely tell straight away”.

Better surely to normalise the act of one-off donation, along the lines of blood donorship (where they don’t tell you – and please don’t ask – how many already donated blood samples need to be excluded from the transfusion bank).

That way the largest possible number of men could begin to imagine it was normal, your duty even, to donate, without becoming alarmed as to the potential consequences or commitment.

Once you’ve got your contingent of suitable donors in through the door, you could then explain what they’ve got themselves, and their “guys”, into.

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Advertising, Behaviour Change, Marketing Strategy, Predatory Thinking

Predatory Thinking in Five Simple Steps

Every ad agency has a gimmick. At the Gate, ours is “Predatory Thinking”.

Originally the brainchild of the great Murray Chick, it has developed into something of a way of life for our Chairman, Dave Trott, over the last few years.

He’s even written a rather good book about it, a masterclass in out-thinking the competition: http://goo.gl/7PXDVQ.

Unfortunately, like many a good messiah, Dave tends to talk in parables.

It makes him an enormously compelling speaker, and everything makes tremendous sense whilst he’s actually talking.

But afterwards, it can lead to some head-scratching amongst the ordinary mortals, when it comes to applying the teaching to their day-to-day lives.

So we’ve boiled it all down to five key principles, to help our people and our clients ask themselves the right questions and get to quicker answers.

I hope you like them, Dave does.

More importantly, I hope you find them useful in out-thinking your competitors.

And if you ever need a helping hand…

Predatory Thinking2

Predatory Thinking

Predatory Thinking3

Predatory Thinking4

Predatory Thinking5

 

 

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Advertising, Behaviour Change, Equality, Moral Decision Making, Persuasion, Social Decision Making

Can we all agree to agree? Just sometimes?

I listened to Peter Hitchens’ piece on Stigma yesterday evening on the wireless. You’ll be able to get the full blast on iPlayer for the next few days.

He was arguing that, whilst we often pretend that our society has moved beyond stigma as a controlling force, it is actually alive and well – in a new and disturbing form.

Stimga itself, he suggested, has become stigmatised.

Postulating critical or even questioning views on the situations and lifestyle choices of others is now beyond the pale.

Try and share any kind of non-majority opinion about the way someone else lives, and prepare to be hounded by the Twitterati and Arsebookers with their digital pitchforks and burning e-torches.

It made me wonder about the film we’ve just done for Stonewall, the LGB charity (www.NoBystanders.org.uk).

It launched last Friday at the Stonewall 25th anniversary dinner – and has subsequently been shared (a lot) online.

Übertweeters Caitlin Moran, Stephen Fry, Danii Minogue, Clare Balding, Dame Penelope Keith and countless millions of others have supported, much to our – and Stonewall’s – delight. The elusive Zeitgeist seems to be with us, for a change.

The idea behind it, on the eve of the first actual gay marriages, was to make two points:

Firstly, even in our apparently permissive society, gay people are still routinely teased, bullied and discriminated against in schools, in workplaces and in public areas, up and down the country.

Secondly, the roots of homophobic bullying are similar to bullying levelled against any kind of separately identifiable group (Jews, Blacks, Honkeys, Fatsos, Gingernuts, Spakkas etc.).

We’ve been talking to  Stonewall about beginning to move beyond the core constituency of gay people they represent, and the liberal intellectuals who support their objectives through an innate sense of socially progressive conviction.

With the big legislative battles more or less won, theoretical equality is sorted.

Now they need to find a way to engage with more socially conservative audiences, who probably still represent an overwhelming majority in the UK, even if they have been cowed into the state of seething, non-PC silence that P. Hitchens outlines.

In this case, it seemed we might be able to forge a bond of togetherness by talking about humans in general, rather than humans in particular: How we tend to define ourselves and our groups not by who we are, but by who we’re not.

My enemy’s enemy is my friend – as the old maxim goes.

Our little film begins in the playground, a place where even the most confident have felt the odd-pang of vulnerability as they suddenly find themselves on the outside of the group, rather than the in. For some, it’s the start of a life-time of alienation and abuse.

It attempts to recognise that gay people are not the only individuals who are marginalised because of things about which they can do little or nothing.

So are we just bullying people ourselves?

Foisting our liberal values on the poor traditionalists who cling to their view of the world as it was bequeathed to them by their forefathers?

Certainly one man seems to think so.

A brave lone voice in the relentless digital agreement-fest stands out. Here’s one of his (many) contributions:

RussellTweet

I truly believe no one at Stonewall wants to force their “perverted” way of life onto this dude. Nor do I.

Really.

We were only trying to see if non-gay people were as against bullying as gay people are. And whether we could forge a huge “alliance of the different” to challenge some of the worst excesses of human nature, that we all share.

Surely there are some things on which we can all agree to agree?

It makes me regret we didn’t include “Bigot” as one of the insults.

And to try and get Mr. Russell to realise he’s just like the rest of us – and welcome him to join us.

On the inside of the tent, pissing outwards.

http://youtu.be/agLrVvCUkzI

 

 

 

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Advertising, Behaviour Change, Behavioural Economics, Equality, Moral Decision Making

Fighting for equality is a job for the many, not the few.

StonewallBuilder

Our new campaign for Stonewall launches this week.

Stonewall are an amazing organisation, sensational campaigners and very nice folk to boot.

They’ve been fighting tirelessly for The rights of gay, lesbian and bisexual people since their foundation in 1989.

And they’ve been extremely successful: helping achieve equalisation of the age of consent, lifting the ban on lesbians and gay men serving in the military, securing legislation allowing same sex couples to adopt and the repeal of Section 28, the clause in the Local Government Act designed to prevent the so-called ‘promotion’ of homosexuality in schools. More recently they’ve championed equal partnership rights for gay people under law, recognised first with the civil partnerships bill and then, last year, with the same sex marriage legislation.

All of these hard-won battles are vitally important milestones.

But as any campaigner for racial or gender equality can confirm, there’s a big difference between securing equal rights under law and actually putting an end to prejudice and discrimination.

Sad to say, prejudice seems to be hard wired into all of us and discrimination is very hard to prevent as a consequence, even when we’re trying super hard. (If you think you have your prejudices in check and under control, go to the YourMorals.org website. Trying a few of their online tests for yourself will swiftly relieve you of your illusions.)

Unfortunately we are still very much in the foothills when it come to getting the UK to accept gay people for who they are.

Nearly a million Brits have witnessed physical homophobic bullying at work in the last five years and two and a half times that number have witnessed verbal bullying over the same period.

No wonder a quarter of all gay people still keep completely schtum about their private lives at work.

In sport it’s still practically taboo to be openly gay. That’s why people like Thomas Hitzlsperger (football) Tom Daley (diving) and Gareth Thomas (rugby) should be so roundly applauded when they have the courage to buck the trend.

And you have to ask yourself whether we have the right to be proud of the progress we’re making when we all hear children all over the country (and many others too) using the word “gay” as a pejorative catch-all term for anything a bit rubbish and we nevertheless shrug it off because we know they don’t mean any harm.

Our campaign simply pictures two individuals in the same profession next to a headline that says, “One is gay. if that bothers people, our work continues”.

It draws attention to Stonewall’s continuing mission, in the aftermath of the equal marriage landmark, to help build a society in which we can all be open and confident about who we are, and who we love.

It’s running in the press and on buses and in the tube in London.

Our campaign is an uncontroversial statement of fact, underpinned by the presumption of equality under UK law of all gay and straight people. The literal and legal equivalent of a gender rights action group picturing a male and a female executive under a headline that read, “we’ll carry on campaigning until he no longer earns 20% more than her for doing exactly the same job.”

And yet it still wasn’t easy to get our message heard.

Transport for London are currently having to defend a legal case against a Christian organisation called the Core Issues Trust. This body has been suing TfL for rejecting one of their campaigns, offering religious support to “cure” anyone who has experienced homosexual feelings but feels they may want to reduce, subdue or extinguish them. TfL had judged the campaign offensive (I know!) and successfully defended the case without difficulty, but their very well funded opponents have taken it to the Court of Appeal and that judgement is still “in the oven” at the time of writing.

So TfL were initially rather nervous about accepting a campaign from Stonewall in case anyone deemed it antagonistic. Luckily common sense prevailed.

Why am I telling you this?

Because I think that standing up for the right of people, supposedly equal in law, to be equal in actual life, is actually the responsibility of the many, rather than the few.

Through their pugnacious determination to be accepted for who they are, brave members of the gay community have campaigned and secured their legal right to be treated equally.

It’s now up to us all, gay and straight, to turn legal law into living law.

And to oppose the efforts of other groups wishing to deny gay people legitimacy.

If you agree and you feel you can help, please spread the word and add your voice.

And if you see or hear homophobic bullying, teasing or joshing in your workplace, or in the playground for that matter, try turning that blind eye into a properly civilised glare of disapproval and a few harsh words.

Thank you to Richard Hayter for creating the campaign and to Si Micheli, Rob DeCleyn, Mike Dobrin, Mark Lloyd, Mark Goodwin, Ruth Chapman and Graham Baker for making it all happen.

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Behaviour Change, Moral Decision Making, Persuasion, Politics, Social Decision Making

Think you can force through a change as big as Obamacare? Think again.

I want to talk about the controversial healthcare reforms that are causing such a kerfuffle on the other side of the pond.

“That’s rich”, I hear you snigger, “A Brit, with an opinion about US healthcare. Let’s see now…”

Well, it’s true that I barely understand it. So I’m certainly not going to try to explain it to you.

If you want a quick, bluffers’ guide to the “Affordable Care Act”, this is the best one I’ve found:

“It’s complicated”, as they say, even explained by the You Toons.

One joker has even tried to put into infographic form:

ObamacareInfoGraphic

And although people talk about the “closing wonk gap” (i.e. members of the general public figuring out facts about Obamacare that policy wonks on both sides of the debate have known for years), I guess you’d be prepared to agree with me that probably only a fraction of the people who need to understand the ins and outs of the proposed changes, actually properly do.

To give you some extra quick context, the video clip above has been viewed just 1.1 million times, which equates to it been seen by about 0.3% of the US population (Miley’s “Wrecking Ball” is on 327,294,077 views at the time of writing).

This hasn’t stopped anyone taking a position of course. And a strong one at that. There really aren’t very many ambivalent people in the US it seems, when it comes to this particular debate.

And it’s led to the fiercest, most destructive political brinksmanship and grandstanding in most of our living memories.

Why?

The concept is straightforward: Universal access to affordable healthcare ought to be the hallmark of a civilised well-developed society. Even at either extreme of the political spectrum, one ought to be able to get a nod on that, surely?

However even here in little Blighty, our precious NHS, providing care free at the point of use to all, is creaking and cracking as the apparently opposing forces of quality and affordability clash their irreconcilable heads. Even here it’s a nettle with a politically lethal sting.

The implications of realising a goal of this kind in a country (or more accurately countries) as huge and diverse as the United States go straight to the central ideological differences between the Elephant and the Donkey. And this is where the practicality of implementation simply falls apart.

Because democratic politics is really only successful when elected politicians of different persuasions propose, debate, negotiate, vote and repeat until a deal is brokered.

“Obamacare” is the first instance for 100 years where one party has simply steamrollered a bill with huge national implications without garnering any kind of even partial agreement from the opposing party.

To see this more clearly, look at the J. P. Morgan chart below, which shows that almost all the important and controversial bills in living memory were passed with at least some level of participation and consent from both parties in both chambers.

Now look at the bottom and contrast with Obamacare.

Obamacare JPM 1

The Democrats inability to empathise with their opponents implacable opposition to their solution has led to adopt a kind of “fuck you” politics, which can only provoke a “fuck you back, with knobs on” response. The Republicans, for their part, are now in the ludicrous position of proposing spoiling measures which may end up increasing the need for state intervention in the commercial supply of health insurance policies – one of the things they fundamentally oppose. The fight will go on, and the animosity between the two sides of legislators continues to grow.

And, just to remind you, 82% of Americans were perfectly happy with their health care system, before this all started (according to Gallup).

Now just 36% of voters support the bill.

And President Obama is now enjoying the worst popularity rating of any president except R. Nixon Esq.

A sharp reminder that big change needs broad consensus not just bright answers.

And establishing that broad consensus takes time, effort and excellent persuasion and communication skills – something noticeably lacking on both sides of the political divide in this instance.

It’s also a salutary reminder of another more important principle:

A democratic mandate gives you the right to try and govern. It doesn’t give you the right to get your own way.

That’s called something different.

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Behaviour Change, Behavioural Economics, Persuasion, Social Decision Making

How to get a bed for the night

I never give money to beggars anymore. If I want to enrich the makers of Special Brew, I’ll buy some myself.

But today I did.

A slightly-younger-than-me black man stopped me in the street as I was popping out for a sandwich. He apologised for bothering me.

He was a floating resident at a seamen’s mission around the corner, he explained. I knew the place.

He said he was ex-forces, down on his luck. Lance-Corporal something-or-other. Before three o’clock, he needed to find four people to give him two quid each, so that he could continue to stay there.

That was the pitch.

Five seconds later, he only needed three more people.

It was as concise a shakedown as I’ve ever heard – and beautifully delivered:

  • He let me know he needed shelter.
  • He showed me he already had a solution – one that I knew and approved of (unlike Special Brew).
  • He advertised his army credentials: placing himself in a society I respect.
  • He instilled a sense of urgency by introducing a limited timeframe.
  • He communicated that I would be one of several helping him (classic behavioural economics)
  • He gave me a specific and easy way to help – clearly well within my means.

Textbook (perhaps written by the British Army).

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