Marketing Effectiveness Workout

By Julian Saunders

Introduction

Behavioural Economics is now essential knowledge for marketers wishing to understand marketing effectiveness. It is a global academic discipline in universities and the most sophisticated companies, based on and evidenced by quantitative experiments. The things that really work in marketing are explained by Behavioural Economics

In this webinar Julian will highlight the theoretical framework and focus greatly on the practical applications to marketing effectiveness.

It will comprise of a “strategy workout”-full of practical examples that will help you apply it systematically to your marketing problems.

If you are interested in marketing effectiveness you cannot afford to miss out on understanding the science of decision making

Key Learning Outcomes

This webinar is divided into two consecutive day sessions:

Session 1: 19th May 2020

Part 1: Fast decision making

Framework and model

How we process information and make decisions
Our two-system brain explained

1) Make it easy

Why ease is critical in brand building
Your strategy workout

2) Effort can be useful

Why effort can be useful in building loyalty and ensuring action
Your strategy workout

2) Emotion affects behaviour

Why emotional advertising gives you a better return
Your strategy workout

Session 2: 20th May 2020

Part 2: The power of context

How all decision making is influenced by context

Why understanding of context is innate and essential

4) Social proof

How popularity or perceived popularity is persuasive
How we behave differently when in company
Your strategy workout

5) Receptivity

How getting your timing right can make a big difference on behavior
Timing interventions in the moment, during times of transition and how data can signal receptivity
Your strategy workout

6) All judgements are relative

Methods for presenting choice to affect behavior
Framing, anchoring and reframing
Your strategy workout

Summing up: Where to find out more about effectiveness

Where can you access more workouts and applied effectiveness frameworks to improve your marketing

Date:

Session 1: 19^th May 2020

Session 2: 20^th May 2020

Time:

11:00 AM to 12:00 PM PKT (both days)

Fee:

The fee amount is a consolidated amount for both sessions

Members: PKR 7,500 + tax

Non-Members: PKR 9,500 + tax

About the Speaker

Julian’s career spans over three main roles.

In advertising, he was Planning Director at Ogilvy, Head of Strategy at McCann-Erickson and CEO of red cell advertising, where his key clients were Singapore airlines, Alfa Romeo, Bank of Scotland and Visit Wales.

He pioneered a textbook for The Account Planning Group about the future impact of digital technology on communications. (“The Communications Challenge” APG 2004)

He moved on to focus on Design Thinking and the application of Behaviour Science to behaviour change. He was Strategy Director of Good Technology (gt), ran The Big Thinkers program for for UK government (COI) and help set up an Innovation team at Google (The Zoo).

For the past 15 years he has also run courses for strategists and brand owners in the UK and internationally and has run courses in Pakistan on four previous occasions and been a regular writer for Aurora.

Last date for registration: 18^th May 2020