Presentation to Refresh Austin on 1/11/2011 on Free Ice Cream and Five Other Truly Evil Marketing Tricks

1. 1 Free Ice Cream… …and Five Other Truly EvilMarketing Tricks

3. Charming wife, two kids

4. Pflugerville residentLooks boring, not evil! Hey, this guy doesn’t LOOK evil…

6. Charming wife, two kids

7. Pflugerville resident

8. Director of Marketing at Invodo

9. eCommerce video startup

11. 5 Marketing: A Formal Definition Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. American Marketing Association

12. 6 Marketing: An Evil Definition Gain awareness Gain consideration Change behavior

13. 7 Evil Trick #1: Free Ice Cream

14. 8 Evil Trick #1: Free Ice Cream Many choices are presented The few that we’d consider purchasing are called the consideration set Most consumers can have 3-5 items in their consideration set

15. 9 Evil Trick #1: Free Ice Cream FIRST Shoppers have the highest recall on the first and last items in a consideration set That includes apartment shoppers LAST

16. 10 Evil Trick #1: Free Ice Cream By influencing your position in the consideration set, you influence your chances of being chosen A quick test

17. 11 Evil Trick #1: Free Ice Cream Most marketers rely on advertising and hope to be first…

18. 12 Evil Trick #1: Free Ice Cream Evil marketers mix Texas temperatures and loss aversion to be last… Hurry home before your free gallon of ice cream melts!

19. 13 Evil Trick #2: Getting and Keeping Eyeballs

20. 14 Evil Trick #2: Getting and KeepingEyeballs I can click through on ads… …I can click to spend more time watching YouTube videos… …but where do I click to *leave* YouTube?

21. 15 Evil Trick #3: The Forer Effect But enough about me, let’s talk about you…

22. 16 Evil Trick #3: The Forer Effect “You have a need for other people to like and admire you, and yet you tend to be critical of yourself. While you have some personality weaknesses you are generally able to compensate for them. You have considerable unused capacity that you have not turned to your advantage.” Full text at http://www.skepdic.com/forer.html

23. 17 Evil Trick #3: The Forer Effect Bertram Forer, 1948 Gave personality test to grad students Results were a page randomly torn from a horoscope magazine Students rated results 84% accurate

24. 18 Evil Trick #3: The Forer Effect Sells: Astrology (we Virgos are skeptical) Fortune Telling Cars Electronics Beer

25. 19 Evil Trick #4: Helpful Comparisons

26. 20 Evil Trick #4: Helpful Comparisons

27. 21 Evil Trick #4: Helpful Comparisons Your y-axis should always be chosen to send the message “we have it all and they don’t”

28. 22 Evil Trick #4: Helpful Comparisons Non-Evil Shopping Tip: List out desired features BEFORE you get info from vendors Make that list your y-axis Ignore anything your vendors cram onto the y-axis Ignore irrelevant comparison (EAS Tablet) vendors cram onto the x-axis

29. 23 Evil Trick #5: What, you trusted me? Please provide some information so that we may keep you updated on the forthcoming launch of Evil Trick #5. We anticipate launching in Q4 of never. Your feedback is important to us. Email Address Credit Card Number ATM PIN Bank Routing Number

30. 24 …could these powers be used for Good? Maybe. Although I did violate Spiderman 3’s copyright in asking the question. Old habits die hard…

31. 25 Social Marketing Social Marketing is not Social Media Marketing

32. 26 …could these powers be used for Good?

33. 27 …could these powers be used for Good? 3 Years,$30MM Raised, 3 Million Nets Online, social media, YouTube, offline Grassroots – started from a Rick Reilly column in Sports Illustrated challenging readers to donate $10 each

34. 28 …could these powers be used for Good?

35. 29 …could these powers be used for Good? $68MM in 2010 Over $30K from Team Austin! Viral, social, WOM The ‘stache drives Word of Mouth…among other things

36. 30 Common Denominators in Social Marketing Community Word of mouth Broad reach Low minimum commitment Grass-roots origins

37. 31 Contact Me Twitter: @rsomers LinkedIn: http://www.linkedin.com/in/russsomers Email: russ.somers@gmail.com

38. 32 Thank You Now go sell stuff, change the world, or both