Presentation on how thinking on persuasion design is the way to think about the future of the advertising. The value an agency represents is not creativity or creative communications, but the know-how of influencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and Word-of-Mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we be relevant in the absence of a media budget?

1. PERSUASIONEATS
ADVERTISINGFOR
BREAKFASTexplorationofthefutureofadvertising

2. THESALESFUNNELISDEAD
Digitalisarevolutioninchoiceandbuyingbehavior,notinmedia
Thatepic
McKinsey
slide

3. TAKE-AWAYOFTHISPRESENTATION:
!
Thevalueanagencyrepresentsisnotcreativityorcreativecommunications,buttheknow-
howofinfluencingchoiceandbuyingbehavior.Thereforeagenciesneedtoworkwithallthe
ingredientsofthebusinessmodel:thewayaproductfeels,thewaywefuelconsumer
excitementandWord-of-Mouthandthewayweimprovetheconversionpathingeneral.Oneof
themostinterestingquestionstodayforagencieswillbecome:canweberelevantinthe
absenceofamediabudget?

4. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
CREATIVECOMMUNICATION
VERSUS
BEHAVIORALDESIGN

5. BJFOGGBEHAVIORALDESIGNMODEL
Persuasionisputtingahottriggeronthepathofhighlymotivated

6. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
WEASADVERTISINGINDUSTRY
TENDTOOVEREVALUATETHE
ROLEOFMOTIVATIONIN
CHANGINGANDINFLUENCING
BEHAVIOR

7. ABILITY
ThetrulydisruptivepowerofAmazonis note-commerceassuch,
butwindowshoppingandsame-daydelivery

8. BEHAVIORALDESIGNFORDAILYLIFE
Triggerbehavior,takeawaybarriersormakebehaviormoredifficult

9. BEHAVIORALDESIGNFORDAILYLIFE
Triggerbehavior,takeawaybarriersormakebehaviormoredifficult

10. SUE’SOWN
LINGERIEIMPERIUMFailingforward,thehardway
Abilityturnedouttobethekilleridea

11. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
IT’SNOTABOUTBIGIDEAS,
IT’SABOUTSMALLIDEAS.
SWEATTHESMALLSTUFFRORYSUTHERLAND

12. PLAYWITHTHECIALDINIPRINCIPLES
Socialproof,authority,reciprocity,scarcity,liking

13. PLAYWITHTHECIALDINIPRINCIPLES
Socialproof,authority,reciprocity,scarcity,liking

14. PLAYWITHTHECIALDINIPRINCIPLES
Socialproof,authority,reciprocity,scarcity,liking

15. LITTLEBIGDETAILS
Designforexcitementandforsharing

16. GETMANIACALABOUTPERSUASIONDESIGN
Peoplecanonlyunderstandrelativevalue,notabsolute.
Anchoringisprobablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)

17. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
BUSINESSIDEASFROMTHE
LEASTEXPECTEDANGLESAND
PLAYERSWILLDISRUPTYOUR
BUSINESSFASTERTHAN
ADVERTISINGCANSAVEITREIINAMOTO,AKQA

18. DISRUPTIVESTART-UPSAREHIGHLYPERSUASIVE
ThereasonAirBnBsucceededwasbecausetheyhadbetterdesignedaround
barriersandboostersandsolvedtheproblemmoreelegantly

19. BUILDSMARTSERVICESINTHEPRODUCT
Persuasivetechnologies

20. BEHAVIORISTHENEWBRANDING
andfiltersarethenewbrandbuilding

21. DISRUPTINGTHEINTERNETOFWITHTHINGS
VS
Link
Themakermovementistoproductionwhat
bloggingwastothepublishingindustry

22. VS
Link

23. “THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL,
NOTTECHNOLOGICAL”
RorySutherland,TedxAmsterdam

24. BUSINESSMODELS FORTHENETWORKEDWORLD
www.Paybacksweater.com BaconSprinkelsonKickstarter
Conversationisdesignedintotheproduct

25. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
DESIGNFORCONVERSIONIS
INCREDIBLYSEXY
WESHOULDBEOBSESSED
WITHSMARTIDEASINSTEADOF
ORIGINALIDEAS(GOAHEADANDTWEETTHIS)

26. THEPERSUASIONAND
CONVERSIONGAME
Inthedigitalera,thegameisallabout
developingaudiencesthroughcontent
convertingthoseaudiencesintocontactand
triggeringthosecontactintosalesthrough
persuasiveoffers.Everyoneisdoomedto
playthisgame

27. THEPERSUASIONAND
CONVERSIONGAME
Inthedigitalera,thegameisallabout
developingaudiencesthroughcontent
convertingthoseaudiencesintocontactand
triggeringthosecontactintosalesthrough
persuasiveoffers.Everyoneisdoomedto
playthisgame

28. THEPERSUASIONAND
CONVERSIONGAME
Inthedigitalera,thegameisallabout
developingaudiencesthroughcontent
convertingthoseaudiencesintocontactand
triggeringthosecontactintosalesthrough
persuasiveoffers.Everyoneisdoomedto
playthisgame

29. IT’SNOTTHEWEBSITE,IT’STHEOBJECT
90%ofallshoppingishappeningoutsidethewebsite.

30. TACTICSISTHENEWCREATIVE

31. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
THREEAREAS
YOUNEEDTO
MASTERTODAYCONCLUSION

32. 1.BEHAVIORALDESIGN
Behavioraleconomics,persuasiondesign,…

33. http://codingconduct.cc/Don-t-Play-Games-With-Me
http://www.slideshare.net/dings/pawned-gamification-and-its-discontents
http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)
When a game designer looks at a music academy,
he sees a broken game design.
Compare that to Guitar Hero.
2.GAMEDESIGN
Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning
interestingchoices(SebastianDeterding)

34. Executingthestrategyandachievingfailure
versusexperimenting,optimizinganddiscoveringthebusinessmodel
“What differentiates digital thinking CMOs
from their analog colleagues
is aggressive experimentation”
sue.am/18VGURy
3.LEANSTART-UP

35. FounderandCreativeDirectorofSUEAmsterdam
Agencyforsmartcampaigning
!
Itweet @
IspokeatTEDX:http://sue.am/tom_at_tedx
Myslitomdebruyne
Youcanmailme:tom@sueamsterdam.com
Orgooldschoolonme:+31655360771desharesarehere:http://sue.am/
tdb_slides
Ico-foundedthelingeriewebshopwww.Salondesir.com
IwritecolumnsforTijdschrijftvoorMarketing
!
ThesecretsofpersuasionandotherinterestingstuffinSUE’sbi-weekly„a
mailnamedSUE”.Subscribeatwww.sueamsterdam.com
!
TOMDEBRUYNE