Workshop “Applying Insights from Behavioural Science to Marketing”

To workshop θα πραγματοποιηθεί στα αγγλικά την Τρίτη 12 Μαρτίου 2024 με εισηγητή τον Richard Shotton, συγγραφέα των βιβλίων “The Choice Factory” και “The Illusion of Choice”.

Η δομή του workshop -την οποία επιμελήθηκε η Sherpa Society- έχει ως εξής:

9:00 - 9:30 | Registration & pre-event networking

9:30 – 9:40 | Opening remarks

9:40 – 9:50 | Session 1 - Introduction to Behavioural Science
● What is it and why is it important? (relevant, robust and its range of applications)
● The benefits of using a framework such as EAST

9:50 – 10:10 | Session 2 - Make it Social
● How people (even professionals) look to others when making decisions - social proof
● The nuances of social proof & how to apply it creatively
● The danger of claimed data

10:10 – 10:30 | Session 3 - Working Session: Applying the principles of “Make it Social” to a problem

10:30 – 11:00 | Session 4 - Make it attractive
● How to attract attention
● How to turn attention into memories

11:00 -11:30 | Coffee & Networking Break

11:30 – 13:15 | Session 5 - Making Messages Attractive
● Counter-intuitive approaches (such as the power of admitting a flaw)
● How to make prices more attractive

13:15 – 14:00 | Lunch Break - Let’s get some food while networking

14:00 – 14:30 | Session 6 - How to Run Experiments
● Monadic tests
● Field experiments

14:30 – 14:45 | Session 7 - Working Session: Applying these ideas to design our own experiment

14:45 – 15:15 | Session 8 - Make it Easy
● The effect of friction on behaviour
● Counter-intuitive easy of making behaviour easier
● Times when we may want some friction

15:15 – 15:30 | Coffee & Networking Break

15:30 – 16:00 | Session 9 - Make it Timely
● The importance of targeting an audience by their mood state
● Moments of habit destabilisation
● Habit formation
● Peak-end rule

16:00 – 16:30 | Session 10 - Working Session: Applying the EAST framework to a problem

16:30 – 17:00 | Further resources and close

Με δεδομένο τον περιορισμό στον αριθμό συμμετεχόντων, παράκληση να δηλώσετε μόνο ένα άτομο για συμμετοχή.

Το κόστος για μη μέλη του ΣΔΚ ανέρχεται σε €150/άτομο. Η θέση θα επιβεβαιωθεί μέχρι τις 4 Μαρτίου.