Workshop “Applying Insights from Behavioural Science to Marketing”
Μαρτίου 12, 2024, 9:00 πμ - 5:00 μμ (Cyprus)
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.