Andy on Twitter

  • RH: respect the opportunity you have @Cannes_Lions,
  • Kraft: Stay humble. Work hard. What happened yesterday has no relevance to today or next week. Don't wait for chance. @Cannes_Lions,
  • RH: companies matter in terms of getting stories out to people. @Cannes_Lions,
  • RH points to Trad media co's entering OTT ... @Cannes_Lions,
  • Kraft: nothing bad happens that doesn't have some good associated with it @Cannes_Lions,
  • Kraft: Eventually will be a NFL team in London @Cannes_Lions,
  • Kraft: The future is OTT - which means goodbye TV as we know it. Mobile + streaming + integration with games = winner @Cannes_Lions,
  • Kraft is concerned middle class not doing as well as they should. So right @Cannes_Lions,
  • The hard thing and the right thing are the same thing. Kraft @Cannes_Lions,
  • Practice patience. Never make a change unless you have something better. Kraft @Cannes_Lions,
  • Great orgs are built on inspired talent that is difficult to manage, sometimes large in confidence and ego, strong: Kraft at @Cannes_Lions,
  • The best tend to be the most creative - and tend to be the most difficult. As a leader you must learn to live with that. Kraft @Cannes_Lions,
  • Cannes debate underway.,
  • Thanks for a great session and for the beautiful and inspiring work. @Cannes_Lions,
  • Profit of 8 pounds for every 1 spent - rallies employees in critical trading period - emotion pays @johnlewisretail,
  • Connect

YOU DO WHAT OTHERS DO

Most of us harness peer pressure in our messages to drive sales actions. Customer references, “9 out of 10 prefer…” … are good examples. But what about driving other actions. In the latest HBR, Noah Goldstien points to some great examples  of how to do this.

First, how could hotels get more folks to reuse the towels rather than requesting new ones? They adjusted the message we all see today to one, truthfully stating, that the majority of other hotel guests reused their towels. Participation went up 26%.

But it doesn’t always work this way. Robert Cialdini found signs at Arizona’s Petrified Forest National park highlighting that others had stolen petrified wood not only proved less effective but resulted in more theft than when there were no signs at all.

And, in another study – when California households were told they were using more electricity than their neighbors they reduced consumption. But, when they were told they were using less, they increased consumption.

The messaging lessons:

  1. people respond to messages that point to the behavior of others
  2. the more similar the people, the more potent the effect
  3. show approval of positive behavior (when California households got a smiley face for low electricity usage they continued with their winning ways…)
  4. test messages for responses and tune
  5. measure message outcomes vs. resonance (I might be aware of the need to reuse towels but be doing nothing about it)

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]