Proven, successful delivery.
“People will forget what you do
and say, and remember how
you made them feel.”
BEHAVIOURAL CHANGE & SOCIAL MARKETING
UNCOVERING INCENTIVES
Understanding incentives and disincentives to behaviour, trailing and re-engineering, then evaluating campaign strategies is critical to the success of behavioural change marketing.
Human Centred Design and Agile methodology, coupled with the Consumer Purchase Decision Making Model, underpins BWCommunications’ behavioural change campaigns.
There are three cognitive behaviours and six behavioural steps people enter into when making decisions to purchase and re-purchase.
Sending the right messages at each step ensures people engage and buy-in and become loyal brand advocates.
BRAND STRATEGY
WHAT IS YOUR WHY?
There are seven steps and eight overall components to a Brand Strategy.
These help make up the many elements to of the Brand Strategy.
Completing all of them is best practice but sometimes only the key steps need to be undertaken.
being a powerful brand
Interbrand is a global index that identifies the world’s most powerful brands.
Its criteria can be applied to any sized businesses’ brand strategy.
“Brand is more than just a logo.
Brand consists of a variety of attributes that are symbolised
in everything they do, say and think.
The best brands get people to understand this through all five senses,
even their sixth sense, and cultivate that so they become advocates for life.”
New business & Products
Four pronged model
Ben has developed and uses a successful
New Business and Products’ models to launch brands:
Identify the Governance requirements
Establish the Business Unit systems
Develop the Product and Brand
Integrate across the business
RATIONAL VS LIMBIC BRAIN & NLP
PSYCHOLOGICAL SELF
BWCommunications understand that the rational brain and the limbic brains have evolved over time and how to apply Neuro-linguistic programming (NLP) principals to marketing communications.
The rational Vs emotional brain.
The limbic (emotional) brain, more powerful than the rational brain, is rooted in emotion and controls our flight or fight responses.
The rational brain measures risk and springs into action when perceived risk is near.
This is one of the reasons why people don’t flee bushfires until they see them.
This is also why in a retail/Fast Moving Consumer Goods context, impulse buys work.
Understanding this in a marketing context, enables behavioural change campaigns to be compelling and part of water-cooler conversation.