Edelman Stockholm: Trust 2014 (med diagram))
"Many moons ago, I was tasked tby a retailer to get people interested in buying a new bed, which is of course very, very hard. But we found that there was a much easier situation to solve. There were plenty of people who knew they needed a new bed, but couldn’t be bothered with the hassle of getting rid of the old one. So put it off . All we did was change the situation by promising people in the market (no one was doing this at the time) we would get rid of their old bed for free. Because we all choose the path of least resistance. Then another time, we realised people were LEAVING the store because they didn’t know how to choose a bed, and hated talking to staff. So we created a free guide to buying beds so they didn’t have to, and made them feel like they had the upper hand when eventually a conversation had to happen. Put another way, choose a fight you can win. Not always sexy, but very effective."
- Jarboe: You conclude that many old rules still apply even though the media landscape has changed. If this is true, then why are so many big ad agencies struggling to apply the science of sharing to their viral marketing?
- Nelson-Field: “Two reasons, hype abounds in this space - for example when we are told often enough to believe that ‘deep brand engagement is the key to added loyalty’ many believe it, even when credible justification is elusive. Secondly, as blunt as this may seem, many agencies are not across the reality of how buyers behave or even how advertising really works. Most rely on pseudo-science or what they learned in college from text books. So it’s not surprising that my findings are hard hitting and in many cases contrary to popular belief…but they didn’t surprise me at all.”
Frank Partnoy, professor of law and finance at the University of San Diego and author of “Wait: The Art and Science of Delay.” Hear this podcast on hbr.org at http://blogs.hbr.org/ideacast/2012/08/in-a-fast-world-think-slowly.html