Importance of action orientated communications
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Most people act first and think later, so communications should focus on getting people to act by developing an emotive connection through means that simplify choices and make the desired action easy, fun, necessary, relevant and timely to engage in the moment. Effective communications consider what action is needed, how to get people to do it by developing feelings before rational thought, and the starting point to intrigue people into initial action.
Importance of action orientated communications
- 1. The importance of getting a reaction…Thomas Miles, Planning Director
- 2. Continuing the theme from last week…Behavioural economicsHow & why people do things has led to interesting findings with implications for how communications should work
- 3. Most people act first & think later
- 4. “That brand really understand me”Advertising methodology has been about how we relate to people – focusing increasingly on emotive insightsPredicated on the belief that most decisions are thought about
- 5. 2009 Effie Gold Winners – ‘all about doing’
- 6. Current thinkingDeveloping an emotive connection with audience before purchase is not of paramount importanceRational decision-making only occurs when choices are simplifiedMost decisions are not thought throughBehaviour is driven by channel as much as attitudes – what’s happening in the moment
- 8. A new way of looking at commsGet someone to actFeelThinkFuture intention
- 9. Make it easyMake it funHow we get someone to actMake it necessaryMake it hard to ignoreMake it relevantMake it timelyMake it intriguing
- 10. What do we need people to do?How are we going to do this?So what’s the start point?Start thinking about