The Better Different | We Kill Mediocrity Thebetterdifferent.com - Dennis van der Locht

In marketing there are a lot of psychological tactics you can use to influence the behavior of your customers. Whether you’re Booking.com trying to scare you’re visitor into booking a hotel room or the government trying to get your people to eat healthier, there are a lot of ways to influence people on an unconscious level. In this episode of The Better Different Podcast, we talk to Dirkje van der Ven about a lot of those marketing tactics to change the behavior of your customers.

Podcast summary:
-What is nudging and how can we use it to influence behaviour?
-How duct-tape can change our behavior!
-How our brains work when it comes to making decisions
-We learn how people’s actions are unconscious 95% of the time
-What psychological techniques a marketer should know when creating a campaign?
-Discuss a lot of psychological techniques like the Low-Ball, Scarcity, foot-in-the-door, door-in-the-face, social proof, authority and many many more
-We learn what the intention-behavior technique is
-How Booking.com scares you into buying a hotel room
-Cognitive Dissonance and how to deal with it
-That our brain is divided into two systems and how that helps us from not getting punched in the face
-How to recognize barriers that your customers may have
-How to deal with the ethical side of nudging

Thank you so much for listening! If you like it, please help us by giving us 5-star reviews on iTunes. Any suggestions, feedback or Star Wars jokes? Let me know on Twitter @Dennisvdlo or send an e-mail to Dennis@thebetterdifferent.com. To learn more about Joris van der Waart and CM.com, you can visit their website www.cm.com.

What do you learn in this episode?

Dirkje is the co-owner of Shift Behavioral Change, a company that specializes in helping different branches of government and companies to influence the way that their target audience act. We start our conversation the conversation about one of the most hottest words in marketing psychology: Nudging. It means you make small changes to the context of the situation that the consumer is in to steer their behavior in a certain direction.

We talk about how they did that quite literally on one of the biggest round-a-bouts of The Netherlands in Nijmegen. The way they used just a little bit of duct tape to change the behavior of cyclists makes a great story.

Marketing Psychology: Using system 1

After that we get a little more technical on how the brain works and how 95% of our actions and decisions are the result of our unconscious 'system 1’. It is our automatic behavior what makes us so vulnerable to these marketing psychology tactics, which we go into in-dept. Dirkje describes the tricks a car salesmen use like the low-balling technique, which makes people say yes to a higher price than they actually bargained for. After that about techniques like scarcity, social proof, foor-in-the-door, door-in-the-face, social proof and many more.

Intention-Behavior Gap

We also touch on something called the Intention-Behavior gap. It means that we will not actually do what we say we will do, although we think we absolutely the intention of doing so. It is the big reason why many products fail, in spite of positive market research where test subjects say they will absolutely buy something. This contains a big lesson for marketers when they build a campaign or do a new product launch.

Of course there’s a lot to say about the ethical side of influencing the behavior of consumers, especially on a subconscious level. Dirkje gives us some great tips on how to deal with these issues, so us marketers can still sleep without feeling guilty.

For more information on Dirkje van der Ven, just clink on the links below...

Shift Behavior Change Website: shiftgedrag.nl
Dirkje van der Ven LinkedIn: https://www.linkedin.com/in/dirkjevanderven/
The Duct Tape Movie: https://www.youtube.com/watch?v=0ziqlGgc8_k

Technology is getting more important everyday in the lives of customer and marketers. In this episode we talk to the CMO of mobile tech company CM.COM on how to leverage the latest trends in marketing technology to create a successful marketing strategy.

Podcast summary:
- Mobile customer journey
- What is the most important ID-tag of the customer
- RCS: The new industry standard of SMS and mobile communication
- What the future of mobile technology and communication will look like
- What is a super app?
- The impact of Voice Search and digital assistants on marketing
- Why branding is becoming even more important in the future
- Some great tips for marketers on how to be successful in marketing technology
- We talk WeChat, Uber, Alexa and many more great examples

Thank you so much for listening! If you like it, please help us by giving us 5-star reviews on iTunes. Any suggestions, feedback or Star Wars jokes? Let me know on Twitter @Dennisvdlo or send an e-mail to Dennis@thebetterdifferent.com. To learn more about Joris van der Waart and CM.com, you can visit their website www.cm.com.

Looking for inspiration to create a more awesome brand? You should definitely listen to this interview with the lovely Alison Stratten. She is the co-author of marketing books like Unmarketing, Unselling and Unbranding with marketing speaker (and husband) Scott Stratten. They are both the hosts of the very popular Unmarketing podcast (go look them up after you listened to this episode).

The cheat sheet for this episode:
* Why do QR-codes kill kittens?
* What are the four key factors for branding success?
* What it’s like to be some kind of a 'podcast celebrity'?
* How treating your employees better is critical for brand success
* What to share and not to share on social media
* What is sjmarketing?
* How to deal with customer feedback as a brand?

Thank you so much for listening! If you like it, please help us by giving a
(five) star review on iTunes or Stitcher. Any suggestions, feedback or Star Wars jokes? Let me know on Twitter @Dennisvdlo or send an e-mail to Dennis@thebetterdifferent.com. To learn more about Alison and Unmarketing, you can visit their website www.unmarketing.com, listen to the Unmarketing Podcast, buy any of their books or go see Scott speak at an event near you.

Every brand marketer and entrepreneur should love this interview with Anuraag Trikha, Global Brand Director at Heineken. He shares his learnings and insights after years of being responsible for Heineken's communication in over 192 countries.

Episode cheat sheet:
* What it is that makes Heineken unique
* How Heineken builds a global brand for local markets
* How important it is to be consistent
* How global co-creation leads to valuable local insights
* How you can’t kill mediocrity without creativity
* The story of an awesome omnichannel campaign surrounding the Champion’s League with Jose Mourinho
* How to use personalization for your own brand
* What Anuraag means with ‘swipe up’ marketing
* What metrics Heineken uses to measure successful branding
* How to stay lean as one of the biggest brands in the world
* Working together as one while your marketing team is spread all over the world
* Anuraag's 1 special tip for brand marketers and entrepreneurs

Thank you so much for listening! If you like it, please help us by giving us 5-star reviews on iTunes. Any suggestions, feedback or Star Wars jokes? Let me know on Twitter @Dennisvdlo or send an e-mail to Dennis@thebetterdifferent.com. To learn more about Heineken, you can visit their website www.heineken.com or go to a bar near you!

The night before the Grow with Hubspot event in Brussels we had the chance to meet up with Ian Stanley, Marketing Director EMEA at Hubspot. As the inventors of Inbound Marketing, they know all about the best tactics and practices to building an Inbound Marketing strategy that will boost quality leads and sales for your business.

Cheat sheet:

What is Inbound Marketing and how to start?
- How did the marketing and sales process change over time?
- How to attract customers that actually want to buy from you?
- Why your current marketing strategy might hurt your brand
- Won't there be an overload of content marketing?
- Inbound Marketing missteps

Enjoy this Inbound Marketing Podcast with Ian Stanley from Hubspot. Any suggestions, feedback or Star Wars jokes? Let me know on Twitter @Dennisvdlo. To learn more on Inbound Marketing and the Hubspot Software, make sure you check out the Hubspot website and blog (www.hubspot.com). If you liked this episode, you can thank Ian for his time on Twitter @meanoiano.