THE BRIEF

Grattan is one of the UK’s largest mail order providers. They briefed us to beat their established banker pack, maximise response and maintain conversion.

THE SOLUTION

By looking through masses of historical marketing data we realised that the most effective mechanic previously used in acquisition was prize draw. To introduce a real point of difference the pack was designed using a technique developed by Robert B. Cialdini, a well known Social psychologist who is currently a Professor of Psychology at Arizona State University. Cialdini has pioneered research into neurolinguistic programming from which he identified ‘The six weapons of influence’. We also heavily used interactive devices to create a real sense of involvement with the pack and overcome the age old problem of inertia.

THE OUTCOME

By convincing our client that this new unconventional approach was appropriate, we ended up exceeding all expectations. The new pack achieved amazing results - response rates went up 40% against the control pack and conversion levels were maintained. Following roll-out into the main mailing programme we refined the creative and production further in order to beat two new challenger packs by 100%. Subsequent analysis and production development with the supplier has reduced unit cost significantly.

Six "weapons of influence":
Reciprocation - the tendency of people to return a favour, hence the popularity of free samples in marketing.

Consistency and Commitment - akin to momentum, one example was that if people were offered an incentive to do something they were more likely to agree; however, if the incentive is removed after they have already agreed, they will continue to honour the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy.

Social Proof - for example, in one experiment, one or more actors would look up into the sky; the more actors the more likely pedestrians from the general public would look up into the sky to see what they were seeing. At one point this experiment had to be aborted, as so many pedestrians were looking up, that they stopped traffic.

Authority - in the Milgram experiments in the 1950s it was shown that test subjects would perform objectionable acts if asked to do so by authority figures.

Liking - Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favouring more attractive people are discussed.

Scarcity - perceived scarcity will generate demand; saying offers are available for a "limited time only" encourages sales.

Robert B. Cialdini ©