How do you get someone to try a new coffee shop, buy your new product or hire you when they haven’t worked with you before?
This is the crux of marketing and why billions are spent in marketing and advertising. In today’s digital world, humans are so bombarded with ads that they tune out 90% of what is being marketed. Marketers are competing for attention, paying more for ads that are less effective. While catchy or clever marketing campaigns can grab attention, they rarely change human behavior.
At the core of good marketing is the art and science of human behavior change. Integrating the latest in social psychology research with effective design strategies, Trailhead members Amber Bieg and Deb LaSalle have developed a well-proven marketing methodology that causes new social behaviors, community norms and ultimately massive behavioral shifts. Their successful approach to social behavior change integrates Dr. McKenzie-Mohr’s Fostering Sustainable Behavior framework, Dr. Kahneman’s social psychology research and IDEO’s Human Centered Design (HCD) process.
Agenda
6pm-8:30pm (2.5hrs)
- Introduction – 5 min
- Who is the client/customer and why do they do what they do? (discussion) – 15 min
- Understanding customer/client experience (exercise) – 30 min
- Designing for the unmet need (exercise) – 30min
- Defining your value proposition (exercise) – 30 min
- Speaking to needs and desires (discussion) – 20 min
- Pricing and market competition (discussion) – 15 min
- Wrap up – 10 min
About the Presenters
Amber Bieg, M.B.A., is the Principal of Green Ideas, a design, communications, and technology firm founded in 2007. For the past nine years, Green Ideas has developed highly successful multi-lingual programs, tools and campaigns for governments, fortune 500 companies, start-ups and non-governmental organizations. Amber has nearly two decades of experience in community-based social marketing, brand development, advanced market research techniques, design thinking processes and training. Her successes include the Bay Area regional governments’ Bring Your Own Bag campaigns, the Green Business and Energy Upgrade campaigns for San Francisco Department of the Environment, as well as in-depth market research and re-branding for Napa Valley Transportation Authority.
Deb LaSalle, J.D. is the Principal of Deb LaSalle Consulting, LLC, a business development, coaching, conflict resolution and communications firm. Working with small businesses, she tripled the size of one by supporting the owner in creating a vision for herself that inspired her to focus to grow and streamline the business on a whole new level. She also brought record-breaking results to multiple departments of a 100-employee, family-owned business by expanding the vision of the company and their role in their community. She focusses on setting up workable and efficient processes within companies as well as creating a clear brand and compass from which they operate from. Her 26 years of business experience ranges from working with large companies, government contracts and nonprofits.