Heuristics – Rules of Thumb Session 4 Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org
Heuristics – Rules of Thumb Session 4. Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org. - PowerPoint PPT Presentation
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Heuristics – Rules of ThumbSession 4
Finding the Critical Path to Change:Planning and Implementing a Successful Campaign
February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel
Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org
• Consistency• Commitment• Confirmation• Social proof• Scarcity (availability)• Availability (recall)• Adjustment from
anchor
Heuristics are one reason why CAMP CAT factors are important
•Context – where the message arrives•Audience – who we are communicating with•Messenger - who delivers the message•Programme – why we’re doing it
•Channel – how the message gets there •Action – what we want to happen •Trigger – what will make that happen
changed Messenger and utilised
LikingAuthorityConsistencySimilarity
Consistency Opinion driven by behaviour
Commitment
Confirmation
I love Cornflakes because ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. A CustomerName …………………………………………..Address…………………………………………………………………………………………--------------------------------------------------------Return to PO Box A13982786 secton ATo win your prize
Effort
PA
Y P
AC
KE
T
Social
Similarity
Liking
Groups and cooperation
Authority
Scarcity
Representativeness
Availability, Recall and Vividness
Adjustment From An Anchor
How much further or nearer is London to New York than 2,000 miles ?
2,000
Take your example
Think about audiencesApply triage
Already agree Might agree Probably won’t agree
Target audience
Quick campaign (re)design
Target audience (pick one audience)
What are they like ? What might work for them ?
Victim/problem Solution Way to act Benefit of success
Tip: try not to make it like what you do for those who already agreeCan also use CAMPCAT and RASPB
Do it in pictures – Use visual language - Use at least one heuristic