We’re still thinking about everything we learned from the Unreasonable conference. Check out some highlights from the event. #Unreasonable2022
Thanks for joining us today at Unreasonable! Hopefully you found some insights that you can bring with you to your brand. #unreasonable2022
3. What is the feeling people are seeking that reinforces an identity? 4. How are you observing the behaviors and context of your audience? (2 of 2) #unreasonable2022
Some things to leave with from Unreasonable. 1. How does your brand help consumers feel in control? 2. How does your brand help them feel safe? (1 of 2) #unreasonable2022
And for marketers, don’t share creative work or prototypes around the office. Because coworkers react as just that - coworkers and not as your true audience. They’ll think rationally, which is not how people behave. #unreasonable2022 @TomDenari
Knowing people act based on their subconscious, how do marketers study their audience? The answer: study their behavior. Their non-verbal language. Put them in a situation to react to. This will reveal that unconscious motivation. The unspoken truth. #unreasonable2022 @TomDenari
Unreasonable is here to challenge conventional wisdom. Research shows that brands shouldn’t always be the hero. How we don’t see realities as hard facts, but in an illusion. How people purposefully choose suffering. How our unconscious drives behavior. #unreasonable2022
A: acknowledging both sides to it - that recognizing the hard but also the good can come from it #unreasonable2022 @paulbloomatyale
Q: Suffering feels counter to what marketers are trying to achieve. How should we think about suffering in marketing?
Motivation, like suffering, is complicated. And it may not be one extreme or another. There could be a mix of pain/pleasure, meaningful/difficultly, happy/being a taker rather than a giver, which may not be logical, but is true for people. #unreasonable2022
Up next: Dr. Paul Bloom with
“The Pleasures of Suffering: Why we enjoy aversive, troubling, and difficult situations” #unreasonable2022
A: Dr. Dagogo-Jack, limited editions may be a framing that can help motivate knowing that scarcity can be a way to drive adoption. @keishacutright1 thinks that a limited edition could backfire if it feels pushy or arbitrary. #unreasonable2022 #NewProduct
A: @keishacutright1 and Dr. Dagogo-Jack both agree- for those in high control, there aren’t really strong effects. They don’t have as many needs to cater to as those who may be in low control. #unreasonable2022 #NewProduct #Marketing #insights
A: @keishacutright1 and Dr. Dagogo-Jack — it is still good, and it’s in part of the framing or positioning. Understand what they are comfortable with and how the innovation relates to that. #unreasonable2022
A: @keishacutright1 - if everyone is doing it, it may feel less authentic and more like a marketing tool and possibly be less effective. But for now where it’s less commonplace, it can be an effective tool.
Q: @keishacutright1 recommended being kind to the competition. If everyone does that, is it effective to helping raise sales? #unreasonable2022
A: research shows as you get older that people tend to feel less in control, but there is also differences in what they actually try to control. So the data is murky. #unreasonable2022