Nudge Marketing: Мастер-класс

Your customers are not so smart. In fact, no one is. Rationality of economic agents is a myth as shown by the latest experiments in behavioral economics. People make predictable mistakes, and the marketers must know and address these systemic biases or they will lose their clients who are too lazy, too weak or too distracted.

Our evening class is about the Nudge, a new revolutionary approach developed by behavioral economists R. Thaler and C. Sunstein, now economic advisors for the Obama administration. The concept of Nudge is to address irrational behavior to steer your customer in the right direction. While conventional marketing targets the reasoning consumer, Nudge can leverage the power of the irrational side, and importantly at almost zero cost. If you want people to notice you, you need a nudge. If you want to make the purchase “only a click away”, you need a nudge. If you want your clients to be your product’s evangelists, you need a nudge.

Our class will deal with principles of human irrationality that can be converted into powerful nudges. Delegates will review real life examples, and most importantly will try out our unique know-how of plugging nudges into their own marketing.

The covered topics include:

1. A multiple-self customer: why people behave so differently

2. The paradox of choice. Why more is worse

3. The Nudge as instrument of choice architecture (Cass Sunstein и Richard Thaler):

• Social norms and priming
• The power of defaults and status quo bias
• Assymetric choice and loss aversion
• Decision euristics as nudge principles

4. 6 Nudges and real life examples

5. The Nudge method: how to create them for your product

All class participants will receive a file with a set of slides and a guide for creating nudges for the needs of their organizations.

Language of instruction: English

Ticket price: 49 euro.