Meetings Blog Jun 16, 2017
As the name suggests, nudge marketing is a technique, often used in sales, that guides consumers’ behaviors. The idea behind this is to ‘nudge’ a person in a particular direction and it sits somewhere between a selling method and a subliminal or subtle message. If you’re thinking that it could be seen as manipulating your guests’ decisions, don’t worry! Studies have shown that we, as consumers, have no problem with this type of marketing, as long as the message is respectful to our sensibilities. So, let’s have a look at how nudges have been used in the past.
What would you do if your supermarket shopping cart had a ‘fruit and vegetable only’ section? As it turns out, you’d probably buy more fruit and vegetables and less of the unhealthy products from the shelves. How about if there was a mirror facing you from your cart – would that have any impact on your purchasing decisions? Again, it seems it would, with consumers stocking up on healthier options. Incredible, right? Not a marketing person in sight, just your own conscience looking back at you and talking you into leaving those cookies behind.
The same type of nudging approach has been used in airports and bars to help keep the male bathrooms cleaner. They were finding that some men had difficulties with their urinal aiming. The direct approach, using a big sign asking them to be careful, didn’t have the desired effect but putting an image of a fly in the middle of the urinal seemed to. No need to ask, just a behavioral nudge.
It certainly seems to work in supermarkets and other establishments but how do we take the technique and drive desired behaviors at our events? Let’s first look at those newbies, the people that arrive wet behind the ears and needing some guidance to get the most out of their experience. Nudges in the most literal of senses can be as simple as arrows on the floor, pointing people to the next appropriate destination of the day. Less obvious, maybe, is the carefully thought-out floor plan that directs groups and individuals through the key areas they’ll not want to miss.
Next up, the event regulars. Remember, they know what to do and how to do it. They’ve been to scores of conferences and events. But wait, they don’t know the plan of the day better than those who pulled it together. First, you may want to throw in some surprise elements to break the standard event rhythm. Find ways to get them to ‘invest’ a little of their time in a simple activity or questionnaire early on – this is a subtle nudge that increases their chances of wanting to participate later. Do you find that attendees don’t take enough notes at your events and then forget key details? Why not provide them with notepads with the words “Share your learnings #BeAGuru” emblazoned on the cover. Inside you could have key sections for the vital information – just like that shopping cart.
And finally, what about supporting your event goals. This is where, as event planner, you get to focus the attention of the attendees where you want, for the purposes of the occasion. Maybe you need to increase awareness in a new product or in a global initiative. Possibly, like the supermarkets, it’s to maximize sales or, at least, to garnish interest in potential future business. As well as directing attendees in the ways already discussed, creating spaces that encourage networking or decision-making works well. If you want people to keep the new car launched front and center of the mind, a really fun replica toy, which is perfect for gifting, will mean it becomes a topic of conversation, either when they give it to someone’s children, or when their own little ones are constantly playing with it no matter where they go.
There are many, many approaches to take and our event manager at NH Hotel Group can help find the right ones for any occasion.
It’s not only during the event itself that nudge marketing can prove valuable, and there’s a good chance you’re already using this strategy to achieve your goals through your event communications. Maybe you highlight scarcity by telling potential attendees that there are only 150 places available, prompting a quick response. Possibly you give a choice to people to opt-out of a future list rather than them having to make an effort to opt-in. And what about the very clear ‘Book before 1st July for 10% off’ or ‘Don’t miss the chance to see…’ tagline. It’s amazing how powerful loss aversion tactics or time-limited offers can be, although it’s always important to have an appropriate tone in your message so that you engage with your audience, drive a positive reaction and maintain their confidence in you.
The truth is, so much of what is done or provided at your event could be classed as nudge marketing – form structure, style of message, how the waiting staff explain the menu, so why not use this to help everyone. As Richard H. Thaler, the author of the book Nudge: Improving Decisions About Health, Wealth, and Happiness, said: “A choice architect has the responsibility for organizing the context in which people make decisions.” Event bookers are those architects.
