This one day course will introduce delegates to the fascinating world of behavioural science. We will bring you the latest research into decision-making and demonstrate many practical examples as applied to the digital media, marketing, advertising and sales.
Who Should Attend?
This course is intended for delegates with media, sales or marketing experience, and who wish to discover how the latest principles of behavioural science can be applied to influence engagement and buying behaviours of their audiences and/or customers.
Agency: £499.00 + VAT
Advertiser: £499.00 + VAT
IAB Non-members: £575.00 + VAT
What should you expect?
Delegates will be given insight on how behavioural science can influence our personal and professional lives, and delegates will experience some common techniques for themselves during the course. This workshop will illustrate how you can utilise behavioural sciences to influence the decision-making of your colleagues, customers and suppliers.
What specific areas will be covered?
An introduction to behavioural science - the evolution of the discipline from the human social and economic sciences, the use of behavioural science in marketing/advertising, the use of behavioural science in digital media
You and the behavioural sciences - the underlying neuroscience and psychology, systems thinking, biases and heuristics, decision-making behaviours, the principles of persuasion
You and your customers - thinking about buyer behaviours and personas, innovation-adoption, pricing, packages, applying behavioural science to your sales activities (face to face, phone, presentations, sales support materials, emails and other messaging), pitches and proposals
Your buyers and audiences - the application of behavioural science to designing, running, optimising and reporting on campaigns, thinking about audience attention-engagement-response, communicating the value of advertising