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A psychologist’s guide to marketing
Part of
Making brands bigger, bolder and strongerMaking brands bigger, bolder and stronger
Ross Macdonald Strategist ross.macdonald@madebrave.com
Making brands bigger, bolder and stronger
Today
Life and careers in marketing
MadeBrave
Why marketing needs psychologists
Marketing
Part of
So what is marketing?
Making brands bigger, bolder and stronger
It’s not really this
Making brands bigger, bolder and stronger
Price
Place
Product
Promotion
It’s sort of this…
Making brands bigger, bolder and stronger
It’s not that!
Marketing is the process by which a firm profitably translates customer needs into revenue.
Mark Burgess
Could we say it simpler?
Marketing is communication?
Marketing is professional communication?
Marketing is professional communication to change behaviour?
But this doesn’t tell you very much
Making brands bigger, bolder and stronger
Careers in marketing
Clientside Agency side
Making brands bigger, bolder and stronger
Web design
UX
Digital marketing
PR
Media Research
Data Analysis
Advertising
Production
Social
Brand & Strategy
Experiential
Shopper marketing
Making brands bigger, bolder and stronger
Web design
UX
Digital marketing
PR
Media Research
Data Analysis
Advertising
Production
Social
Brand & Strategy
Experiential
Shopper marketing
We make meaningful work for ambitious brands.
We are Campfire, a Content Agency.
Making brands bigger, bolder and stronger
Web design
UX
Digital marketing
PR
Media Research
Data Analysis
Advertising
Production
Social
Brand & Strategy
Experiential
Shopper marketing
Challenge: Revive a dying brand of men’s body wash
Insight: Competitors markets aggressively to men, but most body wash is actually bought by their wife or girlfriend
Solution: Make Old Spice the brand women want to buy for their man
An example
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So where can it take me?
Making brands bigger, bolder and stronger
Price
Place
Product
Promotion
Advertising hotspots in
What else?
Making brands bigger, bolder and stronger
Grad scheme Ad-hoc role
Making brands bigger, bolder and stronger
Tips for getting in
Read up on the industry
Go speak to people
Get familiar with great marketing (Warc, Cannes, AdWeek, Pioneering Spirit Awards) - tip, you can probably access Warc through your university log in! Make the most of it
Look for an internship or experience
Be a bit different and get excited!
MadeBrave
Part of
Making brands bigger, bolder and stronger
Making brands bigger, bolder and stronger
We are MadeBrave, a Creative Brand Agency.
We make brands bigger, bolder and stronger.
Making brands bigger, bolder and stronger
Making brands bigger, bolder and stronger
Our Services
CREATIVE
Planning & Strategy
Brand Design, Copy & Photography
Ideas Campaign Creation & Activation
Experiential & Ambient
Print & Production
Making brands bigger, bolder and stronger
Our Services
UX/UI DesignDigital Strategy & Roadmap
Website Design & Build
Optimisation
£SEOContent Strategy
& Creation
Making brands bigger, bolder and stronger
Our Services
Influencer Marketing
Social Media Community
Management
PPC / Display
£Audits &
ReportingSocial Media
Ad Management/ Optimisation
£Strategy
& PlanningContent Creation
Campaign Activation
Making brands bigger, bolder and stronger
Our Services
Training Workshops Talks / Thought leadership
Some of our clients
Making brands bigger, bolder and stronger
Awards
Making brands bigger, bolder and stronger
Making brands bigger, bolder and strongerMaking brands bigger, bolder and stronger
Making brands bigger, bolder and strongerMaking brands bigger, bolder and stronger
Making brands bigger, bolder and strongerMaking brands bigger, bolder and stronger
Making brands bigger, bolder and strongerMaking brands bigger, bolder and stronger
Making brands bigger, bolder and strongerMaking brands bigger, bolder and stronger
Making brands bigger, bolder and stronger
Marketing needs psychologists
Marketing needs your skills
Man management & negotiation
Experimental design
Statistical literacy
Critical thinking
It needs your understanding
How emotions influence decision making
How to build creative environments
How colour influences emotion
Validity of personality tests for hiring
Because marketing is about people
Marketing needs psychologists
Because marketing is about people
And changing their behaviour
Marketing needs psychologists
The problem is, marketers sometimes forget that
Marketing needs psychologists
They talk about how ‘traditional advertising’ is dead and how people are fundamentally changing.
Marketing needs psychologists
Making brands bigger, bolder and stronger
Making brands bigger, bolder and stronger
“It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.”
Bill Bernbach
And we’re suffering as a result
Making brands bigger, bolder and stronger
LONG-TERM DECLINE IN % WHO AGREE “I ENJOY TV ADS AS MUCH AS THE PROGRAMMES”
Source: TGI 1984-2018
0.0
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% of all UK adults who agree
Via BBH labs
Rory Sutherland and Richard Shotton among those doing it right
A warning note
Marketing needs psychologists, but it tends to reject sticklers
But be brave!
If you are a psychologist working in marketing, you are the expert
Marketing needs psychologists
Making brands bigger, bolder and stronger
NONE OF US KNOW WHAT WE’RE DOING
Bob Hoffman
@v_praveen & @vishalostwal9
Thanks
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