As a brand in the connected age, you need to look beyond marketing tactics to deepen your relationship with consumers through digital products and services that have the potential to deliver long-term value and utility. You’ve done all the right things: confirmed the market opportunity, mapped features to consumer needs, executed a launch strategy, and exceeded your registration goals. So why is your brand’s well-marketed, well-thought-out, exquisitely designed product losing out to a startup? The answer: that startup has figured out how to connect its solution to the consumer’s problem enough times to make its product a habit. In our 2015 SXSW presentation, we’ll highlight the common pitfalls that brands and agencies fall into when attempting to execute their digital product strategy, and we’ll outline five key strategies for driving behavior.
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1. Behaviors Beat Brands SXSW 2015 David DeCheser Nir Eyal
2. Youre a well know brand (or an agency that services
them)
3. You get this digital thing
4. But suddenly, everything is connected
5. Consumer
6. bringing new opportunities, but also new behaviors
7. Youve convinced people to try your awesome new thing
8. Downloads Registrations
9. but theyre not hooked.
10. Downloads Registrations Engagement
11. Now, when you hear habit-forming you probably think of
these types of products.
12. Our talk will teach you why these hugely successful
products have become habits.
13. Youll walk away with a simple, repeatable approach to
integrate behavioral principles into your work on the ground.
14. David DeCheser is a Group Executive Creative Director at
R/GA one of the leaders in bringing brands into the connected age.
He was thrown into the deep-end of the behavior change pool when he
began working with AARP to help a generation of boomers rethink
their future, skirt retirement and redefine their 50s and 60s.
Since then hes become obsessed with using behaviors to reframe how
his teams work and how his clients innovate. Nir Eyal is the author
of Hooked: How to Build Habit-Forming Products. He writes for
TechCrunch, Forbes, Psychology Today, and is a frequent speaker at
industry conferences and Fortune 500 companies. For most of his
career hes worked in the video gaming and advertising industries
where hes learned, applied, and at times rejected, the techniques
used to motivate and manipulate users. Nir writes to help companies
create behaviors that benefit their users, while educating people
on how to build healthful habits in their own lives.