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1,[object Object],Free Ice Cream…,[object Object],…and Five Other Truly EvilMarketing Tricks,[object Object]
2,[object Object],[object Object]
Charming wife, two kids
Pflugerville residentLooks boring, not evil!,[object Object],Hey, this guy doesn’t LOOK evil…,[object Object]
3,[object Object],“You are unwise to lower your defenses!”,[object Object],[object Object]
Charming wife, two kids
Pflugerville resident
Director of Marketing at Invodo
eCommerce video startup
History with Dell, Hoover’s, Sabre, and more,[object Object]
5,[object Object],Marketing: A Formal Definition,[object Object],Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.,[object Object],American Marketing Association,[object Object]
6,[object Object],Marketing: An Evil Definition,[object Object],Gain awareness,[object Object],Gain consideration,[object Object],Change behavior,[object Object]
7,[object Object],Evil Trick #1: Free Ice Cream,[object Object]
8,[object Object],Evil Trick #1: Free Ice Cream,[object Object],Many choices are presented,[object Object],The few that we’d consider purchasing are called the consideration set,[object Object],Most consumers can have 3-5 items in their consideration set,[object Object]
9,[object Object],Evil Trick #1: Free Ice Cream,[object Object],FIRST,[object Object],Shoppers have the highest recall on the first and last items in a consideration set,[object Object],That includes apartment shoppers,[object Object],LAST,[object Object]
10,[object Object],Evil Trick #1: Free Ice Cream,[object Object],By influencing your position in the consideration set, you influence your chances of being chosen,[object Object],A quick test,[object Object]
11,[object Object],Evil Trick #1: Free Ice Cream,[object Object],Most marketers rely on advertising and hope to be first…,[object Object]
12,[object Object],Evil Trick #1: Free Ice Cream,[object Object],Evil marketers mix Texas temperatures and loss aversion to be last…,[object Object],Hurry home before your free gallon of ice cream melts!,[object Object]
13,[object Object],Evil Trick #2: Getting and Keeping Eyeballs,[object Object]
14,[object Object],Evil Trick #2: Getting and KeepingEyeballs,[object Object],I can click through on ads…,[object Object],…I can click to spend more time watching YouTube videos…,[object Object],…but where do I click to *leave* YouTube?,[object Object]
15,[object Object],Evil Trick #3: The Forer Effect,[object Object],But enough about me, let’s talk about you…,[object Object]
16,[object Object],Evil Trick #3: The Forer Effect,[object Object],“You have a need for other people to like and admire you, and yet you tend to be critical of yourself. While you have some personality weaknesses you are generally able to compensate for them. You have considerable unused capacity that you have not turned to your advantage.”,[object Object],Full text at http://www.skepdic.com/forer.html,[object Object]
17,[object Object],Evil Trick #3: The Forer Effect,[object Object],Bertram Forer, 1948,[object Object],Gave personality test to grad students,[object Object],Results were a page randomly torn from a horoscope magazine,[object Object],Students rated results 84% accurate,[object Object]
18,[object Object],Evil Trick #3: The Forer Effect Sells:,[object Object],Astrology (we Virgos are skeptical),[object Object],Fortune Telling,[object Object],Cars,[object Object],Electronics,[object Object],Beer,[object Object]
19,[object Object],Evil Trick #4: Helpful Comparisons,[object Object]
20,[object Object],Evil Trick #4: Helpful Comparisons,[object Object]
21,[object Object],Evil Trick #4: Helpful Comparisons,[object Object],Your y-axis should always be chosen to send the message “we have it all and they don’t”,[object Object]
22,[object Object],Evil Trick #4: Helpful Comparisons,[object Object],Non-Evil Shopping Tip:,[object Object],List out desired features BEFORE you get info from vendors,[object Object],Make that list your y-axis,[object Object],Ignore anything your vendors cram onto the y-axis,[object Object],Ignore irrelevant comparison (EAS Tablet) vendors cram onto the x-axis,[object Object]
23,[object Object],Evil Trick #5: What, you trusted me?,[object Object],Please provide some information so that we may keep you updated on the forthcoming launch of Evil Trick #5. ,[object Object],We anticipate launching in Q4 of never. ,[object Object],Your feedback is important to us.,[object Object],Email Address,[object Object],Credit Card Number,[object Object],ATM PIN,[object Object],Bank Routing Number,[object Object]
24,[object Object],…could these powers be used for Good?,[object Object],Maybe. ,[object Object],Although I did violate Spiderman 3’s copyright in asking the question.,[object Object],Old habits die hard…,[object Object]
25,[object Object],Social Marketing,[object Object],Social Marketing is not Social Media Marketing,[object Object]
26,[object Object],…could these powers be used for Good?,[object Object]

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Free ice cream