Case Study: How 3 Changes No One Would Advise Had a Shocking Impact on a Direct Mail Response
The Chairman of Ogilvy UK, Rory Sutherland, explains how behavioral nudges which customer research would never advise, had a surprisingly positive impact on customer behavior and direct mail response.
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In just 6 minutes, Rory will walk you through in-and-outs of a direct mail campaign designed to increase charitable giving.
The challenge of convincing Britons to donate based on a letter, may seem unsumournable and to ask them to insert a check in a return envelope and send it, may even seem like two steps too many.
But Rory’s team came up with not just 2 or 3, but 4 changes to try to open people's hearts and wallets, and enclosing them in envelopes.
The single change that was based on logic and reason flopped! In fact, it actually reduced donations by 50%, while the other three changes which made no logical sense, no consumer would have suggested them, and no executive would green-light them, changed the game completely.
They seemed radical even to Rory’s team and the only reason they went along with them was that their behavioral science instinct told them they might make a difference.
Watch the video to find out what those changes were, why they worked, and what you can learn from them.
If you want to hear more from Rory, take a peek at the online Masterclass - Behavioral Economics & Psychology in Marketing, or read this fascinating case study How Ogilvy Used Psychology to Increase Sales of KFC French Fries by 56%.
