WALLACE & WASHBURNWALLACE & WASHBURNKimball Wallace Kimball Wallace
11 Abbott Road, Wellesley, MA 0248111 Abbott Road, Wellesley, MA 02481Tel: 781Tel: 781-- 235235--8882 Cell: 7818882 Cell: 781--799799--54445444Tel: 781Tel: 781-- 235235--8882 Cell: 7818882 Cell: 781--799799--54445444
[email protected]@wallacewashburn.com
A Proven Packaged Goods Approach Reveals
“Why People Don’t Give”
A Proven Packaged Goods Approach Reveals
“Why People Don’t Give”
Why the same old stuff doesn’t work anymore
Why the same old stuff doesn’t work anymore
• Time Famine
•• Time Famine
•• Working too hard
• Too many choices…
• Working too hard
• Too many choices…
The DREAM PathThe DREAM Path
� John Dewey
� Philosopher
� John Dewey
� Philosopher� Philosopher
1859-1952
� Philosopher
1859-1952
“Why People Don’t Buy Things”“Why People Don’t Buy Things”
• 50,000 Interviews
• 10 Years Research
* 3 Decision Making Modalities
7
� “Why People Don’t Buy Things is lively, lucid, smart and on target. I’m impressed.” – Ted Levitt, Harvard Business School
� “Get it while it’s hot. A cutting edge curriculum for connecting with
customers.” – Fast Company
� “W&W present the science of sales and introduce a new way to
sell.” – IBM’s “Beyond Computing” Magazine
� “Amazon.com’s highest 5 Star Reader Review! The most
pragmatic book on consumer marketing in years.” – Amazon.com
� “Why People Don’t Buy Things picks up where “positioning”
leaves off. – John C. Ferries, former President-International, D’Arcy
Masius Benton & Bowles
The DREAM PathThe DREAM Path
• 50,000+ Interviews
• 50,000+ InterviewsInterviews
• 10+ Years
Interviews
• 10+ Years
The DREAM PathThe DREAM Path
• Selling is a Science
• Selling is a ScienceScience
• Connect The Way People Want To Connect:
Science
• Connect The Way People Want To Connect:
The DREAM PathThe DREAM Path• D O
• R EPEAT
•
• D O
• R EPEAT
•• E VALUATION
• A CCESS
• E VALUATION
• A CCESS
The DREAM PathThe DREAM Path• D O
• R EPEAT
• E
• D O
• R EPEAT
• E • E VALUATION
• A CCESS
• M ONEY
• E VALUATION
• A CCESS
• M ONEY
DO SomethingDO Something• Lots of reasons to notdo anything
• You must overcome
• Lots of reasons to notdo anything
• You must overcome • You must overcome Do-Nothing complacency
• Salada Tea tag, “To do nothing is to decide”
• You must overcome Do-Nothing complacency
• Salada Tea tag, “To do nothing is to decide”
The 4 Strongest Reasons to DO Something
The 4 Strongest Reasons to DO Something
1) Create Fear/Discomfort1) Create Fear/Discomfort
2) Re-create the Pain
3) Focus on the Real Issue
4) New Solution/Old Problem
2) Re-create the Pain
3) Focus on the Real Issue
4) New Solution/Old Problem
1) Create the FearWGBH Public
Television
1) Create the FearWGBH Public
Television
“If you THINK your pledge
is unimportant, think again.
“If you THINK your pledge
is unimportant, think again.is unimportant, think again.is unimportant, think again.
1) Create the FearWGBH Public
Television
1) Create the FearWGBH Public
Television
“If you THINK your pledge
is unimportant, think again.
“If you THINK your pledge
is unimportant, think again.is unimportant, think again.
Fewer than 2 out of 10 viewers support the
station.”
is unimportant, think again.
Fewer than 2 out of 10 viewers support the
station.”
Objective Find the triggers to motivate viewers to pledge more money
Data Source Telephone surveys with WGBH Boston non-giving viewers
Question “Why haven’t you made a pledge?”
ThoughtScan
VERBATIMS SCAN FREQUENCY
think 46give/ing 32about 23
Public Broadcasting: ThinkersPublic Broadcasting: Thinkers
21
about 23
ThoughtTalk
“I think they’re doing well without my pledge.” “I’d have to think about it!” “You never realize how much you love something until it’s gone.”
Results
A new on-air TV campaign was developed incorporating the trigger word “think.” The trigger phrase was, “If you think your pledge is unimportant, Think Again! Fewer than two out of ten viewers support WGBH. ” Mail-in pledges increased 91%.
The 4 Strongest Reasons for Your Prospects to DO Something?
The 4 Strongest Reasons for Your Prospects to DO Something?
1) Create Fear/Discomfort?1) Create Fear/Discomfort?
2) Re-create the Pain?
3) Focus on the Real Issue?
4) New Solution/Old Problem?
2) Re-create the Pain?
3) Focus on the Real Issue?
4) New Solution/Old Problem?
Objective Determine how to generate switching
Data Source Telephone interviews: current & prospective dealers
Question “What is your greatest fear as a dealer”
ThoughtScan
VERBATIMS SCAN FREQUENCY
time 64
Marvin Windows: ServiceMarvin Windows: Service
30
ThoughtScantime 64need 48money 19
ThoughtTalk“Time is money. I need them on the day promised.”“It a factor of time and delivery. There’s no flexibility.”“I need them on time. Not earlier. Not later.”
ResultsMarvin implemented new SCM program, dramatically increased on-time delivery, and has increased sales and dealer satisfaction ratings .
The EVALUATION StepThe EVALUATION Step
• The W&W Buying Profile Quiz:
•Three Buying Profiles
• The W&W Buying Profile Quiz:
•Three Buying Profiles•Three Buying Profiles
• Different arguments for giving.
•Three Buying Profiles
• Different arguments for giving.
Three Decision Profiles:Quiz: Car Buying
Three Decision Profiles:Quiz: Car Buying
• Greek Rhetoric
• People arguments
• Logical arguments
•
• Greek Rhetoric
• People arguments
• Logical arguments
•• Visual observations/Facts & emotions
• NLP (Neuro Linguistic
Programming)
• Modern Neuroscience
• Visual observations/Facts & emotions
• NLP (Neuro Linguistic
Programming)
• Modern Neuroscience
Three Evaluation ProfilesThree Evaluation Profiles
Left Brain: Right Brain:
THINKER VISUALIZER
"Now I can see the big picture in selling"
Mid Brain:
THINKER VISUALIZER
COMMANDER
"I think this is the logical approach to selling." "You can feel
the power of these selling techniques."
The THINKER Profile (20%) The THINKER Profile (20%)
•“I think, therefore I am.”
•René Descartes
•“I think, therefore I am.”
•René Descartes•René Descartes
•Thinking, reasons, answers, details, numbers, plans, education
•René Descartes
•Thinking, reasons, answers, details, numbers, plans, education
The THINKER ProfileThe THINKER Profile
• Thinker words:
•Think, logic, future,
• Thinker words:
•Think, logic, future, •Think, logic, future, sounds, know, understand, hear, steps, prove, numbers
•Think, logic, future, sounds, know, understand, hear, steps, prove, numbers
•Mt. Snow Golf School Quiz:
• Big name professionals ?
•Mt. Snow Golf School Quiz:
• Big name professionals ?
Mt. Snow Golf SchoolMt. Snow Golf School
• Big name professionals ?
• Small student/teacher ratio ?
• Scenic location ?
• Big name professionals ?
• Small student/teacher ratio ?
• Scenic location ?
•Mt. Snow Golf School Research:
• Small student/teacher ratio 177 Winner
•Mt. Snow Golf School Research:
• Small student/teacher ratio 177 Winner
17) Best ProceduresMt. Snow Golf School
17) Best ProceduresMt. Snow Golf School
• Small student/teacher ratio 177 Winner
• Scenic location 89
• Big name professionals 16 Loser
• Small student/teacher ratio 177 Winner
• Scenic location 89
• Big name professionals 16 Loser
The 5 Strongest Reasons for:Thinker EVALUATION
The 5 Strongest Reasons for:Thinker EVALUATION
15) Best Future Results
16) Logical Design
15) Best Future Results
16) Logical Design16) Logical Design
17) Best Procedures
18) Clever Unique Design
19) Endorsed by
16) Logical Design
17) Best Procedures
18) Clever Unique Design
19) Endorsed by
The COMMANDERProfile (30%)The COMMANDERProfile (30%)
•“Just Do it”
•
•“Just Do it”
••Athletic. Ready, fire, aim. Team leader/player
•Athletic. Ready, fire, aim. Team leader/player
The COMMANDER ProfileThe COMMANDER Profile
• Commander words:
•Feel, sense, grasp,
• Commander words:
•Feel, sense, grasp, •Feel, sense, grasp, touch, hit, grab, handle, tackle, win, team, power, people, friend(ly), heavy
•Feel, sense, grasp, touch, hit, grab, handle, tackle, win, team, power, people, friend(ly), heavy
ObjectiveDetermine the most powerful advertising message to increase leads.
Data Source450 telephone interviews nationally among Outward Bound graduates.
Question “What have you said to recommend Outward Bound?”
ThoughtScan
VERBATIMS SCAN FREQUENCY
grow(th) 126
Outward Bound: CommandersOutward Bound: Commanders
43
ThoughtScangrow(th) 126personal 88experience 57
ThoughtTalk"You'll grow as a person."“The experience helps you understand yourself.“"I grew personally through the experience."
Results
Outward Bound was conceived in 1941 to instill self-reliance in British seamen threatened by German U-boats. Using a Personal Growth Experience promise, it is now the #1 adventure-based education program in the world. It works. 80% of students want another course.
The 5 Strongest Reasons for: Commander EVALUATION
The 5 Strongest Reasons for: Commander EVALUATION
10) Strong, Durable, Tough
11) Years in Business
10) Strong, Durable, Tough
11) Years in Business11) Years in Business
12) Proven, Time Tested Product
13) We’re #1, Dominant Player
14) Famous Clients/Founder
11) Years in Business
12) Proven, Time Tested Product
13) We’re #1, Dominant Player
14) Famous Clients/Founder
The VISUALIZERProfile (50%)The VISUALIZERProfile (50%)
•“What you see is what you get.”
•“What you see is what you get.”you get.”
•Visual, quick, creative
•No nonsense
you get.”
•Visual, quick, creative
•No nonsense
The VISUALIZER ProfileThe VISUALIZER Profile
• Visualizer words:
•See, show, picture, clear,
• Visualizer words:
•See, show, picture, clear, •See, show, picture, clear, look, watch, focus, perspective, impression
•See, show, picture, clear, look, watch, focus, perspective, impression
ObjectiveDetermine how to increase online course enrollments among performers, songwriters, producers and teachers.
Data Source Online surveys among 765 students and prospects
Question“What would you expect the benefit to be of taking courses online at Berkleemusic?”
ThoughtScan
VERBATIMS SCAN FREQUENCY
music/musician 172better 43
Berklee Online College of MusicBerklee Online College of Music
47
ThoughtScan better 43improve 27show 26
ThoughtTalk“Show me how I’ll become a better musician.” “I can improve my skills by learning from the best.”“I’ll see how to create better music on my time.”
Results
According to Berklee Online, the research has helped them get the messaging right, show the process/content, find student prospects online more cost-effectively and generate multiple course sign ups. And the best news is that they have doubled their business two years in a row!
The 4 Strongest Reasons for:Vizualizer EVALUATIONThe 4 Strongest Reasons for:Vizualizer EVALUATION
20) Clear Features =
Clear Benefits
20) Clear Features =
Clear Benefits
21) Best Looking Design
22) Quick & Easy
23) Cosmetic Appeal
21) Best Looking Design
22) Quick & Easy
23) Cosmetic Appeal
3 Decision Making Modalities
LOGICAL (20%)
“ I don’t think I’ll give …”
49
FEELINGS (30%)
“I don’t feel like giving…”
VISUAL (50%)
“I don’t see why I should give…”
Statistically reveals how
constituents think, feel and
see you based on their
verbal feedback.
Statistically reveals how
constituents think, feel and
see you based on their
verbal feedback.
ThoughtScan QuestionsThoughtScan Questions1. What words or thoughts come to mind these days when you think of XYZ?
2. What would you say to recommend XYZ?
3. What do you appreciate most about?
4. When you hear or read things about XYZ, what makes you feel proudest?
5.(If gave) Why did you give?
6. Argument Audit reasons for giving?
7. Thumbs Up or Down ratings of the academic experience? 8. Why?
9. Thumbs Up or Down ratings of extra-curricular experience? 10. Why?
51
9. Thumbs Up or Down ratings of extra-curricular experience? 10. Why?
11. (If haven’t given) Besides financial reasons, why haven’t you given?
12.Argument Audit rating of possible reasons for not giving?
13. (If give) What say to recommend involvement?
14. If you hit the lottery and were giving, where want it to go?
15. What would you recommend to increase involvement?
16. What would you suggest as a “catch phrase” to generate more involvement?
17. If you were in charge, what would you do to increase involvement?
Objective Determine how frequent car-washers justify the expense
Data Source Intercept interviews at car washes
Question“What is there about getting your car washed that justifies the price?”
VERBATIMS SCAN FREQUENCY
feel 122
International Car Wash Association: Motivational Research International Car Wash Association: Motivational Research
52
ThoughtScanfeel 122 good 89better 256
ThoughtTalk“I actually feel better when my car has been washed.”“I feel good when my car is clean.”“Call me crazy, but the car drives better when it’s clean.”
Results
The National Car Wash association issued press releases nationally. The story was picked up by hundreds of publications including the Wall Street Journal and Forbes magazine.
Objective Determine most powerful advertising/media approach
Data Source Written staff surveys/customer interviews
Question“What comes to mind when you think of Christmas Tree Shops?”
VERBATIMS SCAN FREQUENCY
bargain/s 57
Christmas Tree Shops: Advertising ApproachChristmas Tree Shops: Advertising Approach
53
ThoughtScanbargain/s 57fun 25love/like 17
ThoughtTalk“Bargains, gifts, saving money…worth the drive.”“I love to search out the bargains they offer.”“Bargains, low prices and fun outing with friends.”
ResultsAgency developed successful testimonial TV campaign with theme “Don’t You Just Love A Bargain.” Still employed 10 years later. Company sold for $800 million.
ARGUMENT AUDIT ARGUMENT AUDIT
Argument Audit reveals the most powerful “triggers” and arguments pro and con. Replicates real life decisions.
� Isolates strongest reasons to take action
54
� Uncovers perceptual barriers
� Open-ended questions give alumni a sense of involvement (90% answer them all)
ALUMNI ARGUMENT AUDIT: MAJOR UNIVERSITY
Step 1. Q. What’s your key reason for notmaking a financial contribution to XYZ university?
ThoughtScanWord Frequency
55
money 271paying 205loans 163still 130no 118
“I’m still paying off my loans.”“I have no money for that.”
Reasons for Giving (aided)
Step 2. Q. Which of the following might increase your interest in supporting XYZ?
New facilities are being built for students 75% Increased U.S. News & World ratings 69
ARGUMENT AUDIT
56
Increased U.S. News & World ratings 69New alumni center (networking/careers) 54 Major companies use our coop students 53Incoming SAT admission scores are rising 34Grads are U.S. leaders in their fields 41University team sports more competitive 24
ARGUMENT AUDIT (unaided barriers)
Step 3. Q. What’s the key reason you haven’tcontributed to XYZ university?
ThoughtScanWord Frequency
don’t 136
57
don’t 136feel 38like 26giving 24connected 39
“I don’t feel connected.”“I don’t feel like giving.”
ARGUMENT AUDIT Where Giving Goes (unaided)
Step 4. Q. If you hit the lottery and were contributing to XYZ, where would you want it to go?
ThoughtScanWord Frequency
58
Word Frequencyscholarships 460 coop 129new 44center 50
“More student scholarships would be excellent.”“New alumni center for networking.”
Objective Determine how to improve alumni relations and giving
Data Source Online, telephone and mailed surveys among alumni
Question “Why haven’t you contributed to the university?”
ThoughtScan
VERBATIMS SCAN FREQUENCY
don’t 136feel 38like 26
Major University: Alumni Outreach ProgramMajor University: Alumni Outreach Program
59
like 26giving 24connected 19
ThoughtTalk“I don’t really feel connected with them.”“I don’t feel like giving.”
Results
The alumni development program has now been branded to increase involvement. Coop and scholarships are being heavily featured in the alumni magazine. A new Alumni Center has been funded by alumni who support the concept. Later, when involvement has been increased, a major fund raising effort will be launched. Follow-up research is planned.
Recap: The DREAM PathRecap: The DREAM Path
• D O
• R EPEAT
•
• D O
• R EPEAT
•• E VALUATION
• A CCESS
• M ONEY
• E VALUATION
• A CCESS
• M ONEY
ManagementManagement
Kimball Wallace, President� Faculty, Professional Development, Radcliffe Institute Seminar Program, 2000
� V.P. Account Supervisor, Humphrey Browning MacDougall Advertising Agency, Boston
� Director of Puerto Rico office, Norman Craig & Kummel, Top Ten Advertising Agency,
New York Colgate Palmolive
� Senior Account Executive, Lintas SSC&B, Top Ten Advertising Agency, New York
� Recipient of the American Marketing Association's "Effie Award"
� University of Massachusetts, BA 1964, President of Class
61
� University of Massachusetts, BA 1964, President of Class
Harold Washburn, Chairman� Faculty, Marketing, Advertising, New Product Development, Harvard University
Extension School
� Faculty, Marketing Management, Boston University MBA and Metropolitan College
programs
� V.P./Director of Marketing, Pearson & MacDonald Advertising Agency, Boston
� V.P./Account Supervisor, Humphrey Browning MacDougall Advertising, Boston
� Director of Marketing and Media, Marvin & Leonard Advertising, Boston
� Senior Account Executive, D'Arcy Masius Benton & Bowles, Top Ten Advertising
Agency, New York.
� Harvard Business School, MBA 1966
Danny Warshay, Project Director� Faculty, Development of Entrepreneurship Program, Brown University� Duncan Hines Brand Manager, Procter & Gamble� Brown University, BA, magna cum laude� Harvard Business School, MBA
Reilly Atkinson, Ph.D. Chief Scientist� Founder, Consulting Statisticians Incorporated, Boston� Visiting Scholar, Harvard Business School� Senior Scientist, Arcon Corporation, Software Development, Boston
ManagementManagement
62
� Senior Scientist, Arcon Corporation, Software Development, Boston� Author: “The New Haven Laboratory” and “Patterns of Urban Change”, 1974/5� Assistant Professor of Physics, Tufts University� Stanford University, Ph.D. in Physics, 1964; Harvard University, A.B. Magna Cum
Laude (Physics)
Owen Reddecliffe, B.Sc. Chief Information Officer� Instructor, Monash University, Post-graduate Computer Science, Melbourne, Australia� Development Manager, The Stock Exchange of Melbourne� Senior Developer for Internet Standardization, Walker Richer & Quinn, Seattle� Project Leader, Web Protocols development, Unisys, Australia� Senior Analyst, Design of Burroughs B6500 system, Australia� University of Adelaide, Australia, B.Sc. (Hons) in Theoretical Physics, 1966
W&W BackgroundsW&W Backgrounds
� Harry Washburn 20 years teaching Harvard University Extension School. (Andover Academy, Dartmouth
• Kim Wallace and Harry Washburn, founders and principals of the firm, both come from a strong background of packaged goods marketing (General Foods, Noxell, General Colgate Palmolive, Gillette, General Mills) at top New York advertising agencies.
63
(Andover Academy, Dartmouth College, Harvard Business School)
� Kim Wallace (left) joined the Radcliffe Seminars faculty in 2002. (University of Massachusetts; class president)
� W&W Fortune 500 clients include IBM, Blue Cross Blue Shield, Macy’s, CBS, Reebok, P&G, Cingular and Fidelity Investments.
Contact: Mr. Kim WallaceWallace & Washburn LLC
11 Abbott Road, Suite 100Wellesley, MA 02481
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