In search of innovation and information, Tom and I recently packed our bags, sharpened our pencils and headed to Sydney for the 2011 ADMA Forum. We had high hopes for the conference – and we weren’t disappointed.

Two presentations in particular stood out for me. The first from BJ Fogg, an American academic who directs the Persuasive Tech Lab at Stanford University. He teaches behaviour design, a method of harnessing technology to change behaviour.

In no time, BJ had us throwing around beach balls to demonstrate the power of ‘simple social fun’ in changing behaviour. Next up, we were flossing our teeth (a bit confrontational in public!) to show us how habits are learned. And all this, before he starting entertaining us with his ukulele!

Next up was the Fogg Behavioural Grid, described as a ‘periodic table’ for behaviour. It outlines 15 ways behaviour can change, providing persuasion strategies for each type. Check it out here.

Brian Fetherstonehaugh of OgilvyOne also delivered food for thought, arguing that most ‘integrated marketing’ is nothing of the sort.  True
integrated marketing, he says, is like a muscle that propels a business and its customers to its full potential. Check out IBM’s Watson project for a good example.

He then introduced us to the 4 Es: Experience, Everyplace, Exchange and Evangelism. It was compelling stuff, and it’s safe to say that my marketing approach will never be the same again. To see why, read ‘The Future of Selling’ now.

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