How to increase footfall using the BIG DATA, behavioural science & the AIDA model of communication.

1. smart
TARGETING
How to increase footfall using the BIG DATA, behavioural science & the AIDA
model of communication.

2. 1. Know your audience - use the BIG DATA to understand the needs of your potential customers
and a tone of voice your audience responds to.
2. Use the OCEAN model of personality to create messages charged with just the right emotions.
Highlight the parts of your brand’s story that appeal to each of the personality dimensions.
3. Understand the AIDA model of communication, the process of consolidation of the
information from short- to long-term memory (brand awareness).
4. Create an emotional campaign and drive people to your store.
STEPS TO MAKE YOUR AUDIENCE FOLLOW YOUR VOICE4

3. Your audience will no longer receive adverts that they’re not
interested in.

4. Use
THE BIG DATA
to understand the needs of your potential customers & to
adjust a tone of voice to the one your audience responds to.
1.

5. Big data is a collection of data from traditional and digital sources inside and outside
your company that represents a source for ongoing discovery and analysis.
What Is BIG DATA?
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6. ABI Research forecasts that the volume of data captured by IoT-connected devices will grow
nearly six-fold over the forecast period and top 2,000 exabytes (2.0 zettabytes) in 2021.
The BIG DATA echosystem
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7. We can use the BIG data to understand exactly which messages are
going to appeal to which audiences way before the creative process
starts.
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8. We don’t need to guess what creative solution may or may not work.
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9. MAD MEN advertising
B L A N K E T A DV E RT I S I N G
*Blanket advertising refers to high-exposure advertising without regard for geography, demographics, or controlling costs.
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Now
Then
BEHAVIOURAL SCIENCE
ADDRESSABLE AD TECHNOLOGY
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10. MAD MEN
advertising
Slogans
Pushing messages

11. direct message
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(“MadMen” Advertising)
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12. behavioural communication
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13. The idea that millions of people receive the same communications is dead.
http://ow.ly/w1Po308n4dLIdem:

14. Use
THE O.C.E.A.N. MODEL OF
PERSONALITY
to create messages charged with just the right emotions.
Highlight the parts of your brand’s story that appeal to each
of the personality dimensions.
2.

15. the O.C.E.A.N. model of personality
Why do people respond differently to the same situations? In contemporary psychology, the
Ocean Model of Personality (otherwise known as the Big Five factors of personality) are five
broad domains which define human personality and account for individual differences.
These dimensions are considered to be the underlying traits that make up
an individual’s overall personality.
http://ow.ly/eVHT308nEF0Idem:

16. OPENNESS TO EXPERIENCE
CONSCIENTIOUSNESS
EXTRAVERSION
AGREEABLENESS
NEUROTICISM

17. Openness to experience:
inventive/curious vs. consistent/cautious
Openness is a general appreciation for art, emotion, adventure, unusual ideas, imagination, curiosity, and variety of experience. People who
are open to experience are intellectually curious, open to emotion, sensitive to beauty and willing to try new things.They tend to be, when
compared to closed people, more creative and more aware of their feelings.They are also more likely to hold unconventional beliefs.
Conscientiousness:
efficient/organized vs. easy-going/careless
Conscientiousness is a tendency to display self-discipline, act dutifully, and strive for achievement against measures or outside expectations.
It is related to the way in which people control, regulate, and direct their impulses. High scores on conscientiousness indicate a preference
for planned rather than spontaneous behavior.The average level of conscientiousness rises among young adults and then declines among
older adults.
Extraversion:
outgoing/energetic vs. solitary/reserved
Extraversion is characterized by breadth of activities (as opposed to depth), surgency from external activity/situations, and energy creation
from external means.The trait is marked by pronounced engagement with the external world. Extraverts enjoy interacting with people, and
are often perceived as full of energy.They tend to be enthusiastic, action-oriented individuals. Introverts have lower social engagement and
energy levels than extraverts.They tend to seem quiet, low-key, deliberate, and less involved in the social world.
Agreeableness:
friendly/compassionate vs. analytical/detached
The agreeableness trait reflects individual differences in general concern for social harmony. Agreeable individuals value getting along with
others.They are generally considerate, kind, generous, trusting and trustworthy, helpful, and willing to compromise their interests with
others. Agreeable people also have an optimistic view of human nature.
Neuroticism:
sensitive/nervous vs. secure/confident
Neuroticism is the tendency to experience negative emotions, such as anger, anxiety, or depression. It is sometimes called emotional
instability, or is reversed and referred to as emotional stability.Those who score high in neuroticism are emotionally reactive and vulnerable
to stress.
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18. If you know the personality of the people you’re targeting you can nuance your messaging to
resonate more effectively with your key audience.
Neurotic & Conscientious People:
Rational and fear/emotion based message.
Agreeable people:
People who care about tradition, community, people, values.
http://ow.ly/w1Po308n4dLIdem:

19. Use
THE AIDA MODEL OF
COMMUNICATION
to consolidate the information you’re putting across from
short- to long-term memory (brand awareness) and create an
emotional connection.
3.

20. the AIDA model
The AIDA Model identifies cognitive stages an individual goes through during the
buying process.
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21. http://ow.ly/Xk1H308n4xl
AWARENESS: How do we make buyers aware of our products or services? What is our
outreach strategy? What is our brand awareness campaign? Which tools or platforms do we
use? What should the messages be?
INTEREST: How will we gain their interest? What is our content strategy? Social proof
available to back up our reputation? How do we make this information available and where ?
ie. on website, via videos, customer ratings,
DESIRE: What makes our product or service desirable? How do we interact personally to
make an emotional connection? Online chat? Immediate response to Twitter feed? Share tips
and advice?
ACTION: What are the call to actions and where do we place them? Is it easy for consumers
to connect and where would they expect to find it? Think about which marketing channel/
platform you are using and how to engage ie. across emails, website, landing pages, inbound
phone calls etc.
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22. The consolidation of information
from SHORT-TERM to LONG-TERM memory
happens by changing neural connections
within a period of three months
or more after the initial learning.
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23. Create
AN EMOTIONAL CAMPAIGN
and drive people to your store.
4.

24. PLAN A MONTH-LONG CAMPAIGN
Create at least 3 separate messages using the AIDA model of communication for each
of the OCEAN personality dimensions you have selected.
Make your audience follow your voice
3

25. ONCE AGAIN
to consolidate this knowledge to the long-term memory ;)
1. Get to know your audience by using the BIG DATA
2. Create messages charged with just the right emotions using the OCEAN model of
personality.
3. Plan a ‘3 steps / 3 month-long’ campaign using the AIDA model of communication
4. Drive people to your store… & then do your best to retain loyalty.
&

26. To be successful you don’t have to be first, you have to be better.

27. First Movers
FAILURE RATE
Improvers
47% 8%
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28. the BIG DATA Campaign Case Study

29. IKEA used targeted Facebook adverts to drive real-world footfall, successfully attracting new and existing
customers to its Cardiff store and proving Facebook’s role in the advertising strategy for bricks-and-mortar
retailers.
They analysed device activity for those mobile numbers within a geo-fenced area around the IKEA store –
removing staff, people who lived in the area and passers-by – and compared against other mobile numbers
that had not been exposed.
Over two weeks, this experimental setup gathered data that could be used to measure the uplift in store
customer traffic from those who had seen targeted IKEA adverts on Facebook.
31% uplift in 22-25 year olds visiting IKEA Cardiff
11% total increase in store visits among more than 172,000 people that were served adverts
6:1 ROI against the media spend with Facebook during the geo-targeted campaign
1.4 million impressions overall
key RESULTS:
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30. the O.C.E.A.N. Campaign Case Study

31. In the USA almost all personal data are available for purchase. If you want to know where, for example,
Jewish women live, you can simply buy this information, including telephone numbers.The agency
behind Trump’s electoral campaign crossed this data with voter lists of the Republican Party and online
data, like ‘Facebook Likes’, and then calculated the Ocean Personality Profiles. From digital footprints
suddenly real people with fears, needs, interests and a residential addresses formed.
The illustration of the message shows a man and a child in the sunset, both with rifles in a field, evidently in
the duck hunts.This message is targeting the highly conservative people with higher level of extraversion”
"FOR A FEARFUL PERSON WITH HIGH
NEUROTICISM VALUES, WE SELL THE WEAPON AS
AN INSURANCE”
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32. Collected by Marianna Kupść