• Some agencies find a way to stand out by honing their niche; others opt for repositioning their entire brand.
• Danny Bull does this with behavioural science – and it works so well, he applies it to every project.
• In this session, Danny will be sharing how he uses behavioural science to better service his clients, as well as some tips on how you can use it to win new business.
“There are 25k agencies in the UK alone – 80 or 90% of them all look the same,” says agency non-exec Danny Bull. “There’s not much differentiation in our industry.”
With so many extra businesses out there bidding against you, it’s important you stay ahead of the curve. Some agencies do that by finding a niche, while others opt for repositioning their entire brand.
Danny does it with behavioural science.
“It’s all about making it engaging for the end user, and taking them on a journey to make conversions better and better,” he says.
“We used this kind of thinking and applied it to an eLearning programme for Royal Caribbean Cruises and it worked really well. From there, I started using it more and more – now I apply that thinking to every project I get.”
Danny doesn’t just use this tactic in his work, but he uses it win work too.
“There’s a whole host of things you can do. For example, anchoring in pitches is a great way of making people see how valuable something can be,” he says.
“Prefacing a cost with an off-the cuff-comment like, ‘The good news is, it’s not going to cost you a million pounds’. If you anchor someone at that level, anything below that sounds like an okay cost.”
In this session, Danny will be sharing exactly how he uses behavioural science to better service his clients. Come along to hear how you can apply this thinking to your own client work, and pick up some tips on how to use it to win new business.