Social Styles and Advertising

Presented by Erik Vermeulen.

Internet Marketing Strategies, Tehran 2012

Business?

The People Business

Race

Age

Religion

Gender

Education

Values

Culture

Socio-Economic

The Human Ice-berg PrincipleWhen assessing people, or trying to understand them we can only base our assessment on what we can see.

BEHAVIOUR

Human Behaviour

Behaviour is Consistent

Behaviour is Symbolic

Behaviour is based on

Reward

Behaviour is Comfortable

Behaviour wants to Avoid

Pain

Behaviour leads to Pleasure

Human Behaviour: Case Studies

•Taking back a Faulty Appliance

•The Phone Call

•The Exco

Human Behaviour

2 Aspects of Behaviour

POWER MOTIONDominant / Easy-Going Spontaneous / Self-Controlled

Easy-

Goin

g

Dom

ina

nt

Human Behaviour: 4 StylesAggressive

DecisiveArrogantDirectTenseArgue

LoudConfidentTalksChallengesTells

PassiveIndecisive

HumbleIndirectRelaxedDiscuss

QuietShy

ListensAccepts

Asks

Human Behaviour: 4 Styles Spontaneous

Self-Controlled

Mobile Warm Friendly Feelings Responsive Jovial InformalImpulsive

ImmobileColdUnfriendlyLogicUnresponsiveSeriousFormalStructured

Human Behaviour: 4 Styles Spontaneous

Easy-G

oin

gDom

inan

t

Self-Controlled

Driver Analytical

AmiableExpressive

General Behaviour

Driver Analytical

AmiableExpressive

•Open, Gregarious, Friendly•Dramatic & Exaggerates•Creative•Lacks implementation•Good persuader

•Friendly, laid back•People’s person•Caring, concern for others•Little concept of time•Good crisis managers

•Quiet, shy•Slow to act•Graduated wit•Careful, avoids risks•Calculating

•Cold, distant, aloof•Few words•To-the-point•Selective with relationships

Motivation

Driver Analytical

AmiableExpressive

•Getting things done•Bored easily•Cheerleader•Financial Incentives•Enthusiastic & Spontaneous

•Building relationships•Nurturing and caring•Loyalty•Loves small-talk•Avoids personal risk

•Facts & information•Getting it right•Showing how smart they are•Thoroughness•Perfectionism

•The bottom-line•Get results•Doesn’t trust “theory”•Autocratic•Power

Decision-making

Driver Analytical

AmiableExpressive

•Impulsive•Lacks planning•“Seat of the Pants” Attitude•Gut Feel

•Will let others make decisions•Easy-going•Leaves it till last minute•Changes mind to suit others

•Slow & careful•Collects too much info•Tends to get bogged down•Great attention to detail

•Firm and quick•Loves making decisions•Often above their authority•Even if it’s wrong

Want from other people...

Driver Analytical

AmiableExpressive

•Energy & Enthusiasm•Get to the point quickly•Entertaining & Cheerful•Expression & compliments•Little detail – big picture

•To be friendly•Spend time to know them•Be personable•Laid-back attitude•Caring

•Calm and controlled•Attention to detail•Lots of info•Time to make decisions

•Get to the point•No “frilly” stuff•Meet commitments•Deliver results

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Social Styles and Advertising