On the latest episode of Embracing Marketing Mistakes, Will and I had the pleasure of chatting with Phill Agnew, host of the Nudge podcast and all-around behavioural science guru. If you’ve ever wondered why some marketing campaigns take off like a napkin on a rainy day, while others flop harder than a British BBQ in December or May for that matter, then this episode is for you.
We dug deep into how subtle nudges in consumer behaviour can save your campaigns from crashing and burning—and let’s face it, we’ve all been there. The big takeaway? You don’t have to guess your way through marketing. There’s science to it, and it’s the type of science you don’t need a lab coat for (just some good common sense, a cup of coffee, and a bit of know-how).
What’s Behavioural Science Got to Do with Marketing?
Let’s put it this way—most marketers are making it up as they go along, like trying to reverse park on a busy London street. It works…sometimes. But what if there were actual rules to follow, like in cooking or DIY? Instead of winging it, behavioural science gives you a playbook—one backed by peer-reviewed studies, not just Barry from the pub’s hunches.
Phill explained it like this: Behavioural science helps you understand the why behind decisions. Why do people flock to the pub that’s already packed? Why do people cancel their steak night and opt for a salad? It’s not just chance—it’s science. And once you understand it, you’ll be using it to craft better campaigns, faster. I know I will.
The Power of Social Proof: It’s Not Just for Queueing
Now, one of the juiciest bits we talked about was social proof—the idea that people love doing what others are doing. This is why Brits are brilliant at queueing. Show us a line, and we’ll happily join it. But in marketing, social proof can nudge consumers in the right direction.
Phill shared an example that’s right up our street. Richard Shotton (another behavioural science Jedi master) ran a test in a pub, highlighting their most popular beer, London Pride. What happened? Sales shot up by 250%. And, no, people didn’t stop ordering the other beers—they just bought more of the one they knew others were drinking. It’s like seeing a full pub on a Friday night and thinking, “That’s where I need to be.”
How to Absolutely Botch Social Proof
But, of course, even brilliant concepts can go horribly wrong in marketing if we don’t know what we’re doing. Enter: negative social proof. In the classic case of “good idea, poor execution,” a university tried to tackle binge drinking by saying, “The average student drinks 8 pints a week, which is way too much.” The problem? Students who weren’t hitting that number thought, “Crikey, I’m slacking! Better up my game.”
The lesson? Don’t accidentally encourage the behaviour you’re trying to stop. Instead, highlight the positive behaviour you want people to follow. It’s like telling the nation, “Most Brits are smashing their recycling targets” instead of “Barely anyone is doing it.” One motivates, the other just makes you want to put the kettle on and forget the whole thing.
Science Doesn’t Replace Creativity – It Just Makes it Smarter
Now, you might be thinking, Is behavioural science going to suck all the creativity out of marketing? Don’t worry—you’re mad, and creative genius is safe. What behavioural science does is give you a trusty roadmap, so when you take creative leaps, you’re more likely to land on your feet instead of flat on your face.
Phill gave the example of electric cars in the UK. How do you make them seem popular when they’re still a minority on the road? Easy! Add a little green badge to their number plates. Suddenly, we all start seeing those badges everywhere and think, “Blimey, everyone’s going green!” That’s social proof at work, and it’s as clever as putting gravy on chips.
Practical Tips for Marketers (That Won’t Require a Degree in Rocket Science)
- Learn the Basics: You don’t need to become a behavioural scientist, but understanding key concepts like social proof, loss aversion, and anchoring will give you an edge.
- Test Small, Win Big: Rather than guessing your way through campaigns, try a bit of science. Make small adjustments, test them, and see what works. You’ll be saving yourself from the marketing version of soggy biscuits in no time.
- Don’t Obsess Over Quick Wins: Like a good cup of tea, some things take time. The mere exposure effect shows that the more people see your brand, the more they like it. Play the long game.
Wrapping it Up
At the end of the day, behavioural science is your secret weapon for avoiding marketing fuck ups and I am all for it. Whether you’re managing multi-million-pound budgets or working on a shoestring, understanding what really drives behaviour will transform how you approach campaigns.
Curious to dive deeper? Have a listen to the full episode below, and trust me, it’s worth your time. Phill’s got tons of useful hacks for you to get started and so this conversation will leave you thinking differently about your next campaign.
P.S. I’d love to hear your thoughts—have you ever used behavioural science in your marketing? How did it go?
Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.
