Senior Living Marketing Perspectives: Behavioral Science in Marketing

Episode Summary:

In this episode of “Senior Living Marketing Perspectives,” host Debbie Howard from Senior Living Smart welcomes Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing. First, Debbie and Nancy dive into the connection between behavioral science and marketing, specifically in the senior living industry. Next, they explore the unique challenges that marketers face with customers and how using principles from behavioral science can be a solution. Finally, Debbie and Nancy discuss Nancy’s book, “Using Behavioral Science in Marketing” with some key takeaways that all marketers should consider.

Topics Discussed and Key Points: 

  • What is behavioral science and why should marketers be interested in it?
  • Is it hard to add behavioral science to marketing campaigns?
  • Examples of behavioral science principles, and how marketers might use them.
  • Testing different behavioral science tactics in marketing strategies.
  • Behavioral science may seem counterintuitive to some marketers – examples and reasons to embrace it.
  • Takeaways from Nancy’s book, “Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses”

Nancy’s Bio:

Getting people to take action is what Nancy is all about. Her specialty is blending best-of-breed creativity with behavioral science to prompt response.

She and her teams have won over 200 international and national awards for marketing effectiveness. Along the way, she’s helped generate $68 million in incremental revenue for Nationwide, establish seven controls for the GM Card, and create one of H&R Blocks’ most successful campaigns.

Recognized for her work in B2C, B2B, and nonprofit, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. A frequent speaker at marketing conferences, she’s shared her passion with audiences in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, Dubai, and all over the US, including several return engagements at SXSW.

Prior to co-founding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks. Kogan Page recently published her first book, Using Behavioral Science in Marketing, Drive Customer Action and Loyalty by Prompting Instinctive Responses.

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