Ruth Dale 0:00
Hello You're listening to Ruth and in today's episode we will be exploring the murder mystery genre and how we can use it to apply behavioural science in our marketing and our comms.
Ruth Dale 0:11
Let's dive in.
Ruth Dale 0:14
Hello, you're listening to the behaviour change Marketing Bootcamp podcast. I'm your host, Ruth Dale. And this is where busy comms and marketing pros come to learn how to use behavioural science design thinking and other cool stuff to shift out of awareness into action to really focus in on improving health and influencing positive behaviours. With over 20 years experience of doing just that across Public Health England, some of the biggest campaigns such as Chaneg4Life as well as working in a busy NHS hospital with zero budget, I completely get how hard it can be to use this very clever stuff when you're working frontline and juggling. So in our episodes, we do lots of how to talk to some people who succeeded sharing case studies and talk to book authors and really bring you the latest research and hot tips so you can accelerate your impact.
Ruth Dale 1:06
Okay, let's dive in. So, thank you so much for joining today. We're gonna start by asking you who is your favourite TV detective? Have you got a favourite murder mystery, book series or film or game? Because this is an unceasingly popular genre murder mystery is consumed by reading in books by watching with endless TV programmes. And of course, there's all these really really dodgy murder mystery evenings that you can attend.
Ruth Dale 1:44
Or if you've got a tight friend, they might buy a box and you can go over to theirs play the murder mystery game at a dinner party. But we all consume it differently or in multiple ways. So who is your favourite? I'm a Death in Paradise girl. I love it on a winter's day and I love trying to work out who did what and the moment where they bring everyone back into the room to decide. You know who did it and don't always get it to be honest, this bit embarrassing. Not sure if I say that, but I also absolutely love Harry Bosch. Oh my gosh, Michael Connelly, anything he does. And I love The Lincoln Lawyer books and The Lincoln Lawyer TV series. Everyone watched that if you haven't watched that, but you could just be a massive classic fan and love Agatha Christie's Miss Marple or Hercule Poirot. I probably said that completely wrong. Or, you know, Sherlock Holmes or PD James. There's so many. There's so many authors out there and incredible, incredible storytellers.
Ruth Dale 2:42
But we're not looking at storytelling. today. We're looking at how this genre can help you apply behavioural science. So you can up level your marketing and your comms. So this is really relevant for you whether you're an in house agency, med, comms, pharma, health, healthcare, comms, higher education, comms, you could be even in retail, you know, we primarily focus in on public health and education and fire very much public sector and challenge, behaviour change, challenge based work. But truly, if you want to get started in behavioural science, and you're in marketing, any sector can use these principles.
Ruth Dale 3:19
And that is why quick plug here, I'm a Southwest girl, Devon girl, and I'm also a CI PR girl. We've got a CI PR event, a murder mystery behavioural science event coming up on the seventh of November. And we joined together well, I'm a member anyway, but we thought, let's run this event because there's so much learning here. And if you're really busy in house, you just want to know what the learning is from behavioural science so you can get better at your job. So you can do a better job, or you haven't got time to read, you know, the journals, the research papers. So if that sounds like you come along on the seventh of November, it's only a fiver if your're a student and members is £10. But you can come as a non member to but also I think there is a drink in there for everyone. So you get a drink, drink for that. But you'll take away your very own murder mystery playbook style toolkit thing, as well. So it's gonna be really fun evening and we're basically going to explore in a fun way how you can use behavioural science to shift the needle on your messaging.
Ruth Dale 4:27
Because what we find happens is that people kind of get the point where they're supposed to understand the pain, the motivators, the barriers, but when you come to actually do that, it's harder than it sounds because it brings all this emotional baggage with it. But also often you get these pain points motivations and you're not actually quite sure what to do about them. But you're not quite sure you're going to tell anyone that either because your supposed to know and using the murder mystery as like the lens to look through. We find that it opens up creativity. It stops people feeling like they can't ask silly questions not that any question is silly. I don't mean that at all. I mean, that you can ask silly questions, there is no such thing as a question more obvious when it comes to murder mystery, because ultimately, we love working out who did it, who was the murderer was in the library with the candlestick? You know, who did what? We love these cognitive processes.
Ruth Dale 5:23
So on the day, we'll have a look at a bit of the cognitive psychology behind it. But mostly, we're going to be looking at how you can start thinking like a detective, how you can don that policeman's helmet and start thinking, does my audience have the means to do I want them to do?
Ruth Dale 5:40
Do they have the motive to do what I want them to do?
Ruth Dale 5:42
And do they have the opportunity?
Ruth Dale 5:44
Because to be honest, those three questions are absolutely key.
Ruth Dale 5:47
And if you're spending money on campaigns and interventions, when you can't answer those questions, you are honestly wasting your time and money. So it can be easy, it can be simple, and you can get started really confidently and have some fun as well. So we're going to show you how you can do that.
Ruth Dale 6:04
But just for this episode, just say ask those questions to yourself, you know, skim back through some of our other podcast episodes on empathy mapping, you know, tools that can help you get into your audience's shoes.
Ruth Dale 6:15
But even if you just ask, what are the means?
Ruth Dale 6:19
What are the motives?
Ruth Dale 6:20
And what are the opportunities for my audience?
Ruth Dale 6:23
It was really gonna flag up segmentation to, let's be honest, how good is your segmentation strategy? Do you even have one? This is one of the beauties of when we say step into your audience shoes, whoever knows their audience knows their customer knows their member, you know, whoever knows that the best will have the best marketing, but really flags up how segmentation can really throw people and our stakeholders often don't like it and don't understand it. So this again, is another fun way around that.
Ruth Dale 6:56
So please do come along. Is it Plymouth University on the seventh of November in the evening, just hop over to the CIP our website to find, find the links.
Ruth Dale 7:06
Now, the other thing is for anyone who's not in the southwest, we will be running a murder mystery online challenge for you soon. So keep an eye out for that.
Ruth Dale 7:15
But if you are in the southwest, please do come along. Because we see all these events taking place. And I do love you Bristol, I do and you are Southwest, and I worked there for many years. But wouldn't it be so lovely to have one down, down south a bit more down south and really get a bustling network of like minded souls around here.
Ruth Dale 7:33
So really hope to see some of you there as well. And like I said, there is a drink in it for you as well.
Ruth Dale 7:39
Okay, so I'm gonna leave you hanging. And if you want to know more, either come along to the event or listen out for the next updates on the murder mystery challenge. Okay, take care everyone. Bye.
Ruth Dale 7:54
Thank you so much for listening. We're so delighted you joined us and if you've got any value out of this at all, or even if you just simply had a little chuckle. Please do share it with anyone you think it may benefit